Introduction

I f you thought OTT (over-the-top) players were all about digital, think again. When it comes to advertising, OTT players in the country are taking the traditional route of billboards in a big way just like other brands. When OTT platform Hotstar wanted to communicate the offerings on the platform, they partnered with The Social Street to execute a campaign that enables regional markets to get acquainted with the concept of consuming television shows anytime, anywhere through their video streaming platform.

Campaign Details

Taking a cue from Hotstar’s brief of amplifying creativity and uniqueness across innovations, the agency put up a massive billboard spanning 10,000 sq. ft in Uttar Pradesh, to highlight the variety and scale of content available on its platform.

The Social Street collaborated with Hotstar on this campaign from idea to execution, to source out and construct the longest billboard the country has ever seen from ground up. Standing tall and long on the arterial road joining Shastri Setu (Shastri Bridge) to Jaunpur Tiraha in Mirzapur, the mammoth structure was completed within a period of 6-7 days. The billboard constructed 1000 feet in length and 10 feet in height with an additional 2 feet of height of cut-outs, used a solid framework of bamboos and iron frames to sustain extreme weather conditions.

The billboard showcased Hotstar’s vast library of high-quality free content including several movies like Chhichhore, Mission Mangal; TV shows from Star Plus like Yeh Rishta Kya Kehlata Hain, Nazar, Kasauti Zindagi Kay and Star Bharat like Savdhaan India along with News.

Key Quote

Mandeep Malhotra, Founding Partner & CEO, The Social Street says, “Working Hotstar is always brilliant and fun. The brand inspires us to unlock new ideas and create campaigns that push boundaries. With the longest billboard campaign too, we wanted to create something that would send out the brand’s message in a way that wows people. We were able to leverage media in a way that managed to create brand-new boundaries. Some of our past campaign work with Hotstar, like IPL Largest Player Hunt and Game of Thrones, too are a testament of the innovation, creativity and impact that is at the heart of brand.”

Past Experience of The Social Street