Amazon MX Player, the newly merged entity, launched a humorous advertisement featuring Orry and cricketer Shikhar Dhawan, branding them as a “Superhit Jodi.” In the ad, Orry walks onto a cricket pitch as Dhawan’s batting partner. However, instead of focusing on the game, Orry indulges in antics like clicking a selfie with the umpire, failing to score runs and leaving Dhawan visibly frustrated. The ad cleverly contrasts this “flop jodi” with the promise of the Amazon-MX Player partnership delivering stellar entertainment.
Campaign Strategy and Objectives
The campaign leverages the mass appeal of Orry and Shikhar Dhawan to draw viewers to the platform. It highlights Amazon MX Player’s wide range of content offerings and aims to attract a broad audience by showcasing its availability across various devices, including the Amazon shopping app and Prime Video.
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Amazon-MX Player Partnership Overview
Amazon recently partnered with MX Player to create Amazon MX Player, a unified streaming service designed to enhance free entertainment options for Indian users. This collaboration merges two leading ad-supported video-on-demand (AVOD) platforms—Amazon miniTV and MX Player—into a single, robust offering.
Collaborations and Content Expansion
The merged platform has joined hands with other players, such as Glance, to develop over 10 popular shows, including Playground Season 4 and Yeh Meri Family. This partnership strategically taps into Glance’s wide reach across smart devices, amplifying the visibility and success of its content.
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Strategic Goals in the Indian AVOD Market
The merger aligns with Amazon’s broader vision to strengthen its position in India’s competitive AVOD market. By combining the extensive user bases of Amazon miniTV and MX Player, the platform boasts over 250 million unique users, making it one of India’s largest free streaming services. This strategic move is expected to help Amazon MX Player compete effectively with rivals like JioCinema and Disney+ Hotstar, which have gained significant traction in the region.
Conclusion
The Amazon-MX Player merger marks a strategic move to dominate India’s rapidly growing AVOD market by combining two leading platforms, Amazon miniTV and MX Player, into a unified powerhouse. With innovative campaigns like the “Superhit Jodi” ad featuring Orry and Shikhar Dhawan, the platform effectively captures audience attention while highlighting its commitment to delivering diverse and high-quality entertainment. By leveraging partnerships with platforms like Glance and producing popular shows, Amazon MX Player is poised to solidify its position as a top free streaming service, offering unmatched entertainment options to over 250 million users and setting a strong foundation to rival competitors like JioCinema and Disney+ Hotstar.
