Reel-To-Real Matchmaking: Jeevansaathi.com strengthens brand consideration in regional markets with Disney+ Hotstar

To see a couple happily in love can make someone on the edge of a decision take the plunge and try their luck. If it’s a couple they already have a connection with, the message tends to go inwards quickly, increasing its effectiveness.

With playful narratives of finding acceptance and a friend in their life partner across four vignettes starring lead couples of popular shows, Jeevansaathi.com drove brand consideration in Hindi and Marathi speaking regional markets.

Lead couples from popular shows Rang Maza Vegla (Marathi), Sukh Mhanje Nakki Kay Asta (Marathi), Yeh Hai Chahatein (Hindi) and Pandya Store (Hindi) were a part of the campaign. Available on Disney+ Hotstar, these shows have a massive regional following, helping the brand reach its intended target audiences. 

The Strategy and Execution

The storyline picked for the vignettes revolved around the relationship shared by the lead couple in the selected shows. Due to their popularity and appearance in the top watched shows, these actors are among the top influencers of the Star Network.

As delivered by the couple, the core message of the campaign was to highlight that people can find their life partner on Jeevansaathi.com like the two found each other.

Disney+ Hotstar, which already has an audience that loves the shows, helped the brand promote these vignettes in the intended clusters via geo and language targeting options.

Further, the campaign’s reach increased with the actors posting these videos on their social media handles.

Client Speak

Impact

With 96% VTR, which is extremely high above the average of 85%, the brand built resonance among Disney+ Hotstar audiences, driving a high engagement of 0.74% CTR (2X of platform average). Through its association with Disney+ Hotstar, Jeevansaathi.com saw a significant increase in aided (8% increase) and online ad awareness (7% increase) and brand consideration/favorability (+7% increase).

This campaign was conceptualized  and executed by the Disney+ Hotstar Creative Works – the branded content arm of Disney+ Hotstar Ad Sales.