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MX Player’s first integrated content partnership proves to be a success

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MUMBAI: Carving a niche for themselves in the OTT market, MX Player - India’s largest entertainment platform, believes in curating content that provides ‘Everytainment’ to its viewers. The app which integrates the local media player with a wide library of online content and music on the same platform has won the hearts of its viewers with its MX Original Series’ as well.

MX Original Series – ‘Love Ok Please’, powered by Too Yumm! hosted by Karan Wahi is a 12-episode travel reality show that explores the possibility of love on the road. Too Yumm! came on board as the powered by sponsor for the series that fit the bill as a seamless product integration as all of us do give into binging and indulging in snacks while travelling. What more can you ask for if they come in multiple flavors and are healthy too.

 “Too Yumm! has a stated purpose of liberating the Indian youth of unhealthy snacks. The brand is a new age snacks brands where all products are ‘baked not fried, high on taste and available in more than 25 different flavours!  So you will always have something new and exciting to keep you company. During travel and exploration, we usually prefer being accompanied with bingeing snacks and Too Yumm! would be your best travel buddy! The audience for Love OK Please matches our consumer profile hence, it is the perfect fit” said Anupam Bokey, CMO RP Sanjiv Goenka Group FMCG

The integrations for the brand saw prominent presence within the show as well as seamless product placements in the tasks. Moreover, the brand name (Too Yumm!’) and associations of ‘Baked & Not Fried’ were integrated well and reinforced through tastefully created Brand Experiences and Exposures.

The efficacy of the branded content association was measured in association with Kantar, with results proving to be effective in creating Brand Impact and delivering significant uplifts across the Awareness and Persuasion measures

Detailing about the study, Kavita Chand – Associate Vice President at Kantar said “Kantar partnered with MX Player to measure the impact of the association of the Brand, ‘Too Yumm!’ with their original web series, ‘Love OK Please’. In that context, Kantar conducted a Brand Lift Insights’ survey among the viewers and non-viewers of the show, and probed on specific brand parameters shared by Too Yumm. The research outcomes showcased the effectiveness of the ‘Too Yumm’ content integration in delivering a significant impact on the Brand, across the funnel. Even in comparison to our normative database of India-studies, the campaign has performed very well.”

Adding a new feather to its cap, the campaign won big at the coveted ScreenXX Summit Awards which recognises excellence in digital video content and seeks to felicitate initiatives that are innovative, creative and effective. MX Player took home the Gold Award in the ‘Best Integration of Branded Content in a Hindi Web Original’ category for the Too Yumm integration in MX Original Series Love Ok Please.

Elaborating on the same, Viraj Jit Singh – Head of Revenue at MX Player said, “Branded content represents a new approach to advertising; it’s exciting and entertaining, customers seek it out and share it with practically no prompting at all. We, at MX Player, are constantly looking at integrations that suit the content offerings we have which is relevant for all; us, the brand and our audience. The Too Yumm! Association for Love Ok Please made for a great fit conceptually.  Our strategy was to promote the brand through in-show branding, in-stream video mid-rolls as well as an eminent brand logo presence that would meet the objective of promoting a healthier indulgence in snacking as per the brand mandate. This study proves that the association has delivered significant uplifts across the awareness and persuasion measures for the brand, translating into a success story for us.”

The survey results further showed that the inclusion of both the audio-visual elements, integration of the brand attributes into the theme, and the presence and prominence of the ‘Too Yumm!’ branding were effective in generating the desired impact. The brand favourability amongst men and women across the age group of 15-35 increased by 17% and purchase intent increased by 21%.

Deeming this association as the first branded content success for MX Player, the brand is now set to achieve newer and higher benchmarks with its brand integration strategies.

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