Unlocking Success: Mamaearth Successfully Taps into Premium Audiences with Hotstar Specials

After successfully driving double-digit purchase intent with CTV integration on Disney+ Hotstar, Mamaearth tapped into the potential of Hotstar Specials to reach premium audiences. Mamaearth associated with The Night Manager to effectively build product awareness and product consideration for its Ubtan Facewash, highlighting that its usage can give consumers the ‘Shaadi Wala Glow Every Day’.

Execution & Strategy

To drive high visibility among target audiences aged between 18 and 34 years and residing in the top metro cities across the country, Mamaearth leveraged the popularity of Hotstar Specials – The Night Manager. The brand also opted for targeted ads on other entertainment properties on Disney+ Hotstar.

Starring Aditya Roy Kapoor, Anil Kapoor, Tillotama Shome and Sobhita Dhulipala, The Night Manager is a Hotstar Specials show and an official remake of the British television series that goes by the same title. The spy-thriller has kept audiences spellbound and at the edge of their seats through the two parts of the first season. While the first part kickstarted the show’s ascend into becoming a part of pop culture, the second part sustained the audiences’ interest, growing it by the day. The Night Manager offers an excellent opportunity for brands to gain incremental results.

Disney+ Hotstar targeted viewers via Mamaearth’s 6-second pre-roll takeovers to build reach, 30-second ads to build awareness and consideration and 15-second video creatives to build recall. These ads were run on the platform as mid-rolls during ad breaks, enabling Mamaearth to create the desired impact.