By: M4G Bureau
Last updated : March 18, 2020 9:38 am
In association with The Social Street, the OTT brand unveiled India’s longest billboard showcasing range of content offering to keep you covered while at home
Touted as the longest ever in India, the billboard is part of Hotstar’s exciting new 360-degree marketing campaign, “Hotstar ka vaada, free entertainment sabse zyada”, aimed at reaching out to millions of viewers in Hindi-speaking markets in Tier II and Tier III cities, who currently have little access to high-quality content for free
The billboard showcased Hotstar’s vast library of high-quality free content including 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.
Mandeep Malhotra, Founding Partner & CEO, The Social Street says, “Working Hotstar is always brilliant and fun. The brand inspires us to unlock new ideas and create campaigns that push boundaries. With the longest billboard campaign too, we wanted to create something that would send out the brand’s message in a way that wows people. We were able to leverage media in a way that managed to create brand-new boundaries. Some of our past campaign work with Hotstar, like IPL Largest Player Hunt and Game of Thrones, too are a testament of the innovation, creativity and impact that is at the heart of brand.”
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audience in these cities still does not have access to high-quality entertainment and is limited to watching reruns of outdated content.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.