Amazon MX Player and Samsung launch ‘Mitti Se Judey Monsters’ campaign

New Delhi: Amazon MX Player has partnered with Samsung’s Galaxy M series to roll out Mitti Se Judey Monsters, a branded content series inspired by the world of Mitti: Ek Nayi Pehchaan. 

There are three short films led by actor Ishwak Singh. Each film features a person from the agricultural sector whose work reflects a mix of persistence, innovation, and practical application of smartphone technology. The narratives focus on everyday change, from rooftop farms to sustainable enterprises, anchored by the use of Samsung Galaxy M devices.

“Mitti is more than just a series, it’s a storytelling universe with the potential to spark real-world connections. Partnering with Samsung allowed us to take that vision further, spotlighting extraordinary journeys rooted in everyday life,” said Aruna Daryanani, Director, Amazon MX Player.

The original series Mitti: Ek Nayi Pehchaan follows Raghav, a city-based advertising professional who returns to his ancestral village to continue his grandfather’s farming work. Confronting debt, environmental issues and resistance from the community, the storyline explores his efforts to apply modern farming techniques in a rural setting. The series has received critical attention for its depiction of rural entrepreneurship and understated storytelling.

The campaign also reflects how Galaxy M series devices, with their long battery life, rugged build, and AI tools like Circle to Search, are being adapted for rural settings. These features are positioned as enabling tools in the everyday journeys of the featured individuals, reflecting Samsung’s broader introduction of mobile AI in India.

Watch the campaign films: