KOLKATA: Entertainment super app MX Player has dropped the trailer of its interactive short film –The Right Click. With this product innovation, it has become the only homegrown OTT platform to introduce viewers to interactive narratives that enables them to decide on the course of the story. In collaboration with Axe and Mindshare, MX Player is raising the bar of storytelling with this interactive short film that promises the brand a high user engagement and an exciting opportunity to engage with its large and diverse user base.
The Right Click is a tale of two college going students, set against the backdrop of the new normal in 2020 with online lectures and a budding digital college romance. Starring Yashaswini Dayama and Prit Kamani as Dia and Ajay, it allows viewers to decide the progression of the film by giving them a series of incidents and options from a young college boy’s daily life and his journey of getting to know his crush. From when Ajay wakes up, to his thoughts and to his date plans, every few minutes, the film gives viewers two options to choose from. If the user does not select any of the options - the default, pre decided options will be highlighted and selected, taking the story forward. This product feature also guides viewers back to the story, giving them a chance of a do-over.
MX Player COO Vivek Jain said, “We have always wanted to experiment and try out new formats of storytelling that makes for compelling content and keeps the user engaged. From a product standpoint, this is a premium marketing tool that can deliver high user engagement and enable brands partnering with us to tell their stories better.”
HUL-India Deodorants Category general manager Shailendra Singh said, "The Right Click is the perfect platform for Axe to play out its proposition of the transformative power of its fragrances – especially given the rise of OTT and snackable content. The technology that the MX Player team brought on the table weaved in the brand promise effortlessly and was the icing on the cake.”
Mindshare India content SVP Ajay Mehta concluded that with this project, “We wanted to give the power back in the hands of our audiences and create a unique story-telling approach.”
