MUMBAI: JioHotstar, a streaming platform that brought together streamers JioCinema and Disney+ Hotstar has been launched. The launch kickstarted moment marketing building excitement around its entry while also aligning with the theme of love on Valentine’s Day.
In the days leading up to the launch of JioHotstar, JioCinema and Disney+ Hotstar engaged in a playful exchange across city billboards and digital platforms, teasing each other in a light-hearted conversation. The banter witnessed JioCinema saying “Looking for someone who digs cricket, reality shows and live concerts. Know Anyone?” with Disney+ Hotstar’s responding “Cricket is my love language, who wants to match this Valentine’s Day?” teasing the launch on Valentine’s Day. The banter sparked curiosity and excitement among consumers across platforms and set the stage for the unveiling of JioHotstar.
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As soon as JioHotstar made its debut, brands and creators jumped in to celebrate the new streamer. The industry cheered its launch and celebrated the beginning of a new era of entertainment of ‘Infinite Possibilities’. Shaadi.com, India’s leading matchmaking platform, added its signature cheeky touch by putting up billboards congratulating JioHotstar, placed right next to JioHotstar’s launch ads. The message read: “Badhai ho JioHotstar! Aisi jodi toh hum sab deserve karte hain. Get on Shaadi.com.” The fun didn’t stop there! Shaadi.com founder, CEO Anupam Mittal took to LinkedIn, calling it “the crossover you didn’t see coming.” He also emphasised how playful banters are the future of marketing.
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The campaign aimed to add an extra dose of excitement to Valentine’s season, making it a pop culture moment in both the entertainment and matchmaking worlds. JioHotstar has a library of over 300,000 hours of movies, shows, and exclusive content, alongside live sports coverage.
