Hotstar's #TaiyaarReh tries to leverage early mover advantage this IPL

Aishwaria Sonavane
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It’s that time of the year when the cricketing gala yet again takes over the screens; and this year, the solo-screen promoter, Hotstar has become the first brand to nail the IPL name on our digital portals through their recent campaign #TaiyaarReh.

Campaign Overview

IPL is that content meat that brands on social media crave to eat and considering that fact that the brand is an exclusive digital streaming partner for Vivo IPL, Hotstar has initiated a campaign through a film of 60 seconds.

Conceptualized by Creativeland Asia, a track composed by Sneha Khanwalkar and rapped by Naezy, features people from different walks of life, onto the streets from nooks and corners of the country. Through a musical, it takes us to different faces and situations of this country with a common craze.

Through their content, the brand tried to promote their brand as a scenario changing wagon. Remember those days when the country stood still, glued to their television screens and stranded roads? With Hotstar in picture it has transformed lifestyle such, that the audience can catch up on all the live action without halting the rat run.

Hotstar pushed their content in a way that portrayed how it now enables viewers to catch up on all the cricketing action, yet keep moving, justifying their tagline - Na life rukegi, na game rukega. Thus, creating a notion of the brand being a game changer in the manner our country consumes content.

Social media throwback

Reaching out to the ubiquitous cricket frenzy, Hotstar ignited excitement through the platform. Almost like a unifier of the country, the same was portrayed through their content by dramatizing the visual experience a little to enhance the zest.

Launched back in 2015, Hotstar has created a niche for itself and created social media presence ahead of a launch of any show or their collaboration with brands. For their establishment, the brand created a video dominated by youngsters, who also happen to be the multiple screen generation and the definite target audience was laid out.

Last year in 2016, pairing with National Geographic, the brand asked a simple question - Why should questioning stop when people turn adults? The insight behind the campaign, #WhyLikeTha,t was to acknowledge the fact how age fades curiosity, for which they asked youngsters about their most curious moments and in return asked them a few questions creating food for thought.

It also garnered a lot of attention recently when All India Bakchod came back with the season 2 of ‘On Air with AIB’ where similar to season 1 they created promos on the digital platforms.

Hotstar with IPL has yet again caught attention on social media, garnering 3.7k views within just five hours of its release

Being the opener of IPL campaigns, the brand has made its way, encouraging people to download the app by giving them valid reasons.

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