Mumbai: Offering brands innovative content solutions to engage with its large and diverse audiences, MX Player is producing MX Specials that not only appeal to viewers but also meet the business needs of advertisers. The entertainment platform has teamed up with MG Motor and Gujarat Tourism to present "Hidden Taste of Gujarat", a food & travel show that sees chef Smit Sagar’s immersive journey around Gujarat.

The show brings together culture, tradition, festivities, landscape, and the lovely cuisine of Gujarat. The five cities that are explored through one episode each include Rajkot, Mangrole, Surat, Dwarka, and Ahmedabad with  Smit Sagar traversing through these different localities and meeting local chefs. The show uncovers recipes and the hidden stories behind them that haven’t been explored in the culinary world, the platform said in a statement.

Speaking about this association, MX Player's head of brand partnerships, Pankaj Malani said, “We wanted to take viewers on a delectable culinary journey that brings the rich culture of Gujarat alive, as well as features the ease of travelling its landscape in an MG vehicle. Each episode sees Chef Smit Sagar’s expeditions as he traces a recipe back to its roots and then highlights the stories of the natives of that region. We, at MX Player, constantly strive to make content that is impactful and entertaining and we’re glad to have partnered with MG Motor and Gujarat Tourism for this MX Special.”

Gujarat Tourism's commissioner of tourism and MD, Jenu Devan (IAS) said, “The best way to explore a state’s culture is by exploring its cuisine, which is heavily influenced by the geography, history, and traditions of the region. With this MX Special, we hope citizens from across the country are intrigued by all that Gujarat has to offer.”

Talking about the partnership, MG Motor India's marketing head Udit Malhotra said, “At MG, our endeavour is to consistently create exciting and meaningful content experiences for our audience. The collaboration with MX Player and Gujarat Tourism for the “The Hidden Taste of Gujarat” is an ode to our home state where we have our manufacturing facility in Halol. Chef Smith Sagar, with his penchant for discovering exciting cuisines across the state, found the perfect partner in his MG that helped him navigate through the rich cultural landscapes with a lot more ease and comfort.”

All five parts of this MX Special are now streaming for free on MX Player.