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<ul><li>This case study decodes how <keyword id="3703971" type="PERSON" weightage="20" keywordseo="TheSmallBigIdea">TheSmallBigIdea</keyword>, social media and digital agency, built around awareness around surrogacy and engagement campaign for Mimi.</li><li>The agency adopted a 360-degree marketing approach for the movie, leveraging Kriti Sanon and Pankaj Tripathi’s fan base.</li><li>The movie was released four days before the due date, which took the audience by surprise and generated organic chatter on social media.</li></ul>Lauded as a laughter-riot, Mimi revolves around the subject of surrogacy and taboos surrounding the topic and so does its marketing strategy with Kriti Sanon in the lead. <br /><br />Adapted from the acclaimed Marathi film ‘Mala Aai Vhhaychy!’ by Samruoddhi Porey, Mimi is directed by Laxman Utekar and produced by Dinesh Vijan. It is also released on Jio Cinemas and Netflix. <br /><br />The film seamlessly oscillates between drama and comedy with Kriti Sanon in the titular role, Pankaj Tripathi, Supriya Pathak, amongst others.<br /><br />As Mimi navigates through the uncertain path of motherhood through surrogacy in the film, let us take a deeper look into its marketing strategy ideated and executed by social media and digital marketing agency, TheSmallBigIdea.<br /><br />Even before the release of assets, there was a lot of speculation around what genre the movie belonged to. Therefore to build curiosity, the overarching theme of the campaign leading to the movie was #NothingLikeWhatYoureExpecting. <br /><br /><strong>Building Curiosity: Announcement Poster</strong><br /><br />The marketing of the film started with an announcement motion poster that was launched on July 08, 2021. Attempting to establish the movie theme as ‘something unexpected and extraordinary’, the movie was announced with a question mark hiding Kriti Sanon’s baby bump to keep the audience intrigued. <br /><br />This was followed by 5 more posters in the next 4 days which highlighted every aspect and extended the desired communication, for e.g. the poster established how Mimi is a happy film that will make you cry and due to an unexpected offer, her life will change forever.<br /><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div>          <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div><br />          <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div><br />          <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div><br />          <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div><br /><strong>Trailer launch:</strong><br /><br />The trailer was launched digitally, which received an amazing response from the critics and garnered 24 million views within 24 hours across the platforms.<br /><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br /><strong>Post-trailer content:<br /></strong><br /><em>Live Interaction: Kriti Sanon and Pankaj Tripathi</em><br /><br />Post the launch of the trailer, Kriti Sanon and Pankaj Tripathi went live on Instagram, which was further joined by Sai Tamhankar to discuss their experience of working in the movie and the love they received after giving a glimpse of Mimi to the world.<br /><br />          <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div><br />Later, TheSmallBigIdea initiated a challenge for the users to recreate the best dialogues from the trailer by using #MimiDialogues.<br /><br /><strong>Behind-The-Scenes And Engagement<br /></strong><br />To showcase the transformation of Mimi along with the crazy family, the star cast shared behind-the-scenes of crucial moments from the film and its making. The team released a video that captured the transformation of Kriti to Mimi and reflected her special journey in this movie. <br /><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />In a bid to tickle the funny bones while leveraging the eminent expressions of Pankaj Tripathi, the makers also released ‘Bhanu Reactions’ from the movie. Few promo dialogues and Bhanu’s expressions grabbed attention after the trailer release and therefore the team built content and leveraged topical formats too.<br /><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br /><strong>Song releases:</strong><br /><br />Leveraging the popularity of song releases and contests that follow, Mimi’s marketing strategy involved song challenges for audience engagement and mass reach. Composed by A.R Rahman, the movie has released song numbers such as Param Sundari, Rihaayi De, and more which were weaved in the social media communication.<br /><br /><strong>ParamSundari</strong><br /><br />ParamSundari was the first and the most important song composed by AR Rahman and sung by Shreya Ghoshal, which was enough to attract the audience. It was a catchy number so the team first teased the audience by uploading the teaser a day prior. <br /><br />After the release, AR Rahman went live with Mimi’s lead cast and TheSmallBigIdea initiated a #ParamSundariChallenge for which Kriti Sanon demonstrated the hook step to the audience and challenged them to dance with her on this number.<br /><br />The best performers were also featured on the makers’ and actors’ Instagram pages.<br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br /><br />#ParamSundariChallenge took over and was caught on, not only by the users but also by social media influencers. Audiences tried to showcase their talent in their own ways. Not just the dancers but many make-up artists jumped on the bandwagon and presented other artistic videos using the upbeats of this song.<br /><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br /><strong>Rihaayi De:</strong><br /><br />Dance and song covers are quite prevalent and liked by music enthusiasts. With ‘Rihaayi De’ song release, Mimi urged people to hit the right notes with the cover versions of this song. The team encouraged the audience to make #RihaayiDe covers in their own versions.<br /><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br /><strong>Movie Release:</strong><br /><br />The date announced for the movie release was 30th July but riding on the proposition of the movie i.e- Nothing Like What You’re Expecting, we released the movie 4 days prior, i.e-26th July, taking the audience by surprise that successfully garnered the desired attention.<br /><br />The sudden release was also backed up by saying that it was Kriti Sanon’s (Mimi’s) birthday on 27th, hence the audience and Mimi, both were to receive a gift from the team, which was the early release of the movie.<br /><br />Her birthday was celebrated in the presence of the media, where the team not only watched but also released the movie. To announce the same, Kriti went live with Pankaj Tripathi, Laxman Utekar and Dinesh Vijan.<br /><br />  <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />  <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br /><br /><strong>Post-Release:<br /></strong><br />Audience started sharing positive and emotional reviews along with sharing Instagram stories of watching Mimi on their Television sets with their Family. <br /><br />To amplify the audience’s mood and involvement with the movie, new campaign hashtag was adopted #WatchMimiWithFamily.<br /><br /><strong>Song Releases Continue:</strong><br /><br />Rest of the songs, Yaane-Yaane, Hututu and Phuljhadiyon, were released after the movie launch. <br /><br />        <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />        <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br /><strong>BTS Videos:</strong><br /><br />The agency had specific BTS videos based on Mimi’s lead characters, the bond that the family shared off screen and how working with kids had impacted the sets and people working there.<br /><br />      <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />      <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br /><strong>Content Marketing:</strong><br /><br />To keep the buzz alive, Mimi roped in influencers such as Ashish Chanchlani, amongst others for outreach and engagement. This involved leveraging relatable and humorous moments from the movie, acting challenges, interacting with the stars, and highlighting surrogacy as the subject.<br /><br />    <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />It was further promoted through a brand partnership with Mammy Poko Pants. <br /><br />    <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />With a minimalistic approach, Mimi leveraged the latest social media tools and features to reach out to more viewers.<br /><br /><strong>Results</strong><br /><br /><em><keyword id="11799399" type="UNKNOWN" weightage="20" keywordseo="param-sundari-challenge">Param Sundari Challenge</keyword></em><br /><br /><ul><li>140K reels generated on Instagram alone.</li><li>Param Sundari Dance Challenge on YouTube received around 5 Million+ Views.</li><li>Overall, the Param Sundari Challenge received around 150K entries across platforms and those entries received approx. 150 Million+ views across platforms.</li><li>Assets for the Param Sundari Challenge posted on the page, by the talent, Sony Music, Jio Cinema and Jio Studios garnered approx. 5 Million views and received impression of approx. 15 Million users.</li></ul><strong>Rihaayi De</strong><br /><br />We received around 600 video entries from the audience, which garnered around 10K views in total including the videos made with original music and videos made by individual users as cover for the song.<br /><br /><strong>Facebook</strong><br /><br />The movie campaign on Facebook registered 3.5 Million Minutes worth of views for video content on Maddock Film's page alone. The page's record stood at 39K Minutes in the months prior to the beginning of the movie campaign. The videos in the campaign received 160K in engagement metrics on Facebook which was a rise of 7000% in raw engagement. Through the 28 days campaign period, the campaign's content reached 17.7 Million users which was a 8900% increase than previous months and the page gained 11.8 K followers which was a 78787% increase than before the campaign begun.<br /><br /><strong>Instagram</strong><br /><br />On Instagram, the campaign on Maddock's page alone saw 3.9 Million in total impressions and an average of 100K in reach per day through 28 days period. The page gained 1.8K followers during the run of the campaign. <br /><br /><strong>Twitter</strong><br /><br />On Twitter, the campaign received 1.87 Million unique impressions, profile visits increased by 450% to 35.6K and the page gained 17.3K new followers within the 28 days campaign period.<br /><br />"Maddock always puts faith in out of the box stories, and in the end, marketing is also about storytelling. We are proud that our inventive marketing approach contributed to make Mimi the success that is,” said Dinesh Vijan.<br /><br />“Movies like Mimi are a marketer’s delight. You get to build stories around cinema which needs no pretense or smoke and mirrors. The team had a great time playing with the humor on one hand and something as intense as surrogacy on the other. We created some fun content with the talented cast, which was an instant hit with the audience. All in all, it’s an honest film with a fun marketing narrative,” said Harikrishnan Pillai, CEO and co-founder, TheSmallBigIdea.<br />

Case study: How Mimi increased excitement around its trailer launch and garnered 24 million views within 24 hours

<ul><li>After 18 months of dry spell, <keyword id="2823" type="PERSON" weightage="20" keywordseo="Akshay-Kumar">Akshay Kumar</keyword>’s <keyword id="1803793" type="PERSON" weightage="20" keywordseo="Bell-Bottom">Bell Bottom</keyword> is all set to hit the theatres tomorrow.</li><li>Elara Capital shares what this return of movies could mean for the cinema industry.</li></ul>Due to the pandemic, India’s cinema industry has suffered through a severe drought for more than 18 months now. Bollywood movies like Bhuj: The Pride of India, Sheershah, Toofan and Mimi, which could have been big successes on the big screen, had to be released on Over-the-Top (OTT) platforms. <br /><br />However, the cinema industry has a lot to rejoice for Akshay Kumar’s Bell Bottom is all set to hit the theatres tomorrow across 1,500-1800 screens. Before COVID, a big-ticket Bollywood movie was released at least across 4,000 screens in India. <br /><br />According to Elara Capital, Bell Bottom’s collection assumptions are on the lower side -- almost 65%-70% lower than earlier films of Akshay Kumar which reported a lifetime Box Office of Rs 180-200 crore. This is primarily due to night curfew in most states, Maharashtra not being open for movies yet, low consumer sentiment and 50% occupancy cap.<br /><br />As per the trends in other markets, Elara Capital further revealed that the audience is now comfortable going to cinemas for good content. Regional films (Punjabi and Telugu) have opened up to full house with a 50% occupancy cap in the first weekend and has seen healthy occupancy numbers on weekdays too. This trend indicates signs of Box Office coming back to 50% of pre-COVID collection on an overall basis in near term. <br /><br />“We believe this is a very promising sign as these numbers are only post 2-3 weeks of cinema opening in India post second wave and despite multiple restrictions. Hollywood content has not fared well primarily due to Maharashtra’s curfew on cinema, as the latter contributes almost 35%-40% of Box Office for English content,” said Karan Taurani, Senior VP - Research Analyst, Elara Capital.<br /><br />    <div type="image" title="elara capital revenue" msid="85425507" hostid="261"></div><br />“We maintain our view that over the next six to nine months, larger films across genres will release and collections for these too will breach towards 60% of pre-COVID primarily helped by 1) larger portion of population (middle and upper middle class) being vaccinated with two doses and 2) relaxation on restrictions (night curfew), 3) uptick in festive season towards Diwali/Christmas and 4) more screens being allowed to open; this is in line with our view that India will surpass global Box Office trends as globally Box Office has breached towards mere 40%-45% of pre COVID collections, despite 90% of the screens being open since last six months,” added Taurani. <br /><br />Elara Capital’s report on Media and Entertainment industry further predicts that the overall revenue may to revert to 80% of pre-COVID (FY20) in FY23, with a recovery in FY24, which may see revenue moving toward 110-120% vs pre-COVID (FY20). <br /><br />“We expect ad revenue to take the longest to recover due to high exposure to local advertising whereas other revenue metrics (F&amp;B &amp; convenience fee) will follow footfall recovery trends. Less impact from the Third Wave and faster recovery in ad spend by FY23 will be key monitorable driving upgrades in the near to medium term, in our view,” reads the report. <br /><br />    <div type="image" title="elara - ad revenue" msid="85425516" hostid="261"></div><br />So far, Disney + Hotstar has bagged the highest number of big-ticket releases.<br />    <div type="image" title="movies on ott" msid="85425535" hostid="261"></div><br />Elara Capital is optimistic that Akshay Kumar's Bell Bottom will set the ball rolling and encourage more producers to return to theatrical release.

As Akshay Kumar’s Bell Bottom hits cinema, Elara Capital predicts 50% recovery in a few months but ad revenue to take the longest to recover

<ul><li>As we enter a new year, we wanted to understand what to expect from the Over-the-top (<keyword id="1245953" type="General" weightage="20" keywordseo="ott" source="Orion">OTT</keyword>) industry in 2022.</li><li>In today's feature, we speak to industry experts who share their thoughts on what this year has in store for us.</li></ul>After 2020 we had hoped that 2021 would bring us some respite from the pandemic. However, things were challenging for a large part of the year. With many of us stuck within the four walls of our house for the most part of the year, OTT platforms sometimes became the only source of entertainment in our lives.<br /><br />Not only did 2021 see the launch of a lot of big-budget originals on various OTT platforms, a lot of movies like Sardar Udham Singh, Mimi and Shershaah launched on these platforms. Content producing companies put their best foot forward and created award-winning shows that won both commercial and critical acclaim. There has been a visible increase in investments in content production, a trend that is here to stay in 2022 as well.<br /><br />A recent joint report by industry body CII and Boston Consulting Group (BCG) stated that the Indian OTT sector is currently in the scaling stage with strong subscription growth and high investment in premium as well as original content. The Indian OTT sector is one of the most competitive amongst emerging markets with over 40 players. While there have been debates about more and more people moving away from TV, Mandeep Kohli, Managing Director and Partner, Boston Consulting Group India states that we are still some time away from that happening at a large scale in India. “The share of traditional media is slowly declining with increased digital adoption but there is still high headroom for penetration with only 54% of Indian households having a pay TV connection compared to more than 70% in China. For many households, TV continues to be the center of the home and a significant part of family time,” said Kohli, Managing Director and Partner, Boston Consulting Group India.<br /><br />The report further stated that the industry is at a scaling stage currently and has the potential to become a $13-15 billion industry by 2030.<br /><br />To understand what the new year has in store for us, we spoke to a few of the most important voices from India’s OTT industry, along with some of the biggest content production houses. Here is what they had to say about what lies ahead:<br /><br /><strong>Manish Kalra, Chief Business Officer, <keyword id="6245082" type="General" weightage="20" keywordseo="zee5" source="Orion">ZEE5</keyword> India</strong><br /><br /><br /><br />The already-growing online media and entertainment business received a major boost with the black swan event that the Covid-19 pandemic was, setting a new growth trajectory in the last year. The audience adopted a more digitally advanced way of entertainment, something that went beyond the conventional mediums, leading to mass adoption of OTT platforms which resulted in a surge in both viewership and watch-time. This pandemic-induced growth in demand for quality content led to an increased focus on storytelling across languages leading to the creation of extensive and expansive content libraries. People also became more open to sampling diverse content from different languages and were keener to opt for the living room experience thanks to the increased adoption of connected devices. This growth of the connected devices ecosystem has made OTT a preferred choice not only for personal but also for family consumption. At ZEE5, we have seen a 3X growth in the viewership on connected devices. The rise in power-packed dynamic storytelling and the rise of connected devices has led to the advent of the ‘Home Box Office’ which is a trend that is here to stay. While we grew 200% this year at the back of an aggressive slate of content line-up and hyper-personalization, we aim to make deeper inroads into Indian homes going into 2022.<br /><br /><strong>Sameer Nair, CEO, <keyword id="1322450" type="General" weightage="20" keywordseo="applause-entertainment" source="Orion">Applause Entertainment</keyword><br /></strong><br />    <div type="image" title="IMG_8153 (1)" msid="88694220" hostid="261"></div><br />I believe the biggest emerging trend for the streaming industry in 2022 and beyond is the increasing flattening of the Earth, with both geographical borders and language barriers breaking down as internet connectivity reaches the remotest audiences. Our audiences, both local and global, have become smarter, more perceptive and way more critical; this requires us as Content Creators and Distributors to significantly improve the quality of our storytelling, of our productions and of the consumer experience we offer. Authentic, rooted stories that have a universal appeal can and will breakout to reach audiences globally. The more we collaborate with talent from diverse cultures and geographies, the richer we will become as storytellers. The ‘One Planet One Species Shared Cultures’ is an idea whose time is truly upon us.<br /><br /><strong>Divya Dixit, SVP, Marketing &amp; Revenue, <keyword id="4241922" type="General" weightage="20" keywordseo="altbalaji" source="Orion">ALTBalaji</keyword></strong><br /><br /><br /><br />With the traditional marketing budgets on a decline and digital and influencer marketing taking center stage, there are many trends, however interrelated, that we will see emerging in 2022. The digital audiovisual industry will explode; according to Bain and Company, India's online video user base has increased to more than 350 million people, growing 24% in the last three years. Influencer marketing will rapidly move to include micro-influencers and not just be dependent on Celebrity influencers, thereby also promoting UGC. Video marketing, live streaming will give rise to Social commerce and tier 2 and 3 cities will claim the growth chart curve. With all these interrelated events/trends triggering off, Users will expect personalized experiences which will be offset by deeper integration of ML, which will give rise to AI usage; however, the world of marketers will also see a more focused emerging curve towards Organic retention – CRM, surveys, retention tools, recommendation cycles, SEO, UI/UX as Google continues the stance of stopping 3rd party cookies by end of 2023.<br /><br /><strong>Manjit Sachdev- Head – Originals, Voot and Voot Select, Viacom18 Digital Ventures</strong><br /><br />     <div type="image" title="Manjit Sachdev _Head Content at VOOT AND VOOT Select" msid="88694240" hostid="261"></div><br />After an unprecedented 2020, with an acceleration in the growth of OTT platforms, 2021 was a year for creating milestones in curating unique and enthralling stories for the audience. Now as we step into 2022 with hope and resilience, the OTT sector will witness an increase in the demand for personalized and purpose-driven content. Given the increasing competition in the OTT space, staying relevant and purposeful is most critical. Considering the changing realities in today's times, having a purpose-driven story telling approach is the way to go. Content with purpose has the power to travel beyond boundaries, spread values, knowledge and positivity and build deeper engagement with subscribers. This trend will act as a key differentiator in changing behaviours.<br /><br /><strong>Megha Tata, Managing Director, South Asia, Discovery, Inc</strong><br /><br /><br /><br />As SVOD continues to grow aggressively, we are seeing an increasing number of audiences now willing to pay for good content. I believe a right combination of compelling content and pricing would be the key in attracting a bigger share of consumers into the SVOD world next year. Also, differentiated programming will add to a player’s competitive advantage in the midst of most mainstream players offering similar content. This is a trend familiar to what we saw even broadcast channels go through. I believe some players will be able to carve out a niche for themselves, while most streaming catalogs will end up resembling each other.<br /><br /><strong>Rishi Negi, COO, Banijay Asia</strong><br /><br /><br /><br />2020 was a game changer for the whole world, we strategized a smooth transition to the streaming era and the year 2021 was about sustaining the positive change and envisioning the prospects of growth. With changing narratives and experimental content taking a lead, along with the fact that the data &amp; streaming charges have dropped, has resulted in the content reaching a much bigger audience. I anticipate the year 2022 to be vibrant with original productions, compelling storytelling and some path-breaking performances. Fighting the content inflation with a wide variety of exceptional chronicles intertwined with existing catalog shows in this post-pandemic world, viewers are streaming more than ever. With nominal data plan and streaming charges, content is reaching even the darkest corner of the world. Considering the pace of content transmission, at Banijay Asia, we have become more aggressive towards producing content that delights the heartland of India. We see a hike in demand for stories which are untold, female centric and with CTV on the rise, we anticipate growing interest in regional unscripted content in 2022. While we have seen this trend kickstart already with our Tamil unscripted show The Survivors as it received unparalleled response from the audience and our hinterland drama Matsya Kaand recently crossed a 100M views on <keyword id="2214311" type="General" weightage="20" keywordseo="mx-player" source="Orion">MX Player</keyword> within a month. These numbers affirm that the trendsmap that we're following leads to a sustainable future. Given these past two years have been a real tester, we have pushed through every possible challenge posed by the virus this year and successfully produced shows for the streaming giants and kept the show running. While we have covered grounds with our scripted, non-scripted, international format adaptation, book adaptations, in the upcoming year, we aim to keep up with our pace and keep reinventing our ways. To sum it up, we are thoroughly looking forward to 2022 to be a year full of exciting and enthralling projects to keep our audiences engaged and invested.<br /><strong><br />Rohit Jain, Managing Director, <keyword id="193261" type="General" weightage="20" keywordseo="Lionsgate" source="Orion">Lionsgate</keyword> South Asia and Networks, Emerging Markets Asia</strong><br /><br /> <br /><br />2022 is going to be an exciting year for OTT players as the content pipeline will be stronger than ever. While the pandemic has leapfrogged growth in terms of viewers and subscription we expect 2022 to further amplify the reach and will witness growth not only in the metros but also in tier II &amp; tier III cities. Today’s viewers are constantly looking for edgy and unique stories. We have always said premium content is the ultimate winner. The OTT industry will have to concentrate on quality content over quantity of content.<br /><br /><strong>Siddhartha Roy, COO, Hungama Digital Media</strong><br /><br /><br /><br />The media and entertainment industry has been making rapid strides in the interior of India. Regional markets are becoming the industry’s point of convergence as the digital infrastructure expands across the length and breadth of the country. Content houses and creators are going vocal through local, thereby, making homegrown, high-quality content available at the click of a button.<br /><br />Going further, consumption of entertainment, in addition to audio and video, will be extended to varied mediums, such as gaming. As the Indian online gaming sector is witnessing tremendous growth in 2020 it sets a tone that gaming will be the next big thing. The industry will witness a rapid rise in the use of AI and ML to create a customised and personalised experience for audiences. This makes industry consumer friendly; not just that, it helps in massive consumption and double consumer engagement.<br /><br /><b>Hiren Gada, CEO-Shemaroo Entertainment Ltd<br /></b><br /><div type="image" title="Hiren Gada, CEO, Shemaroo Entertainment Ltd." msid="88726664" hostid="261"></div><br />With regional internet penetration growing at a rapid pace, localization of content and OTT apps are going to be one of the emerging trends to look out for. Content that was earlier restricted to just Bollywood and Hollywood is getting extended to other native languages and it is going to play a key role in attracting new consumers and in supporting other industries such as dubbing and subtitling that will further boost the content bank. <br /><br />Other than localization, we will also see content being offered across other segments that include devotional, and kids’ categories. As we see new OTT apps being launched almost every month with multiple paying models, the consumers will have more flexibility and power to make their own choices.<br /><br />With increased smartphone adoption along with affordable data, mobile penetration of the OTT will see more focus. Mobile-centric plans have been introduced by most OTTs today to cater to the Millennials and GenZs who have the hunger to consume content but not the deep pockets to pay. This space will continue to grow with the increased bundling of OTT by telecos. Additionally, the arrival of 5G which is most likely to take off this year will be a game-changer not just for the OTTs but also for the consumers. It will enable faster connectivity, accessibility to content and further enhance the viewing experience with reduced buffering issues, and an uninterrupted real-time streaming experience.<br /><br /><strong>Shailesh Kapoor, The Founder &amp; CEO, Ormax Media</strong><br /><br /><br /><br />The last two years have been exceptional for the OTT market in India, aided in no small measure by the lockdowns. As things begin to get back to normal, the question that we will hear a lot more in 2022 is: Where is the next level of OTT growth in India going to come from?<br /><br />The category has grown at an estimated 30-35% in its user base and more than 50% in paid subscriptions over the last two years. But these growth rates are not sustainable in the long run. Platforms will have to look for offerings that are both compelling and distinctive, to get new subscribers in a category that will continue to grow, but at more modest levels of 15-20% per annum.<br /><br />Crossover content, be it Indian (such as Jai Bhim) or foreign (such as Squid Game or Money Heist), will play an important role in this regard. The language barrier has been broken considerably by the OTT medium, and with dubbing and subtitles available in many languages for all major shows and films now, platforms cannot stick to single-language, homogenous offerings anymore. We can expect more language-led experimentation, both in content acquisition and presentation."<br />

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Case study: How Mimi increased excitement around its trailer launch and garnered 24 million views within 24 hours

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As Akshay Kumar’s Bell Bottom hits cinema, Elara Capital predicts 50% recovery in a few months but ad revenue to take the longest to recover

Karuna Sharma

Where the Indian OTT industry is headed in 2022

Samarpita Banerjee

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