Above & Beyond: Lessons in Marketing Leadership highlights how Max Fashion built sustained momentum for their campaigns through a long term association with Disney+ Hotstar

Max Fashion, a part of the Landmark Group, is an apparel brand with a clear mission: to democratise fashion. The brand was looking for a long term partner to reach a targeted audience and build sustained momentum for their campaigns.

In the next episode of Above & Beyond: Lessons in Marketing Leadership, Jiten Mahendra, Senior Vice President of Marketing, Max Fashion highlights how Disney+ Hotstar solved this challenge for the brand through a programmatic approach. The online streaming platform enabled the brand to reach out to its targeted audience across the country, thereby leading to the desired uplift in brand metrics.

For the festive season, Max Fashion partnered with Disney+ Hotstar for its ‘Diwali Khushiyo Wali’ brand campaign. The platform’s curated targeting helped Max Fashion achieve a View-Through-Rate (VTR) of 95%, which according to Jiten Mahindra, is the “golden standard”.

Explaining how this tie-up with Disney+ Hotstar reinforced the brand’s faith in OTT, Jiten Mahindra said, “The team understood the requirements of the brand. We didn’t want to bombard consumers with our communication; we wanted engagement-driven conversations. And that’s where programmatic helped. We also wanted to see the impact of the communication on the overall brand and not just treat it as a one-off. Since we come up with a new fashion season every 60 days, we have looked at this as a long-term association. This campaign reinforced our faith in the OTT platform and in working with Disney+ Hotstar as a team.”

The high view-through rate brought down the cost per view which Jiten Mahindra considers a ‘win-win’. Further, the campaign also saw a 9% higher brand awareness.

Jiten Mahindra quoted a Statista report which said that digital and TV viewing times are almost equal at 170 minutes. He believes that “the credit for this should go to OTT platforms. They are the torchbearers of long-term format.”

He added, “For the fashion industry, women play an important role and one of our biggest apprehensions about using digital was that it used to be male-centric. With TV’s classic content and new-age content coming together on OTT, it’s going to get the family, and specifically the women, onto the platform. This will be the game-changer. OTT gets the best of both worlds – the sharpness of digital and the content of the offline, which provides a critical TG. OTT is going to move from being part of the digital marketing budget to the overall marketing budget.”

Watch the video here to learn more about Max’s long-term association with Disney+ Hotstar.