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.
iWorld
Subedaar puts Indian original cinema on the global map with record-breaking Prime Video debut
MUMBAI: Prime Video has a runaway hit on its hands. Subedaar, the gritty action drama starring Anil Kapoor, has stormed to become the most-watched Indian original movie on the platform in its opening weekend, cracking the Top 10 across 31 countries and landing in 91 per cent of India’s pin codes within days of its March 5 premiere.
The film, a visceral, emotionally-charged story of a retired soldier, Subedaar Arjun Maurya, wrestling with civilian life amid crime and corruption, has struck a nerve. Directed by Suresh Triveni and co-starring Radhikka Madan, Mona Singh, Saurabh Shukla, Aditya Rawal, Faisal Malik, and Khushboo Sundar, the film is already being hailed as a showcase for what Indian original storytelling can achieve on the world stage.
“Subedaar’s success is a reflection of the growing scale and global resonance of Indian storytelling,” said Nikhil Madhok, director and head of originals at Prime Video India. “The film’s emotional narrative, its rooted portrayal of a soldier confronting his toughest battles beyond the battlefield, has struck a chord. Anil Kapoor delivers an acting masterclass, while Suresh Triveni’s solid direction and great performances from the ensemble cast have resulted in love and appreciation from customers across the world.”
Kapoor, 62, has been here before, but rarely at this altitude. Written by Triveni and Prajwal Chandrashekar, with dialogues by Triveni, Saurabh Dwivedi, and Chandrashekar, the film is a production by Opening Image Films in association with Anil Kapoor Film & Communication Network (AKFCN), produced by Vikram Malhotra, Kapoor, and Triveni.
Subedaar streams exclusively on Prime Video in Hindi, Tamil, and Telugu across India, and in over 240 countries and territories worldwide.
For Prime Video, the numbers tell the real story: one weekend, one film, a global footprint, and a very loud signal that Indian original cinema is no longer just travelling well. It’s arriving.
