Disney+ Hotstar: Preventing Super Savior From Becoming Super Spreader

Ketan Rambhia, Mehak Jaini

DisneyPlus Hotstar, the video streaming platform, grew subscriptions for its VIP plan by highlighting it as a pandemic-proof way to experience cricket socially 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: Social media, Mobile & appsBudget: Up to 500k

Executive summary

The return of IPL was marked as one of India’s happiest moments in 2020, but it was a moment of Disney+ Hotstar VIP's biggest concern. For the first time, IPL on Hotstar was completely behind a paywall and it was also the first time most Indians had access to TV, given...

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