Seeingthe

BIGPicture

Harnessingdigitalto

driveM&Egrowth

March2023

BostonConsultingGrouppartnerswithleadersin

businessandsocietytotackletheirmostimportant

challengesandcapturetheirgreatestopportunities.

BCGwasthepioneerinbusinessstrategywhenit

wasfoundedin1963.Today,weworkcloselywith

clientstoembraceatransformationalapproach

aimedatbenefitingallstakeholders—empowering

organizationstogrow,buildsustainablecompetitive

advantage,anddrivepositivesocietalimpact.

Metabuildstechnologiesthathelppeopleconnect,findcommunities,andgrowbusinesses.WhenFacebooklaunchedin2004,itchangedthewaypeopleconnect.AppslikeMessenger,InstagramandWhatsAppfurtherempoweredbillionsaroundtheworld.Now,Metaismovingbeyond2Dscreenstowardimmersiveexperienceslikeaugmentedandvirtualrealitytohelpbuildthenextevolutioninsocialtechnology.

Ourdiverse,globalteamsbringdeepindustryand

functionalexpertiseandarangeofperspectives

thatquestionthestatusquoandsparkchange.

BCGdeliverssolutionsthroughleading-edge

managementconsulting,technologyanddesign,

andcorporateanddigitalventures.Weworkina

uniquelycollaborativemodelacrossthefirmand

throughoutalllevelsoftheclientorganization,fueled

bythegoalofhelpingourclientsthriveandenabling

themtomaketheworldabetterplace.

THEORIGINSOFTHESTUDY

Media&Entertainment(M&E)playersaroundtheworldhaveembraceddigital-forwardpracticestobecomefuture-ready.Theyrecognizethepowerofdigitaltoinfluenceeverystageoftheconsumer’smediaconsumptionjourney,fromdiscoverytointeresttoengagement.YetIndianplayershavebeenhesitanttoembracedigital.

BCGandMetahavecometogethertopresentaviewonhowdigitalcandrivegrowthforM&EorganizationsinIndia.

Weconnectedwith30+industryleadersfromLTV,OTTandMovieStudiostogetthecompleteindustryperspective.Wecomplementedthiswithaquantitativesurveyof~2,600consumersandin-depthdiscussionswith50+viewers,foraholisticcustomerperspective.

Wearegratefultotheseindustryleadersandconsumersfortheirinvaluablecontributions.

ShaveenGarg

THETRAILER

Thinkfullfunnel

Highconsumerinvolvement

postcontentdiscovery

Digitalplaysacriticalroleacross

Deploydigitalasacomplementarymedium

Significantconsumerinvolvement

ondigitalchannelsbeyond

LTV/OTTnetwork

Rampupdigital

engagement

WordofMouth(WoM)increases

appointmentviewingand

reduceschurn

thecontentconsumptionjourney

Ideate,createandsharedigital-forwardcontent

DesignandexecutetargetedcampaignstonudgeWoM

50–60%ofconsumersactivelyresearchandengagewithcontent

~50%off-networkactivity

happensondigital

3digitaltouchpointsbetween

Upto40%higherwatchtimesfordigitallyengagedaudiences

Ofthese,50%+arecontentdiscoveryandconsumption

digitallyinfluenced

40%+viewersdiscovercontentondigitalviaWoM

Identifypocketsof

innovation

Urgentneedtore-thinkand

formulatebusiness,content

andmarketingstrategiesto

accelerategrowth

NurtureTestandlearnculturewithagileteaming

Re-allocatemarketingspends

basisincrementalreturns

Tailordigitalactivations

basisdigitalmaturity

Unlocksignificantvaluewithdigital

Strategicdigitalactivationsexpandtheviewerbaseanddrivetop-linegrowth

Buildcapabilitiesto

matchglobalpeers

Best-in-classcompaniesbuild

anecosystemtodesignand

executedigitalactivations

2.5–3x

higheractiveuserbase

1.5–2x

highertimespent

30–40%

salesupliftforLTVand

MovieStudios

Contentfactory

Measurementtoolkit

Organizational

Technologyanddata

Flywheelforuserengagement

35–40%

marketingspendsefficiency

forOTT

SHOOTINGSCHEDULE

01

Page08

LIGHTS

Understandingthepowerofdigitalandevolvingconsumerbehavior

02

Page24

CAMERA

Attractingandengagingtheviewer

03

Page44

ACTION

Buildingadigital-readyorganization

BEHINDTHESCENES

Keyresearchdatapointsandglossaryofterms

04

Page54

01

LIGHTS

Understandingthepowerofdigitalandevolvingconsumerbehavior

8

9

10SEEINGTHEBIGPICTURE:HARNESSINGDIGITALTODRIVEM&EGROWTH

2%

-7%

17%

11%

Indiaisanentertainment-hungrynation–andgrowthindigitalisdrivingnewcontentconsumption

Growthindigitalconsumptionoutpacingallothersegments

Numberofhoursofconsumption/day/viewer

8.7–9.1

3.8–3.9

2.1–2.2

2.8–3.0

10.6–11.2

4.3–4.5

3.0–3.3

3.3–3.4

2019

2022E4

Television1

Digital

video2

Others3

PayTVhouseholdsinIndiacontinueagrowingtrendwhiletheUSandChinaarestaticordeclining…

CAGR19–22

0%

China

US

India

…andthenumberofOTTSVoDsubscribersis

growing3–4xfasterthaninUSandChina

CAGR19–22

51%

China

US

India

1.TV:ages18+whouseatleastoncepermonth;includeslive,DVR,andotherprerecordedvideo(suchasvideodownloadedfromtheinternetbutsavedlocally);includesalltimespentwatchingTV,regardlessofmultitasking.Ifallpopulationwithage18+isconsidered,averagehoursperdayis3.28hoursasof2022;2.Digital:ages18+whouseatleastoncepermonth;includesalltimespentwithonlinevideoactivities,regardlessofmultitasking;includesviewingviadesktop/laptopcomputers,mobile(smartphonesandtablets)andotherconnecteddevices(gameconsoles,connectedTVsorOTTdevices);3.Includesgaming,printandradio4.Estimated

Source:MediaconsumptioninIndia2022fromE-marketer;IndustryReports;BCGAnalysis

LIGHTS:UNDERSTANDINGTHEPOWEROFDIGITAL&EVOLVINGCONSUMERBEHAVIOR11

+12%

+5%

14

13

52%

33%

15%

11

73%

8%

19%

77%

3%

20%

3%

Videoverticalsarecateringtothisappetiteand

expectedtogrowat12%+CAGRfornext3years

ThisreportisfocusedontheLTV,OTTandMovieStudiossectors

Video-basedmediaandentertainmentmarketsizeinIndia

InUSDBn

Fastergrowthin

post-pandemicperiod

18-20

67%

20%

13%

2016

2019

2022E22025F3

Pre-pandemic

Post-pandemic

CAGR22–25

LTV

34%

DigitalVideo

(OTT,SFV)

17%

Movie

Studios

~600MnonlinevideoviewersinIndia(50%upvs.2019)

OriginalcontentonOTTtoreach4,000hoursby2024(2xvs.2019)

50%+ofalltimespentonOTTby2025willbeonvernacularcontent

1.Shortformvideoapps2.Estimated3.Forecasted

Source:IndiaMediaMarketSize,2022fromMagnaGlobal;TuningIntoConsumer,March2022byEY&FICCI;PressArticles;BCGAnalysis

12SEEINGTHEBIGPICTURE:HARNESSINGDIGITALTODRIVEM&EGROWTH

Digitallyactiveusersaregrowingandexpected

tobe85%ofinternetusers

2020

InMn

2022E2

InMn

2025F3

InMn

2030F

InMn

6%CAGR

Internetusers

aged18+

894

624

743

515

13%CAGR

Digitally

activeusers1

366

545

224

757

Shareofdigitallyagedpopulationsamonginternetusers

59%

43%

85%

73%

1.Usersusinginternetformorethan4years2.Estimated3.Forecasted

Source:BCGanalysis

LIGHTS:UNDERSTANDINGTHEPOWEROFDIGITAL&EVOLVINGCONSUMERBEHAVIOR13

100

80

60

Average57%

40

20

0

"Majorityofoureffortsareonownnetwork,digitalisseenasasecondarydriverofreach"

"Digitalisgrowingbutour

However,Indianmediacompaniesareunder-indexedonmarketingspendsanddigitalcapabilities

IndianM&Eindustryspendslowerthaninternationalpeers

Shareofdigitalinmarketingspends1

Average2

3.7%

UK

United

States

France

Australia

Japan

Canada

Brazil

Italy

SouthKorea

Germany

India

China

012

M&EIndustry

Relativesizeof

34510

Marketingspendsas%ofindustryrevenue1

Evendomestically,digitalspendslowerthanotherB2Cindustries

InUSDMn

680

3701,400

600

1,650

67%

46%

28%

42%10%

72%

33%

54%

58%90%

Retail

BFSI

M&E

TelecomFMCG

DigitalOffline

Urgentneedtoinvestininternaldigitalcapabilities

LTVnetworkstillhasmajority

oftheeyeballs"

"Lackofclarityontheimpactofdigitalactivationsputsalotofresistanceinexecutingthese"

Industryspeak

1.For20212.Averageof11countriesotherthanIndia

Source:MediaMarket&AdvertisingOverview,2021fromMagnaGlobal;IndustryExpertInterviews;BCGAnalysis

14SEEINGTHEBIGPICTURE:HARNESSINGDIGITALTODRIVEM&EGROWTH

Consumer

lens

Business

objectives

Consumer

voice

Gender

Income

53%

Male

47%

Female

53%

Large

town

43%

Morethan35years

Language

Digitalmaturity

57%

41%

2%

Hindi

Regional

English

Welookedatconsumersacrossdemographics…

55%

MorethanINR10lacs

45%

Lessthan

INR10lacs1

Agegroups

47%

Small

town

57%

Lessthan

35years

Citytier2

44%

High:Typicalappusage:SVoDOTT,app-basedcabbooking,internet/mobilebanking

56%

Lowtomoderate:Typicalapp

usage:socialmedia,search,e-comshoppers,AVoDOTT,mobilewallets

1.Perannum2.Largetowns–metrosandtier-1citiesandsmalltown–tier2and3cities

Source:BCGConsumerContentConsumptionSurvey,October2022,N=2,615

DISCOVERY

.Gettingtoknowabout

anew/existingpieceof

contentonthatrespective

channel/studio/OTTplatform

Driveawarenessamong

customerswhoare

.Notawareabouttheplatform

.Notawareaboutthecontent

.Dormant/churned

"Top10trendingareagreatway

todiscovergoodcontentpieces"

"Icameacrossamemefroma

recentreleaseanddecidedto

watchitstrailer"

LIGHTS:UNDERSTANDINGTHEPOWEROFDIGITAL&EVOLVINGCONSUMERBEHAVIOR15

"Wehaveagroupwherewereviewanddiscussnewshowsandmovies"

"Isearchforinformationaboutthecontentonlineandcheckoutreviewsbyinfluencers"

...tounderstandtheircontentconsumptionjourneyandthekeydrivers

INTEREST

ENGAGEMENT

.Gatheringinformationactivelytomakeaconsciousdecisiontowatch/notwatchapieceofcontent

.Activelyfollowingthecontentepisodeafterepisode,season

afterseason(incl.catchup)

.Sharingofrelatedinfo(view,feedback,recommendation)whileconsumingthecontent

.Involvedwiththecontentbeyondwatchingit(fandom,discussionsoncharacters/plotetc.)

.Maximizingsubscriptions

.Generatinginterestaboutthecontent

Engagingwithaudiencesbyvariousmarketinginitiatives

.Maximizingtimespent

.Maximizingfrequencyofvisits

.Reducingchurnrate

Sociallisteningtogaugereactiontocontent

"WheneverIamwatchingsomething,Iusuallytakeapictureofmylaptopscreenandpostitonline"

"Ifollowofficialhandlesofmyfavoritecelebs;attimestheyhavesharedmypostsontheirhandlesaswell"

"IusuallywatchsportshighlightsonmyphonewhenIamhavingameal"

COREOBJECTIVEOFTHESTUDYWASTOUNDERSTAND…

Howmediacompaniescancatalyzegrowththroughdigital...

16SEEINGTHEBIGPICTURE:HARNESSINGDIGITALTODRIVEM&EGROWTH

LIGHTS:UNDERSTANDINGTHEPOWEROFDIGITAL&EVOLVINGCONSUMERBEHAVIOR17

18SEEINGTHEBIGPICTURE:HARNESSINGDIGITALTODRIVEM&EGROWTH

Activationstobedesignedkeepinginmind…

Highoverlapin

contentconsumption

acrossverticals–

blurringboundariesin

consumers'mind

Significantdigital

influenceobservedeven

forcohortsgenerally

consideredtobe

digitallypassive(over–

35years,women,small-

townresidents)

SimilardigitalinfluenceforHindiandRegionalcontentcontentviewers;however,importantnuancesinthechoiceofchannelsandactivitieswithinthem

LIGHTS:UNDERSTANDINGTHEPOWEROFDIGITAL&EVOLVINGCONSUMERBEHAVIOR19

38%

38%

3%

11%

8%

1%

1%

"IlovewatchingaparticularserialonTVbecauseIlikethewaytheleadactsanddresses"

"Ineverskiptheepisodesandhavebeenwatchingitsincethelast2–3years"

"Sometimes,whenImissanepisodeonTV,Iwatchitonline

thenextday"

ConsumersseamlesslytransitionacrossLTVandOTT

Contentconsumptionisverticalagnostic

for40%+respondents…

LTV

Shareofrespondents

OTT

MovieStudios

43%respondentsconsumecontent

acrossverticals

…rather,consumers’choiceofplatformtowatchcontentdependsonexternalfactors

Priyanka,Patiala,34years

"IamasportsloverandsportsmeansCricketandKabaddiforme"

"IusuallywatchthemonTV.But,ifmyfamilywantstowatchsomethingelse,IswitchtoOTTappsonmyphoneorlaptop"

"WheneverIaminoffice,Iwatchlivecricketmatchesonstreamingplatformsonmylaptop"

Jugal,Mumbai,25years

Source:BCGqualitativeresearch,October2022,N=50;BCGConsumerContentConsumptionSurvey,October2022,N=2,615

20SEEINGTHEBIGPICTURE:HARNESSINGDIGITALTODRIVEM&EGROWTH

PREWATCHING1

POSTWATCHING2

40%

28%

26%

70%

45%

39%

35%

31%

74%

55%

34%

33%

78

62%

81%

66%

76%

76%

71%

63%

56%

68%

55%

54%

67%

78%

68%

68%

72%

69%

64%

72%

69%

64%

60%

70%

70%

64%

72%

70%

65%

65%

77%

74%

72%

71%

69%

69%

Contrarytoindustrybelief,evencohortslikeover–35years,womenandsmall-townresidentshavesignificantdigitalinfluence

%respondentsdigitallyinfluencedateachjourneystage

Digitalinfluenceandinteractionisage,gender,income&city-tieragnostic

Gender

Annualincome

Age

City-tier

<35years35years+MaleFemale<INR10lacsINR10lacs+LargetownsSmalltowns

LTV

OTT

Movie

Studios

LTV

OTT

MovieStudios

<25%25-50%50-75%<75%

Digitaleffortsshouldbeplannedtotargetaudiencesacrossdemographics

1.Includesdigitalinfluenceinthe“pre-watching”stageofmediacontentjourney(i.e.,discoveryandinterest)2.Includesdigitalinfluenceinthe“post-watching”stageofmediacontentjourney(i.e.,engagement)Source:BCGConsumerContentConsumptionSurvey,October2022,N=2,615

LIGHTS:UNDERSTANDINGTHEPOWEROFDIGITAL&EVOLVINGCONSUMERBEHAVIOR21

LTV

OTT

MovieStudios

LTV

OTT

MovieStudios

Regionalinfluencersbuildbetterconnectand,therefore,havehighcredibility

PainpointsforRegionalaremainlydrivenbylimitedavailabilityofindustry-generatedcontentlikeBTS

DigitalinfluencesimilarforHindiandRegional,but

drivenbydifferentchannelsandactivities

Similarlevelsofdigitalinfluence

inHindiandRegional

%respondentsdigitallyinfluencedateachjourneystage1

Language

Regionalcontent

Hindi

content

40%

78%

64%

25%

72%

46%

70%

70%

69%

58%

73%

73%

<25%25-50%50-75%<75%

However,themostinfluentialdigitalchannelsforbothdifferconsiderably

Top

ranked

Source

fordigitaldiscovery

Hindi

content

Short-andlong-

formvideos

acrossplatforms

Regionalcontent

In-

app

Research

topic

Information

onstoryline

Information

onreleasedates/launch

Sourceof

research

activity

Officialpage/account

Influencers

Engagementactivity

Discussion

onwebsites/forums

Following

interviews/

officialaccounts

ofrelatedcelebs

Importantformediahousestohavecustomizedapproachfor

Regionalcontent

marketing

1.Samplesizeof1,493forHindiand1,082forRegionalcontent

Source:BCGConsumerContentConsumptionSurvey,October2022,N=2,615

M&EcompaniesmustactivelyandconsciouslyunderstandevolvingconsumerbehavioranddesignstrategiescoveringE2Econsumerjourneytoaccelerategrowth

22SEEINGTHEBIGPICTURE:HARNESSINGDIGITALTODRIVEM&EGROWTH

LIGHTS:UNDERSTANDINGTHEPOWEROFDIGITAL&EVOLVINGCONSUMERBEHAVIOR23

02

CAMERA

Attractingandengagingtheviewer

DISCOVERY

INTEREST

ENGAGEMENT

24

25

INDUSTRYMYTH

CONSUMERREALITY

DISCOVERY

INTEREST

ENGAGEMENT

LTVviewershavelowdigitalmaturity;betterreachedthroughofflinechannels

Digitaldiscoveryisontheupswing,eveninLTV...

Highestinfluenceseeninfast-growing

'highdigitalmaturity'segment

%respondentsdiscovering

contentdigitally

Influenceofdigital

3x

69%

49%

34%

21%

Movie

Studios

Overall

OTT

LTV

Prevailingview

LTV:

Contentdiscoveryprimarilydriventhroughpromotionsonownchannels,limitedornodigitalactivationsrequired

LTVaudiencesonlydiscusscontentamongthemselvesandtakereviewsfromtheirfriendsandfamily

significantlyhigherfor

OTTandMovieStudios

higherinfluencefordigitallymatureaudience1

OTTandMovieStudios:

Digitalisimportant,and

drivingonlinediscoveryis

akeyimperative

1.Comparedtolowdigitalmaturityaudience

Source:IndustryExpertInterviews;BCGConsumerContentConsumptionSurvey,October2022,N=2,615

26SEEINGTHEBIGPICTURE:HARNESSINGDIGITALTODRIVEM&EGROWTH

CONSUMERREALITY

46%

32%

19%

DISCOVERY

INTEREST

ENGAGEMENT

…viewersareinfluencedbydigital,butsupplyisaconstraint

Lackofdigitalcontentisapainpointfor~80%ofnon-digitallyinfluencedLTVviewers

%o}uou-pi6i?Oll(iubn?uO?p7T八八i?w?Js}OOiu6?V?J?sd?O?i八?issn?

Limitedinfoabout

upcomingcontenton

onlineplatforms

Supplydriven

challenges

Incompleteinfoinads,or

promosshownarenotfor

desiredcontent

Toomanyadsof

irrelevantproducts/

services

LTVplayersshouldinvestinideating,creatingandsharingdigital-forwardcontenttotapintothisexistingdemand

Source:BCGConsumerContentConsumptionSurvey,October2022,N=2,615

CAMERA:ATTRACTINGANDENGAGINGTHEVIEWER27

INDUSTRYMYTH

CONSUMERREALITY

DISCOVERY

INTEREST

ENGAGEMENT

Off-networkdiscoveryishugelyunderestimated–and50–60%ofitisondigitalchannels

Sourceofdiscovery

%respondentsinfluencedbyrespectivesources

37%

63%

DigitalOffline

60%

40%

50%

50%

38%

62%

Recognizethepowerofnon-networkdigitalplatformstodrivediscovery

28

SEEINGTHEBIGPICTURE:HARNESSINGDIGITALTODRIVEM&EGROWTH

Source:IndustryExpertInterviews;BCGConsumerContentConsumptionSurvey,October2022,N=2,615

Nopressingneedfordigitalinterventionsbeyondownnetworks/channelstodrivecontentdiscovery

LTV

40%ofdiscoveryhappensoutsideTV,andmorethan60%ofthatisondigital

Prevailingview

LTV:

DigitalOffline

Discoverymainlydrivenbyown

networkandofflinechannels

OTT

62%discoveryhappensofftheapp–andhalfofitisondigital

Digitalactivationnotcritical

sinceTGisnotdigitallyactive

OTT:

OutsidenetworkIn-app/OwnNetwork

CRMchannelssufficientto

promotecontentdiscovery

onceviewersareonboarded

Recommendationengine,

toplistingsare

significantdrivers

DISCOVERY

INTEREST

ENGAGEMENT

Thedriversofdigitalcontentdiscovery

Organicchatter–conversations

withfriends,familyandpeersarea

powerfulengineofdiscovery

Fanfollowing–onlinechannelslike

studio/celebrity'sofficialhandlesetc.

canbeharnessedtodrivediscovery

Videonudges–short-andlong-form

videosacrossplatformsexertstrong

influenceondiscovery

Influenceofinfluencers–key

emergingchanneltobuildconnect

andhookviewerstocontent

CAMERA:ATTRACTINGANDENGAGINGTHEVIEWER29

3.2

3.1

42%

2.7

DISCOVERY

INTEREST

ENGAGEMENT

60%+consumersseekoutinformationaboutcontentbeforedecidingtowatch

Upto80%ofresearchoccursonline,acrossverticals

Onaverage,3digitalconsumertouchpointsbetween

contentdiscoveryandconsumption

Prevailingview

%respondentswhoresearchcontentonline

Noofdigital

tohelpthemmakeaviewingdecision

touchpoints

OTT

83%

Movie

Studios

68%

LTV

LTV:

Interestcanbegeneratedbyhavinghigherfrequencyoftouchpointsonownnetwork

62%

%respondents

whoresearch

contentto

decidewhether

towatch

OTTandMovieStudios:

Decisionsareoften

shapedbymultiple

onlineinterventions

Leveragedigitaltonudgeviewerdecision-making

Source:IndustryExpertInterviews;BCGConsumerContentConsumptionSurvey,October2022,N=2,615

30

SEEINGTHEBIGPICTURE:HARNESSINGDIGITALTODRIVEM&EGROWTH

OTT

LTV

%J?sdoup?u?spoiu6J?sd?o?i八?J?s?OJoVOo?i八i?(

12%

26%

Offlineads1

Offline

recommendations

7%

5%

In-app/ownnetwork

27%

42%

Digitaloutsidenetwork

Short-andlong-

formvideos

Text-based(incl

recommendations

frompeers)

Posts/banners/

richmedia

32%

29%

21%

20%

16%

19%

7%

5%

10%

DISCOVERY

INTEREST

ENGAGEMENT

Withindigital,videoshavethegreatestinfluenceon

viewerdecision-makingacrossverticals

MovieStudios

9%

13%

NA

1.Includesradio,newspaper,OHHandTV(forMovieStudiosandOTT)

Source:BCGConsumerContentConsumptionSurvey,October2022,N=2,615

CAMERA:ATTRACTINGANDENGAGINGTHEVIEWER31

32SEEINGTHEBIGPICTURE:HARNESSINGDIGITALTODRIVEM&EGROWTH

28%

Trailers/teasersrelatedtocontent

OTT

LTV

%J政sdoup政u?sJOu才iu6iu}oJmO?iouOJ政OOs?od

DISCOVERY

INTEREST

ENGAGEMENT

Consumersseeksimilarinformationacrossverticals,butprioritiesvary

Contenttrailers/teasersaremostsought-afteracrossverticals

MovieStudios

Reviewsand

ratings

14%

Ad

promos

forthecontent

15%

Infoaboutrelatedstars/celebs/players

17%

Trailers/teasersrelated

tocontent24%

Reviewsand

ratings

15%

Adpromosforthecontent17%

stars/celebs/players15%

Infoaboutrelated

27%

Trailers/teasers

relatedtocontent

Reviewsand

ratings

15%

Infoaboutwherethemovieisscreening

13%

Infoonstoryline

12%

Developcontentacrosshigh-preferenceinformationareastonudgedecision-making

Note:ComparisonshownforOTTMovies,TVMoviesandCinema

Source:BCGConsumerContentConsumptionSurvey,October2022,N=2,615

CAMERA:ATTRACTINGANDENGAGINGTHEVIEWER33

Drivingonlinementionsthroughthemetaverse

Enabledaudiencetochoosetheiravataranddanceonvirtualstage

Engagingactivitieslike

photobooth,dancemaster-class,gamezoneandBTS

PublicizingtitletrackusingARdanceclasses

HarnessedARtoletpeople

dancetothetitletrackwithacelebrityjudge

Videosnippetsreleasedforparticipantstoshareontheironlinehandles

Dancechallenges

forinfluencers

Topinfluencersdanced

withthejudges/anchors,performingthehooksteptothetitletrack

Snippetsuploadedandpromotedasshortvideosforeasysharing

DISCOVERY

INTEREST

ENGAGEMENT

Casestudy:IndianLTVplayer

Leveragingexternalchannelsina360omarketingcampaignforadancerealityshow

Hashtagledchallengesacrosscities

FlashmoborganizedinMumbaiwithchildrendancingtothetitletrack

Talentshowforselectdancetroupesinvariouscities

Source:Industry&PressReports;BCGAnalysis

2ndhighestratedrealityshowinIndia

andamongtop20showswithinaweekoflaunch

INDUSTRYMYTH

CONSUMERREALITY

35%

34%

DISCOVERY

INTEREST

ENGAG