MAM
MX Player’s integrated campaign #IsLoveComplicated reaches over 52 million Indians
MUMBAI – On the occasion of Valentine’s Day, while most brands sought to highlight love stories that end with happily ever after, leading entertainment streaming platform – MX Player decided to bring to light the ‘reality’ of love in a modern day relationship. The platform released its new MX Original Series ‘Pawan and Pooja’ that deals with the lives of 3 couples, ALL named Pawan and Pooja – spanning across 3 generations.
With an objective to bring alive the concept of the series and effectively break online clutter, MX Player conceptualized the campaign #IsLoveComplicated.
The genesis of this idea is rooted in the theory that many couples do not openly discuss the conflicted reality of love and hence, the brand decided to create a microsite – http://isloveuncomplicated.in/ to conduct an anonymous digital ‘Pyaar ka Poll’ survey to understand the dynamics of functional relationships in India. The microsite held 8 hard-hitting questions revolving around the core themes of the series such as: whether or not couples were dissatisfied in bed, whether or not they kept secrets from their partner, and whether or not they’ve ever indulged in an exaggeration of their love on social media, to name a few.
In addition to the microsite, MX Player also effectively used Instagram, Facebook stories, and specialist content channels such as Femina, Filmfare, iDiva, MensXP, SpotboyE and more to gauge India’s view on love today. The survey witnessed a participation of over 15 Lakh Indians and MX Player was able to piece together a picture true to love and relationships, as seen by audiences today.
Taking the campaign beyond just digital, the statistics gleaned from this poll were highlighted through outdoor, radio and print. With smart insights and seamless execution, a simple digital survey was transformed into an integrated campaign across platforms with statistics from the poll to support bold relationship claims.
Furthermore, this campaign saw traction from many influencers like Neha Dhupia, Kusha Kapila, Prince Narula and Divyanka Tripathi, who discussed the show launch and even participated in some compatibility activities with their partners.
Elaborating on the same, MX Player marketing and business partnerships head Abhishek Joshi said, “This real life social experiment flips the regular Valentine’s day approach on its head and the campaign tackled hard hitting questions about love, rather than the typically seen emotional drivers of romance and happiness.”
Talking about the scale of the campaign, he added saying, “#IsLoveComplicated is a digital first campaign which was able to scale into a 360 degree integrated approach with powerful OOH communications. What makes the campaign impactful is that we could use the power of digital to reach out to the masses & use the insights across multi-channel communications.”
The results for a poll brought to the surface some very real issues that individuals experience in relationships today.
Brands
Google completes $32 billion Wiz deal to boost AI and cloud security
Wiz joins Google Cloud but keeps multi-cloud support across rival platforms
NEW YORK: Google has completed its $32 billion acquisition of cloud security company Wiz, marking the biggest deal in the tech giant’s history and signalling a major push to strengthen security in the era of artificial intelligence and multi-cloud computing.
The New York-headquartered cybersecurity firm will join Google Cloud while continuing to operate under the Wiz brand. Crucially, the company will maintain support for multiple cloud platforms, including Amazon Web Services, Microsoft Azure and Oracle Cloud, reflecting the reality that most large organisations run their systems across several cloud providers.
Google said the acquisition is designed to help organisations build and scale applications more securely as businesses and governments increasingly move critical systems and data to the cloud. At the same time, the rapid adoption of generative AI has introduced new cybersecurity risks, with attackers also using AI to launch faster and more sophisticated attacks.
Wiz has built a reputation for simplifying cloud security. Its platform maps entire cloud environments, identifying vulnerabilities, potential attack paths and misconfigurations before they can be exploited. By connecting insights from code, cloud infrastructure and runtime environments, it allows security and engineering teams to detect and fix risks early in the development cycle.
Bringing Wiz into Google Cloud will create what the company describes as a unified security platform capable of detecting, preventing and responding to threats across cloud and AI environments. The combined offering will also integrate Google’s own security capabilities, including threat intelligence tools, security operations platforms and the cybersecurity expertise of Mandiant.
Google CEO Sundar Pichai said the move reflects the growing importance of security as more organisations rely on AI and cloud technologies. “Keeping people safe online has always been part of Google’s mission,” he said, adding that the partnership will help organisations innovate with greater confidence.
Google Cloud CEO Thomas Kurian, said the goal is to make security an enabler rather than a roadblock for businesses building modern applications. He noted that the combined technologies will simplify the complex task of protecting hybrid and multi-cloud environments.
For Wiz, the acquisition opens the door to global scale while keeping its core philosophy intact. Co-founder and CEO Assaf Rappaport said the company remains committed to an open, multi-cloud approach and will continue supporting customers regardless of where their workloads run.
Over the past year, Wiz has expanded its platform to address emerging risks tied to AI applications, including tools that help organisations monitor AI usage, detect AI-specific vulnerabilities and secure AI workloads during runtime.
With Google’s infrastructure, artificial intelligence capabilities and security ecosystem now behind it, Wiz plans to accelerate development of its platform while continuing to serve enterprises, governments and start-ups operating across different cloud environments.
For Google Cloud, the acquisition adds a powerful piece to its security puzzle as competition intensifies among global cloud providers. For customers, it promises a future where building fast in the cloud does not have to come at the expense of staying secure.
