Campaign details
Brand: HotstarBrand owner: The Walt Disney CompanyEntrant company: DDB Mudra - IndiaIdea creation: DDB Mudra Group MumbaiMarket: AsiaSector: Media & publishingMedia channels: Outdoor, Out-of-home, Online video, Radio & audio, Print - general, UnspecifiedBudget: Up to 500k
Executive summary
Uttar Pradesh (UP) was key to India’s growing smartphone penetration. And with Hotstar nearing urban saturation, the next growth was expected from small towns. But the masses in UP believed in not paying for entertainment even though the free entertainment available on preferred TV screens...