{"id":32718,"date":"2024-02-15T14:16:11","date_gmt":"2024-02-15T08:46:11","guid":{"rendered":"https:\/\/www.themediaant.com\/blog\/?p=32718"},"modified":"2024-02-15T14:16:13","modified_gmt":"2024-02-15T08:46:13","slug":"mamaearth-ctv-t20-world-cup-campaign","status":"publish","type":"post","link":"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/","title":{"rendered":"Dissecting Mamaearth CTV T20 World Cup campaign"},"content":{"rendered":"\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_55 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\" role=\"button\"><label for=\"item-69f5bb17f1b38\" ><span class=\"\"><span style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input aria-label=\"Toggle\" aria-label=\"item-69f5bb17f1b38\"  type=\"checkbox\" id=\"item-69f5bb17f1b38\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#ProductService\" title=\"Product\/Service\">Product\/Service<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#What_was_the_objective_of_the_campaign\" title=\"What was the objective of the campaign?\">What was the objective of the campaign?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#Target_Audience\" title=\"Target Audience\">Target Audience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#Geography\" title=\"Geography\">Geography<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#Approach\" title=\"Approach\">Approach<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#Approach_%E2%80%9CShaadi_Wala_Glow%E2%80%9D_Campaign_by_Mamaearth\" title=\"Approach: &#8220;Shaadi Wala Glow&#8221; Campaign by Mamaearth\">Approach: &#8220;Shaadi Wala Glow&#8221; Campaign by Mamaearth<\/a><ul class='ez-toc-list-level-4'><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#1_Celebrity_Endorsement\" title=\"1. Celebrity Endorsement:\">1. Celebrity Endorsement:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#2_Key_Selling_Proposition_%E2%80%93_%E2%80%98Shaadi_Wala_Glow%E2%80%99\" title=\"2. Key Selling Proposition &#8211; &#8216;Shaadi Wala Glow&#8217;:\">2. Key Selling Proposition &#8211; &#8216;Shaadi Wala Glow&#8217;:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#3_Ingredient_Storytelling\" title=\"3. Ingredient Storytelling:\">3. Ingredient Storytelling:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#4_Strategic_Media_Placement_%E2%80%93_CTV\" title=\"4. Strategic Media Placement &#8211; CTV:\">4. Strategic Media Placement &#8211; CTV:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#5_Cross-Platform_Promotion\" title=\"5. Cross-Platform Promotion:\">5. Cross-Platform Promotion:<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#Objective_of_the_Campaign\" title=\"Objective of the Campaign:\">Objective of the Campaign:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#The_campaign_targeted\" title=\"The campaign targeted:\">The campaign targeted:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#Geography_covered_in_the_Campaign\" title=\"Geography covered in the Campaign:\">Geography covered in the Campaign:<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#Campaign_Execution\" title=\"Campaign Execution\">Campaign Execution<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#Results\" title=\"Results\">Results<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"ProductService\"><\/span><strong>Product\/Service<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_was_the_objective_of_the_campaign\"><\/span><strong>What was the objective of the campaign?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>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&#8217;s powerful ingredient story.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Target_Audience\"><\/span><strong>Target Audience<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The campaign was strategically targeted towards premium, affluent, and digital-first audiences.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Geography\"><\/span><strong>Geography<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The association with Disney+ Hotstar and targeting during live cricket matches suggest a pan-India reach.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Approach\"><\/span><strong>Approach<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Approach_%E2%80%9CShaadi_Wala_Glow%E2%80%9D_Campaign_by_Mamaearth\"><\/span><strong>Approach: &#8220;Shaadi Wala Glow&#8221; Campaign by Mamaearth<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The approach of Mamaearth&#8217;s &#8220;Shaadi Wala Glow&#8221; 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&#8217;s message.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Celebrity_Endorsement\"><\/span><strong>1. Celebrity Endorsement:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>Mamaearth enlisted Bollywood celebrity Shilpa Shetty Kundra as the face of the campaign. Shilpa&#8217;s influential status and association with wellness aligned seamlessly with Mamaearth&#8217;s brand ethos. Her endorsement added credibility and allure to the campaign, especially among the target audience aspiring for a radiant complexion.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Key_Selling_Proposition_%E2%80%93_%E2%80%98Shaadi_Wala_Glow%E2%80%99\"><\/span><strong>2. Key Selling Proposition &#8211; &#8216;Shaadi Wala Glow&#8217;:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>The central theme of the campaign was the promise of a &#8216;Shaadi Wala Glow&#8217; achieved through the use of Mamaearth&#8217;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.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Ingredient_Storytelling\"><\/span><strong>3. Ingredient Storytelling:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>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.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_Strategic_Media_Placement_%E2%80%93_CTV\"><\/span><strong>4. Strategic Media Placement &#8211; CTV:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>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.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"5_Cross-Platform_Promotion\"><\/span><strong>5. Cross-Platform Promotion:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>To maximize the campaign&#8217;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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Objective_of_the_Campaign\"><\/span><strong>Objective of the Campaign:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The primary objectives of Mamaearth&#8217;s &#8220;Shaadi Wala Glow&#8221; campaign were to:<\/p>\n\n\n\n<ul>\n<li>Establish the efficacy of Mamaearth&#8217;s Ubtan Face Wash.<\/li>\n\n\n\n<li>Highlight the unique selling proposition &#8211; &#8216;Shaadi Wala Glow.&#8217;<\/li>\n\n\n\n<li>Increase brand awareness, favorability, and purchase intent among CTV audiences.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_campaign_targeted\"><\/span><strong>The campaign targeted:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li>Affluent individuals interested in premium skincare products.<\/li>\n\n\n\n<li>CTV audiences, focusing on those with higher disposable income.<\/li>\n\n\n\n<li>Consumers aspiring for a radiant complexion associated with significant life events, aligning with the &#8216;Shaadi Wala Glow&#8217; theme.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Geography_covered_in_the_Campaign\"><\/span><strong>Geography covered in the Campaign:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>Mamaearth&#8217;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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Campaign_Execution\"><\/span><strong>Campaign Execution<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Get Shaadi Wala Glow Everyday with Mamaearth Ubtan Face Wash\" width=\"740\" height=\"416\" src=\"https:\/\/www.youtube.com\/embed\/c4Omwv-t1Uk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Results\"><\/span><strong>Results<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Mamaearth&#8217;s &#8220;Shaadi Wala Glow&#8221; campaign yielded impressive results, indicating a successful execution and resonance with the target audience:<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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&#8217; intention to purchase Mamaearth&#8217;s Ubtan Face Wash.<\/p>\n\n\n\n<p>In summary, Mamaearth&#8217;s strategic and comprehensive approach to campaign execution, coupled with the impactful results, reflects the effectiveness of the &#8220;Shaadi Wala Glow&#8221; campaign in achieving its objectives and resonating with the affluent CTV audience.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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&#8230;<\/p>\n","protected":false},"author":34416,"featured_media":32720,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3475],"tags":[882,1662],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2024\/02\/Mamaearth_R_Logo-1.jpeg?fit=1280%2C712&ssl=1","_links":{"self":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/32718"}],"collection":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/users\/34416"}],"replies":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/comments?post=32718"}],"version-history":[{"count":1,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/32718\/revisions"}],"predecessor-version":[{"id":32728,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/32718\/revisions\/32728"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media\/32720"}],"wp:attachment":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media?parent=32718"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/categories?post=32718"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/tags?post=32718"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}