Branded content: The trump card of Disney+ Hotstar for Tata IPL

The digital broadcaster is aiming increased ad revenues through its multiple offerings in the branded content space

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Roohi Gupta
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The fifteenth season of the biggest festival of advertising in India, Tata Indian Premier League (IPL), will begin soon. The digital broadcaster of IPL, Disney+ Hotstar is eying ad revenue of Rs 1,000 crore this year. 

The upcoming season will see an increased number of matches, and also more eyeballs are expected this time as the matches will be held with fans being allowed in the stadiums.

Along with regular inventories on Disney+Hotstar, there will be a lot of innovation in the branded content space with customised content creation and influencer-led content this year.

On Disney+Hotstar, while customised content creation will be all about bespoke content creation to enable the brand to tell its story at scale, influencer-led content will be about leveraging the power of influencers as spokesperson to tell your brand's story.

The digital broadcaster will be tapping on the ongoing buzz around content creation in various forms along with branded segments where associations in the form of branded segments for the pre and post-match segments will be introduced.

According to Disney+Hotstar, over and above the video ads inventory, we also have interactive video ads with brand pages and carousels as companions for higher impact. Brands can also associate with key features such as super 6s and 4s, fall of wickets, milestones at key moments during the match. Moreover, brands have the opportunity to associate with content formats beyond live matches, with our pre and post-match segments such as highlights, previews, compiles, stats and reports. The new-age brands are constantly looking for ideas to reach their audiences in a way that is both fun and engaging. To enable the same, we offer a range of branded content solutions to our advertisers.

Dream11 has been onboarded as the co-presenting sponsor, Tata and Cred as the ‘co-powered by’ sponsors for IPL 2022.

Zepto has been signed on as an associate sponsor along with brands including Swiggy, Pristyn Care, Ather Energy, Niyo, Parle Agro, Spotify, Livspace, L’Oreal and Spinny by the platform.

On partnering Disney+Hotstar, Amritansu Nanda, Chief Marketing Officer, Zepto, said, “IPL attracts more eyeballs than any other media event in India. Being associated with this mega-event will be a giant leap for Zepto's brand awareness and consideration. Zepto has blitz-scaled over the past seven months and operates in the Top 7 cities. We are cognisant that TV/On-ground associations will lead to massive spillover to geographies where Zepto is yet to launch. Disney+ Hotstar sidesteps these concerns and is the ideal platform for association with deep targeting, contextual call-to-actions, and campaign measurement capabilities. It also has higher IPL viewership in the metros than TV, who are all subscribers! To summarise, our partnership with Disney+ Hotstar ensures we are getting the highest bang for the buck. We are excited to be partnering with them for IPL 2022.”

The 15th season of IPL will start on March 26, 2022, at the Wankhede stadium with a clash between Chennai Super Kings and Kolkata Knight Riders. 

Tata IPL Disney+ Hotstar branded content The trump card