Disney+ Hotstar: Meaningless Data Finds Meaningful Entertainment

Ketan Rambhia, Mehak Jaini

Online streaming platform, Hotstar, introduced a key new audience to its wealth of free online content to acquire millions of active users and increase viewership in India.

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...

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