Disney+ Hotstar has the biggest subscriber-base in India, way ahead of the competition. 

While the platform constantly puts out a wide range of high quality content featuring the biggest stars, for the Indian audience, Disney+ Hotstar meant only cricket. 

With the Indian premier league around the corner, the brand needed to find a way to draw attention to its never-ending entertainment offerings.

We wanted to demonstrate ourselves as the best quality entertainment destination, 

not just by Title marketing but by establishing a worthy parallel.

The insight

SRK, while being the Badshah of entertainment, was not present on the biggest platform of quality entertainment

The idea

SRK takes on Disney+ Hotstar with his own OTT platform

The context being, the quality on Disney+ Hotstar is so good that 

SRK wants to start his own  OTT to rival Disney+ Hotstar.

which was all made-up, of course!

But this news had the entire nation waiting for Shahrukh's next move.

Everyone from the fans. the film fraternity. media. social media. 

The impact

 SRK+ was trending organically on twitter & google.

• Total views (across 3 films)

+120 mn

• Generated buzz

3x higher than previous campaigns

Google news even sent out a notification carrying this trending story.  

This was followed by the launch of the brand film by the biggest superstars!

Ajay Devgan, Salman Khan and King Khan himself

SRK fans instantly fell in love with the #thodarukshahrukh which started trending on twitter within the first hour of the film launch. 

In fact, king khan even used the momentum to promote his upcoming film. 

A surprise that was not part of our marketing plan, but ended up giving us massive organic engagement.