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Trending in India: What makes Hotstar ‘hot’

To lure customers against it peers, Hotstar, since its inception in February has rolled several campaigns and initiatives to stay ahead of competition in the market. The Indian market can never be saturated with discussion on mobile. The emergence of platforms such as Hotstar, Sony Liv, NexGTV, among other is only fanning the fire around mobile and digital entertainment in India. But Hotstar being the most recent entrant in the market has made sincere efforts to stay in the lead.

Among its most recent campaigns, Hotstar is committed to air shows ahead of their telecast on television. Media reports reckon that the latest edition of AIB (All India Bakchod) will be aired on Hotstar ahead of its telecast on Star Network’s other platforms which include Star World and Star Plus. This announcement also marks AIB’s venture towards having its exclusive association with Star Network.

AIB Roast released in January had become an epicentre for enormous traction from viewers on YouTube and equal controversy. The new series – ‘On Air with AIB’ is a collection of 20 episodes in English and Hindi which will be ‘served hot’ on the Star Network. AIB is among the first ones to launch its series on Hotstar but going forward I assure you that your other favourites will join the league soon.

Our work schedule does not allow us to adopt appointment viewing on traditional television and the boon of mobile entertainment networks such as Hotstar allows us to catch all the content – shows and movies at the time of our convenience. But this is putting the Hotstar revolution in very simple words. Consumers can interpret Hotstar as just an entertainment platform on digital but marketers are yet to unlock opportunities on the platform.

Also, let me tell you that I write this piece of Trending in India on my last working day at Digital Market Asia. The team at DMA and the marketing and advertising industry in India has made my last one year an incredible journey to be a part of. My tenure at DMA has also made me extremely optimistic of the India growth story and like Hotstar there are a number of innovations lined up to excite the Indian market and transform the marketing community in India.