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
Hyundai Venue crosses 1 lakh bookings, adds HX8 Diesel AT variant
New top-spec automatic diesel trim brings ventilated seats, OTA updates and paddle shifters.
MUMBAI: Hyundai Venue just hit the jackpot and upgraded the prize because when you cross 1 lakh bookings, you don’t just celebrate, you throw in paddle shifters and ventilated seats for the ride. Hyundai Motor India Limited (HMIL) announced that the all-new Hyundai Venue has achieved 1 lakh bookings, cementing its strong position in the compact SUV segment. To mark the milestone and further enhance customer choice, the company introduced the new HX8 Diesel Automatic (AT) variant.
The HX8 Diesel AT is powered by the proven U2 1.5L CRDi diesel engine paired with a 6-speed automatic transmission. It adds a host of premium comfort, safety and convenience features, including:
- Ventilated front seats
- Dual-tone leatherette seats with VENUE branding
- Electric 4-way driver seat adjust
- Controller Over-the-Air (OTA) updates
- Hyundai Bluelink connected car technology
- Electric parking brake with auto hold
- Rear disc brakes
- Ambient lighting on crash pad and central console
- Drive mode select (Eco, Normal, Sport)
- Traction control modes (Sand, Mud, Snow)
- Paddle shifters
HMIL, managing director & CEO Tarun Garg said, “We are delighted that the new Hyundai Venue has crossed 1 lakh bookings, reaffirming the strong trust Indian customers place in our brand. The introduction of the new HX8 Diesel Automatic variant further strengthens the Venue lineup, offering customers the perfect blend of diesel efficiency, torque-rich performance and effortless convenience.”
Backed by Hyundai’s extensive sales and service network, the Venue continues to appeal to buyers seeking a feature-rich, comfortable and future-ready compact SUV. The new variant reinforces HMIL’s focus on delivering advanced technology, safety, comfort and value while adapting to evolving customer preferences.
In a segment where bookings are the real horsepower, Hyundai isn’t just counting milestones, it’s handing drivers an automatic upgrade that makes every journey feel like the victory lap.
