How AU Bank’s association with Disney+ Hotstar enabled uninterrupted long-format storytelling during the 2021 festive season
2021’s festive season was a buoyant and celebratory one for consumers, after last year’s more sombre festive months. In 2021, consumers were home for the most part, finding newer ways to stay entertained as they went through challenging times. This made content streaming on OTT an irrevocable consumption habit continuing well into 2021. Unsurprisingly, as per an Exchange4Media report, OTT ad growth during the festive period in 2021 was 25-30% over 2020*.
AU Bank’s festive season strategy
AU Bank, India’s largest small finance bank, associated with Disney+ Hotstar for its festive season campaign. The brand wanted to narrate its ‘Badlaav Humse Hai’ – reflecting society’s current ethos – story through its long-format festive ads. The first ad launched during Ganeshotsav and the second, during Diwali.
Disney+ Hotstar enabled AU Bank to tell its story uninterrupted through long-format ads to a highly engaged audience.
Speaking on the partnership with Disney+ Hotstar, Akshay Tapase, Senior Vice President – Digital Marketing, AU Bank, said, “We are always on the lookout for innovations that enable us to optimally showcase our brand story. Long-form ads help us promote storytelling in length. Since most platforms have restrictions that hinder this, the Disney+ Hotstar collaboration ensured that ‘Badlaav Humse Hai’ was effectively communicated to our target audience and achieved extremely high viewability.”
The impact
Along with the brand message being amplified, the campaign also generated high traction for AU Bank.
Here’s a look at the numbers; the campaigns received a 77% view-through rate on Disney+ Hotstar, 2x the standard benchmark for long format ads. They also received over 99,000 clicks from the two films combined, 3.8 million impressions and reached over 1.6 million viewers.
Disney+ Hotstar’s long-format ad empowers brands to tell audiences their stories without any distractions, garnering impressive results.
