Recently, MX Player, which was launched earlier this year & has over 75 million users, has received a lot of backlashes. MX Player used creative posts of various brands and posted them as their own. The brand failed to give the due credit to the original posts as well.
The posts MX Player copied were Durex’s Aashiqui 2 post on the anniversary of #Section377 decriminalization, Zomato’s Bhartiya Janta Party creative, and Spotify India’s post asking users to share a song that makes them cry every time.
Netizens were quick to point out the similarity and everybody started calling out MX Player. People branded MX player as #ideachor & the hashtag was trending on social media for a past few days.
It turns out that MX Player is not the #Ideachor as branded by many, rather have implemented the most clever marketing strategy. We all know that MX Original series “Kiska Hoga Thinkistan Season 2” is soon to be launched, MX player thought of a very creative way to market it.
This edition of the show witnessed high octane office politics and professional rivalry that turns personal with the new boss stealing ideas and then taking credit for them.
What MX Player was aiming at was appreciating brands for their high standards of benchmark of creative digital posts. This was an intentional attempt to give the audiences a taste of what it feels like when your ideas are stolen or taken credit for (as seen in the show).
While many users are lauding the creativity of the posts despite the outright plagiarism, this digital campaign started many conversations that route back to the show. Popular influencers like Gabbar Singh, Sagarcasm, Akshar Pathak, Tendulkar, Bollywood Gandu and Atul Khatri amongst others were also roped in to engage fanbases across categories.