RECAP

India is United by Nationality, But Divided By Language!

There isnt a single linguistically homogenous state
or city in the country!

RECAP

1/3rd Of Maharashtra doesnt speak in Marathi!

More than 1/3rd Of Karnataka Doesnt Speak in Kannada!

TASK AT HAND

To position hotstar as the platform that connects people to their own

language and makes them feel at home

And there is nothing more

powerful than language to
connect you to home and
people from home
No matter how far you are
You always find your way
back to where your heart is

The Language of Home

PRE-LAUNCH

BILLBOARD

We begin 3 days before the launch of the film, by putting up a

teaser billboard at prominent locations

The billboard will have a popular phrase in a regional language

literally translated into English

BILLBOARD TEASER

BILLBOARD - REVEAL

BILLBOARD TEASER

BILLBOARD - REVEAL

INFLUENCERS

Influencers start conversations by uploading translated regional

phrases on their Social Media Pages

They will invite other people to join the conversation and talk about
phrases in their language which sound funny or do not make sense
when literally translated

SHARE THE LANGUAGE OF HOME

An activity where users will be able to cheer up people missing

home.

Fans will be invited to tell us about people who are missing home.

We will either translate the messages in the specific regional

language or create a personalized regional message to cheer up
the person. These messages can be in the form of text, images and
even audio and video clips.

They will be able to write a message for them via our social media
pages and WhatsApp.

SHARE THE LANGUAGE OF HOME

LAUNCH

LAUNCH FILM

LAUNCH FILM EXTENSIONS

A few situations from the film will be made into video extensions

Some of these situations will be from the brand film, and others will be com
pletely new, yet relatable

These situations will be in languages specific to that region and cover its cult
ural nuances

Each story will be used to reinforce regional offerings and the brand messag
e

LAUNCH DAY
Launch the film on our own brand pages

Simultaneously influencers will seed the film on their pages

SAMPLE UPDATES

Apni boli it can make any place feel like home. Dont believe me? Check ou
t this heartwarming film, that proves that no matter where you are, with jus
t a click.

Nothing is sweeter than The Language of Home. It can make you smile, mak
e you cry, can make your heart leap with joy. Dont believe it? Check out the
film.

INFLUENCERS

The influencers will engage the audience by running various activities throug
h their page, further strengthening the language connect:

Asking users to share songs from home (in their language) that have th
e power to transport them back home

Create memes using popular regional characters from shows and movi
es

Share regional words that are able to sum up a situation beautifully as

compared to other languages

INFLUENCERS

Whenever I am on the road for months, I just listen

to Garwa and am transported back home. Which
song does that to you?

SUSTENANCE

HOTSTAR HOTSPOTS

hotstar hotspots will be created around various locations (malls, lounges, AC

buses), where users will get to experience the app firsthand

The locations will be provided with high-speed WiFi, mobile phones and tabl
ets where users will be able to participate in regional show and movie marat
hons with various influencers

The influencers will select people from the pre-launch activity to participate i
n the marathon with them

SAMPLE UPDATE
In a crowd, but all alone? If you are
going to be travelling from Churchg
ate to Borivali in Bus No. ##, here is
your chance to meet some fellow Te
lugites and catch up on the Languag
eOfHome. Join me in the hotstar ho
tspot AC bus and lets catch up on a
ll the episodes of Ashta Chemma.
P.S. Yum snacks & high speed intern
et on the house!

LISTICLES + INSTAGRAM
Create weekly listicles that center around the quir
ks that make a particular language special.
In these articles, we make references to proverbs
, phrases, how translation loses the essence, with
a tie-in to a regional movie or film that is available
on the app.
This content will be seeded on sites like Scoopwh
oop and hotstars Facebook & Instagram page
Example:
How these 7 words in different languages describ
e love better than you thought
Why no other language will sound as sweet as you
r mother tongue

LISTICLES + INSTAGRAM

DUBSMASH

Tie-up with DubSmash and allow users to

dub their favourite TV show or movie lines
via the app

Example:
2 people can dub Akkamma Stalin and Paht
rose Gandhis (from Akkamma Stalinum Pat
hrose Gandhiyum) hilarious disagreements.

GOOD MORNINGS WITH HOTSTAR

Host RJ shows in different languages acros

s India

Popular RJs from different regions will be

used alongside local RJs to host the show

The language used within the show will be

a mix of local and a regional language

The song playlist will consist of select hits

from the designated region and language

ON GROUND RAILWAY ANNOUNCEMENTS

Railway platforms are a cultural mesh

We brand the announcements or create th

em in the voice of popular characters fro
m regional sitcoms

Example: Sasirekha from Sasirekha Parina

yam making the railway announcements

Announcements are made in 3 languages

at most major junctions

INTERVIEWS WITH THE STARS

We pick a certain popular series or a movie of each

region, and conduct an exclusive interview with th
e cast and crew.

In this interview, get stories about the stars herita

ge and have them reminiscing.

Host these videos on social media and the app.

Sample:
We have a special treat for all you Bojhena Se Bojhen
a fans! Were conducting an exclusive interview with t
he cast and crew, with them revealing everything that
went into making your favourite episode, and all the
behind-the-scenes gupshup!
P.S. Lets find out how much love and hate is REALLY i
n that love-hate relationship!

INTERVIEWS WITH THE STARS

We can then conduct trivia based on the exclusive content, on our social media
pages.

We offer the chance to watch an episode of your favourite show with the stars
as gratification.

HYPER-TARGETED FACEBOOK ADS

Create hyper targeted ads on Facebook, targeting people basis their hometo
wn and known languages

The ads will speak to the users in their mother-tongue, inviting them to catch
up with their favourite shows on hotstar

HYPER-TARGETED FACEBOOK ADS

Missed an episode of Manasicha
Chitrakaar Toh? Catch up with Tejaswini
only on hotstar!

Missing Connexion? Now watch it from

anywhere only on hotstar!

#THELANGUAGEOFHOME - FOOD

Food enthusiasts, reviewers and bloggers,

will carry out food walks that cater to a cui
sine from a certain region.

People will be invited on these food walks,

and can share memories that they have as
sociated with that particular dish.

These food walks will lead to videos, articl

es and images that can be used across our
social media.

INSTA WALKS
Nothing quite the aamchi Mum
bai ka vadapavexcept maybe a
t Mumbai Vadapavwala! So, all y
ou Mumbaikars in Bangalore, joi
n me tomorrow night, 8pm, for t
he Mumbai food walk! Let the fo
od take us # #TheLanguageOf
Home

PR

During all the conversations about f

ood and missing home food, we iden
tify a handful of lucky fans and follo
wers.

We surprise them by sending them a

n invite from a family with the same
origins as them.

The evening spent with the family wi

ll make great video content, leaving
a warm, fuzzy feeling for the viewers
.

FB PERSONALISED APP

Create an app on Facebook that allows us

ers to revisit the shows and movies of thei
r childhood.

As soon as users input their date of birth a

nd hometown, we create a customized jou
rney basis the movies and series in the reg
ional language that were popular at that ti
me.

This will help users explore the different c

ontent on hotstar.

* We can also include this within the existing