Influencer marketing on Disney+ Hotstar: Where reach meets maximum impact

The Indian influencer marketing industry has grown to $8 billion and there’s more where that came from. In 2020, brands are expected to commit as high as 72% of their digital marketing budgets to influencer activity. Disney+ Hotstar is home to an extensive influencer ecosystem that provides brands with the means to reach out to millions across India with a unique mix of preferences; one different from the other.

Say as a brand you want to establish a new behaviour pattern among targeted audiences for your oral hygiene product. Hotstar Brand Lab would have advised you, based on audience intent mapping and appography behaviour, to look closely at individuals who prize fitness in their daily habits. In-house content mapping analytics paired with trend spotting through Star India’s social media command center, The Distillery, would signal topics related to outdoor activities including travel, running, and cross-country biking as best suited for engagement. Now pair a new-age fitness influencer to attract relevant audiences and enable engagement in an authentic manner via a massive platform and its mission accomplished for the brand.

At Disney+ Hotstar you are able to unlock the fan base of a diverse set of influencers including the protagonists of leading GEC shows and Sporting icons. Fans connect with both on and off-screen personas of celebrities. That emotional connect is best served in the same brand-safe ecosystem where their favourite shows reside. Tapping into these cultural codes via our relevant influencers can enable brands to deliver a richer content experience.

Self-shot influencer videos are the next step in this content journey offered by Hotstar Brand Lab.

Self-shot influencer videos have emerged as the perfect solution to stay connected with audiences and maybe attract even newer ones to brands in these trying times. They can be executed quickly, customised entirely to a brand’s needs, and delivered with the scale and hyper-targeting options of Disney+ Hotstar.

Kellogg’s tied up with Hotstar Brand Lab to enlist the voice of ‘On-Screen’ Moms across shows in Hindi, Tamil, and Bengali. Pairing the appeal of Shivangi Joshi (Yeh Rishtaa Kya Kehlaata Hai), Sujitha Dhanush (Pandian Stores) and Monami Ghosh (Irabotir Chupkotha) with the idea of staying healthy, Kellogg’s effectively communicated their ‘Breakfast se Badhkar’ proposition.

Sumit Mathur, Director Marketing (CMO) at Kellogg South Asia  said  “Kellogg’s matched it’s core benefit of ‘nourishment made easy’ and contextualised it’s #breakfastsebhadkar campaign to current times. An agile campaign done in partnership with Hotstar; TV celebrities video shot their own real life testimonials and sent out an important message on nourishment to their consumers in a very relatable way. With all videos shot at home by the TV Stars and no production house, the results with 5.3 Mn reach is commendable.” 

SBI worked with a Disney+ Hotstar favourite influencer Divyanka Tripathi of ‘Yeh Hai Mohabbatein’ fame to leverage her persona as a multi-tasker and tied that to the multi-utility benefits of SBI Yono, SBI’s digital banking app.

“Being India’s largest banking service provider, we needed to ensure service continuity for millions of our customers during the  pandemic. Hotstar Brand Lab helped us drive our marketing message with its end-to-end content solution. With a remotely produced and shot video with Divyanka Tripathi, who is also a house-hold name just like SBI, we were able to spread awareness amongst our TG about the services offered by the SBI Yono app.”

– Sweta Aggarwall, Chief Marketing Officer, SBI

Hotstar Brand Lab can amplify your message with the best suited creative thought delivered by the most effective influencer to the right kind of audience. It’s a plug and play of the easiest kind for your brand to direct conversations around messages in real-time with cost-effective and measurable results.