‘The Right Click’, an interactive short film by MX Player, AXE & Mindshare

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The entertainment super app MX Player, reinventing branded content initiatives and bringing viewers skillfully-crafted content,  has dropped the trailer of its interactive short film – AXE Presents ‘The Right Click’. It is the only homegrown OTT platform with this product innovation to introduce audiences to immersive narratives that enable them to decide on the direction of the story. With this immersive short film that promises the brand a high degree of user interaction and an exciting opportunity to engage with its broad and diverse user base, MX Player is raising the bar of storytelling in partnership with AXE and Mindshare.

‘The Right Click’ is a tale of two students going to college, set with online lectures and a burgeoning digital college romance against the backdrop of the new normal in 2020. Starring Yashaswini Dayama & Prit Kamani as Dia & Ajay, it allows audiences to determine the film’s progress by presenting them with a series of incidents and choices from the everyday life of a young college boy and his journey of getting to know his crush. The film gives viewers two choices to choose from, from when Ajay wakes up, to his thoughts and his date plans, every few minutes. If all of the options are not chosen by the user – the usual, predefined options are highlighted and selected, moving the story forward. This product role often leads viewers back to the story, giving them a chance of a do-over.

AXE has always stood in the game of attraction for stirring possibilities for young guys. During COVID, the rules of this game changed dramatically and it made perfect sense for AXE to be part of that story. “The Right Click” is the ideal medium for AXE to enforce its proposal on the transformative potential of its fragrances- Especially given the rise in content of OTT & snackable. The innovations brought to the table by the MX Player team weaved seamlessly into the brand promise and was the icing on the cake.

This is a premium marketing platform from a product perspective that can deliver high user engagement and allow brands that partner with us to better tell their stories. This breakthrough is just the first of many and we will continue to treat all our stakeholders with impactful digital interactions.

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