How Disney+ Hotstar plans to build a "deeper connect" with the next 200 million users during IPL

Sidharth Shakdher, EVP and CMO, Disney+ Hotstar speaks about marketing challenges during the Indian Premier League.

Defending champions Mumbai Indians will take on Royal Challengers Bangalore today evening in the first match of the 2021 Indian Premier League (IPL). The domestic franchise-based tournament has, over the years, emerged as the most-viewed cricket event across the globe. The tournament will continue till May 30 and the 20-over matches will play a huge role in deciding the mood of the nation. 

The IPL is already so big in India that it does not need advertisement to catch eyeballs. Yet, there are many challenges that marketers have to deal with. The Board of Control for Cricket in India (BCCI) releases its own campaigns. Star and Disney India which bought the global rights of IPL for five years in 2017 for Rs 16,347.50 crore, also promotes the tournament in its own way and has its unique problems to solve.

The matches are streamed in India on Disney+ Hotstar. It is the time of the year when the video-on-demand (VOD) platform acquires maximum customers. This year, the challenge for the platform is to not just acquire customers, but 'fans' too. Sidharth Shakdher, EVP and CMO, Disney+ Hotstar, says that they are looking to build a "deeper emotional connect" with the users.  

The platform has released a three-minute-long anthem 'India Ki Vibe Alag Hai', featuring eight languages and ethnic styles. Shakdher says that eight different singers, each belonging to the eight cities where the franchises are based, took part in the anthem. The instruments that are popular in those regions have been used to help the fans find a "deeper connect". It has all been stitched together by leading electronic musician Nucleya.

In an exclusive interview with afaqs!, Shakdher speaks about the marketing challenges, among other things.

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