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OTT giants catch ‘Indian desi’ bug

With around 353 million OTT users and 96 million active paid subscribers, the Indian OTT market has emerged as the hot favourite for international OTT giants like Netflix, Amazon Prime Video, and Disney+ Hotstar. In a bid to tap into the vast Indian OTT market, OTT giants have caught the ‘Desi’ bug. They are coming up with promotional campaigns aimed at Indian audiences.

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Ahead of Money Heist’s premieres, Netflix released an anthem publicizing the arrival of its flagship series. The anthem featured Anil Kapoor and Rana Daggubati. Netflix also unveiled a digital film starring Tiger Shroff as a part of this promotional campaign. Prior to Tomorrow War’s premieres, Amazon Prime Video organised an interactive session between the lead actor in the action thriller, Chris Pratt, and Bollywood star Varun Dhawan.

Disney Hotstar also planned something similar for its flagship series, Loki. Tom Hiddleston, who played the central role in the Marvel cinematic universe’s spin-off series, released a special message to fans in India. OTT giants have understood that they can penetrate into the regional market only if they go desi and thus, coming up with promotional campaigns aimed at Indian audiences. The motive is to take international shows deep into the regional pockets. Mirchi9

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