The song was exclusively launched on the app on 30th September before hitting other platforms
The #MilMahiyaOnMoj has seen participation from over 110,000+ creators leading to 3.6 Billion video plays on the hashtag
Amidst the burgeoning short content fever that has engulfed the nation, India’s popular short video app Moj unlocked a new horizon with the exclusive release of Sonakshi Sinha’s Mil Mahiya on the app. Within just a month of its release, Mil Mahiya has crossed a staggering 3.2 Billion total video plays till date on the app itself, owing to Moj’s exponential universe of users and creators.
With over 400,000+ user generated content pouring in for the song, the chartbuster saw 110,000+ creators participating in the #MilMahiyaOnMoj hashtag. The designated hashtag has garnered a whopping 3.6 Billion video plays till date. Produced by UpsideDown and ICONYK, the song features the fearless Sonakshi Sinha along with singer Raashi Sood.
With the growing importance of digital media, there has been a tectonic shift in the kind of content being created and consumed. The short video space is one of the fastest growing sectors in the country’s digital media landscape, with home grown platform Moj emerging as one of the leading players. With disruptive innovation, home-grown short video platform Moj only strengthens its brand recall as the ultimate entertainment destination.
Speaking about this, Shashank Shekhar, Director of Content Ops at ShareChat & Moj, said, “At Moj, we celebrate originality and creativity and are constantly looking at avenues to further our creators’ growth. The release of Mil Mahiya on Moj marks a collective milestone and has opened a gateway to innovative brand collaborations. The burgeoning popularity of consuming content in the form of short videos has taken over the content world with a storm”
“We have gone through some unprecedented times and the experience has made me realize that there are always more avenues to explore. I’m really glad the song first launched on Moj. I believe short video apps are now in the cultural mainstream with the way content is being created and consumed. Music has always been a big part of my life and this song really spoke to me. 3.2 billion video plays is a big deal, we’ve poured our hearts out creating this video and it’s all been worth it. A big, big congratulations to the whole team!”, adds Sonakshi Sinha.
The platform has recently been featured in App Annie’s ‘daily time spent in apps’ report for Q3 2021 as one of the top 5 most downloaded apps in India.