dharavi bank: MX Player sees 4X growth in subscriber base due to original series ‘Dharavi Bank’

MX Player has also on-boarded nine sponsors for the series. These include Infinix Mobile, redBus, and A23 Rummy as ‘Co-powered by’ sponsors. Multani Pachmeena and KEI Wires & Cables have signed up as ‘Special Partners’. In addition to this, Finolex Pipes, Nirma Advance Detergent, and Maruti Suzuki True Value have partnered as ‘Associate sponsors’. Paytm has joined as the digital payment partner.

With a No. 4 rank in the most anticipated list of IMDb shows before launch, Dharavi Bank has garnered a massive 9+ rating on IMDb. The platform pulled out all stops with a high-decibel marketing campaign and received a cumulative reach of over 200 Mn across YouTube, Facebook, Digital impact, and DOOH, in less than 10 days.

Nikhil Gandhi, Chief Operating Officer, MX Media, said, “As India’s fastest-growing OTT platform, we are incredibly delighted to see the response that Dharavi Bank has received since its launch. Not just the unprecedented user interest that has driven massive growth in our subscriptions, but also the variety of brands that have come on board as sponsors are testimony to the show’s popularity and MX Player’s ability to reach its large audience base. We are thrilled to become their platform of choice.”