MAM

MX Player's integrated campaign #IsLoveComplicated reaches over 52 million Indians

The survey witnessed a participation of over 15 Lakh Indians

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/02/22/number.jpg?itok=RT-IxysN

MUMBAI - On the occasion of Valentine’s Day, while most brands sought to highlight love stories that end with happily ever after, leading entertainment streaming platform - MX Player decided to bring to light the ‘reality’ of love in a modern day relationship. The platform released its new MX Original Series ‘Pawan and Pooja’ that deals with the lives of 3 couples, ALL named Pawan and Pooja -  spanning across 3 generations.

With an objective to bring alive the concept of the series and effectively break online clutter, MX Player conceptualized the campaign #IsLoveComplicated.

The genesis of this idea is rooted in the theory that many couples do not openly discuss the conflicted reality of love and hence, the brand decided to create a microsite - http://isloveuncomplicated.in/ to conduct an anonymous digital ‘Pyaar ka Poll’ survey to understand the dynamics of functional relationships in India. The microsite held 8 hard-hitting questions revolving around the core themes of the series such as: whether or not couples were dissatisfied in bed, whether or not they kept secrets from their partner, and whether or not they’ve ever indulged in an exaggeration of their love on social media, to name a few.

In addition to the microsite, MX Player also effectively used  Instagram, Facebook stories, and specialist content channels such as Femina, Filmfare, iDiva, MensXP, SpotboyE and more to gauge India’s view on love today. The survey witnessed a participation of over 15 Lakh Indians and MX Player was able to piece together a picture true to love and relationships, as seen by audiences today.

Taking the campaign beyond just digital, the statistics gleaned from this poll were highlighted through outdoor, radio and print. With smart insights and seamless execution, a simple digital survey was transformed into an integrated campaign across platforms with statistics from the poll to support bold relationship claims.

Furthermore, this campaign saw traction from many influencers like Neha Dhupia, Kusha Kapila, Prince Narula and Divyanka Tripathi, who discussed the show launch and even participated in some compatibility activities with their partners.

Elaborating on the same, MX Player marketing and business partnerships head Abhishek Joshi said, “This real life social experiment flips the regular Valentine’s day approach on its head and the campaign tackled hard hitting questions about love, rather than the typically seen emotional drivers of romance and happiness.”

Talking about the scale of the campaign, he added saying, “#IsLoveComplicated is a digital first campaign which was able to scale into a 360 degree integrated approach with powerful OOH communications.  What makes the campaign impactful is that we could use the power of digital to reach out to the masses & use the insights across multi-channel communications.”

The results for a poll brought to the surface some very real issues that individuals experience in relationships today.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/06/WFH.jpg?itok=Sgni5GFH
Companies learn the positive side of WFH

MUMBAI: As the spread of COVID-19 is causing ripples in the economic system, companies around the globe have temporarily shifted to the work-from-home (WFH) model. They are enabling remote working to keep the business running while helping employees to follow social distancing.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/04/Chaaya-Baradhwaaj.jpg?itok=K_VCXg1a
Sad that bigger brands not investing enough on digital: BC Web Wise' Chaaya Baradhwaaj

NEW DELHI: One of the leading independent advertising agencies, serving clients like TikTok ads, BC Web Wise recently completed two decades of its fabulous journey. On the occasion, Indiantelevision.com interacted with founder and MD Chaaya Baradhwaaj to know about the agency, its journey and her...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/04/rajesh_shetty.jpg?itok=v5EcR7pF
How hotels and private clubs can retain brand recall among customers in times of COVID-19

The impact of the current COVID 19 pandemic on multiple industries is being noticed across the world. In the time of social distancing and home quarantine, travel and hospitality are among the worst impacted sectors! The hospitality industry is highly dependent on tourism which has borne the brunt...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/03/rb.jpg?itok=zYmKW5O_
Dettol’s new awareness campaign shot in the work from home model

MUMBAI: Dettol has launched a COVID 19 public service announcement. The advertisement is thoroughly filmed inhouse to drive home a point, in a simple illustrative manner on how a soap keeps germs away, during the lockdown while maintaining all precautions including social distancing. Practicing...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/03/delhi.jpg?itok=c1Gn0d3H
In another humanitarian gesture, Deltin Group pledges its support towards Goa’s fight against COVID19

MUMBAI: The outbreak of coronavirus has taken its toll on the world. The disease is rapidly spreading and leaving its mark on one’s physical, mental and financial well-being. India has currently imposed one of world’s largest lockdowns to lessen any human to human transmission and mitigate the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/03/myteam.jpg?itok=J7VW-VD8
MyTeam11 donates INR 5 Lakh to the PM Cares Fund

MUMBAI: MyTeam11-One of India’s leading fantasy sports platform with a user base of over 15 million users, today announced that they have donated a sum of INR 5 lakh to the PM Cares Fund in the wake of the ongoing COVID -19 outbreak in the country.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/03/adclub.jpg?itok=E2qwG0FW
Ad Club Bangalore to host webinar to discuss COVID-19 impact on media industry

MUMBAI: The Advertising Club Bangalore will host a webinar on 7 April, 2020 focusing on COVID-19’s impact on the advertising industry. According to the organisers, the webinar will help industry professionals equip themselves with the knowledge to tide through the economic downturn caused by the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/03/ShopClues.jpg?itok=RdjNVGJj
ShopClues' Essentials Delivery Goes Contactless; Cancels Cash-on-Delivery payment mode

New Delhi: April 3, 2020 - Doing its bit to curb the spread of the novel coronavirus through people-to-people contact, e-commerce firm ShopClues has canceled its Cash-on-Delivery mode of payment for all essential items, urging customers to pay online for their purchases.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/03/ads.jpg?itok=-yWWQdy4
Brands shift ad spends to digital platforms to tide over COVID-19 crisis

MUMBAI/NEW DELHI: The emergence of COVID-19 has thrown the near-to-mid-term strategies of businesses off-track. Global media ad spending has been hit as well. According to industry experts, the long-term impact will be positive. However, the next quarter is going to be very crucial for the...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required