Mumbai: Entertainment app MX Player in association with Amazon, exclusively premiered its second interactive film ‘Balcony Buddies’ to celebrate Friendship Day on 1 August. The film is an extension of e-tailing giant’s ‘Har Pal Fashionable’ campaign. 

The film starring Aisha Ahmed and Amol Parashar is about an accidental friendship between two strangers in lockdown who have only one thing in common - a balcony facing each other, and it celebrates their lockdown friendship like never before. It allows viewers to make fashion choices for the characters and even decide the course of the story. The merchandise can simultaneously be purchased on Amazon.

“With interactive video, MX has enabled personalising the story to each individual user’s preferences. We are putting the user in control of exploring multiple forks in the story - by generating user curiosity with multiple 'what-if' moments that deliver non-linear storylines,” said MX Player, SVP-product, Sidd Mantri elaborating on the product innovation. “We’ve fundamentally disrupted video as a story-telling format that’s remained linear for 100+ years since its invention in the late 19th century.”

Speaking about the association with Amazon, MX Player's head of brand partnerships, Pankaj Malani added, “There is an appreciation for brands that invest in content and innovate with their storytelling in order to break through the clutter. We’re delighted to have had this opportunity to collaborate with Amazon to bring alive their ‘Har Pal Fashionable’ campaign in this MX special interactive film. Content today needs to add value and entertain the viewers, and with initiatives like these, we aim to seamlessly integrate the brand voice with content making it a wholesome experience for our large audiences. ”

https://bit.ly/BalconyBuddies