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Disney+ Hotstar & JioCinema Merger’s Impact On OTTs, Ad Veteran Swati Bhattacharya To Join GCPL’s LightBox Creative Lab, Stree 2’s Buzz-Worthy Movie Marketing & More

Disney+ Hotstar & JioCinema Merger’s Impact On OTTs, Ad Veteran Swati Bhattacharya To Join GCPL’s LightBox Creative Lab, Stree 2’s Buzz-Worthy Movie Marketing & More

Marketing Mind
August 22, 2024

Greetings of the day!

Dear Reader

Welcome to another edition of 'Scoop', your bi-weekly dose of news from Marketing Mind!

India’s OTT landscape is on the brink of transformation as two giants—JioCinema and Disney+ Hotstar are reportedly exploring a potential merger. Sharing his views exclusively, Karan Taurani, SVP at Elara Capital told Marketing Mind that with the combined force of these platforms commanding a significant one-third of the market, their influence spans both subscription and ad revenue, positioning them as pivotal players in the industry. Their dominance extends further, controlling approximately 80% of sports content and 40-50% of catch-up TV.

Coming to the advertising side of things, India’s first woman Chief Creative Officer- Swati Bhattacharya is all set to make a switch to the brand side after being associated with network agencies for over three decades, only to have romance with her love- ‘Advertising’. Calling it quits at FCB Group India after an eight year long stint in February 2024, she is now taking the front row seat as Global Creative Head at Godrej Consumer Products’ in-house ad agency- LightBox Creative Lab. She is a celebrated ad veteran who has won several coveted awards and is known for birthing culturally spicy as well as thought-provoking campaigns like Horlicks’ Epang Opang Jhapang, STIR Magazine’s The Politics Of Hair and more.

Shifting to the realm of marketing now, it is only obvious that movie sequels often bear the legacy of their predecessors, but even so, there are only a few that have marketed themselves as effectively as Stree 2 which was released on August 15, 2024. Building on the excitement from the 2018 original, this horror-comedy sequel capitalised on its predecessor’s success with a dynamic marketing strategy, harnessing meme marketing, viral tracks, and grassroots buzz to drive anticipation and engagement.

Apart from these, we also bring to you a sneak peek into Havas CX’s X Index Report 2024 where TATA Motors, Apple and TATA CLIQ Luxury take top spots, Reliance and Disney mulling two-years ad rate freeze to secure CCI approval for their merger, Paytm agreeing to sell its entertainment ticketing business to Zomato for Rs 2,048 crore and more.

Here’s our ‘Scoop’ of news, hot off the press & curated especially for you! Happy reading :)