Lights, camera, action! Indian advertising has always been a spectacle, with its over-the-top jingles, larger-than-life characters, and a generous sprinkle of Bollywood magic. But in recent years, there’s been a game-changer in the advertising industry, and it goes by the name of OTT (Over-The-Top) platforms. As Indians bid adieu to their cable connections and embraced the streaming revolution, the advertising landscape got a makeover too. So, grab your popcorn and join us on this humorous journey as we explore the role of OTT in the Indian advertising scenario.
Breaking Free from the Saas-Bahu Saga
Remember the days when our television screens were dominated by never-ending saas-bahu (mother-in-law and daughter-in-law) sagas? Those were the times when we would use our trusty remote controls to switch channels during ad breaks. But with OTT platforms, viewers discovered a newfound freedom. No more unwanted melodrama! Indian brands quickly realized this and began producing fresh, captivating ads tailored for the digital age.
Cut to 2023. Disney+Hotstar ended their 5-year dominion on IPL rights and passed on the figurative Sengol to JioCinema. However, they retained the TV rights at a whopping cost of INR 23,575 crore.
Cutting the Clutter, Retaining the Spice
Indian advertisements are known for their vibrant colors, catchy jingles, and energetic dance sequences. But sometimes, they could get a tad bit overwhelming. However, with OTT, brands had to keep it concise, punchy, and impactful to grab the attention of viewers amidst the vast array of content.
OTT basically follows two types of models. Subscription-based Video On Demand (SVOD) which majorly relies on its subscribers to generate revenue. In this model, the subscribers can choose to view ad-free content. Another model is Advertising-based Video On Demand (AVOD) which offers content for free (JioCinema & MXPlayer) and generates maximum revenue from advertising.
In the Indian OTT market, SVOD accounts for 37% and AVOD garners 63% of total revenues.
The Power of Personalization
OTT platforms opened up a treasure trove of user data, allowing brands to tailor their ads to specific target audiences. Indians have diverse tastes, and what works in one region may not resonate with another. With personalized ads, brands could connect with viewers on a deeper level, making them feel seen and understood.
Swiggy, the popular food delivery app, took personalization to a whole new level. They cleverly used regional icons and cultural references in their ads to create an emotional bond with viewers across different states. Whether it’s showcasing dosa-loving Chennaites or chaat-crazy Delhiites, Swiggy proved that food knows no boundaries.
Breaking Taboos, One Ad at a Time
Indian society has its fair share of taboos, and advertising was not exempt from them. However, OTT platforms challenged the status quo and encouraged brands to address sensitive topics head-on, sparking conversations and driving change.
Whisper, a leading sanitary pad brand, shattered societal norms with its powerful “Touch the Pickle” campaign. By tackling menstruation taboos and encouraging women to break free from restrictions, Whisper ignited a revolution and opened the floodgates for more progressive advertising in India.
OTT platforms have revolutionized the Indian advertising scenario, allowing brands to break free from the shackles of traditional television. With personalized content, quirky humour, and the power to challenge societal taboos, advertisers have tapped into the pulse of the nation and captured the hearts of viewers. Indian advertising has never been this entertaining, and we can’t wait to see what surprises await us in the future!
At 3 Dots Design, we believe in exploring every dimension of storytelling where we can share the best of what our clients have to offer. Being one of the best ad agencies in Pune, we are loaded with a bunch of well-experienced content writers, designers, brand managers and digital experts who ensure the brands do not experience FOMO. If you wish to know more about who we are or what we do, please visit www.3dotsdesign.in or get in touch with us at contact@3dotsdesign.in