Voltas Goes Big With Election-synced Connected TV Campaign

Voltas partnered with Havas Media India and MiQ to leverage the hype of elections by driving a Connected TV ad campaign in sync with election phases across India. 

“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 synchronise the campaign with the various election phases across India. This approach generated significant traction for our brand, reaching 25 per cent of the addressable audience on CTV”, said Deba Ghoshal, Vice President & Head of Marketing, Voltas. 

As elections progressed across India in phases, Voltas adapted its multi-lingual ad creatives, tailored geographically to engage audiences in various election constituencies. Partnering with MiQ, Voltas aimed to connect with its target audience at the beginning of summer using election-relevant messaging that changed with each election phase. MiQ utilised its expertise in advanced TV and data analytics to geo-target specific audiences down to pin code levels, deploying creatives and messaging in Voltas' inaugural CTV 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."

Utilising Video Dynamic Creative Optimisation (VDCO) enabled customisation of the campaign for specific audience cohorts, effectively resonating with customers. With Havas' media solutions and MiQ's integrated CTV and OTT strategy, Voltas achieved significant milestones, reaching 24 per cent of its target audience and achieving a 95 per cent view-through rate for its advertisements.

Talking about the campaign Uday Mohan, COO, Havas Media India said, “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, revolutionizing how brands connect with their audiences."