Live Cricket on Disney+ Hotstar helps increase brand awareness for durables brands
As the Indian economy – and with it, consumption – expands, so does the consumer durables industry. The Indian appliance and consumer electronics industry is expected to grow at 11.7% CAGR over the next four years, according to an Indian Brand Equity Foundation report^. The report adds that flagship government initiatives like Make in India and Start Up India are adding momentum to this growth.
The pandemic, meanwhile, has led to the rise of the self-reliant consumer – one that is willing to pay more to aid that self-reliance. According to Star Distillery* data, as consumers spent more time than ever at home due to the lockdown, there was a firm focus on acquiring better and more modern appliances. As social distancing norms are lifted and people return gradually to work, the trend of self-dependence and the aspiration for quality consumer durables will persist.
Post-pandemic trends
The COVID-19 pandemic has transformed consumer behaviour and the factors that affect buyers’ decisions. To stay relevant to consumers’ lives, durables brands have tried their best to adapt to these new disruptions. A few key trends in the space are outlined below:
- Consumers’ top considerations: A Star Distillery study of social media chatter shows that after-sales service is one of the top considerations while making a purchase. Here, the brand becomes critical, since device safety for a long-term, one-time purchase like durables is associated with the brand name.
- Premium products: Over 45% of consumers are willing to pay a premium for an appliance if it includes additional services such as same-day repair, according to a Bain & Co Insights study in December 2020.^^ In fact, service is emerging as a major topic of concern due to the lockdown. Therefore, as consumers save money by cutting out travel, out-of-home entertainment and automobiles, many are turning to premium products to meet their needs around health, convenience and safety.
- Enabling digital transformation: Addressing these concerns are a top priority for brands, shows Distillery data. This is why brands like Godrej Consumer Products undertook major digital transformations to enable business continuity for trade partners as well as consumers.
- Sales and marketing turn digital: Digital sales and marketing strategy will be vital to maintaining market share. Thanks to the pandemic, several businesses have had to turn online to grow. India’s consumers are poised for digital growth, and brands, too, have to catch up. A McKinsey report states that companies that have accelerated digitisation have sped ahead of their peers who haven’t.^^^
Why VIVO IPL 2021 on Disney+ Hotstar?
Against the aforementioned backdrop, brands need to be cognizant, and now more than ever, of the medium they choose to convey their messages through. It’s important for advertisers to associate with properties and platforms that assure them eyeballs and significant bang for their buck. And it’s a positive sign to see that they already are taking steps in the right direction.
Last year, over 300 brands partnered with Disney+ Hotstar for IPL 2020, with all of them reaping great benefits.
Live sports are an unmatched draw for consumers – especially cricket. And what’s bigger than the VIVO IPL 2021 that is streamed live on Disney+ Hotstar?
Average uplifts on a variety of parameters – aided awareness, message association – were better for consumer durables than the overall IPL 2020 average.
Creative guidelines for consumer durables players
On the creatives front, the use of multiple creatives in a campaign provides an additional uplift of 33% as compared to the use of a single creative. Disney+ Hotstar recommends at least a 15-second creative for an additional uplift of 30% compared to those of a shorter duration. For more details on creating effective campaigns for live cricket on the platform, visit.
As the competition among consumer durables brands heats up, IPL 2021 is not an opportunity they can afford to miss out on. Disney+ Hotstar has something for every brand through more than 25 targeting options and solutions for every marketing objective – from branding to increasing consideration/purchase intent. Besides, with live cricket, the right, engaged audience and innovative ad solutions, what’s not to love about it?
