Delhi: Voltas, a prominent Indian appliances company, has collaborated with Havas Media India and MiQ to run a Connected TV ad campaign aligned with different election phases in India.
Voltas adapted its ad campaign during India’s phased elections to target audiences across constituencies with customized, geographically specific multi-lingual creatives. Partnering with MiQ, Voltas leveraged Advanced TV and data analytics to geo-target audiences at a pin code level in regional languages, delivering dynamic election-themed messaging through its CTV campaign for the summer season.
The use of Video Dynamic Creative Optimization (VDCO) tailored a unique campaign for specific groups, connecting well with customers. Thanks to Havas’ media strategies and MiQ’s CTV and OTT approach, Voltas reached 24% of its target audience and had a 95% view-through rate for ads.
Deba Ghoshal, Vice President & Head of Marketing, Voltas said, “We partnered with Havas Media India and MiQ to activate our campaign to tap into India’s election buzz. 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.”
Commenting on the success of the Voltas campaign, Varun Mohan, Head of Revenue and Growth at MiQ India, said, “We are thrilled with the outcome of our collaboration with Havas Media India and Voltas, our industry-leading Advanced TV solution combined with dynamic creatives and innovative sync solution enabled us to deliver a targeted and impactful campaign for Voltas during elections. I am confident that this achievement will open doors for more brands and agencies to innovate in Connected TV advertising by taking a data-driven, programmatic approach.”
Talking about the campaign Uday Mohan, COO, Havas Media India said, “Leveraging the power of Dynamic Creative Optimization 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, revolutionizing how brands connect with their audiences.”
