Live Sports on Disney+ Hotstar Increases Reach for ICICI Prudential AMC, ET BrandEquity

Apart from religion and culture, the love for cricket unites most Indians. Inevitably, younger viewers are moving to online platforms to watch live feeds of their favorite teams. According to Data.ai, Indian users logged her 1.9 billion hours on the sports app in 2022, significantly surpassing users in other countries. With 25 million monthly active users (E&Y estimates), the connected TV (CTV) audience is experiencing explosive growth and emerging as the leading platform for watching sports in 4K resolution. ICICI Prudential AMC strives for a customer-first philosophy. We foster connections with consumers, helping them make informed decisions and build early investing habits. The company’s marketing strategy revolves around his two key principles: simplifying financial information and meeting consumers where they engage.

Recently, Disney+ Hotstar released the fifth episode of its flagship series “Above and Beyond: Lessons in Marketing Leadership” Season 2. In this episode, Abhijit Shah, Head of Marketing, Digital Business and Customer Experience at ICICI Prudential AMC, talks about the brand’s digital marketing strategy, specifically his targeting through CTV to connect with his users.

India is currently in a growth phase characterized by increased interest in financial markets, especially in the investment sector. Shah highlighted that young people are particularly keen on building wealth and achieving their financial goals through investments in mutual funds and stock markets.

Mr Shah said: “Millennials now make up 55% of our new customer base. These audiences actively research financial products online to make informed decisions. As a result, our marketing efforts are heavily skewed towards digital media.”

The brand took an omnichannel approach on its digital platforms, tailoring its communications and messaging to the strengths of each channel. The surge in content consumption on OTT platforms caught the attention of advertisers and quickly became the preferred digital advertising medium.

Shah revealed that the brand’s main target audience consists of consumers aged between 25 and 40 with significant disposable income. Disney+ Hotstar has emerged as the ideal partner to deliver a comprehensive 360-degree experience that effectively achieves the brand’s objectives across awareness, consideration and investment.

Many of our investors are also avid sports fans. ICICI Prudential AMC has chosen to be associated with high-impact events such as the 2022 Asia Cup, the 2022 T20 World Cup, and more recently the 2023 World Test Championship. All these were streamed on Disney+ Hotstar. These properties served as the perfect vehicle to reach an audience interested in investing and with high disposable income.

By maintaining a consistent presence in high-impact sports programming featured on Disney+ Hotstar, the brand has achieved significant growth in terms of incremental, unique and cumulative reach. Moreover, the brand witnessed a notable rise in key metrics after its presence on CTV. This includes a 19% increase in sponsorship awareness, a 5% increase in message relevance, a 24% increase in purchase intent, and a 24% increase in brand favorability. .

Mr Shah said: “Investing is not a one-time decision. In line with this belief, the aim of our campaign was to continually spread awareness about the importance of investing.” Every time you invest in a tournament on Disney+ Hotstar , we have expanded our audience pool by targeting new audiences while reinforcing strong brand recall among our existing user base. ”

With fans brimming with excitement ahead of the recently concluded Asia Cup 2023 and the upcoming ICC Men’s World Cup 2023, now is the perfect time to promote with live sports coverage. Disney+ Hotstar provides relevant marketing solutions that enable advertisers to efficiently reach viewers during live sports events.

ICICI Prudential AMC plans to increase its presence in the market and Disney+ Hostar will continue to play a key role in its brand strategy. Encouraged by the promising results, Mr. Shah expressed his intention to invest in the OTT platform’s entertainment products, including premium shows and movies. “We hope to see many more successful campaigns using this platform in the future,” he concluded.

If you want to learn more about OTT and CTV advertising, you can learn from leading marketing experts in previous episodes of our Above & Beyond: Lessons in Marketing Leadership series. The show brings together the brightest advertising minds from big brands to share strategies, insights and expertise in digital video advertising.

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