MX Media, the parent firm of MX Player and MX Takatak, has hired Tiktok’s Nikhil Gandhi as COO. Gandhi has earlier worked as Tiktok Head of India. In May 2021, he quits as Head — Middle East, Africa, Turkey & South Asia.
COO Gandhi will Help MX Media in further Growth
On Monday, MX Media has announced that former TikTok India head Nikhil Gandhi will work with MX Media as Chief Operational Officer(COO). The firm owns the top(OTT) platform MX Player, and a short video app MX Takatak.
Nikhil Gandhi is one of the popular names in the entertainment sector. He joined Tiktok in October 2019 as India Head. Industry experts believe that Gandhi is behind the immense popularity of Tiktok in South Asia. He continued his head position and was looking at the Middle East, Africa, Turkey, and South Asia operations of Tiktok despite a complete ban in India in June 2020. In May, he left Tiktok.
As a COO of MX Media, Gandhi will specifically take care of MX operations from Mumbai and Singapore. He will help the firm in expanding its operations in new geographical areas. He has also been assigned the responsibility of scaling the revenue model, innovation, and technological advancement to stay ahead of its competitors.
MX Media aims to create a platform that has a positive impact on all stakeholders like consumers, advertisers, or internal teams across verticals. Currently, MX Takatak is the most popular short video app in India. Josh, Moj, Chingari, Roposo, and others are the main competitors of MX Takatak.
About Nikhil Gandhi and His Impact on MX Media and Earlier Employers
Karan Bedi, CEO of MX Media, has high expectations from Gandhi due to his earlier track record. Talking about the same, he said, “Nikhil brings decades of experience in both traditional and emerging media platforms, and will be a huge asset in taking MX to the next level of rocket-fuelled growth. We look forward to working closely with him.”
Nikhil Gandhi is also equally excited to join MX Media in his new role. He said, “MX Player is by far the leader in the video entertainment space. I’m super excited to join the MX team and look forward to the next phase of our growth.”
Gandhi has helped Bytedance owned Tiktok in strengthening its operations in the Middle East, Turkey, Africa, India, and South Asia. Before joining Tiktok, he worked as president and COO of Times Television Network. Not only that, but he also worked with media giants including the Walt Disney Company, UTV Global Broadcasting, and Viacom Media Networks.
TikTok tried to re-launch its operations in India again but after several failed attempts, it had shut down its India business in January 2021. The global short video giant left with no option except to fire 2000 employees in India. But, Gandhi was redesignated as Head — Middle East, Africa, Turkey & South Asia in December 2020.
