TV vs OTT: where celebrity endorsement pays off now
The reflex to declare television dead is a metro delusion. TV still delivers unmatched simultaneous reach across India, especially around cricket and big events. OTT, meanwhile, has become where prestige and precision live.
What TV still does best
For a launch that must feel unavoidable to a mass audience in a single window, nothing matches television's scale — a celebrity film on TV during a marquee event is still a blunt, powerful instrument.
What OTT adds
Streaming brings targeting, an affluent and engaged audience, and a premium context that flatters the brand. Integrations and longer-form celebrity content live more naturally here than in a thirty-second break.
Use the same face across both
The win is not choosing one; it is casting a face that works on both screens and planning the capture so a single shoot feeds TV, OTT and social without three separate budgets.
