Red Chillies taps into young audience for ‘Dilwale’ via Hotstar tie-up


MUMBAI: Red Chillies Entertainment’s Shah Rukh Khan - Kajol starrer Dilwale in association with Rohit Shetty Productions has drawn up a comprehensive plan to reach young digital audiences by inking a strategic marketing alliance with Star India’s over the top (OTT) platform Hotstar.

Dilwale’s promotions on Hotstar kid-started almost five weeks before its scheduled release.

The production house has employed a start-to-end approach, which is showcasing all the great video elements released - starting from the trailer to two song videos and entertaining behind-the-scenes videos. Additionally, a one-hour video with Shah Rukh Khan and Kajol for Hotstar’s original show M Bole Toh has also been specially shot. The content momentum will be sustained right through the release weekend from Friday - Sunday.

Dilwale content will also reach Hotstar’s film-lovers worldwide through Hotstar.com, with cross promotions across the Star network’s international TV channels. The TV cross-promotions of the Dilwale content on Hotstar will also roll out in India across Star Network channels.

The Dilwale content will also be cross promoted across tentpole hotstar properties like On Air with AIB, Cricket, ISL and EPL amongst others.

Dilwale marks the return of Khan and Kajol on screen. The movie, directed by Shetty, also stars Varun Dhawan and Kriti Sanon.

Red Chillies Entertainment CEO Venky Mysore said, “Dilwale is the biggest film we have made and therefore we decided to promote it across all platforms, especially via Hotstar. Hotstar is a unique platform for a large, fast-growing and important young digitally active audience, which is an important segment for any film marketer today. We have taken a pure content-driven approach with several Dilwale video elements. We are delighted with the great response and the reception it is receiving through Hotstar – both in India and, through its website, across the world.”

Hotstar head Ajit Mohan added, “We are delighted to partner with Dilwale to introduce an exciting movie to our audiences in India and across the world through hotstar. Hotstar is introducing a whole new way of promoting and marketing a movie premiere, and I must compliment Red Chillies Entertainment for their strategic, and brave new approach to reach a large and young digital audience in India and worldwide.”

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