Publications & Media

The Shortlist
CAMPAIGN
Go Solo
AGENCY
MullenLowe Lintas Group
CLIENT
Star India
BRAND
Hotstar
DETAILS
With excessive time being spent on digital platforms, the mobile phone had become the primary screen of the millennials. Star saw this opportunity to launch its own online video platform. But how do you make hotstar the go to video destination amongst various options available? We reached out to youngsters who prefer to do things their own way, with the tonality that appealed to them.  By urging gen-next to go solo, we got 1 million people to download the app in just 6 days that too with 68% unaided awareness. (Source: Hotstar GA)
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