Marketing in the time of Adversity - Insights & Inspirations by - Hotstar Discover
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Marketing in the time of Adversity Insights & Inspirations by
In these unprecedented times,
business as we know it is
changing forever. Organisations
are under pressure to minimize
impact by playing their part in
contributing towards combat
efforts, look after the well-being
of their employees and innovate
when it comes to marketing in
these testing times.
01
This guide is an effort to help agencies and
marketers continue to connect with their
consumers in these trying times.
01 Platform &
Industry Trends
02 Learnings &
Guidelines
03 Inspirations from brands
on Disney+ Hotstar
02
02
01
PLATFORM &
INDUSTRY TRENDS
03
4 HOURS WEEKLY ON VOD:
THE NEW NORMAL ON SMARTPHONES
People are at home spending even more time than they normally do online – consuming video content, social media and
chat applications. Consumers are constantly demanding more entertainment options to keep themselves occupied.
What better opportunity can there be for brands’ digital campaigns and socially relevant messages?
Users are spending 4 hours on video on demand (VOD), making it a preferred platform for brands to
showcase their messaging
% USER/WEEK TIME SPENT/USER/WEEK (Min)
COVID COVID COVID COVID
PRE-COVID DISRUPTION: DISRUPTION: PRE-COVID DISRUPTION: DISRUPTION:
WEEK 2 WEEK 3 WEEK 2 WEEK 3
VOD 96% 97% 97% 3 hrs 33 mins 3 hrs 56 mins 3 hrs 59 mins
11%
12%
COVID Disruption Data as compared to Pre COVID-19 Data
Source - BARC Nielsen insights series (Edition 4) 04
NEWS FOR MORNINGS,
ENTERTAINMENT FOR ALL OTHER TIMES
As consumers spend more time indoors, all time is emerging as prime time on VOD.
Hourly share of time spent on categories
TIME SPENT/USER/WEEK
(HRS:MINS)
37 MINS NEWS APP
3 HRS GAMING
37 MINS
3 HRS VOD
59 MINS
SOCIAL
4 HRS
32 MINS NETWORKING
Source - BARC Nielsen insights series (Edition 4) 05
INDIA IS WATCHING
DISNEY+ HOTSTAR
12 out of the top 15 shows watched on
OTT are on Disney+ Hotstar.
Based on COVID Week 4, 4th-10th April 2020
8 out of the top 10 movies watched
across OTT are on Disney+ Hotstar.
Source - BARC Nielsen insights series (Edition 4) Based on COVID Week 4, 4th-10th April 2020 06
DISNEY+ HOTSTAR IS ON TOP OF
CONSUMERS’ MINDS
Disney+ Hotstar is the most searched 75
Google Search Trends
72
OTT platform with 2.6x search
volume vs the next biggest platform.
50
Interest over time
25 22
14
10
02
0 Amazon
Disney+ Hotstar Voot Zee5 SonyLIV Prime Video
Watch Time
Disney+ Hotstar is seeing an uprise in the time
spent and content consumed on the platform.
The daily watch time has surged by 11% since
mid-March 2020.
OTT Search Trends
(Source: Google Trends, 22nd March - 24th April 2020) 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
-2 -2 -2 -2 -2 -2 -2 -2 -2 -2 -2 -2 -2 -2 -2 -2 -2
Source - Disney+ Hotstar -03 -03 -03 -03 -03 -03 -03 -03 -03 -03 -03 -03 -03 -03 -03 -03 -03
09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
07
•
•
•
2020-02-26
2020-02-27
2020-02-28
2020-02-29
2020-03-01
2020-03-02
2020-03-03
2020-03-04
2020-03-05
2020-03-06
2020-03-07
2020-03-08
News Watch Time
2020-03-09
2020-03-10
2020-03-11
2020-03-12
2020-03-13
2020-03-14
2020-03-15
2020-03-16
2020-03-17
2020-03-18
2020-03-19
2020-03-20
2020-03-21
2020-03-22
2020-03-23
NEWS & MYTHOLOGY
2020-02-21
2020-02-23
There is a rise in consumption of family-friendly content.
2020-02-25
2020-02-27
2020-02-29
2020-03-02
GENRES LEADING THE GAME:
2020-03-04
2020-03-06
2020-03-08
2020-03-10
2020-03-12
Mythology Watch Time
2020-03-14
2020-03-16
2020-03-18
2020-03-20
News viewership has grown 8x in terms of watch time and 4x in terms of reach
2020-03-22
2020-03-24
Mythology content has seen an increase of 75% in watch time driven by Mahabharat
Action, Comedy, Drama are key genres which have also seen a spike in consumption
2020-03-26
2020-03-28
2020-03-30
2020-04-01
2020-04-03
2020-04-05
2020-04-07
2020-04-09
2020-04-11
2020-04-13
2020-04-15
2020-04-17
2020-04-19
2020-04-21
Source - Disney+ Hotstar
08
A NEW PRIME TIME
HAS EMERGED
More at-home time has led to a surge in content consumption in the afternoon time-band.
People are staying indoors and have uninterrupted viewing time.
Timeband-wise Watch Time
Post - COVID
Pre - COVID
00
0
00
:0
0
00
0
00
00
00
00
00
00
0
00
0
00
0
00
0
00
00
00
0
0:
Time
0:
:0
0
0
:0
:0
0
:0
:0
0:
0:
0:
0:
0:
0:
0:
0:
:0
:0
0:
0:
0:
0:
0:
0:
0:
:0
00
0
0
0
0
:0
:0
:0
:0
:0
:0
:0
:0
22
23
:0
:0
:0
:0
:0
:0
:0
:0
:0
:0
21
:0
:
20
00
02
03
04
05
06
08
09
10
12
13
14
15
16
17
18
19
01
11
Source - Disney+ Hotstar 0926
-0
2 -2
0
CTV Watch Time
27
-0
2-
20
28
-0
2 -2
29 0
-0
2-
20
01
-0
2 -2
0
02
-0
2-
20
03
- 03
-2
0
grown by 60% in the same period.
04
-0
3 -2
05 0
-0
3-
20
06
-0
3 -2
A SPIKE IN GROWTH
0
CONNECTED TVs SEE
07
-0
3-
20
08
- 03
-2
09 0
-0
3 -2
10 0
-0
3-
20
11
-0
3 -2
0
12
-0
3-
2 0
13
- 03
-2
0
14
-0
3-
20
15
-0
3-
20
16
-0
3-
20
17
-0
3 -2
0
18
-0
3-
20
19
-0
3 -2
0
20
- 03
-2
21 0
-0
3 -2
0
22
- 03
-2
23 0
- 03
-2
24 0
-0
3 -2
0
Connected TV (CTV) watch time has spiked by 85% since the start of March 2020. The daily reach on CTVs has
Source - Disney+ Hotstar
10SUMMING UP INSIGHTS THAT IMPACT MARKETERS By virtue of being the biggest OTT platform in the country, consumption and user engagement have seen a huge surge. Here are the key highlights: OTT = Disney+ Hotstar: • Most searched OTT platform, 2.6x search volume vs next biggest platform • 11% surge in daily watch time • 80% spike in connected TV watch time, 60% rise in reach • Majority of top content viewed by India is on Disney+ Hotstar Genres that lead consumption: • News viewership has grown 8x in terms of watch time and 4x in terms of reach • Mythology content has seen an increase of 75% with family-friendly content growing in viewership • Action, Comedy, Drama are key genres which have also seen a spike in consumption Engaged Audiences: • 20 -25% of daily viewers are interacting with the social feed which is 1.6x that of live sports • Daily engagement of viewers has gone up by 18% to 47 mins/day on entertainment • Content consumption in the afternoon time-band has shot up by 20% 11
02
LEARNINGS &
GUIDELINES
12BRANDS SHOULD COMMUNICATE NOW,
MORE THAN EVER
Consumers are open to brand conversations and are appreciating brands that understand the times we are in. In fact,
research shows consumers even approve of business-as-usual advertising.
72% advertisers continue to remain active
1378 Advertiser Count
9 out of 10
Approve of brands 1063 1035 1042
939 954 979 1006 975 990 1006
showing solidarity
65%
Approve of "normal"
advertising Pre - COVID 1st April 2nd April 3rd April 4th April 5th April 6th April 7th April 8th April 9th April 10th April
Source -Star Distillery report,
BARC Nielsen insights series (Edition 4) 13CHALLENGER BRANDS ARE CHANGING
THE STATUS QUO BY ADVERTISING
Brands that are active now are seeing a direct co-relation between marketing efforts, social chatter and search trends.
As seen here, Rajesh Masala has been able to overtake market leader MDH Masala by being active.
Brands which are advertising outperform market leaders in terms of search interest Consumer mentions related to the ads
100
Rajesh Masala MDH Masala
80
60
Interest over time
40
20
0
03-04 23:30
04-04 04:30
04-04 09:30
04-04 14:30
04-04 19:30
05-04 00:30
05-04 05:30
05-04 10:30
05-04 15:30
05-04 20:30
06-04 01:30
06-04 06:30
06-04 11:30
06-04 16:30
06-04 21:30
07-04 02:30
07-04 07:30
07-04 12:30
07-04 17:30
07-04 22:30
08-04 03:30
08-04 08:30
08-04 13:30
08-04 18:30
08-04 23:30
09-04 04:30
09-04 09:30
09-04 14:30
09-04 19:30
10-04 00:30
10-04 05:30
10-04 10:30
10-04 15:30
10-04 20:30
Date
Source - Star Distillery report 14BRANDS ARE BEING APPRECIATED
FOR PUTTING OUT TOPICAL CONTENT
Brands understand that relevance is even more critical at this time.
Asian Paints –
Har Ghar Kuch Kehta Hai
Fevicol tweaked its logo to emphasize social distancing
Star India with Jjust Music –
India will Rise & Smile Again
Tech Mahindra updated its logo temporarily to stress on Staying Home
Source - Star Distillery report 15BRINGING IN NOSTALGIA AND SELFLESSNESS
IS HELPING WIN CONSUMERS HEARTS
–
• • Amul recorded the highest social media men�ons since 2019 during the
Amul saw a surge in search and •
Google Search Index on Amul: India (1st Jan 2016- 10th Apr 2020) week of
Social Media
•
April 5th on Amul: 1st Jan 2020 – 10th Apr 2020
Men�ons
The highest surge in social men�ons were observed during April 5 th-when
the old ads were shown on TV
social mentions triggered by its old 100
80
Week of April
5,2020
10000
ads being run during Ramayan.
8000
Week of April
60 6000 5,2020
40 4000
20 2000
0 0
Lifebuoy witnessed
an upswing in searches.
soap; Fans appreciated Lifebuoy’s selfless campaign during such an adverse
Source - Star Distillery report 16KEY GUIDELINES FOR
EFFECTIVE MESSAGING
Keep going:
When it’s dark, you don’t turn out the lights. You switch them on. This is no time to step back from your marketing
efforts; instead, it’s time for action. It’s time for brands to recalibrate marketing strategies, modify messaging and
make bold choices.
Messaging is the ultimate key:
Brands need to be careful not to come across as opportunistic during these times. Being compassionate and positive
in messaging will define their relationship with consumers over the long term.
Keep the following criteria in mind:
• Social relevance: Spreading social awareness, tips to stay safe and healthy
• Nostalgia: Bringing back advertising relevant to the current times
• Topical marketing: People are thinking of little else during the lockdown, so brands are building association
by going topical
Creatives are not a deterrent:
You can’t shoot content as you normally would. However, brands are refusing to be deterred by this; they’re showcasing
their creativity through home-shot videos. There is a great opportunity to use influencers to tell brand stories via
customised, self-shot videos.
1703
INSPIRATIONS
FROM BRANDS ON
DISNEY+ HOTSTAR
18A PERFECT MARRIAGE:
BRAND CONNECT AND THE CURRENT TIMES
Given the current focus around immunity-building, Ariel has brought back its #ShareTheLoad ad
Red Label has re-introduced its old ad which urging men to share the burden of household
highlights the immunity-boosting benefit of their chores. This ad is relevant in current times.
Red Label Natural Care range of tea.
Ariel BUY NOW
#ShareTheLoad
19A BRAND IN NEED
IS A FRIEND INDEED
Metropolis is spreading awareness around its Bajaj Allianz is talking about their cashless medical
COVID-19 testing service, a key offering right now. insurance which is relevant in current times.
Metropolis KNOW MORE
Blood Collection@home
20SPREADING AWARENESS:
A TACTIC THAT’S NEVER OFF THE MARK
Vicks’ topical film reminds us to stay connected Dettol is spreading awareness around the
with each other while we stay indoors. It ends importance of washing hands regularly with either
with the message, #ShowWeCare by staying in a soap or a handwash, to stay safe from COVID-19.
touch remotely.
Vicks India LEARN MORE Dettol LEARN MORE
Vicks Social Distancing Keep Calm and Wash Hands
21SHOWING SOLIDARITY
GOES A LONG WAY
Tide shows solidarity in the fight against COVID-19
by thanking healthcare workers – referred to as
'Angels in White' – in their topical film.
Tide Ultra BUY NOW
Thank You #AngelsInWhite
22BEING INNOVATIVE
DURING TRYING TIMES
Kellogg’s has partnered with Disney+ Hotstar
to share their brand message via customized
self-shot videos by influencers.
23Disney+ Hotstar
Ad Sales Initiative
To encourage the spread of social
awareness in this time of crisis,
Disney+ Hotstar would like to
announce a partnership initiative
for brand campaigns with social
messaging around COVID-19.
For campaigns that have this
message,Disney+ Hotstar will
contribute 20% of the brand's
advertising investment made on
its platform. These campaigns will
be run on a composite mix of news
(upto 10s pre-rolls) and entertainment.
24To know more on how to plan your campaign, write to us at advertise@hotstar.com
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