With excessive time being spent on digital platforms, the mobile phone had become the primary screen of the millennials. Star saw this opportunity to launch its own online video platform. But how do you make hotstar the go-to video destination amongst various options available? We reached out to youngsters who prefer to do things their own way, with the tonality that appealed to them. By urging the gen-next to go solo, we got 1 million people to download the app in just 6 days that too with 68 per cent unaided awareness.
