Amazon MX Player, ClearTax partner for ‘Half CA S2’

Amazon MX Player, Amazon’s free video streaming platform, has announced a unique partnership with fintech company ClearTax for the release of ‘Half CA Season 2’, blending youth entertainment with financial literacy.

The collaboration aims to connect reel life with real-life responsibilities by introducing ClearTax’s Agentic AI, India’s first AI-powered personal tax expert available 24×7 on WhatsApp. As part of the campaign, Amazon MX Player launched a video featuring Ahsaas Channa and Gyanendra Tripathi, where the actors explain how the AI assistant simplifies tax filing, planning, and saving—from automatically computing taxes with just a PAN number to resolving queries in the user’s preferred language.

‘Half CA Season 2’, produced by The Viral Fever (TVF), continues the story of CA aspirants Archie and Niraj, exploring their struggles with academic pressure, career uncertainty, and young adulthood. The series resonates with millions of Indian students, and the partnership extends its message beyond the screen by encouraging youth to approach financial matters with clarity and confidence.

Speaking on the association, Aruna Daryanani, Director, Amazon MX Player, said, “At Amazon MX Player, we are constantly looking at opportunities where storytelling can create impact beyond entertainment. With Half CA Season 2, we delve into the challenges and aspirations of CA students, a journey that millions of young Indians can relate to. Our partnership with ClearTax amplifies this message, using the power of entertainment to simplify financial literacy in a way that feels authentic and engaging.”

Archit Gupta, Founder and CEO of ClearTax, added, “At ClearTax, we have been among the first to adopt Agentic AI to automate complex tax processes—making filing, planning, and compliance seamless on platforms as simple as WhatsApp. Our partnership with Amazon MX Player’s Half CA Season 2 allows us to connect with this new generation in a relatable way, combining entertainment with practical tools to prepare the leaders of tomorrow with the clarity and confidence to take charge of their financial future.”

The new season features an ensemble cast including Ahsaas Channa, Prit Kamani, Gyanendra Tripathi, Aishwarya Ojha, Anmol Kajani, and Rohan Joshi. Viewers can stream ‘Half CA Season 2’ for free on Amazon MX Player via the MX Player app on mobile, Connected TVs, the Amazon shopping app, Prime Video, Google TV, Xiaomi TV, Fire TV, and Airtel Xtreme.

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“This initiative will empower subscribers to pay online and subscribe to the channels they want to watch and get it activated on their TV sets in real-time without any delay. Without needing to undertake any software development, LMOs can approach Mobiezy for their pre-built and pre-integrated solution that uses NXTDigital’s news APIs and can be up and running with their own mobile apps within just a few days.”

RU Ediriwira, Group CTO, NXTDigital Limited

“With the launch of Partnership for Growth 3.0 we intend to expand our network with 40 new NXTHUBs, each offering up to 650 live TV channels and broadband. Our efforts are focused on harnessing the convergence of technologies, developing robust apps and creating new business models that will help the overall ecosystem, delivering the best experience to our subscribers. We hope to achieve a stronger foothold in the rural regions of the country and grow our subscriber base.”

N.K. Rouse, COO, NXT Digital Ltd

“One of the key principles of the Hinduja Group is ‘Partnership for Growth’. After 2.0 saw the launch of HITS to connect LMOs in even the most remote locations through the only satellite-based cable TV platform in India; 3.0 focuses not just on strengthening the overall ecosystem we have built, but harnessing the convergence of technologies – to be delivered through a national network of NXTHUBs. Video and broadband are only the beginning of the digital highway of services that we have developed for roll-out backed by a robust suite of innovative apps developed by service providers exclusively for our LMOs and subscribers.”

Vynsley Fernandes, MD & CEO, NXTDigital Limited

“Wireline broadband is becoming ever more important not only in connecting homes across the country but also small to large enterprises-to the digital economy. The NXTHUBs will be the perfect point-of-presence to offer broadband services to cater to these consumer needs.”

Yugal Kishore Sharma CEO, ONEOTT Intertainment Limited

Amazing and grim battle for survival. Guess it will end up in Supreme Court. All that NCLT asked Zee to do was to file a reply to Invesco petition for a EGM. Now this is getting too serious. So far Invesco has been hammered for demanding an EGM. What is Zee upto? Ofcourse my lawyer community knows better!

Ashok Mansukhani, Corporate Law and Media Law Advocate at Ashokmansukhani Associates

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Amazon MX Player, ClearTax partner for ‘Half CA S2’

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