“It was a good example of riding on something that was happening in the environment,” said Bedi.
He also explained how MXPlayer looked to ride on something similar during the launch of one its shows, Thinkinstan.
“The show was aimed at a tier one audience but we wanted to reach out to tier two as well. We saw action around the ‘India v Bharat’ conversations during the lead up to the elections and picked up on that. We had the ‘English v Hindi’ divide going and it worked for us in terms of reach and engagement,” said Bedi.
Bedi ended his talk with learnings:
1: Use the sharper targeting digital allows.
2: Use OTT to build your brand. A lot of people coming onto the platform haven’t used mobiles before and don’t use televisions.
3: Consolidation of your brand and get people to trust your brand.
Bedi was followed by Jogesh Lulla, COO, Cornerstone Sport and Entertainment.
Lulla spoke about how the company that handles Virat Kohli’s endorsements used the cricketer for the launch of the energy drink O’cean One8.
“Within four months of the launch we got a market share that took other brands more than a year. We had the most powerful tool in social media – Virat Kohli. Our four month journey started with the announcement he made. Then we looked for hard social recall, show Virat’s personal interest, tried staying relevant and then looked to show where it’s available,” said Lulla.
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