Brand campaigns on Disney+ Hotstar that won festive season 2021
Every year, brands across categories put their best minds in a room to create festive campaigns that would entertain consumers and drive excellent ROIs. These out-of-the-box ideas need solid technology and platform support for execution. They need someone who understands premium audiences and can offer innovative ad solutions that match the wavelength of the brand. There is a growing need among brands to break from the festive advertising clutter and stand out.
Enter: Disney+ Hotstar.
Consumers these days are very attuned to new brands, especially the ones they spot while watching their favourite shows and movies on OTT platforms. It makes it easier for brands to spin intriguing narratives to boost interest in their products. Disney+ Hotstar facilitates brands in crafting campaigns that leverage the scale of Star Network influencers while keeping the product at the heart of the narrative.
During the festive season of 2021, dozens of brands stood tall with their unique creative approaches to reaching premium audiences on Disney+ Hotstar. Here, we recall the best festive season campaigns that would continue to inspire brands to put their creative foot forward for years to come.
Glitz and groove for Asian Paints
Ahead of the festive season of 2021, Asian Paints launched a new line of premium paints, Royale Glitz. The brand wanted to create awareness about the range in the Hindi Speaking markets (HSM). Due to its timing, content and reach, Disney+ Hotstar’s Dance+ Season 6 was found to be a perfect fit.
Royale Glitz’s tagline, ‘Paint that steals the spotlight’, fit into the dance show seamlessly with the help of a wall prop and appreciation remarks made by judges. TVC featuring Deepika Padukone was also displayed prominently during ad breaks.
Asian Paints was able to reiterate its positioning of ‘Makes my house and me look good’ for its customers with this campaign. It also garnered a higher-than-average engagement, with a +5% uplift in Brand Awareness, a +7% uplift in Message Association and a +9% uplift in Purchase Intent.
Gripping long-format narrative for AU Bank
With the intent to promote its ‘Badlaav Humse Hai’ narrative, AU Bank, India’s largest small finance bank, partnered with Disney+ Hotstar during the festive season of 2021. The campaign was released in two parts — one long-format ad launched during Ganeshotsav and another during Diwali.
AU Bank wanted to tell a compelling story to drive home the point of how change comes about with small steps. The brand needed long-format to do so effectively without compromising on the creative aspects of storytelling.
The campaign received a 77% view-through rate on Disney+ Hotstar, about 2x the standard benchmark for long-format ads. The brand also garnered over 99,000 clicks and 3.8 million impressions from the two films, reaching over 1.6 million viewers.
Southern beats for Kalyan Jewellers
To add value to the excitement of gold jewellery buyers, Kalyan Jewellers launched a celebration-wear collection, Ameya, in the festive quarter of 2021. With their festive campaign, the brand wanted to target the southern markets of Tamil Nadu, Karnataka, Andhra Pradesh and Telangana.
Kalyan Jewellers partnered with Disney+ Hotstar to target 25-34 MF audiences, in these geographies, with an affinity for shopping and fashion. The brand wanted to create a top-of-mind recall among festive jewellery shoppers.
The campaign was a success for the brand, facilitating them to garner a +7% uplift in aided awareness, a +5% uplift in ad awareness and a +8% uplift in consideration.
Apt media placement, seamless integration and relevant storytelling drove the success of these campaigns. This year, the festive line-up is grander than ever, opening up the platform to blockbuster branded content possibilities. The Disney+ Hotstar team holds the expertise and tools to add your brand to India’s watchlist. Contact us today to know more.
