iWorld
Asian Paints’ collaborates with Disney+ Hotstar’s ‘Home Dancer’ show
KOLKATA: Paint category leader Asian Paints has joined hands with premium online streaming platform Disney+ Hotstar’s dance reality show Home Dancer for a consumer engagement innovation. Through Home Dancer, an online dance competition, Disney+ Hotstar offered dance lovers a unique chance to showcase their moves from the comfort of their homes where each week, participants chose a track on the app and uploaded a video on the microsite. This way, they continued to pursue their passion for dance notwithstanding the lockdown in India.
Asian Paints recently introduced its ‘Safe Painting’ services that aims to provide consumers with a safe painting environment and hassle-free, faster and professional experience. Consumers can now make their cherished space – home – an even more wonderful space as they stay indoors, maintaining social distancing during the current pandemic.
Home Dancer is a unique show, where participants shot their dance videos in their favourite, most important corners of their homes. The show and the ‘Safe Painting’ solutions are never-seen-before innovations born as a necessity of the onset of social distancing. Asian Paints thus saw this as an opportunity to partner with the series via an impactful in-show integration.
Speaking about the campaign, Madison Media chief digital officer Vishal Chinchankar said, “Our strategy was to build awareness about the safety measures of Asian Paints’ new Safe Painting service. Impact properties played a vital in this launch and helped build strong association and create consideration amongst consumers Most of the networks are unable to air any fresh content due to the pandemic, with Disney+ Hotstar’s Home Dancer being one exception. The show and Safe Painting focus strongly on indoors, making the torrid times of social distancing bearable for consumers with uninterrupted service. We believe the synergies matched perfectly for an effective in-show integration that communicates to millions.”
Speaking about the integration, Star and Disney India Ad Sales head Nitin Bawankule said, “With Home Dancer, Disney+ Hotstar has democratised content for viewers in this unprecedented time of social distancing. Asian Paints has empowered consumers by letting them optimize time and get their homes repainted, aligning all social distancing and safety norms. The collaboration of these two brands for this innovation seemed absolutely natural and points to the evolution of marketing hereon.”
The integration played out in Home Dancer’s episode 8, themed around ‘weddings, shows the conversation between the host Karan Wahi and his mother wherein she suggests Karan to give Asian Paints’ ‘Safe Painting’ service a try. The latter part of the episode highlights the quick service from Asian Paints as Karan receives a call from an Asian Paints executive, explaining all the strict safety, hygiene and social distancing measures employed by painters within the ‘Safe Painting’ service. Getting excited about the new initiative, Karan asks the audience to try out the service and signs off informing them about the missed call number.
iWorld
Subedaar puts Indian original cinema on the global map with record-breaking Prime Video debut
MUMBAI: Prime Video has a runaway hit on its hands. Subedaar, the gritty action drama starring Anil Kapoor, has stormed to become the most-watched Indian original movie on the platform in its opening weekend, cracking the Top 10 across 31 countries and landing in 91 per cent of India’s pin codes within days of its March 5 premiere.
The film, a visceral, emotionally-charged story of a retired soldier, Subedaar Arjun Maurya, wrestling with civilian life amid crime and corruption, has struck a nerve. Directed by Suresh Triveni and co-starring Radhikka Madan, Mona Singh, Saurabh Shukla, Aditya Rawal, Faisal Malik, and Khushboo Sundar, the film is already being hailed as a showcase for what Indian original storytelling can achieve on the world stage.
“Subedaar’s success is a reflection of the growing scale and global resonance of Indian storytelling,” said Nikhil Madhok, director and head of originals at Prime Video India. “The film’s emotional narrative, its rooted portrayal of a soldier confronting his toughest battles beyond the battlefield, has struck a chord. Anil Kapoor delivers an acting masterclass, while Suresh Triveni’s solid direction and great performances from the ensemble cast have resulted in love and appreciation from customers across the world.”
Kapoor, 62, has been here before, but rarely at this altitude. Written by Triveni and Prajwal Chandrashekar, with dialogues by Triveni, Saurabh Dwivedi, and Chandrashekar, the film is a production by Opening Image Films in association with Anil Kapoor Film & Communication Network (AKFCN), produced by Vikram Malhotra, Kapoor, and Triveni.
Subedaar streams exclusively on Prime Video in Hindi, Tamil, and Telugu across India, and in over 240 countries and territories worldwide.
For Prime Video, the numbers tell the real story: one weekend, one film, a global footprint, and a very loud signal that Indian original cinema is no longer just travelling well. It’s arriving.
