Tag: DDB Mudra West

Hotstar’s new campaign taps the regional market

MUMBAI: Hotstar's latest advertising campaign, “Hotstar Ka Vaada, Free Entertainment Sabse Zyada”, is targeted at the Hindi-speaking markets and talks about its high-quality, vast content library which is available for free.

The campaign, conceptualised and crafted by DDB Mudra Group, has multiple legs across TV, outdoor, print, radio and digital. It aims to reach a wider audience, including making inroads into Tier II and III markets, via on-ground consumer activations.

The storyline is about two brothers on a plummeting plane with just one parachute. The younger one offers it to his brother as a gesture of respect, but he declines, saying he’s seen it all. The younger one then pulls out his phone calmly and shows him the content on Hotstar. With so much left to see, the elder one is now worried about crashing. The product window talks about Hotstar’s offering of a wide range of entertainment available for free.

Speaking about the campaign, DDB Mudra West creative head Shagun Seda said, “Catalogue-range films often run the risk of being functional and generic. We had to find an entertaining way to say that Hotstar has the largest library of free entertainment. Its distinctive voice as a brand helped us deliver the message with a droll sense of humour. The idea came from a popular expression – ‘now I’ve seen it all’. In a plane that’s going down, a passenger performs a soliloquy with mock gravitas about having seen it all in life. That’s when his younger brother introduces him to Hotstar – there’s just so much left to see with Hotstar’s vast library of free content.”

According to Hotstar EVP and business head Sidharth Shakdher, "The marketing communications, driven by the sharp insight that a large number of entertainment consumers in Tier II and Tier III cities have no option but to watch reruns of dated shows on TV, highlights the vast library of quality entertainment content available for free on Hotstar. We are excited by the huge opportunity in encouraging trial and building adoption from the non-metro cities, thereby enabling a behavior shift towards online consumption of high-quality entertainment."

The campaign will roll out a unique Out-of-home initiative which will culminate in a billboard spanning 10,000 sq ft, the longest ever set up in India. It will feature the variety and scale of content available on Hotstar. Other high-impact activations are billboards and wall paintings across 80 small towns, along with a branded mobile marketing canter van campaign. The canter will travel across 30 cities for a month, conduct roadshows across 150 congregation points, and showcase Hotstar’s breadth of content. This will be amplified with unique interventions such as Nukkad Natak and on-the-spot engagement activities.

Hotstar has changed the way Indians watch their shows, from their favourite TV series and movies to sporting extravaganza. With the widest range of content in the country, Hotstar offers more than 100,000 hours of TV shows and movies in eight languages, regional and national news, and coverage of every major global sporting event, including the VIVO IPL.

March 11, 2020
DDB Mudra West ropes in Manish Darji as ECD

MUMBAI: In a bid to further fortify its creative mandate, DDB Mudra West has appointed Manish Darji as executive creative director.

With over 15 years of experience, Darji joins DDB Mudra Group, from BBH India. He’s worked with agencies such as McCann Erickson, Ogilvy, Rediffusion Y&R and Bates 141 and has worked on world renowned brands such as Coca Cola, NDTV, Western Union, WWF, Incredible India, Fevicol, Cadbury, Tata Nano, Virgin Mobile, Skoda, CRY, TVS Wego, Marico, Vaseline and Vat 69.

This is Darji’s second stint with DDB Mudra Group. Darji said, “DDB Mudra is undergoing a transformation and it’s always great to be a part of change. The agency has a terrific roster of clients who I’m keen to work with. I’m also happy to be working with Rahul again and create some spectacular work.”

DDB Mudra West creative head Rahul Mathew said, “I’ve worked with Manish Darji at various stages of his career, and he has been a different Manish each time. It is this doggedness of his to keep evolving that makes him one of the finest in the country. With his unique and inimitable style, he harnesses the power of design to create solutions for many brands. Little wonder that work has been applauded and celebrated at various forums. And we can’t wait for him to create a lot more magic with us.”

October 28, 2014
DDB Mudra West wins dot-triple-O

MUMBAI: Post a multi-agency pitch, Infibeam.ooo has handed its creative duties to DDB Mudra West. The account will be handled by DDB Mudra West’s office in Ahmedabad.

OOO is one of the first generic top level domains (gTLD) in India from the e-commerce pioneer Infibeam Incorporation. With .ooo gTLD, Infibeam intends to expand, on a global scale, the valued service they already provide to brick-and-mortar retailers, specifically delivering a dedicated online platform and its own personalised website with an address of their choice, to market its goods and services.

While the current system is limited to retailers in India, the adoption of a gTLD would permit retailers across the globe to operate from a trusted and secure online platform. The adoption of the gTLD by global retailers will dramatically increase consumer choice across a limitless range of goods and services, in a safe and trusted environment.

Its offering would not only extend to those currently running physical retail spaces, however, as the .ooo gTLD easily could be used for any entity launching or expanding an e-commerce venture.

DDB Mudra Group executive director and DDB Mudra West president Rajiv Sabnis said, “This is a once-in-a-lifetime opportunity to launch a new domain across the world. It is one of the landmarks in the history of the internet. The .ooo platform allows businesses to be taken online and with the power of Infibeam behind it, which means that everything from the name till the fame, businesses will be supported online by Infibeam. It’s also a great opportunity for anyone to get a personal, online identity too. DDB Mudra is proud to partner Infibeam in this journey of creating a unique .ooo culture and ushering in a new breed of e-entrepreneurs across the world.”

Infibeam digital marketing head Advit Sahdev said, “With the introduction of .ooo (dot-triple-O), Infibeam now becomes part of most credible online global community to offer exceptional opportunities to create successful brand identities. We are happy to have DDB Mudra as our creative partner and are confident in their expertise to deliver results.”

August 26, 2014