Voltas collaborated with Havas Media India and MiQ to launch an innovative video campaign with dynamic creatives and tailored messaging on Connected TV during elections across India.
India’s leading home appliances company, Voltas, recently partnered with Havas Media India, the media conglomerate of Havas India, and MiQ, a global programmatic media partner for agencies and marketers, to leverage the hype of elections by driving a Connected TV ad campaign in-sync with election phases across India.
As elections across India progressed in phases, the Voltas ad campaign dynamically changed its multi-lingual ad creatives that were customized geographically to capture the attention of its audiences across election constituencies. Voltas’ intent was to reach its target audience at the onset of summer with election-relevant dynamic messaging during different election phases. This is where MiQ brought its expertise in Advanced TV and data analytics 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.
The use of Video Dynamic Creative Optimization (VDCO) helped customize this one-of-a-kind campaign for cohorts, thereby resonating with customers effectively. As a result of Havas’ meaningful media solutions and MiQ’s unified CTV and OTT approach, Voltas successfully reached 24% of its addressable target audience and achieved a 95% view-through rate for its ads.
“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” said Deba Ghoshal, Vice President & Head of Marketing, Voltas.
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.”
