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Hotstar takes aim at piracy with ‘Game of Thrones’ campaign

MUMBAI: Hotstar, which is Star India’s video-on-demand platform and the exclusive online destination for HBO content in India, launched ‘Game of Thrones’ Season 7 on 17 July. The first episode of the new season was available for audiences to view within minutes of its US telecast, under the Hotstar Premium service.

‘Game of Thrones’, the broadcaster said, is the world’s most avidly watched and anticipated show, with immense excitement and conjecture preceding every season premiere. Unfortunately, it is also the most illegally downloaded show in the world, despite the content being legally distributed, globally, by its creators.

Taking a humorous lens to this, Hotstar has launched a marketing campaign, intended to upend the behaviour of illegal downloading. Titled ‘Torrents Morghulis’, a play on ‘ValarMorghulis’, as fans of the show will instantly recognize, the theme translates to ‘All Torrents Must Die’.

The campaign lightheartedly highlights the trouble people put themselves through for finding and downloading illegal content, and how redundant these pains are in the current day and age where shows are readily available, at the user’s fingertips.

Leading with the promise of ‘Minutes after America, hours before Russia’, the campaign takes Torrents head on with four TV commercials, an outdoor campaign in key cities, and high impact digital activation. The film features two characters. While the first one labours through the process of procuring his content illegally, the other has got a Hotstar Premium subscription and is able to enjoy the Game of Thrones experience the way it is meant to be – available to watch with the world, ad-free, unbeeped and unblurred.