Premium streaming platform Hotstar is reaching out to regional language audiences in South India with a new campaign.
Hotstar, which offers more than 4,000 hours of Malayalam content including movies and popular TV shows, has introduced actor Mohanlal as its brand ambassador in Kerala.
The digital platform is launching a six-week multimedia campaign featuring cine actor Mohan Lal across TV, print, outdoor and digital.
Hotstar already provides over 80,000 hours of entertainment content in eight languages in India.
According to Mohanlal, for a creative person like him, it is very satisfying that his works have found a legitimate way to reach growing audiences on the digital platform.
A marketing campaign of this scale targeted at a state is perhaps a first for any digital brand in the country, he said.
K Madhavan, Managing Director-South, Star India, said that Hotstar is seeking to consolidate presence in the South as the landscapes of the entertainment industry change and content becomes increasingly digitised.
Ajit Mohan, CEO, Hotstar, hoped that brand ambassador Mohan Lal will be help showcase the platform to Keralites across the world.
Hotstar features more than 150 Malayalam films and more than 50 current TV shows in the language.
Launched in February 2015, the digital platform has been downloaded more than 60 million times.
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