iWorld
Newly launched MX TakaTak hosts popular 1 mn+ digital influencers
KOLKATA: The Indian youth has taken the world by storm, showcasing their myriad talents to both India and the world, with the emerging medium of short video. To support this new wave of innovation, MX Player’s short video app MX TakaTak has emerged as the new destination for content creators, providing a world-class home-grown platform that brings together India’s short video frenzy users and short-form content across genres such as dialogue dubbing, comedy, gaming, DIY, food, sports, memes and many more.
Currently, MX TakaTak hosts a lot of one mn+ digital influencers including audience favourites such as Jannat Zubair, Nisha Guragain and GimaAshi, who have all chosen to be a part of this large community.
Every content creator on the platform gets access to a wide variety of content creation tools like a well organised and exhaustive background music library, advanced beautification tools, new & innovative effects/filters, sound mixing, voice-over recording and much more. MX TakaTak has truly raised the bar for mobile-first content creation tools within the app, which has opened a new world of endless possibilities for its influencers. The brand believes that the key to succeeding in this space is empowering creators with the best tools to unleash their creativity and to then find the right fit for the content with the appropriate audience community i.e. giving a personalized feed to all its users.
MX Player CEO Karan Bedi said, “India’s millennials consume video more than any other form of digital content on a daily basis. MX has always been on the forefront of innovation in this space and has now extended this to short video, which helps this mass of creative talent pave their way to unleash their skills, increase interaction with their followers and scale the heights of fame and eventual fortune. Our youth wanted a home to satiate their diverse content creation & consumption needs and MX TakaTak is a part of our effort to empower this incredibly talented & relentless generation to create & enjoy ‘micro-moments’ that would power the next big wave of digital content consumption in the Indian market.”
A recent eMarketer forecast says India is likely to overtake the US in terms of time spent on digital videos in 2020. Currently, adult Indians spend over two hours daily watching digital videos, which will go up to two hours 21 minutes by the end of the year. The rise of the short video is a major contributor to this growth.
MX Player COO Vivek Jain said, “With MX TakaTak, we want to give content creators and digital enthusiasts a fun space to experiment and build their own success stories. Our vision is to create a community that empowers hundreds of millions of Indians with a set of tools to express themselves freely. We’re already home to over one million content creators and have received great feedback from our users. We are now looking forward to welcoming new talent and more influencers in the weeks to come; we’d like to help them hone their talent and inspire them to have a career as a digital influencer.”
MX TakaTak already has 30 million+ video uploads and enjoys a 4.3 Star Rating on Google Play. On iOS, it ranks number 1 in the top free apps category.
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.
