Hotstar: Ending an era of passive cricket watching

Ketan Rambhia, Mehak Jaini

Mobile-first streaming platform Hotstar used an innovative campaign in the Indian market to boost awareness and attract viewers.

Campaign details

Brand: HotstarBrand owner: Novi Digital Entertainment Private LimitedLead agency: DDB Mudra Group, MumbaiCountry: IndiaIndustries: TV channels, services, programmesMedia channels: Gaming & in-game advertising, Mobile & apps, Online display, Outdoor, out-of-home, Social media, Television, Word of mouth, influencersBudget: 3 - 5 million

Executive summary

In a country where the sport of cricket is treated like a religion, and watching cricket is a social and big-screen TV experience, how could online, mobile-first streaming platform Hotstar – usually seen as a back-up option or substitute screen – trump...

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