iWorld
MX Player signs five sponsors for Aashram 3
Mumbai: MX Player has signed five sponsors for the third season of its most-watched web-series Aashram. The sponsors on board include Vimal Elaichi as ‘title sponsor’, Goldiee as ‘co-powered by’ sponsor, Kent Mineral RO, Royal Green and Crax have been onboarded as ‘special partners’.
Aashram 3 is set to begin streaming on 3 June. As per the platform, the show was watched by 160 million unique users in its first season and the second season crossed 50 million views in 17 hours. The series has been consumed by more than 60 million users in the region of Maharashtra and Delhi NCR.
“Aashram is one of our tentpole assets. It has created an immense impact on our users. As India’s largest digital video platform, we are incredibly humbled to see the response that Aashram has received since its launch, and now season three only promises to get bigger and better,” said MX Media chief operating officer Nikhil Gandhi.
“It’s immense popularity and record-breaking views is a significant opportunity for brands to reach out to new audiences across Metro and non-metro users which is unique only to MX Player. We are very pleased with the clients who have grabbed this opportunity to associate with Aashram to get maximum impact of their investments.”
Produced and directed by Prakash Jha, the MX original series by stars an ensemble cast comprising Bobby Deol, Aaditi Pohankar, Chandan Roy Sanyal, Darshan Kumaar, Anupriya Goenka, Esha Gupta, Sachin Shroff, Adhyayan Suman, Tridha Choudhury, Vikram Kochhar, Anuritta K Jha, Rushad Rana, Tanmaay Ranjan, Preeti Sood, Rajeev Siddhartha and Jaya Seal Ghosh.
iWorld
Amazon MX Player launches free micro-drama destination Fatafat
New platform offers serialized short-form stories with Munawar Faruqui campaign.
MUMBAI: Amazon MX Player just made micro-dramas free because the only thing shorter than the episodes is now the price tag (zero). Amazon MX Player has launched Fatafat, India’s first completely free premium micro-drama destination, giving mobile-first audiences access to fast-paced, serialized short-form stories without any paywall. Designed for quick viewing bursts, Fatafat features a growing catalogue of romance, drama, thriller and youth-led narratives in bite-sized episodes that are instantly bingeable. Unlike most micro-drama platforms that charge for access, Fatafat removes the barrier entirely, expanding the format’s reach across India.
The launch is supported by a humorous digital campaign fronted by comedian-actor Munawar Faruqui. The spots playfully highlight how small spends on paid micro-drama apps could be better used elsewhere, positioning Fatafat as the smarter, no-cost choice for engaging entertainment.
Amazon MX Player head Karan Bedi said, “Our vision has always been to make premium entertainment accessible to everyone, free of cost. With Fatafat, we are extending that promise to the rapidly growing micro-drama category quick, engaging and mobile-first while remaining completely free for viewers across India.”
Amazon MX Player head of content Amogh Dusad added, “Micro-dramas open up exciting creative possibilities for storytelling. With Fatafat, we are building a diverse slate of serialized stories across genres while keeping the experience fast, engaging and accessible to viewers everywhere.”
Munawar Faruqui said, “Today’s entertainment landscape is defined by content that is fast, engaging, and instantly accessible. Shooting for the campaign was a thoroughly enjoyable experience, especially as the scenarios felt incredibly authentic and relatable.”
Fatafat will continue to expand its library with several new titles in the coming months. The destination is available to stream for free on the Amazon MX Player mobile app.
In a country where attention spans are shrinking faster than episode lengths, Amazon MX Player isn’t just joining the micro-drama party,it’s throwing the doors wide open and telling everyone the snacks (and stories) are on the house.
