Hotstar's new Kerala campaign launched by brand ambassador Mohan Lal

India’s largest premium streaming platform, Hotstar, which provides over 80,000 hours of world class entertainment content in 8 languages in India, is now reaching out to connect with its strong regional language audiences in the major regional markets of South India. On Monday, Hotstar,  which offers  more than 4000 hours of Malayalam content including a large collection of the latest and classic Malayalam movies, and popular TV shows, reached out to its Malayalam speaking users and fans, accompanied by its new brand ambassador, the superstar of Malayalam cinema, Mohan Lal.

Speaking at the event, Mohan Lal said, “I feel proud that Kerala not only has the highest literacy rate, but also boasts of a large number of digitally savvy youth. But what is especially gratifying is that these big audiences are watching and enjoying the most popular and loved Malayalam movies and television series on Hotstar. I am really glad to be associated with a brand as vibrant and pioneering as Hotstar, which is changing the way people get entertained. For a creative person like me, it is very satisfying that our works are finding a legitimate way to reach the ever growing audiences on the digital platform and that fans are connecting with the best of Malayalam entertainment on an exciting new, platform like Hotstar. A marketing campaign of this scale targeted at a state is perhaps a first for any digital brand in the country. I wish Hotstar all the best.”

K. Madhavan, Managing Director-South, Star India, said, “It is a pleasure to be here with Hotstar today and I am grateful to Mohan Lal, the Superstar and a befitting brand ambassador for Hotstar in Kerala. With the changing landscapes ofthe entertainment industry and digitalization of content andconsumption, Hotstar, India’s biggest digital content platform, isconsolidating its presence in the Southern marketsby providing a superior digital service to both the fans and the eco-system of Malayalam movies and television, along with brands in general.”

Ajit Mohan, CEO, Hotstar, said, “Over the last 15 months, Hotstar has established itself as the primary screen for young India. We are the only platform that showcases and curates the best of Malayam movies and TV shows, all for free to users. We are keen to showcase this extraordinary offering to one of the most extraordinary states in the country. We are grateful that as brand ambassador, Mohan Lal will be helping us showcase our platform to Malayalis across the world in the days to come.”

The launch will be followed by a six-week multi-media campaign featuring iconic Mohan Lal across TV, print, outdoor and digital.

Hotstar features more than 150 Malayalam films and more than 50 current TV shows in the language. Some of the popular Malayalam feature films available on the platform are Premam, Kunjiramayanam, Bangalore Days, Loham, Drishyam and OruVadakanSelfie, among others.Popular TV shows incudeKaruthamuthu, Parasparam, Chandanamazha, Pranayam, Sell Me The Answer and Seethayanam, among others.

Launched in February 2015, Hotstar saw the fastest launch of any new service anywhere in the world and over the last 15 months, has been downloaded more than 60 million times. It is the only premium streaming platform in the country that brings together TV shows, movies and live sports in the country for free. Hotstar has alsoemerged as the medium of choice for marketers and agencies across sectors.