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audience in these cities still does not have access to high-quality entertainment and is limited to watching reruns of outdated content.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 Hotstar’s free content will unlock a new world of entertainment for this audience which currently has to settle for outdated reruns on a limited set of channels.”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
Tech firms tweak office operations amid LPG shortage concerns
Infosys, HCLTech and Cognizant adjust cafeteria services and work policies.
MUMBAI: When geopolitics turns up the heat, even office cafeterias start feeling the burn. Several technology companies in India are adjusting workplace operations and food services as concerns over a nationwide shortage of liquefied petroleum gas (LPG) grow following escalating tensions in West Asia. Major IT firms including Cognizant, Infosys and HCLTech have begun rolling out contingency measures to reduce dependence on office cafeterias that rely heavily on commercial LPG.
The disruption stems from rising geopolitical tensions involving Iran after military action by the United States and Israel reportedly led to the closure of the Strait of Hormuz, a critical global shipping route for oil and gas supplies. The closure has disrupted the movement of LPG and liquefied natural gas across international markets, triggering concerns about supply constraints and price volatility.
According to a report by The Times of India, Cognizant has advised employees to bring their own meals to office where possible to reduce reliance on office cafeterias dependent on LPG based cooking.
The company has reportedly told staff that it is preparing for potential disruptions driven by supply prioritisation, price fluctuations and pressure on vendor networks.
As part of contingency planning, Cognizant is identifying alternative food vendors that do not rely on LPG. These include kitchens using induction based or solar powered cooking systems.
The company is also exploring partnerships with cloud kitchens that operate on electric or solar power to ensure uninterrupted food supply in case conventional cooking gas availability worsens.
Additionally, Cognizant is evaluating the possibility of expanding work from home or hybrid arrangements for non critical roles, partly to reduce commuting exposure if fuel prices rise sharply due to global energy disruptions.
Meanwhile, HCLTech allowed employees at its Chennai office to work from home on March 12 and March 13 after cafeteria vendors were unable to operate because of the LPG shortage.
Several food service vendors at the campus reportedly suspended operations as they struggled to secure cooking gas supplies, prompting the company to permit staff to work remotely for the two days.
Infosys has also issued internal advisories across multiple locations, including its campuses in Bengaluru and Chennai.
The company informed employees in Bengaluru that cafeteria services would continue but with reduced menu options due to concerns around commercial LPG availability.
As part of the temporary adjustments, live food counters have been suspended, and employees have been encouraged to bring home cooked food while the situation evolves.
While LPG shortages in India remain a developing situation, the measures taken by these technology firms highlight how global geopolitical disruptions can ripple through unexpected corners of the economy, even the humble office lunch.
For companies with large campuses and thousands of employees relying on daily cafeteria services, cooking fuel shortages can quickly turn into an operational challenge. Until global supply chains stabilise, many workplaces may find themselves rethinking everything from food sourcing to flexible work policies.
