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Koffee With Karan Season 7 Delivers Exceptional ROIs for Brands

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The 7th Season of Koffee with Karan has proven to be a remarkable success story for Disney+ Hotstar, India’s largest premium streaming platform. The show bagged the coveted title of the ‘No. 1 subscribed show on day one under any Hotstar Specials’, the highest day one record ever under Hotstar Specials.

The platform partnered with nine brands for the show as sponsors, including Jaquar Bath+ Light as the lighting partner, MyGlamm as the presenting sponsor, and Audi as the driving partner. The show was co-powered by Ajio Luxe and Bru, while Amazon Alexa, BoAt, Only Natural Diamonds and Lenskart were special partners.
The data from the post-campaign analysis confirms that Koffee with Karan Season 7, delivered 100%* success in key brand measures for all the brands that came on board as sponsors or bought into the show’s inventory. All nine brands saw 2X higher uplifts against platform benchmarks across brand awareness, brand association, purchase intent, etc.

The successful streak of Koffee with Karan Season 7 on Disney+ Hotstar reiterates how impact properties offer brands the opportunity to go beyond vanilla advertising by becoming an integral part of the show itself, leading to higher-than-average results for key brand metrics.

Since the show’s success, Disney+ Hotstar is seeing growing advertiser interest in deeper in-show tie-ups that are organic to the content flow and, therefore, intuitively in line with fan expectations.

Some examples of the in-show tie-ups include product placements and usage by talent, styling and makeup associations for the talents of the show, and brand mentions and callouts by the hosts, among others.

Content like Koffee with Karan presents a lucrative opportunity for brands to lean into pop culture conversations and be where the fans are. Season 8 of the popular talk show will go on-air on July 23, presenting brands with yet another opportunity to go above and beyond vanilla inventory by adopting newer, more interesting and unique ways to connect with their audiences, leading to better results and higher ROI.

*Based on ~200 brand lift studies in 2022. Success rate is the proportion of campaigns with a significant uplift in at least one brand KPI.

The popularity and performance of Koffee with Karan Season 7 on Disney+ Hotstar showcases what all brands can achieve by paying attention to a show’s tenor, the host’s personality, and viewer expectations, seeping into pop culture, celeb cult following et al.

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