The Campaign

The creative idea started with a metaphor and a script being built around it and in this case that of a swimming pool and the behavior patterns showcased by advertising platforms. You’re asked to pay when you simply tested the waters. So who affects these decisions in a corporate structure? The top management, or marketing managers and gets implemented by media planners and buyers. So the information needed to come out clearly with relevant data and number in a form and shape that will affect decision making and yet be much more impactful than a keynote. To communicate that it’s the most effective advertising platform and where the right audience is found and content is personalized based on behavior and demographic patterns. Advertising only reaches the right people but also they pay when it’s watched. A perfect return on investment- story told with illustrations, movement, form, and figments

Creative Execution

The film is targeted to advertisers with focus on a business model that follows a different currency counter compared to what they’ve been using. To communicate this, a narrative was woven around a metaphor with a simple narrative drawing parallel to the explainer pointers.  The script had a basic visualization in mind, aiding in storyboarding because of a fixed flow. Illustrations were created on the basis of brand colors; animated with smooth transitions. Initial bit of the narrative was in muted tones creating contrast.  Seamless transitions were used to create a thread. Flat graphical treatment with generic illustrated character style to keep the information free of any particular demographics. Style and treatment was balanced well to elevate the data and business model, the VO and the music complementing the visual narrative so they don’t overpower the information, keeping Hotstar in the perspective of it’s target audience; fresh and young.

Indication of how successful the outcome was in the market

Happy sales team who typically present PowerPoint and keynote presentations were not expecting a format like this. Hotstar is typically seen as a young and premium brand and they managed to appeal to the decision makers who take the call about using advertising platforms. Consumers were happy because the content is personalized and advertisers only pay when the consumer watches a full piece of content. It’s a win for both and this film brought that out successfully. 400 plus advertisers and more as we speak was an achievement that wasn’t expected by the network sales team. Other KPIs included creating a new milestone for presentations of data driven and proposition heavy information for the media business.

The target audience is typically managers , marketing heads, media buyers and media planners who take decisions regarding which advertising platform to use. The brand relevance was important because Hotstar uses a currency model that is totally different from their competitors. Advertisers only pay when a consumer has finished watching a complete piece of content. Hotstar has used this positioning as their selling point. The choice of campaign elements were created after having settled on the metaphor and a script built around it. The approach was to communicate this currency and proposition in a style that hasn't been used by a network sales team and away from a keynote or powerpoint presentation. To use newer styles and mediums to create a story.