Disney+ Hotstar has launched its ‘Bas Aao. #FreeMeinDekhteJao’ campaign, emphasizing its ‘FREE on mobile’ proposition. To democratize the game of cricket, the platform has lifted its paywall for mobile and tablet only viewers for both the Asia Cup and the ICC Men’s Cricket World Cup this year.

The new campaign puts a lighthearted and humorous spin on the audience’s desire to watch action-packed matches on their mobile devices at any time and from any location, Financial Express reported.

Talking about the campaign, a Disney+ Hotstar spokesperson said, “Cricket holds a special place in the hearts of Indians, and we want to make this sport even more accessible to our users. By offering the opportunity to watch the Asia Cup and the upcoming ICC Men’s Cricket World Cup 2023 for free on mobiles, we are geared up to take cricket to every corner of the country and tap into digital-first audiences. The campaign film too reflects the same ethos, bringing to light the lengths we Indians go to follow cricket, along with Disney+ Hotstar’s commitment to delivering a top-notch and convenient viewing experience.”

Additionally, the campaign has been conceptualised by Tanmay Bhat, Deviah Bopanna and team Moonshot, and is directed by Kishore Iyer.

The tournament co-hosted by Sri Lanka and Pakistan will feature a total of six teams – India, Pakistan, Sri Lanka, Bangladesh, Afghanistan, Nepal – battling it out for the winning spot.

The group stage of the tournament will be played from August 30 to September 5. However, the next stage will be played from September 6 to September 15, and the final match is scheduled for September 17.