With the growing importance of digital media, there has been a massive shift in the kind of content being created and being consumed. The short video space is one of the fastest-growing sectors in the country’s digital media landscape with homegrown platform MX TakaTak leading the way and emerging numero uno in a short time since its launch.

Amidst the expanding cricket fever that has engulfed the nation, MX TakaTak recently announced itself as the official short video partner for 7 teams and the platform marks another win as it becomes the platform of choice for global sports icon – Virat Kohli.

The Indian skipper will create fun and exclusive TakaTak Videos and participate in Hashtag Challenges and Livestreams, offering his fans a chance to get a closer look at him off the field well.

Virat has remained one of the undoubted leaders in terms of the number of followers for an Indian sportsman across all major social media platforms.

Regarded as one of the top batsmen in the world, Virat Kohli’s social media presence is influenced by moments leveraging cricket, and his posts on MX TakaTak will offer his fans insight into the candid moments from his life.

Karan Bedi, CEO, MX Player, and MX TakaTak said, “Short video platforms have until now been at the early part of the adoption curve, primarily led by the rapidly growing online influencer community to showcase their talent and build their fan base. However, with legendary cricketer Virat Kohli, who is India’s biggest celebrity as well as one of the world’s top stars, creating an account on MX TakaTak, we are now in the cultural mainstream.”

He further elaborated saying, “This space has changed a lot since the time we entered the market and has marked several high points in only a year. We are happy to be welcoming the Indian Cricket Superstar – Virat Kohli to the TakaTak family and look forward to being part of his life. With this move and many more to come, we want to offer our millions of users more delightful moments from their biggest idols’ lives”.