The advertising and marketing industry is based on how many eyeballs one can grab, and how best to present a product or a personality. The new advertisement series by Disney+ Hotstar brings to people the vulnerable side of Bollywood superstars. Featuring the enigmatic Baadshah of the Hindi Film Industry, the charismatic Shah Rukh Khan who can turn even a villain into a hero, the advertisements play upon the role of OTT platforms in today’s content heavy media universe.
The campaign showcases Disney+ Hotstar’s wide range of offerings and indicates, through the #SiwaySRK campaign, that stars who aren’t making their presence felt on OTT platforms could stand to see their fan following drop as out of sight is akin to out of mind.
It is astounding that a campaign depicting star vulnerabilities and fears has managed to rope in a superstar like SRK and goes a long way to show the impact advertising initiatives have in the hybrid new normal. Two films in the campaign have been released so far, depicting SRK waving at fans from his balcony while having a conversation with his agent, whereby the star realises that all the other actors have released shows and movies on the app and how he is the only one missing. Both the ad films conclude with Disney+ Hotstar showcasing its library of content in an innovative format, ensuring that the audience knows where great content is available.