MX Player, Axe and Mindshare partner to release short film ‘The Right Click'

MX Player has released the trailer of its interactive short film ‘The Right Click’ in collaboration with HUL’s male grooming brand Axe and its media agency Mindshare. The OTT platform has also introduced a product innovation in the film through interactive narratives, where the viewers can decide on the course of the story. Such an innovation promises the brand a high user engagement.

‘The Right Click’ is a tale of two college-going students, set against the backdrop of the new normal in 2020 with online lectures and a budding digital college romance. Starring Yashaswini Dayama and Prit Kamani as Dia and Ajay, it allows viewers to decide the progression of the film by giving them a series of incidents and options from a young college boy’s daily life and his journey of getting to know his crush.

From when Ajay wakes up, to his thoughts and to his date plans, every few minutes, the film gives viewers two options to choose from. If the user does not select any of the options — the default, pre-decided options will be highlighted and selected, taking the story forward. This product feature also guides viewers back to the story, giving them a chance of a do-over.

The trailer:

Vivek Jain, COO, MX Player, said, “At MX, we strive to drive innovation across verticals, and we are very excited about the launch of this interactive short film. We have always wanted to experiment and try out new formats of storytelling that makes for compelling content and keeps the user engaged. I am delighted to have partnered with Axe for ‘The Right Click’ wherein we’re putting the viewer in control of the plot with a series of choices.”

He said add, “From a product standpoint, this is a premium marketing tool that can deliver high user engagement and enable brands partnering with us to tell their stories better. This innovation is only the first of many and we will continue to curate impactful digital experiences for all our stakeholders.”

Shailendra Singh, General Manager, Deodorants Category, HUL-India, said, "Axe has always stood for sparking possibilities for young guys in the game of attraction. The rules of this game have changed drastically during Covid and it made complete sense for Axe to be part of that tale. ‘The Right Click’ is the perfect platform for Axe to play out its proposition of the transformative power of its fragrances – especially given the rise of OTT and snackable content. The technology that the MX Player team brought on the table weaved in the brand promise effortlessly and was the icing on the cake.”

Ajay Mehta, Senior Vice-President Content+, Mindshare India, commented, “A brand like Axe has always created very youth-oriented and witty content across formats. This time we have gone a step further and collaborated with MX Player to create yet another interesting story-telling format which will immerse our audiences in an innovative manner. We wanted to give the power back in the hands of our audiences and create a unique story-telling approach. Here they have an option to choose their storyline as the film unfolds, making it truly interactive giving a richer experience to the viewer. ‘The Right Click’ with its platform, interactivity and mainly the story hits the bull’s eye for Axe. This format is an exciting first for us too. Stay tuned.”