Visual design and motion systems for India's largest streaming platform—across MX Originals, MX TakaTak, MX Games, and MX ShareKaro.
Campaign creatives consistently drove a 3.5–4% click-through rate, outperforming industry benchmarks for OTT platforms.
MX Player was rapidly expanding beyond its origins as a video player into a full entertainment ecosystem—streaming originals, short video, gaming, and file sharing. The challenge was to build and maintain a cohesive visual identity across four distinct product verticals (MX Originals, MX TakaTak, MX Games, MX ShareKaro), each with their own audience and tone, while ensuring the overarching MX Player brand remained recognisable, consistent, and premium.
I designed performance-led creatives across all MX verticals—optimising visuals for engagement, conversions, and scalable user growth. I led design quality and review processes to maintain consistency and elevate creative standards across platforms. Working at the intersection of marketing, product, and brand, I developed visual systems that could flex across formats—social, in-app, OOH, and digital—while keeping each vertical's identity distinct yet unmistakably MX.
I designed a high volume of show posters and promotional creatives for MX Originals—balancing cinematic quality with performance needs across digital, OOH, and in-app placements. Each poster had to communicate genre, tone, and star power instantly, while staying on-brand across a rapidly growing content library. Beyond originals, I created performance-driven assets for MX TakaTak, MX Games, and MX ShareKaro—ensuring each vertical had its own distinct visual energy while remaining unmistakably MX. The result was a scalable creative system that elevated brand perception and drove measurable improvements in content discovery and engagement.
