ITV

Tag: Airtel Xtreme

  • Half CA adds up as ClearTax joins Amazon MX Player with AI tax twist

    Half CA adds up as ClearTax joins Amazon MX Player with AI tax twist

    MUMBAI: When taxes meet television, even filing feels binge-worthy. Amazon MX Player’s hit series Half CA Season 2 has inked a smart partnership with fintech leader Cleartax, blending reel drama with real-life financial wisdom.

    The tie-up rolled out with a special video starring Ahsaas Channa and Gyanendra Tripathi, introducing Cleartax’s Agentic AI pitched as India’s first 24×7 AI-powered tax expert on Whatsapp. From auto-computing taxes with just a PAN number to answering queries instantly in multiple languages, the tool aims to take the sting out of tax season while speaking the language of Gen Z.

    The collaboration clicks neatly with Half CA’s storyline. The series produced by The Viral Fever (TVF) and now streaming free on Amazon MX Player follows CA aspirants Archie and Niraj as they juggle ambition, academic pressure, and adulthood’s curveballs. Just as the show champions perseverance, the partnership underscores financial literacy as a real-world survival skill.

    Amazon MX Player director Aruna Daryanani said the move was about impact beyond entertainment: “Millions relate to the struggles of CA students. Our partnership with ClearTax simplifies financial literacy in a way that feels authentic and engaging.”

    Cleartax founder Archit Gupta echoed the sentiment, pointing to its AI leap: “By automating complex tax processes on Whatsapp, we’re making planning and filing seamless. Teaming with Half CA lets us connect with a new generation, combining entertainment with tools to build confidence for the future.”

    Half CA S2 brings back favourites Ahsaas Channa, Prit Kamani, Aishwarya Ojha, Anmol Kajani, Gyanendra Tripathi, and Rohan Joshi. The show streams across MX Player’s footprint from mobile apps and Connected TVs to Amazon’s shopping app, Prime Video, Fire TV, Google TV, Xiaomi TV, and Airtel Xtreme.

    For viewers, it’s not just about watching dreams unfold on screen, it’s also about learning to add up in real life.

  • Amazon MX Player gets its K fix with 18 CJ ENM dramas streaming for free

    Amazon MX Player gets its K fix with 18 CJ ENM dramas streaming for free

    MUMBAI: K is clearly for kickstart, as Amazon MX Player dives into the Korean wave with its biggest drama drop yet, an exclusive 18-title content deal with CJ ENM, one of the world’s most influential entertainment companies. Following Amazon’s acquisition of MX Player earlier this year, this marks the first official content package between the two players in India, and it’s a love story scripted for the country’s ever-growing K-drama fandom.

    Leading the line-up is Lovely Runner, the breakout romance that set global K-pop hearts fluttering, premiering on 8 September 2025. But the marathon doesn’t end there. Over the next four quarters, Indian viewers can expect a steady stream of fan-favourite titles from My Lovely Liar and Twinkling Watermelon to Wedding Impossible and Delightfully Deceitful. Each will roll out free of cost, dubbed in Hindi, Tamil and Telugu, making them accessible to millions beyond the subtitle-savvy crowd.

    For MX Player, this is more than a content drop, it’s a sharp play in the AVOD streaming space, offering premium Korean dramas on a completely free model. “The demand for global content, especially K-dramas, has grown exponentially in India,” said Amazon MX Player director and head of content Amogh Dusad. “With 18 premium dramas many blockbusters now available in local languages, we’re thrilled to make these shows accessible at no cost.”

    CJ ENM, which has already proven its storytelling muscle worldwide, sees this as a milestone in K-content’s Indian journey. CJ ENM VP of international business Sebastian Kim called it a “very meaningful launch,” noting that the combination of strong casts, compelling narratives and high production values will strike a chord with Indian audiences.

    Viewers can catch the shows exclusively on Amazon MX Player across multiple touchpoints from the MX Player mobile and Connected TV app to Prime Video, Fire TV, Airtel Xtreme, and even the Amazon shopping app. With free access and familiar local languages, MX Player is betting that India’s growing K-drama community is ready to binge like never before.

    The partnership also underlines Amazon MX Player’s broader strategy: to blend global hits with local resonance, drawing new audiences through culturally adapted content. And with K-dramas now just a click away minus the subscription fee, the next big binge in India may well come with subtitles switched off and romance dialled up in Hindi, Tamil and Telugu.