The global media industry witnessed the pathbreaking launch of JioHotstar, a powerhouse that brought together two of India’s biggest streamers JioCinema and Disney+ Hotstar. The announcement was anything but ordinary, as 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 grand 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’s 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 quickly gained traction, resonating with audiences who appreciated the humour and the perfect tie-in with Valentine’s Day, making it a clever marketing move. It added an extra dose of excitement to Valentine’s season, making it a pop culture moment in both the entertainment and matchmaking worlds. JioHotstar, with its extensive library of over 300,000 hours of movies, shows, and exclusive content, alongside live sports coverage, is set to redefine streaming for 1.4 billion Indians.
