Amazon MX Player's Rise and Fall Sets Streaming Records in India

Amazon MX Player's reality show "Rise and Fall" has become the platform's most-watched show ever in India, setting new records in viewership, social engagement, and audience participation. The 42-day series, hosted by Ashneer Grover and featuring 16 celebrity contestants including Arjun Bijlani, John Abraham, and Pankaj Tripathi, centers on a high-stakes social experiment dividing participants into 'Rulers' living in luxury and 'Workers' in a basement, competing for ultimate power. The show amassed over half a billion views, received more than 11 million public votes, and generated over 10 billion social media views, sparking a nationwide cultural movement. It was uniquely distributed through a partnership between Amazon MX Player and Sony Entertainment Television, expanding reach to both digital and television audiences. The program attracted unprecedented advertiser interest, with brands like Lux Cozi and McDowell's participating through integrated sponsorships and product placements, delivering high brand recall and engagement. Amazon MX Player executives praised the show's success and cultural impact, noting it set new benchmarks for reality TV in India and demonstrated the powerful fusion of entertainment and brand storytelling.