Over the past few days, #IdeaChor has been trending on social media. If it hasn’t reached your newsfeed yet, it probably will soon. Till then here’s the dope – the new posts shared by MX Player for its MX Original Series Kiska Hoga Thinkistan Season 2 are all over their social media accounts which is a direct steal from the ad copies of the likes of Amul, Fevicol and Spotify amongst others.
MX Player
Now you might be wondering why they are resorting to stealing copies, but here’s the real deal – it was all a promotional gimmick for the second season of Thinksitan. MX Player decided to use the show storyline as part of its quirky digital campaign to bring alive the narrative for this season.
After a successful first run, the show is back on the web with a new season within a couple of months. The second chapter follows the leads Hema and Amit as they deal with professional rivalries that turn personal with the new boss (Neil Bhoopalam) stealing their ideas and then taking credit for them. Rings a bell? Well, that’s exactly what MX Player did with #IdeaChor. And the result, a long stream of conversations on the web that range from applauding them for the creative campaign to calling them out for plagiarism.
MX Player
Influencers like Atul Khatri, Akshat Pathak, Trendulkar and many more got looped into the conversation.
Making their mark in the OTT space, MX Player sure made a risky campaign like #IdeaChor, immensely successful! Commenting on the campaign, Abhishek Joshi, Head of Marketing and Business Partnerships, MX Player said, “Sometimes, stealing ideas turns out for the good but jokes apart, we wanted to grab the attention of the digital viewer. The campaign was conceptualized in a way to bring alive the narrative of ‘Kiska Hoga Thinkistan Season 2’. This engagement was risky, it was quirky, and it presented us with an opportunity to create conversations for a web series like never before. Be it brands, advertisers, viewers or the marketing fraternity at large – everyone has taken notice of this campaign and I am glad we caused a stir with this one.”
MX Player
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If you haven’t yet seen Thinkistan, stream the series here.
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