iWorld
The quirky ‘#IdeaChor’ campaign turns into a digital success for MX Player
MUMBAI: Within 7 months of launch and with 17 Originals, MX Player is India’s leading streaming platform that caters to 75 Mn Daily Active Users. However, the brand has been the talk of town for the past few days – ever since the strange #IdeaChor started trending on social media. While both the netizens and the digital gurus are intrigued by #IdeaChor, many have also reacted asking why MX Player is openly “stealing ideas”.
But what MX Player has stolen is the attention of the viewer with this quirky gimmick of #IdeaChor for their MX Original Series – Kiska Hoga Thinkistan Season 2. This edition of the show witnessed high octane office politics and professional rivalry that turns personal with the new boss stealing ideas and then taking credit for them.
With #IdeaChor, MX Player has shown its appreciation for brands that have set a high benchmark on digital as it aped several posts and ideas of theirs. This was an intentional attempt to give the audiences a taste of what it feels like when your ideas are stolen or taken credit for (as seen in the show). While many users are lauding the creativity of the posts despite the outright plagiarism, this digital campaign started many conversations that route back to the show. Popular influencers like Gabbar Singh, Sagarcasm, Akshar Pathak, Trendulkar, Bollywood Gandu and Atul Khatri amongst others were also roped in to engage fanbases across categories.
Commenting on the campaign, Abhishek Joshi, Head of Marketing and Business Partnerships, MX Player said, “Sometimes, stealing ideas turns out for the good but jokes apart, we wanted to grab the attention of the digital viewer. The campaign was conceptualized in a way to bring alive the narrative of ‘Kiska Hoga Thinkistan Season 2’. This engagement was risky, it was quirky, and it presented us with an opportunity to create conversations for a web series like never before. Be it brands, advertisers, viewers or the marketing fraternity at large – everyone has taken notice of this campaign and I am glad we caused a stir with this one.”
A pioneering effort across categories in the OTT space, MX Player’s ‘#IdeaChor’ campaign not only received immense traction but was also deemed ‘risky yet immensely successful’.
iWorld
Why Peaky Blinders is one of television’s biggest hits that still deserves more attention
Six seasons, multiple awards and the release of Peaky Blinders: The Immortal Man bring the Shelby saga back into the spotlight
In the crowded universe of streaming content, only a handful of shows manage to leave a lasting cultural footprint. Peaky Blinders is overwhelmingly considered one of the biggest global hits of the past decade. Yet many viewers still haven’t fully explored the dark, gripping world of the Shelby family.
Originally produced for the UK’s BBC and later finding a massive global audience through Netflix, the series quietly grew from a British period drama into a worldwide streaming phenomenon.
Created by Steven Knight, the show follows the rise of the Shelby crime family in post-First World War Birmingham. What begins as a gritty street-gang story gradually expands into a sweeping narrative about ambition, politics, power and survival.
At the centre of the saga is Thomas Shelby, portrayed with extraordinary depth by Cillian Murphy. The casting of Murphy is widely regarded as perfect for the role. With piercing eyes, restrained dialogue and an almost hypnotic screen presence, he transforms Shelby into one of the most unforgettable characters in modern screen storytelling.
Murphy’s brilliance lies in his restraint. He rarely shouts or performs theatrically. Instead, a quiet stare, a calculated pause or a subtle shift in expression conveys the emotional storms within the character. Beneath the ruthless gang leader is a war veteran carrying trauma, guilt and loneliness. Murphy captures this complexity with remarkable precision, making Thomas Shelby both terrifying and deeply human.
Beyond its central performance, Peaky Blinders stands out for its unfiltered portrayal of reality. The show does not romanticise crime. Instead, it exposes the harsh social conditions of early 20th-century Britain, from poverty and class struggle to political extremism and the psychological scars left by war.
The series also presents powerful female characters who hold their own within the Shelby empire. Polly Gray, played by Helen McCrory, is the strategic backbone of the family and one of the most formidable figures in the story. Women in the series shape decisions, influence power structures and challenge the rigid social norms of the time.
Across six seasons, the narrative grows dramatically in scale. What begins in the smoky streets of Birmingham evolves into a story involving political conspiracies, fascism and international criminal networks.
The series has also earned significant critical acclaim. It won the BAFTA Television Award for Best Drama Series in 2018 and multiple National Television Awards for Best Drama, cementing its reputation as one of Britain’s most celebrated modern shows.
Another defining feature of the series is its iconic music. The show’s opening theme, Red Right Hand by Nick Cave and the Bad Seeds, became instantly recognisable and widely associated with the Shelby universe. Combined with a powerful soundtrack featuring artists such as Arctic Monkeys and Radiohead, the music helped shape the show’s dark, stylish identity and became hugely popular among fans.
And the Shelby story is not over yet.
In fact, its legacy is unfolding right now. The long-awaited feature-length continuation, Peaky Blinders: The Immortal Man, was released on March 6, 2026, bringing the Shelby universe from streaming screens to cinemas and giving fans a new chapter in the saga.
For viewers who have not yet stepped into this world, the timing could not be better.
Six gripping seasons are ready to binge on Netflix. A new film has just arrived in theatres. And at the heart of it all stands one of the most magnetic performances in modern drama by Cillian Murphy.
So if Peaky Blinders has been sitting on your watchlist for years, this weekend is your moment.
So, by order of the Peaky fookin’ Blinders, consider this your cue to finally step into the ruthless world of Thomas Shelby. Pour yourself a drink, clear your schedule and press the play button. Because when the Peaky Blinders give an order, you listen.
