Studies show Indian millennials and Gen-Z consume video content far more than any other form of digital content on a daily basis and MX Player's short format video app - MX Takatak was launched to cater to this ever growing segment of digital enthusiasts.

The platform has witnessed tremendous growth, setting a new benchmark with its daily video views, growing from 0 to 1 billion+ only within a month of its existence and is home to the largest number of 1Mn+ digital influencers, who have chosen MX Takatak as their preferred platform of choice. Their community just got bigger with the addition of star Indian rapper and singer Badshah, who has also decided to join the MX Takatak family.

The 'party anthem' singer as termed by his fans, Badshah has delivered several chart busters over the years and is lauded for his lyrics, slow rap and performing with Bollywood's biggest celebrities. Speaking about this association, Badshah said, `Music and video are two very important aspects of what I do to bring a complete experience to the audience. My fans have always been top priority for me and MX Tatatak, I feel, allows me to directly reach out and interact with them even in the most remote corners of India. With all of us having limited movement/travel and with so much happening around the world, this is the best time to engage with fans by creating some fun, snackable content. I am looking forward to my short format video journey with MX Takatak`.

Karan Bedi, CEO - MX Player elaborated saying, `We are proud and happy to welcome Badshah to the MX family. MX Takatak aims to provide the budding influencer talent pool a world class platform to showcase their art. And, who better than Badshah to inspire them to scale new heights like he has - he's innovative, creative and is an icon of pop culture in India today, which makes him the perfect fit to inspire our millions of content creators on MX Takatak as well as engage with his fans on our huge user base.`

'MX TakaTak' offers a wide variety of short form content and creation tools like a well organised and exhaustive background music library, advanced beautification tools, new & innovative effects/filters, sound mixing, and voice over recording and much more to its digital superstars. Currently, it hosts digital influencers such as Gima Ashi, Ashika Bhatia, Rugees, Manjull Khattar, Khusi Punjaban, Mridul Madhlok and Ayush Yadav amongst others.