Hotstar, the leading video-on-demand platform, has roped in Vivo and Maruti as co-presenting sponsors for the upcoming season of the Indian Premier League (IPL).
Vivo is also the title sponsor of the league as well as one of the co-presenting sponsors on Sony Pictures Networks India (SPN), which holds the broadcast media rights of the cash rich league.
While Vivo is a first-time advertiser on Hotstar, Maruti-Suzuki is advertising on the digital platform for the second time.
According to the reports from Cricketnext, Hotstar CEO Ajit Mohan said, “We are reinventing the experience of cricket on a mobile and India is changing the way it watches its favourite sport. We believe that Hotstar will be the primary screen for Vivo IPL 2017 for the 130 million video streamers in the country. Marketers are recognizing that these are audiences that are TV light or not present on television at all. We are delighted with the conviction that Hotstar will be the best vehicle this summer to reach this audience”.
On announcing the official release, the CMO of VIVO India, Vivek Zhang said, “It is exciting to see how the experience of enjoying cricket is changing with the surging demand of watching TV on small screens. Hotstar appeals to the youth and enjoys a tremendous brand recall”.
“Its desire to constantly invest on innovative technology which is in line with Vivo’s marketing objectives made it a preferred choice for Vivo. We are truly excited about the delightful cricket experience that the platform is driving and were indeed keen to be a part of this drive”, added Vivek Zhang.
Head of marketing at Maruti Suzuki India private limited, Sanjeev Handa said, “Our approach to media at Maruti Suzuki is customer centric. More and more of our target groups are now engaging with us on digital mediums. There is a diffusion of purchase cycle within digital since 50% of users start their research online which makes it imperative for us to be present extensively on these mediums. Hence our approach is integrating offline and online”.
“We wanted to embody the spirit of Play Glamourous for Vitara Brezza across the markets, and found a perfect fit by reaching out to the audiences via their closest screens i.e. mobiles. An average user is spending over 150 mins each day on mobile. Our tie up as Co-Presenting Sponsor on Hotstar will give us the mileage and the engagement with the most glamourous sport in the nation”, he added.