iWorld
Hotstar targets Hindi market with free content
MUMBAI: Hotstar has launched a 360-degree marketing campaign, “Hotstar ka vaada, free entertainment sabse zyada”, reaching out to millions of viewers in Hindi-speaking markets who currently have little access to high-quality content for free.
With more than a 60 per cent share of entertainment consumption in 2019, Tier II and III cities have been fuelling the growth of online video consumption in India. However, a large section of the audience in these cities still does not have access to high-quality entertainment and is limited to watching reruns of outdated content. While some have lost access to paid channels following the TRAI tariff order, others are hampered by infrastructure issues such as frequent power cuts. This issue of access is further exacerbated by a single shared TV screen in large households.
Hotstar is bridging the accessibility gap for viewers through its campaign, which spreads the word about its vast library of high-quality free content. Hotstar’s free content includes 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.
Hotstar chief product officer Varun Narang said: “The next wave of growth for OTT platforms will come from smaller cities as adoption picks up. In fact, non-metros today outstrip metros in terms of video consumption. Through this campaign, our endeavour is to engage with our audiences further in Hindi-speaking markets and take digital video consumption to new frontiers.”
Hotstar EVP and business head Sidharth Shakdher said: “We see a huge opportunity in building awareness and encouraging trial across Tier II and Tier III cities around our vast and high-quality library of free entertainment, and thereby, enabling a behavioural shift towards online video consumption. Hotstar’s free content will unlock a new world of entertainment for this audience which currently has to settle for outdated reruns on a limited set of channels.”
The campaign aims to make inroads into Tier II and III markets using mass media vehicles such as TV and print, along with on-ground activations. A unique out-of-home initiative will culminate in a billboard spanning 10,000 sq. ft, the longest ever set up in India, which will feature the variety and scale of content available on Hotstar.
Other high-impact activations include out-of-home billboards and wall paintings across 80 small towns in India along with a branded mobile marketing canter van campaign. This canter will travel across 30 cities for a month, conducting roadshows across 150 congregation points, showcasing Hotstar’s breadth of content. This will be amplified further with unique interventions such as Nukkad Natak and on-the-spot engagement activities.
iWorld
Prime Video and Hrithik Roshan reunite for quirky heist comedy Mess
HRX Films expands pact with quirky heist comedy set for production
MUMBAI: Prime Video is doubling down on its partnership with Hrithik Roshan, announcing a new comedy film Mess that promises chaos, chuckles and a clever twist on the classic heist.
Produced by Hrithik Roshan and Eshaan Roshan under HRX Films, a division of FilmKraft Productions, the film is being made in association with Soda Films Lab. Directed by Rajesh A Krishnan, Mess marks the second collaboration between the streaming platform and HRX Films after the upcoming thriller Storm.
At the heart of Mess lies an unusual premise. A group of robbers break into the home of a man with OCD, only to find themselves outmatched in a night-long standoff that flips the script on who is really in control. It is a set-up that blends tension with humour, turning a break-in into a breakdown of expectations.
Prime Video India director and head of originals Nikhil Madhok said, “A good story should surprise and entertain, and Mess does both with ease. It brings together a unique premise, memorable characters and a tone that keeps you laughing throughout.”
He added that the collaboration with HRX Films continues to grow stronger, with the new film reflecting a shared appetite for bold and original storytelling.
Hrithik Roshan said, “After Storm, Mess feels like a natural next step in our journey with Prime Video. The film captures the kind of unconventional storytelling we want to champion, with Rajesh bringing a distinctive voice to the narrative.”
Director Rajesh A Krishnan said, “The world of Mess is a mix of comedy and chaos, unusual enough to keep audiences on edge while still delivering humour. It has been a deeply collaborative and creatively fulfilling experience.”
The original screenplay comes from Paul Soter, with adaptation and dialogues by Kapil Sawant, adding another layer of craft to the film’s offbeat narrative.
As production gears up, Mess looks ready to live up to its name, serving up a delightful tangle of mayhem, mischief and movie magic for audiences in India and beyond.
