OnePlus rings in high-impact awareness with Hotstar Specials, The Trial: Pyaar Kaanoon Dhoka

OnePlus enjoys a boast-worthy portfolio of high-tech mobiles with excellent camera capabilities. To drive awareness, favourability, top-of-mind recall, consideration and purchase intent for its range of mobiles among premium, affluent, digital-first audiences, the brand associated with Disney+ Hotstar for The Trial: Pyaar Kaanoon Dhoka, a Hotstar Specials show.

Starring actors Kajol and Kubbra Sait in prominent roles, The Trial: Pyaar Kaanoon Dhoka is a captivating legal drama. It offers viewers a glimpse into the personal and professional lives of lawyers, creating several creative opportunities to showcase the use of a phone and highlight its camera.

To facilitate success, Disney+ Hotstar suggested several non-intrusive in-show integrations leveraging the show’s talents, Kajol and Kubbra Sait.

Execution & Strategy

Disney+ Hotstar executed several successful in-show integrations for OnePlus.

These included the use of the OnePlus ringtone to create aural awareness and at least 12 instances of the brand’s logo to create top-of-mind awareness for the brand. Further, the lead characters used the brand’s fast-charging chargers, strengthening the brand narrative around ease and functionality in everyday life.

The two lead characters also communicated over a video call, establishing the phone’s superior camera quality. Further, foraying into the various products of the OnePlus family, the narrative highlighted the use of OnePlus buds. The lead characters wore the buds while using the phone.

Disney+ Hotstar executed the in-show integrations effectively to ensure prominent visibility for the brand’s logo and products (phone, charger, buds) and recall for the ringtone in multiple scenes, nudging the viewers to notice the brand. OnePlus products were also placed in previews of the next episodes, establishing the brand as a critical part of the ‘The Trail’ universe. 

To support the in-show integrations, Disney+ Hotstar also ran pre and mid-roll ads targeting the cohort of females and viewers aged between 25 and 34 years. It built awareness and consideration, driving relevant resonance among audiences likely to find the main characters most relatable.

Brand Speak

Impact

The campaign drove high resonance among 25 to 35-year-olds across metrics. Due to the presence of popular female personalities as lead characters in the show, high brand association was recorded among female audiences.