Product/Service
Mamaearth founded in 2016 by Varun Alagh, is an Indian brand that offers a wide range of natural and toxin-free personal care products for adults, babies, and children. They are known for their commitment to using plant-based ingredients and avoiding harmful chemicals in their products.
What was the objective of the campaign?
Mamaearth aimed to demonstrate the effectiveness of their Ubtan Face Wash to reach affluent CTV audiences. They crafted a concise, impactful 30-second video, narrating the product’s powerful ingredient story.
Target Audience
The campaign was strategically targeted towards premium, affluent, and digital-first audiences.
Geography
The association with Disney+ Hotstar and targeting during live cricket matches suggest a pan-India reach.
Why Connected TV Was the Right Choice
Instead of serving advertisements across every screen equally, Mamaearth selected Connected TV because it matched the behaviour of its ideal customers.
CTV helped the brand reach:
| Consumer Behaviour | Why CTV Worked |
|---|---|
| Premium households | Smart TV ownership is highest among affluent consumers. |
| Family viewing | Beauty products benefit when multiple household members watch together. |
| High attention | Large-screen viewing generates better ad completion rates than mobile. |
| Live sports viewers | Cricket delivers massive simultaneous audiences with premium inventory. |
| Digital-first consumers | OTT viewers are more likely to research and purchase online. |
This combination made CTV an ideal platform for building awareness while influencing purchase intent.
Approach
Approach: “Shaadi Wala Glow” Campaign by Mamaearth
The approach of Mamaearth’s “Shaadi Wala Glow” campaign was comprehensive, incorporating a blend of strategic elements to resonate with the target audience. The campaign leveraged a celebrity endorsement, highlighted a key selling proposition, and strategically utilized media placement to effectively communicate the brand’s message.
1. Celebrity Endorsement:
Mamaearth enlisted Bollywood celebrity Shilpa Shetty Kundra as the face of the campaign. Shilpa’s influential status and association with wellness aligned seamlessly with Mamaearth’s brand ethos. Her endorsement added credibility and allure to the campaign, especially among the target audience aspiring for a radiant complexion.
2. Key Selling Proposition – ‘Shaadi Wala Glow’:
The central theme of the campaign was the promise of a ‘Shaadi Wala Glow’ achieved through the use of Mamaearth’s Ubtan Face Wash. The emphasis on this unique selling proposition created an emotional connection with consumers, tapping into the desire for a special, radiant glow associated with significant life events.
3. Ingredient Storytelling:
The campaign strategically detailed the strong ingredient story behind the Ubtan Face Wash. By highlighting the benefits of each ingredient, Mamaearth aimed to educate consumers about the science and efficacy of the product. This storytelling approach contributed to building trust and credibility among the audience.
4. Strategic Media Placement – CTV:
Recognizing the significance of Connected TV (CTV) among affluent audiences, Mamaearth strategically chose this platform for the campaign. By targeting CTV viewers, the brand ensured that its message reached individuals with a higher propensity for premium skincare products.
5. Cross-Platform Promotion:
To maximize the campaign’s reach, Mamaearth implemented a cross-platform promotion strategy. The campaign content extended beyond CTV, leveraging social media platforms and other digital channels. This approach ensured a consistent and widespread message across various touchpoints.
What Made This CTV Campaign Successful?
Several strategic decisions contributed to the campaign’s success.
Premium Context
Showing advertisements during live cricket automatically increased attention levels because viewers remained highly engaged throughout the match.
Celebrity Trust
Shilpa Shetty’s association strengthened credibility and improved message recall among family audiences.
Product Storytelling
Rather than focusing only on promotional messaging, the campaign explained the product ingredients and benefits, helping viewers understand why the product works.
Audience Targeting
CTV allowed the brand to focus on premium Smart TV households instead of broadcasting to everyone equally.
Cross-Screen Reinforcement
Consumers who watched the campaign on Connected TV were later exposed to additional messaging across digital platforms, improving overall campaign effectiveness.
Why This Campaign Matters for the Indian CTV Advertising Market
Mamaearth’s campaign represents one of the strongest examples of how Connected TV ads are evolving in India. Rather than relying only on traditional television commercials, the brand used premium OTT inventory during live cricket to reach high-value households watching on Smart TVs.
The campaign also highlights a larger shift happening across the advertising industry. Brands today are moving beyond broad television reach and investing in measurable, audience-first advertising through Connected TV. With detailed targeting, premium video inventory, household-level measurement, and interactive ad formats, CTV has become one of the fastest-growing advertising channels in India.
For marketers planning campaigns around cricket tournaments, entertainment launches, festive seasons, or product launches, Mamaearth’s campaign demonstrates how CTV can deliver both strong brand visibility and measurable business outcomes.
Objective of the Campaign:
The primary objectives of Mamaearth’s “Shaadi Wala Glow” campaign were to:
- Establish the efficacy of Mamaearth’s Ubtan Face Wash.
- Highlight the unique selling proposition – ‘Shaadi Wala Glow.’
- Increase brand awareness, favorability, and purchase intent among CTV audiences.
The campaign targeted:
- Affluent individuals interested in premium skincare products.
- CTV audiences, focusing on those with higher disposable income.
- Consumers aspiring for a radiant complexion associated with significant life events, aligning with the ‘Shaadi Wala Glow’ theme.
Geography covered in the Campaign:
The universal appeal of skincare and the strategic use of CTV suggest a nationwide reach. While the campaign likely had a strong presence in urban areas, the focus on CTV ensured a broad reach, reaching affluent individuals across various regions.
Mamaearth’s multifaceted approach successfully combined celebrity influence, emotional storytelling, and strategic media placement to create a memorable and impactful campaign that resonated with the target audience.
Campaign Execution
Results
Mamaearth’s “Shaadi Wala Glow” campaign yielded impressive results, indicating a successful execution and resonance with the target audience:
The brand witnessed a significant +9% uplift in brand awareness compared to Kantar norms, showcasing the effectiveness of the chosen strategy in reaching and capturing the attention of the CTV audience.
Moreover, Mamaearth achieved a notable +9% uplift in brand favorability, surpassing Kantar norms by 1.5 times. This indicates that the campaign not only increased awareness but also positively influenced the perception of the brand among the target audience.
The most impactful result was a remarkable +19% uplift in purchase intent, surpassing Kantar norms by 2.7 times. This indicates that the campaign successfully translated awareness and favorability into a tangible increase in consumers’ intention to purchase Mamaearth’s Ubtan Face Wash.
In summary, Mamaearth’s strategic and comprehensive approach to campaign execution, coupled with the impactful results, reflects the effectiveness of the “Shaadi Wala Glow” campaign in achieving its objectives and resonating with the affluent CTV audience.
Key CTV Advertising Takeaways from the Mamaearth Campaign
The campaign highlights several best practices that advertisers can adopt when planning their own Connected TV campaigns.
- Choose premium live content with high viewer engagement.
- Align celebrity partnerships with brand positioning.
- Focus on storytelling instead of product promotion alone.
- Use Smart TV inventory to reach premium households.
- Combine CTV with digital campaigns for stronger attribution.
- Measure awareness, favourability, and purchase intent instead of impressions alone.
Why Beauty Brands Are Increasingly Investing in CTV Advertising
Connected TV has become one of the fastest-growing advertising channels for beauty, skincare, wellness, and personal care brands.
Unlike traditional television, CTV enables advertisers to reach digitally active consumers who are more likely to research products online and complete purchases through e-commerce platforms.
For beauty brands, this creates multiple advantages:
- Premium household targeting
- Better completion rates for video ads
- High-quality storytelling through full-screen creatives
- Interactive QR code campaigns
- Cross-device attribution
- Better measurement compared to traditional TV
As Smart TV adoption continues to grow across India, Connected TV is becoming an essential media channel for premium consumer brands.
What Advertisers Can Learn from Mamaearth
Whether you’re launching a skincare product, FMCG brand, healthcare service, fintech platform, automobile, or education business, the principles behind this campaign remain highly relevant.
Successful Connected TV campaigns typically combine:
- Premium OTT platforms
- Strong creative storytelling
- Audience-first targeting
- Sports or entertainment programming
- Measurable performance metrics
As India’s Smart TV audience continues to grow, brands that invest early in CTV advertising can build stronger recall while reaching consumers in a premium viewing environment.
FAQ
What is Connected TV advertising?
Connected TV advertising refers to video advertisements shown on Smart TVs and streaming devices through OTT platforms like JioHotstar, YouTube, Sony LIV, Zee5, and other connected television services.
Why did Mamaearth use CTV advertising?
Mamaearth wanted to reach premium, digitally active households during live cricket broadcasts while improving brand awareness, favourability, and purchase intent.
Is CTV advertising better than traditional TV?
CTV complements traditional TV by offering advanced targeting, better measurement, interactive formats, and household-level audience insights, while Linear TV continues to provide unmatched mass reach.
Which industries benefit most from CTV advertising?
FMCG, beauty, skincare, healthcare, finance, education, automotive, real estate, travel, and consumer technology brands are among the biggest adopters of Connected TV advertising agency.
How can brands advertise on Connected TV in India?
Brands can run campaigns across premium OTT platforms through media planning partners like The Media Ant, selecting platforms, audience segments, ad formats, budgets, and campaign objectives based on business goals.
