POPxo enters long-form video content space; launches first web series ‘UnMarried'

POPxo, a digital community for women, has announced the launch of its first web series ‘UnMarried’.

POPxo has collaborated with OTT video streaming platform partner Hotstar, where the web series will be streamed exclusively for 72 hours. Thereafter, it will be available on the POPxo app from June 29, 2018.

‘UnMarried’ is a hilarious and relatable take on how all of a sudden marriage becomes the centre point in the lives of our three protagonists – Kritika, Abhishek and Chirag and how they deal with the pressure.

Directed by POPxo’s Senior Director Shashank Pandey and written by Sandeep Jain, the story is a take on how society labels single people as ‘UnMarried’ because it believes that you should be ‘settled’ by a certain age. With each episode, the drama unfolds to reveal what happens in the life of an ‘UnMarried’ person. The web series, with a total of seven episodes of 25 minutes each, promises to keep the viewers hooked from start to finish.

'UnMarried’ is presented in association with Melange by Lifestyle, Numero Uno (fashion partner) and WOO (dating partner).

Speaking about the launch, Priyanka Gill, Founder and CEO, POPxo, said, “At POPxo we are the market leaders in creating digital video content at scale. We produce over 100 videos a month, generating over 120 million monthly views. With UnMarried, our debut web series, we are adding a longer format to our production capabilities. Our viewers have been clamouring for a POPxo web series and I am delighted that we have produced it all in-house. We are excited to partner with Hotstar to launch Unmarried.”

Speaking about the collaboration, Ajit Mohan, CEO, Hotstar said, "Hotstar has opened its platform to content creators. We now reach around 150 million users in a month and we are keen for new storytellers to leverage our scale and our audience that shows very purposeful engagement, to build their brands and create new followership. We are delighted that POPxo is leveraging this opportunity to launch their new web series, UnMarried, on Hotstar."

The platform is working with over 250 brands in India and its core target audience lies in the age group of 18-35. Almost 80% of the content on the website is consumed by women and the balance by men.

POPxo has a large bucket of content for brands to associate with every month, including 100+ videos that are branded as well as non-branded concepts, more than 700+ editorial articles, and events. It also runs India’s largest influencer network platform called Plixxo that allows brands to run large-scale influencer campaigns with ease and efficiency.

POPxo is also launching its private label lifestyle brand that will retail on its platform, to fulfil its content-community-commerce mission. Also, in order to make a strong foothold in the vernacular space and understanding the need of the hour of creating regional content, POPxo has launched its Hindi platform.