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<ul><li>The campaign is conceptualised by <keyword id="910338" type="COMPANY" weightage="20" keywordseo="DDB-Mudra-Group">DDB Mudra Group</keyword>. </li><li><keyword id="6354714" type="PERSON" weightage="20" keywordseo="ajay-devgn">Ajay Devgn</keyword> and Tamannaah Bhatia; each in a recognizable disguise, try to convince people to watch their soon-to-release titles on Disney+ Hotstar VIP rather than just focusing on LIVE cricket action.</li></ul>As India prepares for the launch of its most celebrated cricket phenomenon, Vivo IPL, Disney+ Hotstar VIP today rolled out an exciting new campaign - ‘Entertainment Ka All-Rounder’. Conceptualized by DDB Mudra Group, these new films feature popular actors Ajay Devgn and <keyword id="654350" type="PERSON" weightage="20" keywordseo="Tamannaah-Bhatia">Tamannaah Bhatia</keyword>; each in a recognizable disguise, as they try to convince people to watch their soon-to-release titles on Disney+ Hotstar VIP rather than just focusing on LIVE cricket action. Ajay Devgn stars as Sudarshan and Tamannaah Bhatia as Manickam, both are put in everyday office situations as they praise their work only to be informed of the platform’s expansive content offering. The quirky campaign signifies the fierce battle that will be fought between the biggest superstars - on &amp; off the cricketing field as they try to win the viewers’ attention. <div type="Youtube" id="6iQb60oXIpM" title="Disney+ Hotstar VIP - Ajay ya Sudarshan?" thumbUrl="https://i.ytimg.com/vi/6iQb60oXIpM/mqdefault.jpg"></div> Sidharth Shakdher, Executive Vice President and Chief Marketing Officer, Disney+ Hotstar said, “Disney+ Hotstar is the default digital platform for sports in India today, and this year, when India comes to us for Vivo <keyword id="7866747" type="UNKNOWN" weightage="20" keywordseo="ipl-2021">IPL 2021</keyword>, we will give them a no-holds-barred entertainment experience - Cricketainment in its truest form. Based on the insight that cricketainment is tantamount to having the best of both worlds, we wanted this campaign to reinforce that we are the only OTT brand that offers Vivo IPL 2021 and LIVE sports, along with the latest movies and original shows. And to drive home this message in a fun, memorable and entertaining way, we are launching our campaign ‘Entertainment Ka All-Rounder’ which breaks through the clutter by using never-seen-before avatars of Ajay Devgan and Tamannaah Bhatia” These ad-films have been rolled out in 3 languages - Hindi, Tamil and Telugu and are available on Disney+ Hotstar VIP’s digital platforms.

Disney+ Hotstar VIP launches a new campaign before IPL with Ajay Devgn and Tamannaah Bhatia

Actor <keyword id="19897962" type="General" weightage="100" keywordseo="Tamannaah-Bhatia" source="keywords">Tamannaah Bhatia</keyword>, who made waves with her recent cameo in Stree 2, is in the news again — but for a very unexpected reason this time. The actor was questioned by the <keyword id="19895344" type="General" weightage="20" keywordseo="Enforcement-Directorate" source="keywords" meta.keywordsubtype="org" meta.entityname="Enforcement Directorate" meta.hostid="261" meta.entityid="Enforcement Directorate">Enforcement Directorate</keyword> (ED) in Guwahati on Thursday in connection with a high-profile <keyword id="19899231" type="General" weightage="20" keywordseo="money-laundering" source="keywords">money laundering</keyword> case involving the ‘<keyword id="19984854" type="General" weightage="20" keywordseo="HPZ-Token" source="keywords">HPZ Token</keyword>’ mobile app, where several investors were allegedly duped on the pretext of <keyword id="23296351" type="General" weightage="20" keywordseo="cryptocurrency-mining" source="keywords">cryptocurrency mining</keyword>. The 34-year-old actor’s statement was recorded under the <keyword id="19912399" type="General" weightage="20" keywordseo="Prevention-of-Money-Laundering-Act" source="keywords">Prevention of Money Laundering Act</keyword> (PMLA), according to the Press Trust of India (PTI). Bhatia allegedly received payments for making a "<keyword id="23595308" type="General" weightage="20" keywordseo="celebrity-appearance" source="keywords">celebrity appearance</keyword>" at an event linked to the app, though there were no incriminating charges against her. Initially called for questioning earlier, she deferred the summons due to professional commitments but appeared on Thursday, as per PTI. The money laundering probe is tied to an FIR filed by the <keyword id="21156024" type="General" weightage="20" keywordseo="cyber-crimes-unit" source="keywords">cyber crimes unit</keyword> of Kohima Police, where several accused were booked under the Indian Penal Code and Information Technology Act. The app in question, 'HPZ Token,' was reportedly used to deceive investors by promising hefty returns on Bitcoin and other cryptocurrency mining. For an investment of ₹57,000, investors were promised returns of ₹4,000 per day for three months, but payments were halted after the first round, and fresh funds were solicited. The ED’s investigation uncovered 299 entities involved, including 76 Chinese-controlled entities, accused of creating "shell entities" to launder funds. The agency seized assets worth ₹455 crore following searches across the country. This case is part of a broader crackdown on fraudulent online schemes and <keyword id="20454123" type="General" weightage="20" keywordseo="illegal-betting" source="keywords">illegal betting</keyword> tied to cryptocurrency investments. (With inputs from sources)

Why is actor Tamannaah Bhatia being questioned by the ED for a money laundering case?

During the inauguration of the India pavilion at Cannes 2022 on Wednesday, Academy Award winner A.R. <keyword id="11852" type="General" weightage="100" keywordseo="rahman" source="Orion">Rahman</keyword> explained why we should tell stories about <keyword id="6576454" type="General" weightage="80" keywordseo="west" source="Orion">West</keyword> and try to break the boundaries. "I can't say much because I've been in the industry for almost 40 years - ten years of playing outside as a musician and 30 years as a composer. I was a director for the sensory cinematic experience," he said. Rahman further shared that despite the fact we have our stories to tell, we must not restrict ourselves. "Even though we have so many stories, we should tell stories about the West because we have a narrative about the West. We should be doing that." "The West does Gandhi, he (<keyword id="4993" type="General" weightage="80" keywordseo="shekhar-kapur" source="Orion">Shekhar Kapur</keyword>) is the man who has done 'Elizabeth: The Virgin Queen'. I am super inspired by him," he added while hinting towards filmmaker Shekhar Kapur. On the reason for choosing English language for his film, he elaborated: "The reason why I did this in the English language and for an international audience was to see if it is possible to break those boundaries and set a new path. Even if we fail it's fine. I am talking about Le Musk, the sensory cinematic experience in Cannes XR. I want to thank my whole team, and please do check it out and see how we can improve and celebrate it. God bless you all. Thank you so much." The Indian delegation led by I&amp;B Minister Anurag Thakur was present for the inauguration of the Indian pavilion at the ongoing Cannes Film Festival in France. <keyword id="598" type="General" weightage="50" keywordseo="deepika-padukone" source="Orion">Deepika Padukone</keyword> is attending the festival as a jury member, <keyword id="6356036" type="General" weightage="50" keywordseo="aishwarya-rai-bachchan" source="Orion">Aishwarya Rai Bachchan</keyword>, <keyword id="6354603" type="General" weightage="50" keywordseo="kamal-haasan" source="Orion">Kamal Haasan</keyword>, <keyword id="18461" type="General" weightage="50" keywordseo="r-madhavan" source="Orion">R Madhavan</keyword>, Shekhar Kapur and <keyword id="654350" type="General" weightage="50" keywordseo="tamannaah-bhatia" source="Orion">Tamannaah Bhatia</keyword> are among the Indian celebrities attending the 75th edition of the film festival. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/news/google-russia-has-no-money-to-pay-salaries-to-its-100-employees-heads-for-bankruptcy/articleshow/91658749.cms">Google Russia has no money to pay salaries to its 100 employees, heads for bankruptcy</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/entertainment/news/late-comic-book-legend-stan-lee-set-to-live-again-in-movies-as-marvel-studios-signs-20-year-deal/articleshow/91655455.cms">Late comic book legend Stan Lee set to live again in movies as Marvel Studios signs 20-year deal</a>

Oscar winner A R Rahman says India should tell 'West stories' from its own narrative

Mumbai, More people signed up for <keyword id="19925152" type="General" weightage="20" keywordseo="prime-video" source="keywords">Prime Video</keyword> in India than any other country outside of the US in recent years, Head of Prime Video and Amazon MGM Studios <keyword id="20143672" type="General" weightage="20" keywordseo="mike-hopkins" source="keywords">Mike Hopkins</keyword> has said. India is one of the key geographies for Amazon, <keyword id="21019964" type="General" weightage="20" keywordseo="hopkins" source="keywords">Hopkins</keyword> said on Tuesday at a star-studded Prime Video Presents event here that saw the announcement of the streamer's 2024 slate of 69 projects including shows, movies, documentaries and returning titles across languages and regions. "I have a couple of stats to just explain how things are going here. The first one is that for the last several years, outside of the US, more people have signed up for Prime in India than anywhere else in the world. That's pretty good growth. "The other thing about India is that more people started subscribing to Prime Video here than any other benefit... In the last year, India had the highest percentage of Prime members stream Prime Video than any other country in the world," Hopkins said during a chat with event host <keyword id="19901337" type="General" weightage="20" keywordseo="karan-johar" source="keywords">Karan Johar</keyword>. "We look at that next 250 million subscribers that we're going to acquire, which are definitely going to come from outside the United States. We're not going to be able to achieve that unless we do a really good job for customers in India, so India is a key geography for us," Hopkins said. He also spoke about the exponential growth that streaming has had in India despite being in the market only for the last few years. Hopkins said "Farzi", "Indian Police Force" and "The Family Man" are among the shows that have worked well internationally. "I've heard many people say this week that more people are streaming TV. And they're watching it on linear television and satellite... What's remarkable about it is that streaming has only really existed for seven or eight years," he said. According to Hopkins, Indian content is making its presence felt on a global level. Last year, he said, Indian titles were watched in over 200 countries and territories worldwide. He said that while the streamer commissions programming in different parts of the world, the core philosophy has always been that the content should first work with the audience it is made for. "(In India,) we've really knocked it out of the park. Some of the shows that are working the best for us internationally are 'Farzi', 'Indian Police Force', 'The Family Man' and many more. So we couldn't be more thrilled with what's going on here." The India slate announcement featured returning titles such as "Mirzapur 3", "Panchayat 3" and "Pataal Lok 2" as well as new shows and movies like "Call Me Bae", "Be Happy" and "<keyword id="20354241" type="General" weightage="20" keywordseo="subedar" source="keywords">Subedar</keyword>". The slate also featured titles such as "Citadel: Honey Bunny", "Daldal", which marks Bhumi Pednekar's OTT debut, Ankur Tewari and Swanand Kirkire-created "Bandwale" and "Daring Partners" starring Tamannaah Bhatia and Diana Penty.

India key geography for us: Mike Hopkins on Prime Video's new slate of 69 titles

Mumbai, Riding high on the back-to-back success of "<keyword id="12756474" type="General" weightage="80" keywordseo="pathaan" source="Orion">Pathaan</keyword>" and "<keyword id="6363925" type="General" weightage="80" keywordseo="jawan" source="Orion">Jawan</keyword>", superstar <keyword id="1671" type="General" weightage="80" keywordseo="shah-rukh-khan" source="Orion">Shah Rukh Khan</keyword> has emerged as numero uno on IMDb's top 10 list of most popular Indian stars of 2023, which is otherwise dominated by female stars like Alia Bhatt, Deepika Padukone and Wamiqa Gabbi. The year is not over yet for <keyword id="4546" type="General" weightage="80" keywordseo="shah-rukh" source="Orion">Shah Rukh</keyword>, who is now awaiting the release of his third and final film of 2023 with the Rajkumar Hirani-directed "Dunki" on December 21. Bhatt, who claimed the second spot on the list for the second year in a row, had a major success in "Rocky Aur Rani Kii Prem Kahaani" and made her Hollywood debut opposite Gal Gadot in Netflix movie "Heart of Stone". Padukone played the female lead in "Pathaan" and had an extended cameo in "Jawan". Shah Rukh's "Jawan" co-stars <keyword id="16829" type="General" weightage="80" keywordseo="nayanthara" source="Orion">Nayanthara</keyword>, who features in the fifth spot, and Vijay <keyword id="2933760" type="General" weightage="80" keywordseo="sethupathi" source="Orion">Sethupathi</keyword> also feature in the list. Nayanthara made her Hindi cinema debut with the movie, while Sethupathi (who is on number 10) was the main antagonist. He also played a cop in the Prime Video series "Farzi". Nayanthara is followed by Tamannaah Bhatia, Kareena Kapoor Khan and Sobhita Dhulipala. All the three stars had major wins on streaming platforms -- Tamannaah in "Lust Stories 2", Kareena in "Jaane Jaan" and Sobhita in "Made in Heaven 2". Actor Akshay Kumar's much-discussed cameo in "OMG 2", "Mission Raniganj" and "Selfiee" helped him land in the ninth spot on the ranking by the website, a go-to place for information on movies, TV and celebrities. "From Shah Rukh Khan's return to the big screen with two blockbusters, to Alia Bhatt starring in international thriller 'Heart of Stone', the IMDb Most Popular Indian Stars of 2023 list reveals the Indian stars who generated the most fan excitement and engagement across the IMDb global audience this year," said Yaminie Patodia, head of IMDb India, in a statement. "Our unique year-end top 10 list is compiled based on the page views of hundreds of millions of fans globally who rely on IMDb to discover, decide what to watch, and learn more about their favorite stars," Patodia added. Bhatt, who came in second after her "Dear Zindagi" co-star Shah Rukh, thanked her fans. "I've always believed that they are the real kings and queens, and nothing is beyond them. I thank my audience for bringing me to the position that I am at. While I hope to continue entertaining them, I am filled with only love and gratitude. I also promise to keep working hard and bringing more inspiring stories and characters on screen," the actor said. Gabbi, known for her performance in web series "<keyword id="14990" type="General" weightage="80" keywordseo="jubilee" source="Orion">Jubilee</keyword>", "Charlie Chopra &amp; the Mystery of Solang Valley" as well as film "Khufiya", said she was thrilled to make her debut on the IMDb Most Popular Indian Stars list. "The fact that IMDb represents the sentiment of the global audience makes this even more special for me. From Vishal Bhardwaj's spy thriller 'Khufiya' and Vikramaditya Motwane's period drama 'Jubilee', to the heartwarming web series 'Modern Love Chennai', and as well as the Punjabi film 'Kali Jotta', I've had a busy year working across genres and languages, and it makes me happy and grateful that my fans have appreciated that," she added. SEE ALSO:<a href="https://www.businessinsider.in/business/auto/webstories/royal-enfield-himalayan-450-to-launch-on-nov-24-everything-we-know-so-far/slidelist/105411032.cms" target="_blank"></a> <a href="https://www.businessinsider.in/business/auto/webstories/royal-enfield-himalayan-450-to-launch-on-nov-24-everything-we-know-so-far/slidelist/105411032.cms" target="_blank">Royal Enfield set to launch the new Himalayan – Everything we know so far</a><a href="https://www.businessinsider.in/tech/apps/news/how-to-link-your-email-with-whatsapp/articleshow/105407877.cms" target="_blank"></a> <a href="https://www.businessinsider.in/tech/apps/news/how-to-link-your-email-with-whatsapp/articleshow/105407877.cms" target="_blank">WhatsApp’s safety push – You can now login with your email id</a><a href="https://www.businessinsider.in/business/telecom/news/jio-strengthens-market-leadership-with-3-25-mn-new-subscribers-vis-decline-slows/articleshow/105289414.cms" target="_blank"></a> <a href="https://www.businessinsider.in/business/telecom/news/jio-strengthens-market-leadership-with-3-25-mn-new-subscribers-vis-decline-slows/articleshow/105289414.cms" target="_blank">Jio strengthens market leadership with 3.25 mn new subscribers, Vi’s decline slows</a>

Shah Rukh Khan tops IMDb's list of most popular Indian stars of 2023

New Delhi, Indulge in the exciting content offerings on OTT this week, as the weekend thrill awaits with a blend of drama, action, thriller and documentary, promising to transport you to a new world. From Rajinikanth's blockbuster '<keyword id="218107" type="General" weightage="100" keywordseo="jailer" source="Orion">Jailer</keyword>' to the crime thriller '<keyword id="18566324" type="General" weightage="80" keywordseo="bambai-meri-jaan" source="Orion">Bambai Meri Jaan</keyword>', to the documentary 'Animals Up Close', the IANS slate will immerse you in a cinematic experience like none other, all from the comfort of your home. Here's a list of five titles on various OTT platforms that have caught the attention of IANS this week: 'Jailer' <keyword id="84494" type="General" weightage="20" keywordseo="superstar-rajinikanth" source="Orion">Superstar Rajinikanth</keyword> starrer blockbuster film 'Jailer' is about a retired jailer Tiger Muthuvel Pandiyan (portrayed by Rajinikanth), who is out to find his son's killers. Produced by Sun Pictures and directed by Nelson Dilipkumar, the film features Rajinikanth in the lead role alongside Ramya Krishnan, Yogi Babu, Vinayakan, Tamannaah Bhatia and Master Ritvik in pivotal roles and special cameos by Mohanlal, Shiva Rajkumar and Jackie Shroff. It will air on Prime Video on September 7, and will be available in Tamil, Telugu, Malayalam, Kannada, and Hindi. '<keyword id="18687963" type="General" weightage="80" keywordseo="bambai-meri" source="Orion">Bambai Meri</keyword> Jaan' The crime thriller series stars Kay Kay Menon, Avinash Tiwary, Kritika Kamra, and Nivedita Bhattacharya along with Amyra Dastur in pivotal roles. 'Bambai Meri Jaan' is a sneak into post-independence Bombay and streets riddled with crime. The story revolves around the conflict between Dara Kadri (Avinash), a rising gangster, and his father Ismail Kadri (Kay Kay), an honest police officer. The series is set in a world rather, the Mumbai of the 1970s where gang wars, crimes, and treachery were a common occurrence. Against this backdrop, the fictional series is a captivating saga of an honest cop who sees his son choose the path of crime to overcome a life of poverty and struggle. The story of the show has been penned by crime journalist and author S. Hussain Zaidi, with the series created by Rensil D'Silva and Shujaat Saudagar and directed by Shujaat Saudagar. It will premiere on Prime Video on September 14. 'Animals Up Close with <keyword id="352088" type="General" weightage="80" keywordseo="bertie" source="Orion">Bertie</keyword> Gregory' Bertie Gregory takes you to the most spectacular corners of our planet- from Antarctica to Africa and South America to Asia, tracking down extraordinary animals to capture their daily lives like never before. Armed with drones, state-of-the-art cameras, and underwater tech, he and his team brave subzero seas, climb snow-capped mountains, and sleep suspended 120 feet in the air to reveal the challenges these animals endure, their fierce rivalries, and the threats they face on our changing planet. It shows all the behind-the-scenes moments he and his team face while adapting to unpredictable wildlife in remote environments where filming rarely goes as planned. There is no script for this unique series, but through it all, Bertie brings the audience with him every step of the way. It will stream on Disney plus on September 13. 'Ten Pound Poms' Following the horrors of WWII, a fantastic opportunity beckoned: a new life in Australia for only ten pounds. The promise of paradise, however, quickly turned into a riveting tale of survival, secrets, and an unbreakable spirit. The British historical drama is created by Danny Brocklehurst, and stars Michelle Keegan, Faye Marsay and Warren Brown as Ten Pound Poms, British citizens who migrated to Australia after the Second World War. It also stars Rob Collins, David Field, Stephen Curry, Leon Ford and Emma Hamilton. It will be streaming from September 8 on Sony LIV. 'Spy Ops' In this intense true crime series, intelligence operatives from MI6 to the CIA share insider stories of spy craft, Cold War campaigns, and coups carried out by covert agents. Featuring interviews with real officials, officers, and spies. The Executive Producers are- Jon Loew, Martin Kase, Danny Wilk, Maria Wye Berry, Marie de Maublanc, Isabelle Gendre. It will be streaming on September 8 on Netflix.

Get set for a cozy long weekend with 'Jailer', 'Spy Ops' and 'Bambai Meri Jaan' on OTT

<ul><li>To get cricket fans to spend more time on their platform this season, Disney+ Hostar has lined up new movies, series and original content and has rolled out a 360-degree campaign.</li><li>As the tournament begins today, we speak to Sidharth Shakdher, Executive Vice President and Chief Marketing Officer, Disney+ Hotstar about the platform's marketing strategy, how IPL has helped Disney+ Hotstar grow over the years, expanding reach and much more.</li></ul>The much-awaited advertising carnival of the year, <keyword id="6354831" type="COMPANY" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (IPL) starts today and OTT platform Disney+ Hotstar has its biggest-ever marketing and content plan lined up for this year. Disney+ Hotstar is trying to position itself as a platform that offers all things entertainment (entertainment ka all rounder), including cricket. It is trying to remind the audience that it has <keyword id="10884239" type="UNKNOWN" weightage="20" keywordseo="vivo-ipl-2021">Vivo IPL 2021</keyword> and Live sports, along with movies and original shows. So to get its users to stick around for a longer time, it has planned two new movies releases and two original series simultaneously with IPL. <div type="Youtube" id="6iQb60oXIpM" title="Disney+ Hotstar VIP - Ajay ya Sudarshan?" thumbUrl="https://i.ytimg.com/vi/6iQb60oXIpM/mqdefault.jpg"></div> Sharing the platform’s marketing strategy for this season, Sidharth Shakdher, Executive Vice President and Chief Marketing Officer, Disney+ Hotstar said, “Movies and series entertain you and so does cricket but you haven't ever had them at one place? Yes, you've had that in Disney+ Hotstar but now it is bigger than ever before -- we've got for you the best pure entertainment and also the best of cricket. So we brought together the best of both worlds and that was our idea of cricket-tainment this year. And out of cricket-tainment came this idea that we did with Ajay Devgn and Tamannaah Bhatia. Be it cricket or entertainment, we are so good at both of them that we are now an all-rounder. We have Bhuj, The Falcon and Winter Soldier, Loki, Arya 2, Out of love, Special Ops -- second season of all our big shows and OkComputer and November Story. So, it is gonna be a bigger roaster than ever before and this helps with both -- acquisition as well as retention.” As a part of its huge media splash, the platform is following a 360-degree approach, with more focus on TV and digital. Disney+ Hotstar also launched a digital campaign ‘I<a href="https://youtu.be/kx6dcS5RuTI">ndia Ki Vibe Alag Hai.’</a> It captured inter-city rivalry and friendly banter to symbolise the many emotions of cricket fans - pride, heartbreak, happiness and celebration! It is developed by musicians Nucleya and sung by eight rappers - Dee MC, RAK, J19 Squad, Satyum, Vithika Sheru, Maharya, Gubbi, and Rawal, each representing their beloved city. <cmsannotation type="cmsannotation" annotationid="What IPL means to Disney+ Hotstar" text="What IPL means to Disney+ Hotstar">What IPL means to Disney+ Hotstar</cmsannotation> IPL, Shakdher said, has helped the streaming platform build an emotional connect with its users. “It's the biggest time of the year for us and it's been our biggest property. It has meant more than just cricket for us because it's allowed our consumers to establish a deeper, higher-order relationship with Hotstar,” said he. When the platform acquired the media rights to air IPL, Disney+ Hotstar started focusing on its portability factor and today, it is trying to establish itself as an entertainment house. Walking us through Hotstar’s marketing evolution for IPL, Shakdher shared, “When we first started, it was about telling people that they don't need to miss their cricket because it's with them wherever they go. From there, it moved to the ‘convenience’ aspect -- that you can connect with your friends, watch the matches at your own convenience or go back and forward, replay points. So we moved from there to the ‘experience aspect’, then we brought in the fact that along with IPL there's so much more to watch." As far as its recent campaign goes, Shakdher said that they have seen a stupendous response from the audience and he is optimistic that the campaign will help Disney+ Hotstar stand out in the clutter. The campaign has been conceptualised by DDB Mudra Group. Sharing the reason, he said, “I think people have really appreciated our ads. One of the things with celebrity ads is people force-fit them. And they use the ad for the celebrity. And so the celebrity often overshadows the brand. It is just an endorsement. Our ads are not celebrating endorsements, there's actually a reason for Ajay Devgn to be there. He is intrinsically a part of the storyline, because he's coming in disguise. And he's trying to push his own movie which is coming out on Disney+ Hotstar and similarly for Tamannaah. They're not plugging 'Disney+ Hotstar'. They're tapping into a consumer insight -- you love one thing and you get stuck to it, but also look at what else is there. So people have really appreciated the fact that these actors are underplaying themselves.” Another part of the plan to attract more users onto the platform this year is regionalisation. IPL is available in 8 languages now and Marathi is exclusively available on Disney+ Hotstar. Adding more languages has helped the platform increase its engagement rate. “Five years ago, more than 80-90% of the IPL consumption was in English and rest was Hindi. Today, consumption in Hindi is bigger than English. Hindi is now more than 50% and English is slightly smaller. So that's how much localization has meant, it coincided with the rise in viewership. We started with Tamil about three years ago with 1% and at a large scale, Tamil audience itself is probably not more than 15% of the audience. But today, we are already seeing a large part of that audience using Tamil. So there's definitely more delight, joy and more engagement, increased retention and frequency of coming back. This increase in engagement is because of many factors, not just commentary, but it's as effective,” said Shakdher. <cmsannotation type="cmsannotation" annotationid="Opportunity for advertisers on IPL this year" text="Opportunity for advertisers on IPL this year">Opportunity for advertisers on IPL this year</cmsannotation> As per BARC and Nielsen’s 2020 report, IPL broke its viewership record in the opening week of season 13 itself. This year, the streaming platform has already closed the deal with 15 sponsors including Dream11 and Upstox as the co-presenting sponsor, Vimal Elaichi and MX Takatak ‘co-powered by’ sponsors. Some of the other sponsors are PhonePe, Association of Mutual Funds in India (AMFI), Unacademy, Pharmeasy, Livspace, Swiggy, Parle Agro, Amazon Prime, Coinswitch, CRED and Xiaomi who have signed-on as associate sponsors. In 2020, over 300 brands had associated with Disney+ Hotstar. To get more advertisers excited about IPL this year, Disney+ Hotstar has launched more interactive options. It has introduced a social feature called Watch Parties, which gives viewers the experience of a stadium in the safety of their homes. Video duets and Hotshots are another set of social features, enabling viewers to interact with brand videos and stickers. “Traditionally, IPL is considered to be an expensive property with limited access to large advertisers. However, with Disney+ Hotstar’s innovative technology advancements and targeting options, advertisers across categories and sizes can leverage this property. They are now equipped to choose not only the audiences but also ad formats that suit their marketing objectives and budgets ensuring an impactful outreach strategy on the platform. Advertisers should aim at leveraging the strengths of the platform to generate two-way engagement on the platform helping both advertisers and viewers in their own ways,” said Disney+ Hostar spokesperson. “With the immense digital growth in 2020, one can see great traction and response across categories of advertisers. Some of the key features on Disney+ Hotstar like Super 4s, Super 6s, Fall Of Wickets (FOW), Milestones, and Super Savers sold out sooner than anticipated. The platform has received significant interest from brands across various categories to leverage the scale reach and high visibility proposition that IPL offers,” added the spokesperson. The platform is hopeful about crossing 300 advertisers this year.

You Searched For "Tamannaah Bhatia" and got 7 results

Disney+ Hotstar VIP launches a new campaign before IPL with Ajay Devgn and Tamannaah Bhatia

BI India Partner

Why is actor Tamannaah Bhatia being questioned by the ED for a money laundering case?

BI India Bureau

Oscar winner A R Rahman says India should tell 'West stories' from its own narrative

IANS

India key geography for us: Mike Hopkins on Prime Video's new slate of 69 titles

PTI

Shah Rukh Khan tops IMDb's list of most popular Indian stars of 2023

PTI

Get set for a cozy long weekend with 'Jailer', 'Spy Ops' and 'Bambai Meri Jaan' on OTT

IANS

Disney+ Hotstar strengthens its content offering to attract new users as cricket lovers get ready for Vivo IPL 2021

Karuna Sharma

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