As India prepares for the launch of cricket phenomenon Vivo IPL, Disney+ Hotstar VIP has rolled out a new campaign titled ‘Entertainment Ka All-Rounder’.
Conceptualised by DDBMudra Group, these new films feature actors Ajay Devgn and Tamannaah Bhatia; each in a recognisable disguise, as they try to convince people to watch their soon-to-release titles on Disney+ Hotstar VIP rather than just focusing on live cricket action. Devgn stars as Sudarshan and Bhatia as Manickam. Both are put in everyday office situations as they praise their work only to be informed of the platform’s expansive content offering. The quirky campaign signifies the fierce battle that will be fought between the superstars — on and off the cricketing field as they try to win the viewers’ attention.
Sidharth Shakdher, Executive Vice-President and Chief Marketing Officer, Disney+ Hotstar, said, “Disney+ Hotstar is the default digital platform for sports in India today, and this year, when India comes to us for Vivo IPL 2021, we will give them a no-holds-barred entertainment experience — cricketainment in its truest form. Based on the insight that cricketainment is tantamount to having the best of both worlds, we wanted this campaign to reinforce that we are the only OTT brand that offers Vivo IPL 2021 and live sports, along with the latest movies and original shows. And to drive home this message in a fun, memorable and entertaining way, we are launching our campaign ‘Entertainment Ka All-Rounder’, which breaks through the clutter by using never-seen-before avatars of Ajay Devgan and Tamannaah Bhatia.”
Starting April 9, all live matches of Vivo IPL 2021 will be exclusively available to new and existing subscribers of Disney+ Hotstar VIP (Rs 399 for 12 months) and Disney+ Hotstar Premium (Rs 1499 for 12 months). Fans will be able to enjoy commentary in eight languages — English, Hindi, Tamil, Telugu, Kannada, Bangla, Malayalam and an exclusive feed in Marathi. Disney+ Hotstar VIP will soon be home to some of the most anticipated titles of the year, including mega blockbuster films that will directly release on the platform (The Big Bull, Bhuj: The Pride of India), the best of global movies and shows (The Falcon and the Winter Soldier) dubbed in Hindi, Tamil and Telugu, upcoming exclusive Hotstar Specials shows in seven languages (Special Ops 1.5, Season 2 of Aarya) and much more; which promise a full year of quality entertainment. These ad films have been rolled out in three languages — Hindi, Tamil and Telugu and are available on Disney+ Hotstar VIP’s digital platforms.