MX Player turns #IdeaChor to promote 2nd season of 'Thinkistan'

The brand team and WATConsult steered away from the traditional methods to market

e4m by exchange4media Staff
Updated: Aug 5, 2020 2:23 PM
mx player

The last quarter of the year gone by saw MX Player and WATConsult create a stir amongst netizens and various brands. MX Player became an #IdeaChor to promote the 2nd season of its original series, ‘Thinkistan’, in the most unique way. 

Released as a campaign, the brand team and the agency steered away from the traditional methods of advertising, tactfully and effectively employing Guerrilla marketing to garner some ground-breaking results. 

The content marketing activity enabled the show’s viewership to witness a phenomenal increase by 230%. Therefore, with exactly zero investment, the campaign was successful in registering earned media worth 4.2 Mn INR, and a 225% growth in engagement across platforms. Not only that, but Thinkistan also trended as the number 1 show on MX Player during that phase. 

Elaborating on the campaign, Abhishek Joshi, Head of Marketing and Business Partnerships, MX Player said, “I believe that building a great campaign entails keeping our finger on the pulse of our consumer’s attitudes and preferences, while continuing to drive innovation. IdeaChor does just that; it resonates as a bold campaign with the right amount of quirk, theatre and pizzazz that wowed not only the netizens but also forced other brands to stand up and take notice.”  

Talking about the success of the campaign, Heeru Dingra, CEO, WATConsult commented, “With digital constantly evolving, it is imperative to stand out to make an impact. By using the ‘Shock & Surprise’ strategy, we first shocked the audience with the misconduct and later surprised them with the truth, enabling the show to reap its benefits. Our impactful strategy led the campaign trend organically on the internet.” 

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