iWorld
MX TakaTak hops on IPL bandwagon partnering with 7 teams
KOLKATA: Homegrown super app MX TakaTak has become the official short form video partner for seven Indian Premier League (IPL) teams – namely, Delhi Capitals, Kolkata Knight Riders, Mumbai Indians, Punjab Kings, Rajasthan Royals, Royal Challengers Bangalore and Sunrisers Hyderabad.
The platform is now the home of all the fun and entertainment of cricket – from net practice to locker room discussions, quirky dance moves to interesting behind-the-scenes moments. You can catch your favourite cricketers share their candid instances and experiences off the pitch on their official team handles on MX TakaTak.
Additionally, the app has kicked off the #KhelTakaTak challenge that allows its users to get up-close and personal with their cricket icons through a live meet-and-greet as well as the chance to win some exciting merchandise. As part of #KhelTakaTak, the platform will introduce weekly challenges like the #FanDanceMove where users can add cricketing moves to their dance videos, the #BatBalance that gets them to multitask keeping a bat on two fingers and the #BolCricket challenge where they complete the commentary in a given situation. Along with these, the #KhelTakaTak challenge enables users to use specifically curated stickers to support their teams along with their respective anthems.
MX Player and MX TakaTak CEO Karan Bedi said, “Our aim has always been to entertain our diverse user base and through this innovative association, users will get a sneak peek into the fun side of cricket, the lives of their favourite teams and cricketers as well as a chance to participate in this year’s tournament fervour with our engaging #KhelTakaTak challenges.”
Delhi Capitals CEO Vinod Bisht welcomed the partnership, saying it provides yet another way to reach out to fans and engage with them in new and creative ways.
e-commerce
Instamart gold dig event at Hussain Sagar goes viral
Hyderabad activation ties to gold price lock offer ahead of Akshaya Tritiya
MUMBAI: All that glitters isn’t just gold, it’s also great marketing. A quirky on-ground activation by Instamart at Hussain Sagar Lake has turned into a viral spectacle, with videos of people digging for gold coins flooding social media feeds this week. The campaign, executed in collaboration with Moms, transformed a patch of the city’s iconic lakefront into what online users quickly dubbed a “mini gold rush”. Armed with spades, participants dug through a mud-filled pit in search of hidden gold coins, an activity that drew crowds, cameras and plenty of commentary online, ranging from amused disbelief to outright fascination.
At the heart of the frenzy was a promotional push for Instamart’s ‘Gold Price Lock’ feature, which allows users to secure prevailing gold rates between April 10 and April 16 and complete their purchase later during Akshaya Tritiya, a period traditionally associated with high gold buying. The mechanic cleverly blended physical participation with digital conversion, turning curiosity into a potential transaction.
Branded as ‘Gold Diggers’, the activation leaned into gamified engagement. Those who struck lucky walked away with coins, those who didn’t were nudged with a simple message: lock the price now, buy later. The result was a steady stream of footfall and a surge in user-generated content, as onlookers and participants alike documented the spectacle.
The timing is significant. India remains one of the world’s largest consumers of gold, with demand peaking around Akshaya Tritiya. Data from the World Gold Council suggests the festival alone accounts for roughly 25–30 tonnes of gold purchases annually, making it a high-stakes window for brands looking to tap into consumer sentiment.
As the ‘Gold Price Lock’ feature remains live until April 16, the campaign has already done its job turning a simple product feature into a citywide moment. Because sometimes, the quickest way to get people talking about gold isn’t to sell it, it’s to make them dig for it.
