2. 1. The beta version of hotstar.com went live in January 2015, Star India officially
launched hotstar in February 2015.
1. Primarily intended to serve as a mobile application that would support
streaming of the 2015 Cricket World Cup with some entertainment content, it
had 1 million downloads within six days of its launch and doubled that number
in ten days.
1. Gradually, Hotstar expanded its offerings, and as of 2018 the platform hosts
over 100,000 hours of content, spread across 17 languages.
Infographics
4. 1. Great Number of followers but very low
engagement
1. Only 2-3% are paid user
1. Can be used only for watching sports
Initial perception of the brand
9. Goals and Objectives of campaign
1. Specifice: Create awareness among the age group between
20& above
1. Measureable: Can be measured by increase in the no. of
subscribers after the campaign
1. Achievable: Increase the number of paid subscription by at least
7% in 6 months
1. Relevant: The price of subscription will help convert lead into
paid subscriber
1. Timely: We will try to achieve our set goals in 6 months
10. Target Audience for the campaign
1. Age: 18 - 30
1. Gender: Male/ Female
1. Demographic: Lower middle and middle
income group Tier 2 and Tier 3 cities
1. Location: Pan India, both online and offline
12. Buyer Persona
Industry: Information Technology
Yearly revenue: 250cr
Employees: 250+
Success means: Increase in salary
Value most: Family, Recognition for
work done
Biggest Challenges: Achieving the
targets, unskilled employees
Preferred Communication: email
only
Use internet for buying research: A
lot
Name: Arun Agarwal
Age: 52
Married with 1 kid in college and 1
working
Education: Graduate
Role: Director Networking
practice
Skills Required: Marketing,
people management, business
sense
Reports to: CEO
Manages: Engineers, Back office
Social Networking sites:
13. Buyer Persona
Name: Chandrashekhar Sarup
Age: 47
Married with 2 kids studying in
college
Education: Graduate
Role: Chef
Skills: Creativity,Culinary Expertise
Reports to: Head Chef
Manages: Department chefs
Social network: Facebook
Industry: Taj group of hotels
Yearly revenue: More than 10 million
Employees: 5000+
Success means: Rise and promotion
Value most: Job security, family ,recognition
Communication: phone, emails
Use internet for buying research: A lot
14. Buyer Persona
Name: Aditi Tekriwal
Age: 25
Single
Education: MBA
Role: Marketing Executive
Skills Required: Marketing, people
management, business sense
Reports to: Marketing manager
Manages: Sales Team
Social Networking sites: Facebook,
Instagram, Snapchat, Linkedin
Industry: Information Technology
Yearly revenue: 250cr
Employees: 250+
Success means: Promotion, Recognition
Value most: Family, Recognition for work
done, Money
Biggest Challenges: Understanding client’s
requirements, unskilled employees
Preferred Communication: Email, Phone
Use internet for buying research: A lot
16. Contest Explained
The contest will be conducted on Facebook and
Instagram where people will be asked to vote for their
favourite show on hotstar and also tag their friends on it
30 lucky winners will win free subscription to hotstar
premium for 1 year
19. The Content
calendar is planned
according to this
heat map
Thursday, Friday
and Saturday will
be the day where
ad will be used on
instagram and
facebook
20. MON
5pm - 8pm
POST
VIDEO CLIP
TUES
2pm - 3pm
POST
WED
5pm - 8pm
TWEET
POST
THUR
5pm - 8PM
TWEET
VIDEO CLIP
FRI
2pm- 3pm
POST
VIDEO CLIP
SAT
5pm - 8pm
POST
POST
VIDEO CLIP
SUN
2pm - 3pm
POST
TWEET
24. When the time kicks for the Premier League! Watch it LIVE on Hotstar now! #Premierleague #HotstarLive
25.
26. Results
1. After the completion of 6 months, the number of paid subscribers
is expected to increase by 3%
1. Brand Awareness is expected to increase by 15%
