‘Hotstar ka vaada, free entertainment sabse zyada’, Hotstar bridges accessibility gaps, brings high quality entertainment for free in Hindi-speaking markets

Published by Gopika Gulati on

Mumbai, March 2, 2020: Hotstar has launched an exciting 360-degree marketing campaign, “Hotstar ka vaada, free entertainment sabse zyada”, reaching out to millions of viewers in Hindi-speaking markets who currently have little access to high quality content for free.

With more than a 60%
share of entertainment consumption in 2019, Tier II and III cities have been
fueling the growth of online video consumption in India. However, a large
section of the audience in these cities still does not have access to high
quality entertainment and is limited to watching reruns of outdated content.
While some have lost access to paid channels following the TRAI tariff order,
others are hampered by infrastructure issues such as frequent power cuts. This
issue of access is further exacerbated by a single shared TV screen in large
households.

Hotstar is bridging the
accessibility gap for viewers through its campaign, which spreads the word
about its vast library of high-quality free content. Hotstar’s free content
includes several movies like Chhichhore, Mission Mangal; TV shows from Star
Plus like Yeh Rishta Kya Kehlata Hain, Nazar, Kasauti Zindagi Kay and Star
Bharat like Savdhaan India along with News.

Commenting on the
launch, Varun Narang, Chief Product Officer, Hotstar said, “The next wave of
growth for OTT platforms will come from smaller cities as adoption picks up. In
fact, non-metros today outstrip metros in terms of video consumption. Through
this campaign, our endeavor is to engage with our audiences further in
Hindi-speaking markets and take digital video consumption to new frontiers.”

According to Sidharth
Shakdher, EVP & Business Head, Hotstar, “We see a huge opportunity in
building awareness and encouraging trial across Tier II and Tier III cities
around our vast and high quality library of free entertainment, and thereby,
enabling a behavior shift towards online video consumption. Hotstar’s free
content will unlock a new world of entertainment for this audience
which
currently has to settle for outdated reruns on a limited set of channels.”

The campaign aims to
make inroads into Tier II and III markets using mass media vehicles such as TV
and Print, along with on-ground activations. A unique Out-of-home initiative
will culminate in a billboard spanning 10,000 sq. ft, the longest ever set up
in India, that will feature the variety and scale of content available on
Hotstar.

Other high impact
activations include Out-of-home billboards and wall paintings across 80 small
towns in India along with a branded mobile marketing canter van campaign. This
canter will travel across 30 cities for a month, conducting roadshows across
150 congregation points, showcasing Hotstar’s breadth of content. This will be
amplified further with unique interventions such as Nukkad Natak and
on-the-spot engagement activities.

Hotstar has changed the
way Indians watch their shows, from their favourite TV series and movies, to
sporting extravaganzas. With the widest range of content in India, Hotstar
offers more than 1,00,000 hours of TV shows and movies in eight languages, regional
and national news, and coverage of every major global sporting event, including
the VIVO IPL.

Categories: 2020