India’s entertainment app MX Player has been enthralling viewers with a dynamic array of storylines across formats, genres, and languages. Amping up its robust library of original series, MX Player is now enticing viewers with its recent launch of the high octane crime thriller ‘Dharavi Bank’.
Ranking No. 4 in the most anticipated list of shows before launch, the MX original series has now garnered a massive 9.3 rating on IMDb. ‘Dharavi Bank’ is the newest entrant in this coveted category of much loved shows that have a 9+ rating, a media statement from the streamer said Monday.
Bringing alive the unending stretch of narrow dirty lanes, open sewers and cramped huts of Dharavi in an intense chase, the show narrates the story of a cop trying to topple over a powerful gangster, who is the de facto government in Mumbai. Highlighting how far one can go for one’s family and duty towards the nation, ‘Dharavi Bank’ is a complex story that goes beyond just bringing down a crime empire, MX Player said.
Pulling out all stops on the launch of ‘Dharavi Bank’ is a highly engaging and innovative marketing and communication plan that is aimed to draw equal attention from brands as well as viewers.
A high-decibel five-week campaign has left no stone unturned in reaching out to the viewers to establish the series Dharavi Bank as a blockbuster. In a span of less than 10 days, the platform has already reached one in every three digitally active people in India with a cumulative reach of 200 million across YouTube, Facebook and digital OOH.
One can also pick the character one wants to personify as the brand has made two innovative augmented reality filters on Instagram and Facebook based on the protagonists — Thalaivan and JCP Jayant Gavaskar.
Embracing the tough cop look or Thalaivan’s distinctive white beard and long hair, these filters saw massive engagement over the weekend. There was also a fun brand banter on Twitter, which saw brands like CoinDCX, BookMyShow, IMDb, Too Yumm!, Lenskart, Tata Play Binge and Moj engage with MX Player’s Tweet-Bank to keep one’s secrets safe and cash safer.
The marketing plan also included ATL promotions across impact sites in the cities of Mumbai, Delhi, and Gurugram and the series was promoted across MX Live to drive maximum engagement as well.
On the launch of this web series, Nikhil Gandhi, Group COO, MX Media, said, “ ‘Dharavi Bank’ is one of our most anticipated flagship properties and going by the response to the trailer, it’s going to break many records. MX Player enjoys massive reach and the show is going to be available in India and across the globe to entertain our 300mn+ active users.
“We have been the platform of choice for Suniel Shetty’s OTT debut. Anna, along with Vivek Anand Oberoi, headlining the show set against the backdrop of Dharavi is never seen before. Our advertiser response has also been overwhelming & we believe the show is going to have a lasting impact on all our stakeholders.”
Dharavi Bank features Suniel Shetty making his digital debut as the ruthless and unattainable Thalaivan who is hunted by tough cop JCP Jayant Gavaskar portrayed by Vivek Anand Oberoi.