iWorld
MX Player’s ‘Ek Badnaam…Aashram 3’ releases globally
Mumbai: MX Player has released ‘Ek Badnaam…Aashram 3’ globally. With the first two seasons seeing a major rise in viewership, the recently launched season 3 has been released across 33 countries globally.
While the first two seasons were greatly appreciated by audiences, the recently launched season, ‘Ek Badnaam…Aashram 3’, has also very quickly and successfully entered the 100 million viewership club within thirty two hours of its release in India.
Ek Badnaam…Aashram 3 features 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.
Speaking about launching the show globally, MX Media chief operating officer Nikhil Gandhi said, “We are expanding our viewership and penetrating newer markets internationally. After receiving such huge success in India for our No 1 homegrown series, Aashram, launching it simulcast across other countries gives our users all over the world the opportunity to watch the series at the same time that it’s launched in India. We believe that it is the power of good content that makes people connect with the story as season 3 of Aashram is also breaking all records of viewership that we achieved in its earlier seasons. We are humbled at the response from audiences and thank them with a promise of returning with many more such incredible stories.”
MX Player in international markets has a subscription-based offering, MX One wherein viewers outside India can watch Aashram and other MX Original Series by subscribing to it.
MX Player vice president and business head of gaming and international business said, “Our focus for the coming year is to diversify content offerings and reach our audience beyond the Indian market. International expansion was always on the charts, and this move to launch Aashram globally is our first step in that direction. The series has been a massive hit among the Indian audiences, and we hope this love will further multiply as our viewers worldwide will be able to experience this record-breaking show.”
Commenting on the same, Producer and Director Prakash Jha said, “It’s exciting news for all of us. We are really looking forward to global audiences watching the show as wherever I visit around the globe, I’m always asked when we can see the next season. I’m grateful to the fantastic cast, my crew and Team MX Player for being excellent partners in creating this series.”
e-commerce
Instamart gold dig event at Hussain Sagar goes viral
Hyderabad activation ties to gold price lock offer ahead of Akshaya Tritiya
MUMBAI: All that glitters isn’t just gold, it’s also great marketing. A quirky on-ground activation by Instamart at Hussain Sagar Lake has turned into a viral spectacle, with videos of people digging for gold coins flooding social media feeds this week. The campaign, executed in collaboration with Moms, transformed a patch of the city’s iconic lakefront into what online users quickly dubbed a “mini gold rush”. Armed with spades, participants dug through a mud-filled pit in search of hidden gold coins, an activity that drew crowds, cameras and plenty of commentary online, ranging from amused disbelief to outright fascination.
At the heart of the frenzy was a promotional push for Instamart’s ‘Gold Price Lock’ feature, which allows users to secure prevailing gold rates between April 10 and April 16 and complete their purchase later during Akshaya Tritiya, a period traditionally associated with high gold buying. The mechanic cleverly blended physical participation with digital conversion, turning curiosity into a potential transaction.
Branded as ‘Gold Diggers’, the activation leaned into gamified engagement. Those who struck lucky walked away with coins, those who didn’t were nudged with a simple message: lock the price now, buy later. The result was a steady stream of footfall and a surge in user-generated content, as onlookers and participants alike documented the spectacle.
The timing is significant. India remains one of the world’s largest consumers of gold, with demand peaking around Akshaya Tritiya. Data from the World Gold Council suggests the festival alone accounts for roughly 25–30 tonnes of gold purchases annually, making it a high-stakes window for brands looking to tap into consumer sentiment.
As the ‘Gold Price Lock’ feature remains live until April 16, the campaign has already done its job turning a simple product feature into a citywide moment. Because sometimes, the quickest way to get people talking about gold isn’t to sell it, it’s to make them dig for it.
