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MX Player has launched an original series ‘Cruising Legends: Dawn Patrol’ with BMW Motorrad as the presenting sponsors, powered by Castrol Power1 Ultimate and GoPro as the associate sponsor.

Content solutions is fast becoming the new advertising mainstream, with brands relying heavily on OTT platforms and its large user bases to drive higher affinity and recall among its consumers.

The series is one such initiative that sees four powerful brands join forces to narrate the tale of new beginnings and inspiration when it comes to travel in India.

Produced by TheVibe Studios, this show showcases four biking legends quench their thirst for wanderlust and undertake a journey to the easternmost part of India, Arunachal Pradesh, to witness the country’s first break of dawn.

The thing that makes this series special is that all of the chosen riders have distinct personalities and motivations; their reasons for travelling, how they travel and what they do while they travel vary. With each episode, a different rider takes the lead and sets the agenda of that leg of the journey.

The four riders include Harsh Man Rai, the Co-founder of Helmet Stories, Garage52, Rolling Stone India and Man’s World magazines; Candida Louis, a biker who’s on a mission to educate the world about the importance of travel, Ouseph Chacko, a no-holds-barred adventurer/biker, and Vir Nakai, who is known all over the globe as the face of Indian motorcycling.

The trailer:

The show:

Rahul Sarangi, Vice-President and Head, New Business, MX Player, said, “Our content solutions team drives the narrative in a manner that sees the brand ethos match the content, thereby making for a bespoke integration for the brand as well as driving relevance for the viewer. This show follows the journey of biking enthusiasts and BMW Motorrad, Castrol Power1 Ultimate and GoPro are the perfect companions for any traveller/biker. We are glad to associate with them for this series."

“We are delighted to be a part of this series. The BMW G 310 GS is the perfect companion for such an escapade. The bike takes the excitement a step further into the typical GS territory that stands for robust adventures on two wheels,” said Shivapada Ray, Director, BMW Motorrad India.

Mayuri Pitale, Head of Marketing, GoPro India, added, “Cruising Legends raises the bar of unique travel and adventure content in India and there were no better cameras to capture this incredible trip than the GoPro Hero9 Black and Hero8 Black. GoPro cameras are rugged, waterproof and built to withstand dirt, dust, bumps and spills – perfect for the incredible action content in MX Player’s adventure-fuelled series. We are proud and excited to have GoPro Advocate, Vir Nakai, participate in the series and amazed by the exotic and treacherous terrain Arunachal Pradesh has to offer. Viewers of the series will be immersed in every moment in a way that only GoPro could deliver.”

Speaking about the show, creator, showrunner and Founder at TheVibe, Asad Abid, said, “The core essence of the series are the tales of the road via a motorbiking lifestyle as the means to explore and understand the world, while encountering the legends along the journey in the most organic and authentic manner. This is to create a truly global franchise for responsible and conscious motorcycling with India being a destination for motorbike enthusiasts from across the globe. At TheVibe, we have always celebrated experiential travel and explored stories through lifestyle-led narratives via world-class aesthetics and rich visuals that come of age on video.”

Speaking about the concept, Kartik Rao, Co-Founder, TheVibe, “In 2020, TheVibe had embarked on expanding its original IP catalogue which was AVOD-based into a SVOD play, and with this an interesting opportunity presented itself from MXPlayer to reboot Cruising Legends, a branded content series produced in 2017 under TheVibe Originals for AVOD, to be converted into a long-format episodic narrative as an MX Original Series. MX Player’s intervention has scaled up the project and turned it around as a multi proposition. At TheVibe, we are trying to create content which are true to life and as authentic as possible, marketers are looking for hooks but those that seem more genuine these days. Advertising is taking care of their vanilla communication, but content like ours creates the real connection with audiences”.