MX Player, AXE & Mindshare partner to release short film ‘The Right Click’

Mumbai, Feb 12 (FN Agency) Reinventing branded content initiatives and bringing viewers skillfully-crafted content, entertainment super app MX Player, has dropped the trailer of its interactive short film – ‘The Right Click’. The short film will release on 12th February, exclusively on MX Player.

With this product innovation, it becomes the only homegrown OTT platform to introduce viewers to interactive narratives that enables them to decide on the course of the story. In collaboration with AXE and Mindshare, MX Player is raising the bar of storytelling with this interactive short film that promises the brand a high user engagement and an exciting opportunity to engage with its large and diverse user base. ‘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 & Prit Kamani as Dia & 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.

Speaking about this foray into a new era of story-telling, Vivek Jain, COO – MX Player says, “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 further went on to 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.”