iWorld
Amazon MX Player takes viewers on a global ride with Yatra
MUMBAI: Buckle up, folks! Amazon MX Player, Amazon’s free video streaming service, has dropped a brand-new brand film featuring none other than Indian cinema’s original Bhidu, Jackie Shroff. And this time, he isn’t just making a style statement-he’s effortlessly navigating through travel hiccups with Yatra Online Ltd (Yatra.com), all while making sure that audiences never run out of world-class entertainment.
The film puts MX Vdesi front and centre, shining a spotlight on its international content library, brimming with Korean, Turkish, and Mandarin shows-all dubbed in Hindi, Tamil, and Telugu. Because let’s face it, who doesn’t love a good K-drama meltdown with subtitles that don’t make you second-guess life choices?
In true Shroff style, the film hilariously showcases how Yatra ensures a seamless travel experience at unbeatable prices. But here’s the real twist-while Shroff guarantees his fellow travellers a hassle-free trip, he also lets them in on an even bigger treat: Amazon MX Player. That’s right! Whether it’s binge-worthy K-dramas, Mandarin thrillers, or laugh-out-loud comedies, MX Player makes sure no flight delay or layover is ever boring again.
The brand film takes another entertaining turn when Shroff teams up with Duolingo—because what’s a trip abroad without a language barrier disaster? In one scene, Shroff finds himself in a restaurant struggling with a menu that might as well be ancient Greek. Luckily, Duo, the iconic green owl, swoops in to save the day. But Shroff being Shroff, he doesn’t stop there. He cleverly points out that learning new languages not only helps with ordering exotic dishes but also enhances the experience of watching Turkish and Korean dramas. And for those who still mix up “hello” and “goodbye” in different languages, MX Player’s got it covered with Hindi, Tamil, and Telugu dubs.
Amazon MX Player director Aruna Daryanani expressed excitement about the collaboration, “At Amazon MX Player, we are always looking for innovative ways to engage our audience, and collaborating with brands to communicate our message using quirky, fun brand films. Partnering with Yatra and Duolingo allows us to blend entertainment with utility, making streaming even more engaging. We look forward to more such creative collaborations that bring fresh, entertaining content to our users for absolutely free.”
Yatra whole-time director & CEO Dhruv Shringi added, “We are thrilled to have joined forces with Amazon MX Player on this innovative and engaging campaign. We believe that travel should be seamless, enjoyable, and memorable, and this collaboration aligns perfectly with that vision. With Jackie Shroff bringing his inimitable charm to this campaign, it’s a testament to the power of creative collaborations in delivering a complete and enjoyable experience to our customers.”
So whether you’re planning a trip, stuck at an airport, or just chilling at home, Amazon MX Player and Yatra have got you covered-with Shroff ensuring you travel in style and binge like a boss.
eNews
Barc India, Nielsen launch Barc | Nielsen One Ads, a unified cross-media ad measurement tool
JioHotstar to deploy cross-screen measurement during T20 World Cup 2026
MUMBAI: Broadcast Audience Research Council India and Nielsen have joined forces to launch Barc | Nielsen One Ads, a cross-media measurement system designed to give advertisers a unified view of advertising performance across television and digital platforms.
The new framework combines Barc India’s linear television viewership data with digital audience measurement from Nielsen One Ads. The result is a single dataset that measures advertising reach and frequency across four screens: linear tv, connected tv, mobile and computer, while removing duplicated audiences across devices.
The move comes as India’s media landscape grows increasingly fragmented, with advertisers struggling to reconcile data from multiple platforms. The joint system aims to provide a single, deduplicated picture of campaign performance and audience reach.
“This marks a defining moment for cross-media ad measurement in India,” said Barc India chief executive Nakul Chopra. “Barc | Nielsen One Ads brings together television and digital screens in a unified system, enabling advertisers to understand their true reach and incremental impact across the entire media ecosystem.”
Nielsen chief product officer Akhil Parekh, said the collaboration addresses a long-standing challenge for advertisers. “Brands have had to stitch together fragmented data to understand how campaigns perform. A single, deduplicated view across screens is something the industry has needed for years.”
The first deployment will take place on JioHotstar, which will use the system to measure advertising during the ICC Men’s T20 World Cup 2026 hosted by India and Sri Lanka. Barc India said the framework could expand to include more broadcasters and platforms if industry demand grows.
Among the system’s key features are unified four-screen reporting, advanced reach deduplication to eliminate duplicate viewers across devices, and detailed metrics including average frequency, gross rating points and demographic performance.
