In the ever-competitive world of online streaming platforms, Disney+ Hotstar made a bold move by offering free streaming of the ICC Men’s Cricket World Cup 2023 on its mobile app. This decision seemed like a winning strategy given the deep-rooted passion Indians have for cricket. However, it also brought with it a significant perception challenge that Disney+ Hotstar needed to address.
One of the key challenges lay in the word “free.” Over the years, several video streaming platforms had lured viewers with the promise of free access to matches. However, once viewers logged in, they often discovered that the “free” access lasted for only a few minutes. This created a sense of skepticism among users, who had learned to approach “free” offers with caution.
Sidharth Shakdher, Head of Marketing at Disney+ Hotstar, recognized this challenge and understood the importance of setting the right expectations from day one. He categorized viewers into different segments, acknowledging that each had its unique set of concerns.
For metropolitan viewers, who had engaged with Disney+ Hotstar in the past but stopped due to the perception that free content was no longer accessible, an ad featuring popular actor Kartik Aaryan was launched. The ad emphasized that the Cricket World Cup and entertainment were available for free streaming. It aimed to dispel any doubts among viewers and encourage them to return to the platform.
The audience from tier one, two, and three regions posed a different challenge. These viewers not only sought free content but also needed a larger push to engage with the platform. Disney+ Hotstar’s deeper insight revealed that these individuals often made numerous sacrifices in their daily lives for their family members but seldom did anything for themselves. To connect with this demographic, a 45-second ad was created featuring actor Abhishek Banerjee, known for his roles in “Stree” and “Paatal Lok.” In the ad, Banerjee’s character faced judgment from Disney+ Hotstar’s version of Chitragupta, a deity responsible for recording one’s actions in the afterlife. Chitragupta praised Banerjee’s character, Tyagi, for his sacrifices for his loved ones but suggested that he also take some time for himself by streaming free cricket and entertainment on Disney+ Hotstar. The title of the ad aptly captured this sentiment: “Free lo, thoda jee lo!” The ad aimed to resonate with viewers at a deeper, life insight level.
The rural audience, however, presented multiple challenges. Low penetration of digital services, widespread skepticism around free offerings, and data-related issues needed to be addressed. To tackle these concerns, Disney+ Hotstar collaborated with the creative agency Manja (as the first two ads were created in-house) and introduced an ad featuring former Indian cricket captain Kapil Dev. This ad addressed three crucial pain points for the rural audience: the loss of electricity, the availability of free streaming, and data-saving options. Kapil Dev’s endorsement added credibility to these claims, particularly in the context of a cricket World Cup-winning captain.
This multifaceted marketing approach allowed Disney+ Hotstar to connect with a diverse range of viewers. By understanding the unique concerns of different segments, they successfully navigated the perception challenge and ensured that the World Cup was accessible and genuinely free for all. In a market where free often comes with a sense of skepticism, Disney+ Hotstar’s strategy aimed to rebuild trust and demonstrate its commitment to providing a true free viewing experience.
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