iWorld
MX Player boosts audience stack with Vserv AudiencePro
Mumbai: Marketers have to keep up with new ways of winning the consumer with the rapid adoption of digital commerce, the ever-changing media consumption habits and the rise of D2C brands putting pressure on legacy FMCG brands. In today’s competitive market, every aspect of digital marketing is improving and brands are looking for deeper deterministic audience segmentation to boost in-target audience reach. The pace of innovation is fast and everyone in the ecosystem is looking for smarter collaboration and solutions. India’s number one OTT platform, MX Player has partnered with Vserv AudiencePro to enhance its audience stack and provide advertisers with richer audience segments and an evolved marketing solution. This partnership is a game-changer for brands and brings cutting-edge solutions with simplicity at its core – be it unlocking new audiences or finding innovative ways to retain existing customers, it addresses both sides of the coin.
This partnership presents two new avenues for advertisers to unlock the potential of MX Player:
1. Brands can now choose from over 700 deeper deterministic segments from AudiencePro like grocery shoppers, credit score, modern trade offline shoppers, travel transactors & many more for sharper reach to unlock new audiences with frequency campaigns on MX Player. AudiencePro segments have delivered higher performance metrics on video campaigns for a variety of brands like Nykaa, Coke, Bajaj Haircare, Dettol, ICICI Prudential Mutual Fund, ID Fresh, etc across many platforms. Brands across diverse sectors like FMCG, BFSI, Fintech, Retail, OEM, etc. can now leverage the power of content & core target audience with the massive scale of MX Player with AudiencePro segments.
2. Leveraging AudiencePro Insights, MX Player will now be able to offer brands with first party data deeper insights into content consumption and over 700 transacting behaviour points of their consumers. This will bring unique insights to the forefront and help brands construct smarter creatives to make their remarketing campaigns more personalised on MX Player. Eg. MX Player content insights like Night Owls Segment + AudiencePro Food and grocery buyer segments + first party segments of the advertiser will now allow a QSR brand to run smarter segmented campaigns on MX Player with highly relevant creatives.
Similarly, for D2C brands seeking sharper segmentation, the partnership creates a secure, cost-effective way to invest in brand building. With this partnership, the brand’s requirement of secured activation of first party segments remains front and centre. The AudiencePro DCR (data clean room) enables MX Player to onboard advertisers hashed/encrypted first party segments in a neutral & secured environment, providing complete transparency and an audit trail for brands.
Vserv AudiencePro VP Saurabh Khanna said, “The combination of quality reach & scale, sharper audience segmentation, and cutting-edge data-driven solutions presents a compelling proposition for brands. MX Player & Vserv AudiencePro partnership brings this unique combination to the forefront thereby opening new avenues for brands to unlock new audiences or do smarter remarketing”
MX Player spokesperson said, “As one of the largest content platforms in the market, we are at the forefront of innovation and are constantly looking for ways to improve our offerings for advertisers. AudiencePro platform has established credibility in delivering quality segmentation to a range of brands. Our integration and partnership with them empowers us to offer more comprehensive audience segments and offer advertisers an evolved marketing solution that leverages data for deeper audience insights.”
e-commerce
Insight Cosmetics partners with Pinda for homegrown beauty push
New campaign ‘Kudiye… ghar ki yaad nahi aayi tujhe?’ celebrates toxin-free, skin-first Indian formulations over imported ideals.
MUMBAI: Insight Cosmetics has just turned the beauty narrative on its head and it’s doing it with a very familiar face. The fast-growing Indian beauty brand has teamed up with Udaybir Sandhu, better known as Pinda from the hit series Dhurandhar 2, for a campaign that proudly puts “Made in India” at the centre. Titled “Kudiye… ghar ki yaad nahi aayi tujhe?”, the film taps into that deeply relatable feeling of rediscovering something better right at home, challenging the long-held notion that international always equals superior.
Instead of chasing global trends, Insight is highlighting what it does best: skin-first, ingredient-conscious, toxin-free formulations designed specifically for Indian skin tones, textures and climates. The campaign positions sattu-level honesty and performance as the new standard confident, rooted and globally competitive.
Insight Cosmetics director and spokesperson Mihir Jain said, “Insight has always believed that India doesn’t need to look outward for validation. We have the talent, the understanding, and the capability to create world-class beauty products right here. Pinda represents that same confidence rooted, real, and unapologetically Indian.”
Pinda added, “There’s real pride in representing something that’s ours. For too long, we’ve been told that better comes from outside. Insight is changing that. This is about backing what’s made for us, trusting what understands us, and owning our identity with confidence.”
The collaboration rests on four clear pillars, proudly homegrown innovation, a strict toxin-free promise, a genuine skin-first approach, and deep cultural relevance that speaks to a generation both rooted in India and globally aware.
In a market long dazzled by foreign labels, Insight Cosmetics and Pinda are quietly proving that the most powerful beauty move is the one that feels like home. The campaign doesn’t just sell products, it sells a mindset, that the best glow is the one you already recognise. And right now, that glow is proudly, unapologetically Indian.
