MX Player enters into branded content with MX Original

MX Player, the OTT platform, has forayed into branded content with its latest MX Original Series – ‘Love Ok Please’, for Too Yumm!. Hosted by Karan Wahi, the 12-episode travel reality show explores the possibility of love on the road when eight single and ready-to-mingle travel enthusiasts embark on an epic 10-day trip across Himachal Pradesh. And that’s when dating takes a U-turn. Too Yumm! is a snack brand that fits the bill as a seamless product integration since it’s easy to eat and small enough to carry along.

Viraj Jit Singh, Head of Revenue, MX Player, said, “MX Player hosts a varied mix of content across formats and genres that cater to 75 million daily active users, thereby making it a lucrative platform for advertisers and brands. We are constantly looking at integrations that suit the content offerings we have, which is relevant for both, us and the brand.  ‘Love Ok Please’ is a show based on love standing the test of travel and no journey is complete without having some quick munching options along the way. Therefore, this association with Too Yumm! was an ideal fit and we are delighted to have them on board as our partner for this journey.”

Anupam Bokey, CMO, RP Sanjiv Goenka Group FMCG, said, “Too Yumm! has a stated purpose of liberating the Indian youth of unhealthy snacks. The brand is a new-age snack brands where all products are ‘baked not fried, high on taste and available in more than 25 different flavours!’ So, you will always have something new and exciting to keep you company. During travel and exploration, we usually prefer being accompanied by bingeing snacks and Too Yumm! would be your best travel buddy! The audience for Love OK Please matches our consumer profile hence, it is the perfect fit.” 

‘Love Ok Please’ is being streamed in two parts. The first six episodes are being streamed from March 25 and the second bunch of six episodes will be shown one week later on April 1.