In anticipation of the Asia Cup and ICC Men’s World Cup, Disney+Hotstar has revolutionized mobile advertising.
As the Asia Cup and the ICC Men’s World Cup approaches, euphoria and celebration have swept across India. To make the most of the nation-wide enthusiasm for these major tournaments, leading OTT platform Disney + Hotstar has declared that they will be available as free-to-view for all mobile phone users, who will be able to watch the matches for free, anytime and anywhere on their phones.
The scale of this latest advertising campaign is unprecedented, and Disney+Hotstar’s timing could not have been better. The Asia Cup commences on the 30th of August, the same day as Raksha Bandhan, and will climax with Ganesh Chaturthi, occurring from the 19th to 29th of September. Adding to the excitement, the ICC Men’s Cricket World Cup will get rolling just a few days afterwards on the 5th of October, with its finale bringing color and light to the celebration of Diwali. The dazzling clash of the festive season with the popular sport of cricket makes it the perfect time for advertisers to capitalize on the opportunity.
The sheer scale of Disney+Hotstar’s campaign has made it one of the largest digital advertising destinations in the country. By lifting the paywall for mobile-only viewers, Disney+Hotstar has set the precedent to make the game of cricket accessible to as many people as possible, equalizing the sport for all Indians during the season.
This is not the first time Disney+Hotstar has capitalized on global and national excitement for cricket. It had immense viewership for cricket properties, including the Asia Cup 2022, ICC Men’s T20 World Cup 2022, and ICC Women’s T20 World Cup 2023.
Sajith Sivanandan, Head of Disney+ Hotstar, believes that Disney+Hotstar is at the forefront of the rapidly evolving OTT industry in India and has delighted their audiences with their various innovations to enhance viewer experiences. By making the Asia Cup and ICC Men’s Cricket World Cup widely accessible to a large audience, Disney+Hotstar will be able to grow the overall eco-system.
Disney+Hotstar’s unique approach to advertising undoubtedly differentiates it from its competitors. By offering its mobile users free-to-view access, it positions itself as a champion of the public’s euphoria and excitement, which will presumably lead to a flurry of advertising offers. Therefore, Disney+Hotstar simultaneously enhances its public image and garners profit.
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