Elevating Festive & Wedding Glamour: Mohey’s Successful Campaign on Disney+ Hotstar!
In the ever-evolving digital landscape, staying relevant and engaging with your target audience requires innovative strategies and strategic associations. Mohey, a leading brand in the wedding apparel segment, launched its new collection during the festive season, making waves with Bollywood actress Kiara Advani featuring in their campaign, #DulhanWaliFeeling. The campaign was aimed at digitally savvy female audiences aged 18-34 years across India. To tap into its desired audience, Mohey associated with Disney+ Hotstar for a strategic campaign, leveraging popular shows like Anupama and Dance+ PRO to achieve their marketing objectives.
Objective: Connecting with Digital-First Audiences
Mohey’s primary goal was to enhance brand awareness and cultivate preference among digitally savvy female consumers. The #DulhanWaliFeeling campaign was meticulously designed not only to spotlight their latest wedding and festive collection but also to solidify Mohey’s positioning as the premier choice for bridal attire needs.
Approach: Collaboration with Disney+ Hotstar
To effectively reach their target audience, Mohey strategically associated with Disney+ Hotstar, leveraging the massive viewership of two of its most popular shows: Anupama and Dance+ PRO. These shows are not only widely watched but also have a strong following among the very demographic Mohey aimed to engage.
Campaign Execution:
- Featuring Kiara Advani: Mohey roped in Bollywood actress Kiara Advani as the face of their campaign, adding star power and relatability to their messaging.
- Advertising Strategy: Mohey created compelling 20-second mid-roll video ads to capture viewer attention during the commercial breaks of the show, Anupama. They complemented this with shorter 10-second ads to enhance brand recall during Dance+ PRO, ensuring their presence was felt across both shows’ ad pods.
- Strategic Spot Buying on Disney+ Hotstar: Recognizing the popularity and reach of Anupama, Mohey aimed for 100% Share of Voice (SOV) during the show’s ad breaks. Disney+ Hotstar facilitated spot-buying, ensuring Mohey’s ads were prominently featured across all devices during Anupama and strategically placed mid-roll ads during Dance+ PRO.
Duration and Continuity: The campaign ran continuously for 7 days, maximizing exposure and ensuring sustained engagement with the audience.
Brand Speak:
Impact:
Conclusion:
Mohey’s collaboration with Disney+ Hotstar exemplifies the power of strategic associations in the OTT realm. By understanding their audience and effectively leveraging popular entertainment shows, Mohey not only increased brand visibility but also strengthened their position as a go-to brand for wedding apparel. As digital-first strategies continue to evolve, associations like these are set to redefine how brands connect with and engage their target demographics in meaningful and impactful ways.
In essence, Mohey’s journey with Disney+ Hotstar underscores the transformative potential of aligning with popular digital content to drive brand success in today’s competitive market landscape.
