Social Kinnect wins social media mandate for Hotstar's Subscription Business
Hotstar has awarded the social media mandate for their subscription-based services - Hotstar Premium & Hotstar VIP and their original content label, Hotstar Specials - to Social Kinnect. This mandate was won following a multi-agency pitch.
As Hotstar launches Hotstar VIP, which is aimed at attracting the wider Indian audience into the OTT space, Social Kinnect has been on-boarded to drive this growth even further. Hotstar Premium is an existing service that offers premium English content, live sports and more. Hotstar Specials aims to tell big, bold and authentic stories that are uniquely Indian. As Hotstar Premium, Hotstar Specials and Hotstar VIP’s creative partner, Social Kinnect will lead innovations for the brand on digital to ensure an increase in the subscription base.
Boasting extremely evolved video streaming technology and a high attention to the quality of experience across devices and platforms, Hotstar is the most complete video destination for the Over The Top (OTT) video consumer. In an endeavour to drive meaningful engagement with their audience, Hotstar is invested in generating original programming content that fits with the sentiments and attitudes of their consumers. Hence, the recently launched Hotstar VIP is Hotstar’s stepping stone to creating even more original content for their premium audiences.
The leading OTT platform in India required a creative and cutting-edge campaign to announce the exclusive streaming of the final season of Game of Thrones (GoT). The objective was to build awareness about this and subscriptions for Hotstar Premium just in time for Season 8. To connect with Indian GoT fans at the deepest level, Social Kinnect created contextual teasers with a ‘desi’ feel for all the major Indian cities. Iconic Indian monuments were given an ‘icy’ and mysterious makeover, to generate buzz and excitement for the final season of the show. Post the premier on April 15, on-ground activities elevated this buzz to a new level.
Commenting on the account win and Game of Thrones campaign, Rohan Mehta, CEO - Social Kinnect says, “The OTT industry in India is becoming more popular by the minute, and Hotstar is at the cusp of the wave. As Hotstar continues to lead the OTT space, its offering will evolve with the introduction of original content that is tailored for the Indian audience. Our first campaign under this mandate is massive, and we are extremely excited to hyper-contextualise our content for Game of Thrones, one of the most popular TV series in India. Our campaign aims to create a pan-Indian impact that is amplified through multiple channels, including but not limited to influencer marketing, social media marketing and on-ground. Here’s to a long and fruitful association with Hotstar!”