MAM

Hotstar's digital campaign reaches out to women audience

MUMBAI: Hotstar, India’s leading video-on-demand platform, has launched a digital campaign that reaches out to their women audiences and helps break away from the assumption that sports is only viewed by males.

Sporting events, including Cricket, have always been marked with highly energetic and passionate fans, always perceived to be men. However, these trends are fast changing as women fans celebrate sports with as much enthusiasm and gusto as any other male counterpart. Female fans from across the country are all gearing up for the showdown of the champions at this year’s ICC Champions Trophy 2017. With the advent of OTT platforms like Hotstar, there is a remarkable increase in female viewership of sporting content. Even on social media platforms, women fans are contributing immensely to the overall chatter around the ICC Champions Trophy. Hotstar has been quick to notice an increase in the female viewer consumption of sports content, like the IPL and the India-England cricket series which took place at the start of 2017, and has devised their new campaign that recognizes this trend.

In their exciting new campaign, Hotstar has partnered with popular female influencers to help spread the word to all their women viewers. With relatable promos from Surbhi Jyoti, Maanvi Gagroo and Mallika Dua, all prominent digital celebrities, the campaign is already connecting well with their female fans.

https://www.instagram.com/p/BU4d5AMFhJ0/?taken-by=mallikadua&hl=en

https://www.instagram.com/p/BU45n1eAM8K/?taken-by=surbhijyoti&hl=en

https://www.instagram.com/p/BU3j2JRDjnX/?taken-by=maanvigagroo&hl=en

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