Himalaya’s Clear Winning Strategy: General Entertainment Content-Focused Campaign on Disney+ Hotstar

Himalaya made a strategic move by associating with Disney+ Hotstar to position its Neem Face Wash as the go-to solution for pimple-prone skin among young, digital-savvy women. With a clear objective of increasing awareness and driving purchase intent, the brand leveraged the platform’s mobile offering to deliver a campaign that resonated deeply with its audience.

The campaign’s success story lies in the seamless alignment of a powerful product narrative with the strategic strengths of the platform, delivering a compelling message to the target demographic. Read on to find out more about the campaign.

Objective:

Himalaya aimed to position their product, Neem Face Wash, as “Pimple Ka Original Solution.” The focus was on highlighting the product’s natural formulation, with neem, known for its medicinal and antibacterial properties. The campaign also emphasized sustainability with its recyclable packaging, appealing to eco-conscious consumers.

For their campaign, Himalaya wanted to connect with a young, female demographic, primarily aged 18–24, in both metropolitan and regional markets across India.

Approach:

Disney+ Hotstar’s General Entertainment Content (GEC) became the perfect medium for Himalaya to reach its audience effectively. A series of 15-second ad creatives ran on the platform, each tailored to specific linguistic and cultural preferences. These ads were geo-targeted in multiple languages, including Hindi, English, Tamil, Telugu, Malayalam, and Bengali, ensuring the messaging felt personal and relevant.

The mobile-first approach was key to this campaign, as it allowed Himalaya to engage consumers where they were most active — on their smartphones. Disney+ Hotstar’s targeting capabilities ensured precision in reaching young female viewers across northern, southern, and northeastern regions of India.

From August to October, Himalaya’s campaign leveraged the strengths of Disney+ Hotstar to achieve optimal reach and impact:

• The ad creatives blended seamlessly into viewers’ favorite shows, ensuring high engagement without disrupting the content experience.
• The narrative around neem’s natural benefits resonated with the audience, building trust in the product as a reliable skincare solution.
• Tailored messaging in regional languages enhanced the relatability of the campaign, connecting deeply with diverse audiences.

The Impact:

The results were nothing short of remarkable. The campaign saw a significant uplift in brand awareness and purchase intent, particularly among the target demographic. Through a compelling narrative and Disney+ Hotstar’s precise mobile targeting, Himalaya effectively reached its audience, reinforcing that Neem Face Wash is the go-to choice for pimple-prone skin.

Himalaya’s campaign showcases how a well-executed strategy on a dynamic platform like Disney+ Hotstar can drive meaningful results. By emphasizing the natural formulation of the product and eco-conscious messaging along with reaching its relevant audience on Disney+ Hotstar, the brand managed to make their brand campaign a resounding success.

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