2020 Flashback: Enabling impactful partnerships with Hotstar Brand Lab
Having looked at advertising formats and successful campaigns in the previous blogs, it’s time to look at Chapter 4 of the 2020 Flashback by Hotstar Marketing Platform – the need for and the effectiveness of impactful partnerships.
Disney+ Hotstar has several interesting approaches that can be adopted by marketers looking to create impactful strategies. One of these approaches is the use of partnerships to convey brand messages with Hotstar Brand Lab, an option many brands chose last year. The resulting partnerships – between brands, content and celebrities – worked wonderfully well.
Here’s what Quaker Oats did with Kitchen, Khanna & Konversations, the popular show hosted by celebrity chef Vikas Khanna that is now in its third season on Disney+ Hotstar.
Khanna whipped up a range of delectable dishes using Quaker Oats, thus showing how easy they are to cook with as well as their versatility. Khanna did this while bantering with the most popular names from Bollywood and sports.
Not surprisingly, interest, engagement and recall went through the roof.
In fact, communicating through influencers is great for a brand’s messages. They tend to hit home with the target audience and remain top of mind.
The Indian influencer marketing industry has already grown to $8 billion and there’s more where that came from. (1) In 2020, brands were expected to commit as much as 72% of their digital marketing budgets to influencer activities.(2) As the home to an extensive influencer ecosystem, which provides brands with the means to reach out to millions across India with a unique mix of preferences, Disney+ Hotstar was at the forefront of this trend.
One example of this partnership is between Shopper’s Stop and Disney+ Hotstar for the brand’s GoodBuy 2020 sale. The Hotstar Brand Lab got its popular influencers Divyanka Tripathi (from its show Yeh Hai Mohabbatein) and Shivangi Joshi (from Yeh Rishta Kya Kehlata Hai) to promote the sale on the platform.
Another successful example is SBI Bank’s campaign for its digital banking app Yono. The campaign co-incidentally also featured Tripathi and leveraged her persona as a multi-tasker. Read more about the association here.
Your brand story deserves to be heard. Hotstar Brand Lab can enable your brand to make impactful partnerships for better storytelling.
(1) Source: https://www.businessinsider.com/influencer-marketing-report?IR=T (2) Source: https://www.exchange4media.com/marketing-news/72-of-brands-to-increase-influencer-marketing-budget-in-2020-talkwalker-report-99949.html
