Airtel Experienced Extreme Success During The ICC Men’s T20 World Cup 2024 on Disney+ Hotstar
Airtel was at the cusp of launching their new product – Airtel Xstream Fiber and the brand aimed to capture the attention of the digital-first audience for it. Making a strategic move, the brand leveraged the ICC Men’s T20 World Cup 2024 on Disney+ Hotstar to launch their product. The brand’s primary objective for their campaign was clear: to increase brand awareness for Airtel Xstream Fiber among digital-first audiences across India.
The product in focus, Airtel Xstream Fiber, provides unlimited high-speed internet along with access to over 350 television channels and 20+ OTT apps—a perfect fit for a digital-first audience. To reach their audience at scale, the brand decided to utilize a sporting tournament that commands massive viewership—the ICC Men’s T20 World Cup 2024 on Disney+ Hotstar.
The Approach:
Airtel ran their ads as mid-rolls during the live matches of the tournament, ensuring maximum visibility. These were shown during critical moments of the tournament when engagement was at its peak. Airtel ran seven ad creatives of 15 and 20 seconds each, on the platform’s mobile offering throughout the tournament. These creatives highlighted the key features of Airtel Xstream Fiber—speed, variety of content, and reliability.
The ads were made available in different languages—Hindi, Kannada, Malayalam, Marathi, Punjabi, Tamil, and Telugu. This ensured that Airtel’s message reached audiences in their preferred language, increasing its effectiveness. Leveraging regional feeds through geo-targeting, Airtel tailored its message to suit diverse audiences across India.
The Impact:
The results of Airtel’s campaign during the ICC Men’s T20 World Cup 2024 on Disney+ Hotstar were nothing short of impressive. By strategically placing ads throughout the tournament and utilizing geo-targeting on regional feeds, Airtel achieved significant uplifts across multiple metrics. The scale of the tournament helped the brand reach a wide audience and generated significant awareness for Airtel Xstream Fiber.
Brand Speak:
