iWorld
Gift of the jab: MX Player rolls out vaccine program for employees & their families
KOLKATA: As India prepares to enter the third phase of the Covid2019 vaccination drive, MX Player has announced the MX Covid19 Vaccine Program and has taken the responsibility of inoculating its employees and up to four dependents of their family.
The program will be implemented in line with government regulations, following the same protocols as being advised by the Centre from time to time. With registrations set to be announced soon, this employee-first initiative safeguards the well-being of not only the employees but also their loved ones.
MX Player CEO Karan Bedi said, “We have always been a people first organisation and as we continue to navigate through the pandemic and its implications – the priority for us remains to be the safety and well-being of our people. As a young and responsible organisation, we have abided by all government guidelines and continue to consider advice from experts on how to best deal with this situation. This initiative is a means to provide our employees with as much support as possible, putting their health first, as well as aiding the government’s efforts to combat and contain the pandemic.”
Employees have proved to be the core of every organisation’s business strategy and MX Player is driven by a positive workplace culture that focuses on the overall well-being of its employees. Through this drive, the brand is further strengthening its commitment towards its employees.
iWorld
Spotify spotlights Premium with AI DJ and Lossless Audio push
Five week campaign highlights personalisation and high fidelity listening.
MUMBAI: Your playlist just got a promotion and it now comes with a DJ who never sleeps. Spotify is turning up the volume on its Premium proposition, rolling out a new campaign that places product features not just music centre stage.
At the heart of the push are two upgrades: AI DJ and Lossless Audio. Rather than pitching them as add-ons, Spotify positions these as the engines quietly reshaping how people listen, moving the experience from passive playback to something far more intuitive and immersive.
The campaign unfolds through two feature-led films rooted in everyday listening moments. One spot leans into AI DJ as a hyper-personalised curator, adapting in real time to mood, taste and listening patterns essentially turning algorithms into something that feels almost human. The other film zooms in on Lossless Audio, emphasising richer, high-fidelity sound that captures nuances often lost in compressed streaming.
It’s a strategic shift in storytelling. Instead of selling access to content, Spotify is selling how that content feels smarter, sharper, and more tailored to the individual listener.
The rollout is equally expansive. The five-week campaign spans digital video, connected TV, audio, out-of-home, social media and in-app integrations, ensuring visibility across both digital and physical touchpoints. The idea is clear: meet users wherever they are, and remind them that Premium is designed to follow.
There’s also a strong regional layer baked in. With integrations across Tamil and Telugu music, Spotify is leaning into India’s linguistic diversity, acknowledging that personalisation in this market is as much cultural as it is technological.
The broader play is hard to miss. In an increasingly crowded streaming landscape, differentiation is no longer just about catalogue size or pricing. It’s about experience. By foregrounding AI-led curation and high-quality audio, Spotify is betting that the next phase of competition will be won not by what users listen to, but how they listen to it.
And if this campaign is anything to go by, the platform is keen to ensure that every tap of the play button feels a little more like a performance.
