How Voltas Rides the Connected TV Wave in General Elections – Brand Wagon News

General elections are a time when brands, as well as other businesses, try to spend money to grab consumer attention. One example this year is home appliances manufacturer Voltas’ multilingual campaign, designed to promote its products at the start of the summer. The company partnered with Havas Media India and programmatic media partner MiQ to capitalize on the election hype by rolling out a connected TV ad campaign synchronized with election periods across India. “Our campaign was unique as it targeted the relevant audience on connected TVs with dynamic creative and messaging in multiple languages, urging them to brave the heat and cast their vote. MiQ’s advanced data analytics helped us synchronize our campaign with various election periods across India. This approach helped our brand gain significant traction and reach 25% of our target audience on CTV,” said Deba Ghoshal, VP and Head of Marketing, Voltas.

Meanwhile, Voltas Over the years, the company has run campaigns featuring its popular character Murthy. This year, it launched “shor kam, kaam zyada” to promote its new Voltas SmartAir AC series. In 2012, the company featured Murthy (played by South Indian TV actor DV Vivek), a common man from Madurai, to coincide with the launch of the Voltas All-Weather AC.

story: Elections are underway across India The tiered ad campaign featured dynamically changing geo-customized, multilingual ad creative to capture user attention throughout the election period. Electoral district. The goal here was to reach the target audience with dynamic election-related messaging across different election phases at the start of the summer. Through advanced TV and data analytics, MIQ geo-targeted relevant audiences at postcode level in local languages, activating dynamic creative and messaging in a CTV campaign for the first time.

“Leveraging the power of dynamic creative optimisation in line with the election phase, Voltas’ campaign achieved an astounding 95% viewer rating. This success confirms the incredible potential of connected TV to be a hub for innovation and unprecedented growth. As an agency, we believe that CTV offers measurability and a big screen advantage, and has the power to revolutionise the way brands connect with their audiences,” said Uday Mohan, COO, Havas Media India.

As per the company’s claims, Video Dynamic Creative Optimization (VDCO) helped the campaign to be customised for the cohort and effectively appeal to customers. As a result, the campaign reached 24% of the target audience with an ad view rate of 95%, the company claims. “Our advanced TV solutions combined with dynamic creative and innovative sync solutions helped us execute a targeted and impactful campaign for Voltas during the election period,” said Varun Mohan, Head of Revenue and Growth, MiQ India.

As of 2022, advertising spend on connected TV or CTV in India is over $50 million, according to market research. This trend is expected to trend upwards over the next five years, with CTV ad spending predicted to reach nearly $400 million by 2027, according to research firm Stastista.

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