Long-Form Ads on Disney+ Hotstar: Urban Company’s “Chhota Kaam” Campaign Redefines Digital Strategy

In the age of fleeting social media ads and five-second attention spans, Urban Company dared to be different. Their recent “Chhota Kaam” campaign celebrating nine years of excellence in home services ditched the short and sweet approach for a long-form ad strategy. But this wasn’t just a creative whim; it was a calculated move that delivered impressive results.

Through a strategic collaboration with a wide of General Entertainment Channel (GEC) properties on Disney+ Hotstar, Urban Company not only reached highly engaged premium and affluent audiences but also redefined brand success in the digital age.

With its powerful storyline, the campaign’s heart lay in a poignant long-format video, featuring a service professional having a conversation with a young boy while cleaning a bathroom. This narrative thread wove together the themes of dignity, respect, and the value of every job, regardless of scale.

Execution & Strategy

With a laser focus on NCCS A – 25+ aged individuals in the top 8 metro cities, Urban Company strategically targeted an audience known for appreciating quality services and premium experiences. The campaign’s objective was to enhance brand consideration and favorability among this discerning demographic and by associating with Disney+ Hotstar it was able to reach a highly engaged and premium audience.

The campaign’s success was amplified by its placement within mid-roll ads across a spectrum of very popular GEC properties on Disney+ Hotstar. This strategic positioning ensured that Urban Company’s message reached its audience during moments of high engagement with premium content, maximizing impact and visibility.

Urban Company’s “Chhota Kaam” campaign achieved an astounding Video Through Rate (VTR) of 62% on its long-format creative, surpassing industry standards for such advertisements. This remarkable performance underscored the campaign’s effectiveness in storytelling and emotional resonance with audiences.

Brand Speak

Impact

By leveraging Disney+ Hotstar’s platform and crafting a compelling narrative, Urban Company effectively reached their target audience and achieved their brand goals. They not only boosted brand awareness but also instilled a sense of respect and appreciation for their service professionals.