Disney+ Hotstar: Lockdown launch of Disney+ Hotstar

Preeti Mascarenhas, Aabha Chawhan, Chandramouli Shankarakrishna

Disney+ Hotstar, the streaming platform, successfully promoted its launch with a virtual red-carpet premiere during the COVID-19 lockdown in India.

Campaign details

Brand: Disney+ HotstarBrand owner: DisneyAgency: MindshareMarket: IndiaIndustries: TV channels, services, programmesMedia channels: Radio & audio, Search marketing, Social media, Television, Word of mouth, influencersBudget: No budget

Executive summary

We successfully launched India's biggest over-the-top (OTT) platform during the COVID-19 lockdown and created a multimedia strategy to do it justice. The red-carpet premiere launch for Disney+ Hotstar touched more than 80m Indians with the right insight – using media as the message of positivity in the most negative of times.

Market background and cultural context

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