How Hotstar’s #KoiYaarNahiFar Campaign helped them reach 300+ million viewers during IPL

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Hotstar case study

Hotstar says it had 18.6 million concurrent viewers streaming the final between Chennai Super Kings and the Mumbai Indians. This was the second time during the same tournament that Hotstar broke the concurrent viewership record—it had clocked 12.7 million concurrent viewers in a match earlier between Royal Challengers Bengaluru and Mumbai Indians. 

This feat has set a new global record for viewership for Disney owned video streaming platform. 

The Campaign- #KoiYaarNahiFar

Conceptualised and executed by the DDB Mudra Group, Hotstar released series of TVC for its VIVO IPL 2019 campaign, ‘#KoiYaarNahiFar’. The ad films has been rolled out in three languages, Hindi, Tamil and Telugu. 

With its clutter-breaking marketing campaign #KoiYaarNahiFar Hotstar rolled out a first-ever social cricket-watching experience to bring people together irrespective of their location. 

Commenting on the ad campaign, Hotstar spokesperson said, “The joy of watching cricket is multiplied manifold in the company of friends and family, something that’s becoming increasingly difficult to do today. We wanted to introduce something special to protect that ethos and added the interactive, social layer to enhance the cricket watching experience. The TVC showcases this essence beautifully. We hope it will help our viewers connect to the idea and make them explore all the interesting features we’ve added to Hotstar this year for VIVO IPL 2019.”

Talking about the TVC, Shagun Seda, Executive Creative Director, DDB Mudra said, “The general belief is that screens divide and disconnect us from our loved ones. That’s not true if you’re watching IPL. It is best enjoyed with family and friends. But there are many things that could keep you away from watching the game along with your loved ones – work, responsibilities, travel, and in this film’s case, magnetic repulsion. It’s always a challenge to create work that stands out in the noise of IPL advertising. True to the brand’s tone of voice, this year’s Hotstar IPL campaign needed to be quirky, irreverent and entertaining. We wanted to create something that’s clutter-breaking. So we decided to start by breaking the laws of physics.”

Another initiative by Hotstar ‘Watch N’ Play’ went on to engage a staggering 64.4 million users, who answered 1.2 billion game questions, and sent over 5.9 billion emojis and 43.5 million comments.