Amazon MX Player, India’s leading free premium entertainment platform, has joined hands with Samsung’s Monster Galaxy M series to launch Mitti Se Judey Monsters— a compelling branded content campaign inspired by the emotionally resonant world of Mitti: Ek Nayi Pehchaan. This unique collaboration weaves together powerful storytelling and real-world impact, spotlighting unsung heroes from rural India who embody grit, innovation, and purpose.
At the heart of the campaign are three evocative short films, each telling the story of an individual from the agricultural sector who is driving change through resilience, forward thinking, and Samsung’s Monster Galaxy M smartphones. Fronted by Mitti lead Ishwak Singh, the films go beyond surface-level success to celebrate grounded changemakers—individuals who’ve turned rooftops into farms and built businesses rooted in sustainability, armed with vision and technology with a “Monster Mindset”.
Aruna Daryanani, Director, Amazon MX Player, added: “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.”
The original series Mitti: Ek Nayi Pehchaan follows the journey of Raghav, a city-based advertising executive who returns to his ancestral village to fulfil his late grandfather’s farming dream. Faced with debt, environmental issues, and social resistance, Raghav finds purpose in rebuilding his roots through modern farming practices. The series has been praised for its honest and dignified portrayal of rural entrepreneurship and has struck a chord with viewers for its quiet power and authenticity. Lauded by critics for its grounded realism and understated impact, Mitti has been described as OTT’s own ‘Swades’ moment
This partnership is a seamless blend of shared values, highlighting how Samsung’s Monster Galaxy M series devices — known for their long battery life, high-resolution cameras, and rugged durability — are more than just gadgets. They serve as reliable companions in tough rural environments, enabling real impact and fostering innovation where it’s needed most. By bringing the Galaxy M36 5G with features like Circle to Search with Google, Samsung India is further advancing mobile AI and making AI innovations accessible at an affordable price point. By merging the emotional democratization narrative of Mitti Se Judey Monsters with technology-driven storytelling, Amazon MX Player continues to redefine content-led brand engagement. Mitti Se Judey Monsters is more than a campaign — it’s a celebration of identity, resilience, and the power of purpose-driven technology.
