Disney+ Hotstar: Normalizing Family Distancing in Times of Family Bonding

Ketan Rambhia, Mehak Jaini

Online streaming platform, DisneyPlus Hotstar VIP, normalised social distancing from one's own family during the lockdown to grow subscriptions and viewership in India.

Campaign details

Brand: Disney+Brand owner: The Walt Disney CompanyEntrant company: DDB Mudra - IndiaIdea creation: DDB Mudra Group MumbaiMarket: AsiaSector: Media & publishingMedia channels: Online video, Word of mouth, Influencers, KOLs, Social mediaBudget: 500k - 1 million

Executive summary

In a year when everyone was stuck at home with unlimited access to entertainment, Disney+ Hotstar VIP’s biggest challenge was to overcome its cricket-heavy perception and get people to watch entertainment content. The lockdown was seen as a great unifier, but we discovered that people faced...

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