Marketing in the time of Adversity Insights & Inspirations by In these unprecedented times, business as we know it is changing forever. Organisations are under pressure to minimize impact by playing their part in contributing towards combat efforts, look aer the well-being of their employees and innovate when it comes to marketing in these testing times. 01 This guide is an effort to help agencies and marketers continue to connect with their consumers in these trying times. 01 Platform & Industry Trends 02 Learnings & Guidelines 03 Inspirations from brands on Disney+ Hotstar 02 01 PLATFORM & INDUSTRY TRENDS 03 4 HOURS WEEKLY ON VOD: THE NEW NORMAL ON SMARTPHONES People are at home spending even more time than they normally do online – consuming video content, social media and chat applications. Consumers are constantly demanding more entertainment options to keep themselves occupied. What better opportunity can there be for brands’ digital campaigns and socially relevant messages? Users are spending 4 hours on video on demand (VOD), making it a preferred platform for brands to showcase their messaging % USER/WEEK TIME SPENT/USER/WEEK (Min) COVID COVID COVID COVID PRE-COVID DISRUPTION: DISRUPTION: PRE-COVID DISRUPTION: DISRUPTION: WEEK 2 WEEK 3 WEEK 2 WEEK 3 VOD 96% 97% 97% 3 hrs 33 mins 3 hrs 56 mins 3 hrs 59 mins 11% 12% COVID Disruption Data as compared to Pre COVID-19 Data Source - BARC Nielsen insights series (Edition 4) 04 NEWS FOR MORNINGS, ENTERTAINMENT FOR ALL OTHER TIMES As consumers spend more time indoors, all time is emerging as prime time on VOD. Hourly share of time spent on categories TIME SPENT/USER/WEEK (HRS:MINS) 37 MINS NEWS APP 3 HRS GAMING 37 MINS 3 HRS VOD 59 MINS SOCIAL 4 HRS 32 MINS NETWORKING Source - BARC Nielsen insights series (Edition 4) 05 INDIA IS WATCHING DISNEY+ HOTSTAR 12 out of the top 15 shows watched on OTT are on Disney+ Hotstar. Based on COVID Week 4, 4th-10th April 2020 8 out of the top 10 movies watched across OTT are on Disney+ Hotstar. Source - BARC Nielsen insights series (Edition 4) Based on COVID Week 4, 4th-10th April 2020 06 DISNEY+ HOTSTAR IS ON TOP OF CONSUMERS’ MINDS Disney+ Hotstar is the most searched 75 Google Search Trends OTT platform with 2.6x search 72 volume vs the next biggest platform. 50 Interest over time 25 22 14 10 02 0 Amazon Disney+ Hotstar Voot Zee5 SonyLIV Prime Video Watch Time Disney+ Hotstar is seeing an uprise in the time spent and content consumed on the platform. The daily watch time has surged by 11% since mid-March 2020. OTT Search Trends (Source: Google Trends, 22nd March - 24th April 2020) Source - Disney+ Hotstar 09-03-2010-03-2011-03-2012-03-2013-03-2014-03-2015-03-2016-03-2017-03-2018-03-2019-03-2020-03-2021-03-2022-03-2023-03-2024-03-2025-03-20 07 • • • NEWS GENRES There isariseinconsumptionoffamily-friendlycontent. 2020-02-26 Action, Comedy,Dramaarekeygenreswhichhavealsoseenaspikeinconsumption News viewershiphasgrown8xintermsofwatchtimeand4xreach Mythology contenthasseenanincreaseof75%inwatchtimedrivenbyMahabharat News WatchTime 2020-02-27 2020-02-28 2020-02-29 2020-03-01 2020-03-02 2020-03-03 2020-03-04 & 2020-03-05 2020-03-06 2020-03-07 LEADING MYTHOLOGY 2020-03-08 2020-03-09 2020-03-10 2020-03-11 2020-03-12 2020-03-13 2020-03-14 2020-03-15 2020-03-16 2020-03-17 2020-03-18 2020-03-19 2020-03-20 THE 2020-03-21 2020-03-22 2020-03-23 GAME: 2020-02-21 Mythology WatchTime 2020-02-23 2020-02-25 2020-02-27 2020-02-29 2020-03-02 2020-03-04 2020-03-06 2020-03-08 2020-03-10 2020-03-12 2020-03-14 2020-03-16 2020-03-18 2020-03-20 2020-03-22 2020-03-24 2020-03-26 2020-03-28 2020-03-30 2020-04-01 2020-04-03 2020-04-05 2020-04-07 2020-04-09 2020-04-11 Source -Disney+ Hotstar 2020-04-13 2020-04-15 2020-04-17 2020-04-19 2020-04-21 08 A HAS NEW More at-home time has led to a surge in content consumption in the aernoon time-band. People are staying indoors and have uninterrupted viewing time. EMERGEDPRIME Timeband-wise Watch Time TIME Post - COVID Pre - COVID Time 00:00:00 01:00:00 02:00:00 03:00:00 04:00:00 05:00:00 06:00:00 08:00:00 09:00:00 10:00:00 11:00:00 12:00:00 13:00:00 14:00:00 15:00:00 16:00:00 17:00:00 18:00:00 19:00:00 20:00:00 21:00:00 22:00:00 23:00:00 Source - Disney+ Hotstar 09 CONNECTED A Connected TVSPIKE (CTV) watch time has spiked by 85% since the start of March 2020. The daily reach on CTVs has grown by 60% in the same period. IN CTV Watch Time GROWTHTVs SEE 26-02-20 27-02-20 28-02-20 29-02-20 01-02-20 02-02-20 03-03-20 04-03-20 05-03-20 06-03-20 07-03-20 08-03-20 09-03-20 10-03-20 11-03-20 12-03-20 13-03-20 14-03-20 15-03-20 16-03-20 17-03-20 18-03-20 19-03-20 20-03-20 21-03-20 22-03-20 23-03-20 24-03-20 Source - Disney+ Hotstar 10 SUMMING UP INSIGHTS THAT IMPACT MARKETERS By virtue of being the biggest OTT platform in the country, consumption and user engagement have seen a huge surge. Here are the key highlights: OTT = Disney+ Hotstar: • Most searched OTT platform, 2.6x search volume vs next biggest platform • 11% surge in daily watch time • 80% spike in connected TV watch time, 60% rise in reach • Majority of top content viewed by India is on Disney+ Hotstar Genres that lead consumption: • News viewership has grown 8x in terms of watch time and 4x in terms of reach • Mythology content has seen an increase of 75% with family-friendly content growing in viewership • Action, Comedy, Drama are key genres which have also seen a spike in consumption Engaged Audiences: • 20 -25% of daily viewers are interacting with the social feed which is 1.6x that of live sports • Daily engagement of viewers has gone up by 18% to 47 mins/day on entertainment Content consumption in the aernoon time-band has shot up by 20% • 11 02 LEARNINGS & GUIDELINES 12 BRANDS SHOULD COMMUNICATE NOW, MORE THAN EVER Consumers are open to brand conversations and are appreciating brands that understand the times we are in. In fact, research shows consumers even approve of business-as-usual advertising. 72% advertisers continue to remain active 1378 Advertiser Count 9 out of 10 Approve of brands 1063 1035 1042 showing solidarity 939 954 979 1006 975 990 1006 65% Approve of "normal" advertising Pre - COVID 1st April 2nd April 3rd April 4th April 5th April 6th April 7th April 8th April 9th April 10th April Source -Star Distillery report, BARC Nielsen insights series (Edition 4) 13 Date Interest over time 1 B 2 4 6 8 0 THE As seenhere,RajeshMasalahasbeenabletoovertakemarketleaderMDH Masalabybeingactive. Brands thatareactivenowseeingadirectco-relationbetweenmarketing efforts,socialchatterandsearchtrends. CHALLENGER r 0 0 0 0 0 0 a n 03-04 23:30 d s 04-04 04:30 w h i 04-04 09:30 c h STATUS 04-04 14:30 a r 04-04 19:30 e a 05-04 00:30 d v 05-04 05:30 e r 05-04 10:30 t i s i 05-04 15:30 n g 05-04 20:30 o u 06-04 01:30 R t a p j e 06-04 06:30 e QUO s r h f 06-04 11:30 o M BRANDS r a 06-04 16:30 m s a m l 06-04 21:30 a a 07-04 02:30 r k e 07-04 07:30 t M l BY 07-04 12:30 e D a H Masala 07-04 17:30 d e 07-04 22:30 r s i 08-04 03:30 n ADVERTISING t 08-04 08:30 e ARE r 08-04 13:30 m s 08-04 18:30 o f 08-04 23:30 s e 09-04 04:30 a r 09-04 09:30 c h CHANGING i 09-04 14:30 n t 09-04 19:30 e r 10-04 00:30 e s 10-04 05:30 t 10-04 10:30 10-04 15:30 10-04 20:30 C o n s u m e r m e n t i o n s r e l a t e d t o Source -Star Distilleryreport t h e a d s 14 BRANDS ARE BEING APPRECIATED FOR PUTTING OUT TOPICAL CONTENT Brands understand that relevance is even more critical at this time. Asian Paints – Har Ghar KuchKehta Hai Fevicol tweaked its logo to emphasize social distancing Star India with Jjust Music – India will Rise & Smile Again Tech Mahindra updated its logo temporarily to stress on Staying Home Source - Star Distillery report 15 BRINGING IN NOSTALGIA AND SELFLESSNESS IS HELPING WIN CONSUMERS HEARTS – • • Amul recorded the highest social media men�ons since 2019 during the Google Search Index on Amul: India (1st Jan 2016- 10th Apr 2020) Social Mediaweek oMen�onsf April 5th on Amul: 1st Jan 2020 – 10th Apr 2020 Amul saw a surge in search and • • The highest surge in social men�ons were observed during April 5th-when the old ads were shown on TV 100 social mentions triggered by its old Week of April 10000 80 5,2020 8000 Week of April ads being run during Ramayan.