Disney+ Hotstar recently teamed up with Bhuvan Bam and Vidyut Jammwal to mark the OTT debut of Marvel Studios’ Deadpool & Wolverine. Known for their dynamic personalities and massive fan following, these celebrity collaborations have added a local flavour to the campaign, adding to the excitement for the release in multiple languages including Hindi, Tamil, Telugu and English. Vidyut Jammwal, a martial artist and actor known for his warrior-like discipline, gave a deep insight to the intense action brought to the screen by Ryan Reynolds and Hugh Jackman. With his dynamic energy and first-hand appreciation of action-packed storytelling, Jammwal raised the anticipation, making Deadpool & Wolverine a must-watch for all action fans. The action in this film is the reason I love the genre – amazing stunts, great visuals and I am excited to see the bromance between Ryan Reynolds and Hugh Jackman again. Wolverine has always been iconic to me and seeing him in action again with Deadpool is magic. What makes it even better is that it is available in Hindi, Tamil and Telugu, so Marvel fans get to enjoy all that action and energy in a way that feels right at home. This is a ride you won’t want to miss!”
Along with Jammwal, Disney+ Hotstar also roped in breaking news star and YouTube personality Bhuvan Bam to attract audiences who love humor and high-energy drama. Leveraging Bam’s trademark wit and relatable comedy, Disney+ Hotstar released fun videos that add a ‘desi’ twist to the chaos of Deadpool and Wolverine. Bam’s quirky characterizations sum up the film’s wild energy and make viewers want to watch the entertaining blockbuster with a Hindi tadka. Apart from leveraging the star power of Vidyut Jammwal and Bhuvan Bam, Disney+ Hotstar expanded the digital footprint of Deadpool and Wolverine’s OTT debut with a multi-channel strategic marketing approach. The campaign utilised the reach of platforms such as PhonePe, mCanvas and Snapchat to reach diverse audiences and maximise visibility. The PhonePe campaign featured Deadpool and Wolverine animations that appeared during the transaction process, followed by promotional content on the post-transaction screen. Meanwhile, a custom Deadpool and Wolverine interactive lens on Snapchat engaged users through both front and rear camera interactions, immersing them in playful experiences with the characters.
