The recent release of its high-octane, crime-thriller MX Original Series Dharavi Bank,’ India’s entertainment Super App – MX Player, increases its popularity among all stakeholders.

Following significant viewer support, which resulted in a 4x increase in subscriptions on MX Gold, the show continues to garner support from leading brands who have jumped on board the digital bandwagon, further cementing MX Player’s position as the most preferred platform of choice across diverse brand categories.

Multani Pachmeena and KEI Wires & Cables are ‘Special Partners,’ while Infinix Mobile, redBus, and A23 Rummy are ‘Co-powered by’ sponsors. In addition, Finolex Pipes, Nirma Advance Detergent, and Maruti Suzuki True Value have joined as ‘Associate sponsors,’ and Paytm has joined as the official Digital partner.

Dharavi Bank received a massive 9+ rating on IMDb after debuting at No. 4 on the most anticipated list of IMDb shows. In less than 10 days, the platform pulled out all the stops with a high-decibel marketing campaign, resulting in a cumulative reach of over 200 million across YouTube, Facebook, Digital Impact, and DOOH.

As per a press release, the launch of ‘Dharavi Bank’ also witnessed success through a customer-centric, personalized, and omnipresent marketing and communications approach across a blend of traditional and digital mediums, making it the talk of the town amongst all stakeholders.

Elaborating on garnering massive advertiser interest, 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.”

Manoj Verma, Assistant General Manager, Infinix Mobile added, “We are excited about our partnership with Dharavi Bank on MX which has such a strong Bollywood cast. This will boost our reach and branding metrics, helping us leverage the massive scale of the platform.”

Ashok Jaiswar, VP of Marketing and Corporate Communications, Finolex Industries Limited, said, “Finolex Pipes is proud to be an associate partner with ‘Dharavi Bank’, a multi-star, action-packed thriller on MX Player, one of the most popular OTT platforms across the country. The reach and impact of this new show have been good and we have seen the trade and end consumers in our value chain have enjoyed this show and the brand Finolex Pipes will benefit from such sponsorship in long run.”

Neha Agarwalla, General Manager of Marketing, and Sourav Lodh, Assistant Manager – Brand marketing and growth, at Paytm, said, “Paytm has always been associated with the biggest IPs like Dharavi Bank. With Paytm being the Digital payment partner on the show, it creates the right impact, reaching out to the relevant mass audience of India and creating awareness about the brand.”

Anil Gupta, Chairman, and Managing Director, of KEI Wires and Cables, said, “We are delighted to partner with MX Player on their flagship show Dharavi Bank, which will give us tremendous mileage due to the power-packed plot and cast of the show.”

Shailesh Choudhary, Marketing Head, Multani Pachmeena, added “It is a delight to associate with MX Player’s blockbuster series Dharavi Bank. We feel it will amplify our visibility and traction as a brand.”

All episodes of Dharavi Bank are now streaming on MXPlayer.