General Elections is that time of the year when brands too to cash in to attract consumer eyeballs. One such example, this year has been home appliance company Voltas’ multi-lingual campaign, which was designed to promote its product at the onset of summer. The company partnered with Havas Media India and MiQ – a programmatic media partner to leverage the hype of elections by driving a Connected TV ad campaign in sync with election phases across India. “Our campaign was distinctive, targeting pertinent audiences on Connected TV with multilingual, dynamic creatives and messages that encouraged them to brave the heat and cast their vote. MiQ’s advanced data analytics allowed us to synchronize the campaign with the various election phases across India. This approach generated significant traction for our brand, reaching 25% of the addressable audience on CTV” said Deba Ghoshal, vice president and head of marketing, Voltas, said.
Meanwhile, Voltas has been running its campaign featuring its popular character Murthy for many years now. This year, it launched ‘shor kam, kaam zyada’ to promote the company’s new Voltas SmartAir AC series. The company in 2012, had introduced everyman Madurai native Murthy (played by South Indian television actor DV Vivek), along with the launch of its Voltas All-Weather AC.
The Narrative: As elections across India progressed in phases, the ad campaign dynamically changed its multi-lingual ad creatives that were customised geographically to capture user attention across election constituencies. The aim here was to reach its target audience at the onset of summer with election-relevant dynamic messaging during different election phases. MIQ through its advanced TV and data analytics allowed to geo-target relevant audiences at a pin code level in regional languages and activate dynamic creatives and messaging in a CTV campaign for the first time.
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“Leveraging the power of Dynamic Creative Optimisation in sync with the election phases, our campaign for Voltas achieved an extraordinary 95% view-through rate. This success underscores the incredible potential of Connected TV as a centre of innovation and unprecedented growth. As an agency, we believe in the power of CTV to provide measurability and large-format dominance, revolutionising how brands connect with their audience,” Uday Mohan, COO, Havas Media India said.
As claimed, Video Dynamic Creative Optimisation (VDCO) helped customise this campaign for cohorts, resonating with customers effectively. As a result, the campaign reached 24% of its addressable target audience and achieved a 95% view-through rate for its ads, the company claimed. “Our Advanced TV solution combined with dynamic creatives and innovative sync solution enabled us to deliver a targeted and impactful campaign for Voltas during elections,” Varun Mohan, head of revenue and growth, MiQ India, said.
As of 2022 ad expenditure on connected TV or CTV in India amounted to more than $50 million, as per market research firm Stastista. The trend was projected to follow an upwards trajectory over the next five years, with CTV ad spends almost touching $400 million by 2027.
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