There is an effort to bring the two brands together on one platform, said Manisha Gupta, Head – Marketing, India and South Asia. Then, countries are adapting, and we are doing a unified campaign for eats and rides both. “The ICC World Cup spans in eight countries. In fact, for Uber, India is leading the network. To go wider and deeper across India, the tournament will be streamed in six regional languages on the digital platform.Īsk brands what makes the World Cup an important opportunity for them, and the first thing that comes up is the global audience of over one and a half billion people the sporting event attracts. Sporting events are giving them that spike that is required for the platform, and the infrastructure for streaming is one of the preferred ones by the consumer,” he added.

Star has invested well ahead of the time. “They (Star) have today 70 percent of cricket with them. Then, they took the high ground from there,” said Machaiah. They were streaming IPL online when Sony was streaming it on TV. If you look at the Star story in the last 10 years when IPL television rights was with Sony, Star made an investment in the digital medium. “If you look at the trend around, Hotstar is the one driving its viewership to the max. In fact, experts say that, of the overall sports advertising this year, the digital medium could contribute around 20-25 percent. The streaming platform has announced Dream 11, Uber Eats, Amazon Pay and Coca Cola as the co-presenting sponsors this year while the associate sponsors include Royal Challenge, Acko, CEAT, and ICICI Lombard. Just like the IPL, brands are now paying attention to the digital medium, thanks to Hotstar. Pharma Industry Conclave Unlocking opportunities in Metal and Mining.

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