JioHotstar Secures 50 Brands for 'Dhurandhar' Digital Premiere
JioHotstar has secured partnerships with 50 brands, including 11 major sponsors like Pidilite Industries, Samsung, and Pepsi, for the digital premiere of "Dhurandhar The Revenge." This collaboration underscores increasing advertiser interest in major OTT film releases, creating premium digital advertising opportunities.
Key Takeaways
- JioHotstar secured 50 brand partnerships for the digital premiere of "Dhurandhar The Revenge" on June 4.
- Eleven major sponsors include Pidilite Industries (Fevicol), Samsung (S26), Pepsi (Sting), and HDFC Bank (Sky Trading App).
- The premiere will feature a "Raw & Undekha" version, plus a 30-minute pre-show with cast interactions and behind-the-scenes content.
- The film will stream in Hindi, Tamil, Telugu, Malayalam, and Kannada, with wider platform access from June 5.
Why It Matters
This extensive brand involvement signals growing advertiser confidence in OTT film premieres as a significant reach vehicle. For platforms like JioHotstar, securing numerous commercial partners around tentpole content validates their premium digital advertising strategy. The diverse brand participation across sectors, from consumer goods to financial services, indicates a broader shift in ad spend towards digital streaming events. Companies should watch how these deals perform in terms of audience engagement and conversion, particularly for multi-language releases targeting varied demographics, as it sets a precedent for future OTT monetization efforts.
Read full article at m.economictimes.com
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