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Hotstar targets tech professionals through ‘Dare or Stay There’ campaign

MUMBAI: In what it claims is a first for a consumer internet company in India, Star India’s premium streaming platform Hotstar has kicked off 2018 with a bold campaign to attract India’s top product managers, designers, and engineers.

The campaign, taglined ‘Dare or Stay There’, is designed to connect with the cream of India’s tech minds with an inspiring call to discard their current roles and join the streaming service to build the future of online video for the world.

Hotstar said it has seen a meteoric rise in adoption since launch in 2015. The platform further added that it has become a global case study for its hockey stick growth trajectory and a curated content proposition that combines TV shows, movies, sports, and news.

Launched as India’s singular destination for live sports, and a wide collection of movies and shows in 9 languages, Hotstar went from 100 mn to 350 mn downloads in the year 2017 alone.

Stakeholders within the company have been clear over the last three years that their priority is to build Hotstar as the first video-centred technology company emerging out of India. Tech professionals at the company are now focused on addressing unique and exciting problem sets including massive scale and concurrency, the personalisation of content and advertising across tens of millions of users, and creating new consumer experiences around streaming.

Consisting of high-impact outdoor deployment across Bangalore, Hyderabad, and Powai, along with large-scale digital and social media legs, the campaign is sharply targeted at the top tech hubs and parks in the country, home to some of the world’s leading technology companies.

“We are building one of the most exciting consumer Internet companies in the world and we are the natural home for the best tech talent in the country. This campaign is an invitation to this talent to come and join us and build an exciting technology company that has the opportunity to re-invent the world of video’, said Hotstar CEO Ajit Mohan.

“We take pride in our BS-free culture, in personal ownership and in bias for action. We obsess over every detail of our product and user experience. And, we believe that small teams of the right people can do amazing things’, said Hotstar head of product and technology Varun Narang.

The campaign will run for 15 days, until 22 January 2018.