{"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":"2026-07-21T11:09:55","modified_gmt":"2026-07-21T05:39:55","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<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 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\" style=\"cursor:inherit\">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\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" 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><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-2' ><li class='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\" >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\" >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\" >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\" >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\/#Why_Connected_TV_Was_the_Right_Choice\" >Why Connected TV Was the Right Choice<\/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\/#CTV_helped_the_brand_reach\" >CTV helped the brand reach:<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#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-8\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#Approach_%E2%80%9CShaadi_Wala_Glow%E2%80%9D_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-9\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#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-10\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#2_Key_Selling_Proposition_%E2%80%93_%E2%80%98Shaadi_Wala_Glow\" >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-11\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#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-12\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#4_Strategic_Media_Placement_%E2%80%93_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-13\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#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-14\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#What_Made_This_CTV_Campaign_Successful\" >What Made This CTV Campaign Successful?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#Premium_Context\" >Premium Context<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#Celebrity_Trust\" >Celebrity Trust<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#Product_Storytelling\" >Product Storytelling<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#Audience_Targeting\" >Audience Targeting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#Cross-Screen_Reinforcement\" >Cross-Screen Reinforcement<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#Why_This_Campaign_Matters_for_the_Indian_CTV_Advertising_Market\" >Why This Campaign Matters for the Indian CTV Advertising Market<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#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-22\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#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-23\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#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-24\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#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-25\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#Results\" >Results<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#Key_CTV_Advertising_Takeaways_from_the_Mamaearth_Campaign\" >Key CTV Advertising Takeaways from the Mamaearth Campaign<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#Why_Beauty_Brands_Are_Increasingly_Investing_in_CTV_Advertising\" >Why Beauty Brands Are Increasingly Investing in CTV Advertising<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#What_Advertisers_Can_Learn_from_Mamaearth\" >What Advertisers Can Learn from Mamaearth<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-29\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#FAQ\" >FAQ<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-30\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#What_is_Connected_TV_advertising\" >What is Connected TV advertising?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-31\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#Why_did_Mamaearth_use_CTV_advertising\" >Why did Mamaearth use CTV advertising?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-32\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#Is_CTV_advertising_better_than_traditional_TV\" >Is CTV advertising better than traditional TV?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-33\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#Which_industries_benefit_most_from_CTV_advertising\" >Which industries benefit most from CTV advertising?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-34\" href=\"https:\/\/www.themediaant.com\/blog\/mamaearth-ctv-t20-world-cup-campaign\/#How_can_brands_advertise_on_Connected_TV_in_India\" >How can brands advertise on Connected TV in India?<\/a><\/li><\/ul><\/li><\/ul><\/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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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=\"Why_Connected_TV_Was_the_Right_Choice\"><\/span>Why Connected TV Was the Right Choice<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Instead of serving advertisements across every screen equally, Mamaearth selected Connected TV because it matched the behaviour of its ideal customers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CTV_helped_the_brand_reach\"><\/span>CTV helped the brand reach:<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Consumer Behaviour<\/th><th>Why CTV Worked<\/th><\/tr><\/thead><tbody><tr><td>Premium households<\/td><td>Smart TV ownership is highest among affluent consumers.<\/td><\/tr><tr><td>Family viewing<\/td><td>Beauty products benefit when multiple household members watch together.<\/td><\/tr><tr><td>High attention<\/td><td>Large-screen viewing generates better ad completion rates than mobile.<\/td><\/tr><tr><td>Live sports viewers<\/td><td>Cricket delivers massive simultaneous audiences with premium inventory.<\/td><\/tr><tr><td>Digital-first consumers<\/td><td>OTT viewers are more likely to research and purchase online.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">This combination made CTV an ideal platform for building awareness while influencing purchase intent.<\/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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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\"><\/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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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=\"What_Made_This_CTV_Campaign_Successful\"><\/span>What Made This CTV Campaign Successful?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Several strategic decisions contributed to the campaign&#8217;s success.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Premium_Context\"><\/span>Premium Context<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Showing advertisements during live cricket automatically increased attention levels because viewers remained highly engaged throughout the match.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Celebrity_Trust\"><\/span>Celebrity Trust<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Shilpa Shetty&#8217;s association strengthened credibility and improved message recall among family audiences.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Product_Storytelling\"><\/span>Product Storytelling<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Rather than focusing only on promotional messaging, the campaign explained the product ingredients and benefits, helping viewers understand why the product works.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Audience_Targeting\"><\/span>Audience Targeting<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">CTV allowed the brand to focus on premium Smart TV households instead of broadcasting to everyone equally.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cross-Screen_Reinforcement\"><\/span>Cross-Screen Reinforcement<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Consumers who watched the campaign on Connected TV were later exposed to additional messaging across digital platforms, improving overall campaign effectiveness.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_This_Campaign_Matters_for_the_Indian_CTV_Advertising_Market\"><\/span>Why This Campaign Matters for the Indian CTV Advertising Market<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Mamaearth&#8217;s campaign represents one of the strongest examples of how <a href=\"https:\/\/www.themediaant.com\/ctv\">Connected TV ads<\/a> 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For marketers planning campaigns around cricket tournaments, entertainment launches, festive seasons, or product launches, Mamaearth&#8217;s campaign demonstrates how CTV can deliver both strong brand visibility and measurable business outcomes.<\/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 class=\"wp-block-paragraph\">The primary objectives of Mamaearth&#8217;s &#8220;Shaadi Wala Glow&#8221; campaign were to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\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 class=\"wp-block-list\">\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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 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\" referrerpolicy=\"strict-origin-when-cross-origin\" 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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">In summary, <a href=\"https:\/\/mamaearth.in\/\" rel=\"nofollow noopener\" target=\"_blank\">Mamaearth&#8217;<\/a>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\n\n\n<h1 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Key_CTV_Advertising_Takeaways_from_the_Mamaearth_Campaign\"><\/span>Key CTV Advertising Takeaways from the Mamaearth Campaign<span class=\"ez-toc-section-end\"><\/span><\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">The campaign highlights several best practices that advertisers can adopt when planning their own Connected TV campaigns.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Choose premium live content with high viewer engagement.<\/li>\n\n\n\n<li>Align celebrity partnerships with brand positioning.<\/li>\n\n\n\n<li>Focus on storytelling instead of product promotion alone.<\/li>\n\n\n\n<li>Use Smart TV inventory to reach premium households.<\/li>\n\n\n\n<li>Combine CTV with digital campaigns for stronger attribution.<\/li>\n\n\n\n<li>Measure awareness, favourability, and purchase intent instead of impressions alone.<\/li>\n<\/ul>\n\n\n\n<h1 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Beauty_Brands_Are_Increasingly_Investing_in_CTV_Advertising\"><\/span>Why Beauty Brands Are Increasingly Investing in CTV Advertising<span class=\"ez-toc-section-end\"><\/span><\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Connected TV has become one of the fastest-growing advertising channels for beauty, skincare, wellness, and personal care brands.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For beauty brands, this creates multiple advantages:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Premium household targeting<\/li>\n\n\n\n<li>Better completion rates for video ads<\/li>\n\n\n\n<li>High-quality storytelling through full-screen creatives<\/li>\n\n\n\n<li>Interactive QR code campaigns<\/li>\n\n\n\n<li>Cross-device attribution<\/li>\n\n\n\n<li>Better measurement compared to traditional TV<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">As Smart TV adoption continues to grow across India, Connected TV is becoming an essential media channel for premium consumer brands.<\/p>\n\n\n\n<h1 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Advertisers_Can_Learn_from_Mamaearth\"><\/span>What Advertisers Can Learn from Mamaearth<span class=\"ez-toc-section-end\"><\/span><\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Whether you&#8217;re launching a skincare product, FMCG brand, healthcare service, fintech platform, automobile, or education business, the principles behind this campaign remain highly relevant.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Successful Connected TV campaigns typically combine:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Premium OTT platforms<\/li>\n\n\n\n<li>Strong creative storytelling<\/li>\n\n\n\n<li>Audience-first targeting<\/li>\n\n\n\n<li>Sports or entertainment programming<\/li>\n\n\n\n<li>Measurable performance metrics<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">As India&#8217;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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"FAQ\"><\/span>FAQ<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_Connected_TV_advertising\"><\/span>What is Connected TV advertising?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.themediaant.com\/ctv\">Connected TV advertising<\/a> 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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_did_Mamaearth_use_CTV_advertising\"><\/span>Why did Mamaearth use CTV advertising?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Mamaearth wanted to reach premium, digitally active households during live cricket broadcasts while improving brand awareness, favourability, and purchase intent.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Is_CTV_advertising_better_than_traditional_TV\"><\/span>Is CTV advertising better than traditional TV?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Which_industries_benefit_most_from_CTV_advertising\"><\/span>Which industries benefit most from CTV advertising?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">FMCG, beauty, skincare, healthcare, finance, education, automotive, real estate, travel, and consumer technology brands are among the biggest adopters of <a href=\"https:\/\/www.themediaant.com\/ctv-advertising\">Connected TV advertising agency<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_can_brands_advertise_on_Connected_TV_in_India\"><\/span>How can brands advertise on Connected TV in India?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/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. 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