Bas Aao #FreeMeinDekhteJao’ Campaign By Disney+ Hotstar Is All Set To Skyrocket Viewership

In anticipation of the highly awaited Asia Cup 2023, Disney+ Hotstar has revealed its latest campaign, titled 'Bas Aao. #FreeMeinDekhteJao', centered around its offering of 'FREE on mobile'. The streaming platform has taken a significant step by removing its paywall for mobile and tablet users, granting them access to both the Asia Cup and the ICC Men’s Cricket World Cup for the current year.

Commencing on the 30th of August, the Asia Cup will bring to the forefront some of the most riveting cricket rivalries, as teams clash head-on to claim the prestigious trophy. Enthusiasts of the sport can catch all the matches starting from 3:00 PM (IST) in a LIVE & Exclusive manner on Disney+ Hotstar and the Star Sports Network.

Disney+ Hotstar's fresh campaign for the Asia Cup 2023 approaches the audience's desire to witness action-packed matches on their mobile devices, offering a lighthearted and humorous twist. Created by Tanmay Bhat, Deviah Bopanna, and the Moonshot team, the platform has introduced a film that captures the passion India holds for cricket. The advertisement is skillfully directed by Kishore Iyer.

Addressing the campaign, a spokesperson from Disney+ Hotstar stated, "Cricket holds a special place in the hearts of Indians, and we want to make this sport even more accessible to our users. By offering the opportunity to watch the Asia Cup and the upcoming ICC Men’s Cricket World Cup 2023 for free on mobiles, we are geared up to take cricket to every corner of the country and tap into digital-first audiences. The campaign film too reflects the same ethos, bringing to light the lengths we Indians go to follow cricket, along with Disney+ Hotstar’s commitment to delivering a top-notch and convenient viewing experience.

To enhance the thrill and fervor, the much-anticipated return of prominent players such as KL Rahul, Jasprit Bumrah, and Shreyas Iyer to the Asia Cup is set to infuse a dynamic edge to the matches, elevating the tournament's excitement for fans. The tournament, jointly hosted by Sri Lanka and Pakistan, will showcase a total of six teams - India, Pakistan, Sri Lanka, Bangladesh, Afghanistan, and Nepal - vying for the coveted top position. The Group Stage is scheduled to take place from August 30th to September 5th, with the high-stakes India-Pakistan clash scheduled for September 2nd. The subsequent stage will unfold from September 6th to September 15th, leading up to the grand final match on September 17th.

From a marketing standpoint, Disney+ Hotstar's move to make cricket more accessible through a mobile-centric campaign aligns with the growing trend of digital consumption and on-the-go viewing. By tapping into the emotional connection Indians have with cricket, the platform leverages this sentiment to position itself as a conduit to indulge in the sport's excitement at any time, anywhere. Furthermore, the collaboration with well-known creators and the humor-infused approach in the advertisement enhances engagement and shareability, drawing in a wider audience.

The inclusion of star players' comebacks adds a layer of anticipation and narrative to the tournament, creating storylines that capture fans' interest and investment. This move not only benefits the tournament's competitiveness but also offers a marketable angle, as fans are drawn to witnessing how these players perform after their hiatus.

With the Asia Cup's diversified lineup of teams and matches, the platform appeals to the regional and national pride of each participating country, expanding its viewer base across borders. This inclusive approach fosters a sense of unity and shared excitement among cricket enthusiasts, which is a compelling marketing strategy.

Overall, Disney+ Hotstar's campaign for the Asia Cup 2023 strategically amalgamates emotional connections, digital trends, star power, and inclusivity to create an enticing proposition that resonates with both loyal cricket followers and the modern, mobile-savvy audience.

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