{"id":33202,"date":"2024-03-12T11:24:33","date_gmt":"2024-03-12T05:54:33","guid":{"rendered":"https:\/\/www.themediaant.com\/blog\/?p=33202"},"modified":"2024-03-12T11:24:35","modified_gmt":"2024-03-12T05:54:35","slug":"dissecting-clubmahindra-ind-vs-aus-wtc-2023-sports-campaign-disney-plushotstar","status":"publish","type":"post","link":"https:\/\/www.themediaant.com\/blog\/dissecting-clubmahindra-ind-vs-aus-wtc-2023-sports-campaign-disney-plushotstar\/","title":{"rendered":"Dissecting Clubmahindra\u2019s Ind Vs Aus WTC 2023 Sports Campaigns with Disney+ Hotstar"},"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-6a00d4562a514\" ><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-6a00d4562a514\"  type=\"checkbox\" id=\"item-6a00d4562a514\"><\/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\/dissecting-clubmahindra-ind-vs-aus-wtc-2023-sports-campaign-disney-plushotstar\/#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\/dissecting-clubmahindra-ind-vs-aus-wtc-2023-sports-campaign-disney-plushotstar\/#Objective\" title=\"Objective\">Objective<\/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\/dissecting-clubmahindra-ind-vs-aus-wtc-2023-sports-campaign-disney-plushotstar\/#Approach\" title=\"Approach\">Approach<\/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\/dissecting-clubmahindra-ind-vs-aus-wtc-2023-sports-campaign-disney-plushotstar\/#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-5\" href=\"https:\/\/www.themediaant.com\/blog\/dissecting-clubmahindra-ind-vs-aus-wtc-2023-sports-campaign-disney-plushotstar\/#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-6\" href=\"https:\/\/www.themediaant.com\/blog\/dissecting-clubmahindra-ind-vs-aus-wtc-2023-sports-campaign-disney-plushotstar\/#How_Did_Club_Mahindra_Boost_Brand_Visibility_with_the_Ind_vs_Aus_Test_Series_on_Hotstar\" title=\"How Did Club Mahindra Boost Brand Visibility with the Ind vs. Aus Test Series on Hotstar?\">How Did Club Mahindra Boost Brand Visibility with the Ind vs. Aus Test Series on Hotstar?<\/a><\/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\/dissecting-clubmahindra-ind-vs-aus-wtc-2023-sports-campaign-disney-plushotstar\/#What_Strategies_Did_Club_Mahindra_Use_to_Identify_and_Engage_Their_Target_Audience\" title=\"What Strategies Did Club Mahindra Use to Identify and Engage Their Target Audience?\">What Strategies Did Club Mahindra Use to Identify and Engage Their Target Audience?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.themediaant.com\/blog\/dissecting-clubmahindra-ind-vs-aus-wtc-2023-sports-campaign-disney-plushotstar\/#Can_Club_Mahindra%E2%80%99s_Association_with_Ind_vs_Aus_Test_Series_Drive_Membership_Sign-ups\" title=\"Can Club Mahindra&#8217;s Association with Ind vs. Aus Test Series Drive Membership Sign-ups?\">Can Club Mahindra&#8217;s Association with Ind vs. Aus Test Series Drive Membership Sign-ups?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.themediaant.com\/blog\/dissecting-clubmahindra-ind-vs-aus-wtc-2023-sports-campaign-disney-plushotstar\/#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-10\" href=\"https:\/\/www.themediaant.com\/blog\/dissecting-clubmahindra-ind-vs-aus-wtc-2023-sports-campaign-disney-plushotstar\/#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>Club Mahindra, a prominent vacation ownership company, is known for offering its members memorable holiday experiences across various resorts. The brand provides a unique membership program that allows individuals to enjoy vacations at top-notch properties in different locations.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Objective\"><\/span><strong>Objective<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Club Mahindra&#8217;s primary goal was to raise awareness and drive sign-ups for its membership program during the WTC 2023. The brand aimed to leverage the popularity and engagement of the cricket series to reach a wide audience and showcase the benefits of becoming a Club Mahindra member.<\/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<p>To achieve its objectives, Club Mahindra strategically aligned its campaign with the India vs. Australia test series on Hotstar. The brand featured Bollywood actress Raveena Tandon in its campaign, utilizing 20-second mid-roll ads during key match moments. The focus was on highlighting membership deals and offers to capture the audience&#8217;s attention.<\/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>Club Mahindra&#8217;s campaign targeted a diverse audience interested in vacation experiences and travel. The association with a cricket series allowed the brand to reach a broad demographic, including both cricket enthusiasts and potential vacationers.<\/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>Club Mahindra aimed to reach a pan-India audience.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Did_Club_Mahindra_Boost_Brand_Visibility_with_the_Ind_vs_Aus_Test_Series_on_Hotstar\"><\/span><strong>How Did Club Mahindra Boost Brand Visibility with the Ind vs. Aus Test Series on Hotstar?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Club Mahindra strategically boosted its brand visibility by associating with the India vs. Australia test series on Hotstar. By featuring during mid-roll ads in the cricket series, the brand capitalized on the high viewership and engagement during key match moments. The choice of a popular Bollywood actress, Raveena Tandon, added star power to the campaign, enhancing its appeal. The 20-second mid-roll format allowed for concise yet impactful messaging, ensuring that viewers were exposed to the Club Mahindra brand during a highly engaging sporting event.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Strategies_Did_Club_Mahindra_Use_to_Identify_and_Engage_Their_Target_Audience\"><\/span><strong>What Strategies Did Club Mahindra Use to Identify and Engage Their Target Audience?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Club Mahindra identified and engaged its target audience by aligning its campaign with a widely watched cricket series. The choice of Bollywood actress Raveena Tandon likely added a relatable and influential factor to the campaign, appealing to a diverse audience. The use of mid-roll ads during key match moments ensured that the brand&#8217;s message reached viewers when they were most captivated by the game. Highlighting membership deals and offers aimed to resonate with individuals interested in travel and vacation experiences.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Can_Club_Mahindra%E2%80%99s_Association_with_Ind_vs_Aus_Test_Series_Drive_Membership_Sign-ups\"><\/span><strong>Can Club Mahindra&#8217;s Association with Ind vs. Aus Test Series Drive Membership Sign-ups?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Club Mahindra&#8217;s association with the India vs. Australia test series on Hotstar has the potential to drive membership sign-ups. The positive results in aided awareness (+11%), online ad awareness (+16%), brand favorability (+16%), and purchase intent (+20%) indicate the effectiveness of the campaign in creating awareness and favorable sentiments among the audience. The strategic alignment with a popular sporting event positions Club Mahindra to convert the heightened awareness into actual membership sign-ups, especially with an emphasis on showcasing attractive membership deals and offers.<\/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<p>The use of 20-second CTV mid-roll ads during key match moments reflects a strategic execution that aligns with the viewing patterns of the cricket audience. The focus on highlighting membership deals and offers ensured that the key value propositions were communicated effectively within a short timeframe. The involvement of a Bollywood celebrity added an entertainment factor, making the campaign more engaging and memorable.<\/p>\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>Club Mahindra&#8217;s campaign demonstrated significant positive outcomes:<\/p>\n\n\n\n<p>Aided Awareness: Achieved an impressive 11% uplift in aided awareness, indicating that the campaign effectively increased the audience&#8217;s knowledge about Club Mahindra.<\/p>\n\n\n\n<p>Online Ad Awareness: Showcased a notable 16% uplift in online ad awareness, highlighting the success of the campaign in making the brand more visible in the digital space.<\/p>\n\n\n\n<p>Brand Favorability: Registered a commendable 16% uplift in brand favorability, suggesting that the campaign positively influenced the audience&#8217;s perception of Club Mahindra.<\/p>\n\n\n\n<p>Purchase Intent: Notable 20% uplift in purchase intent, indicating that the campaign successfully motivated viewers to consider becoming Club Mahindra members.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Product\/Service Club Mahindra, a prominent vacation ownership company, is known for offering its members memorable holiday experiences across various resorts. The brand provides a unique membership program that allows individuals&#8230;<\/p>\n","protected":false},"author":34416,"featured_media":33203,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"footnotes":""},"categories":[450],"tags":[882,1662],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2024\/03\/Case-Study-1.png?fit=1024%2C760&ssl=1","_links":{"self":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/33202"}],"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=33202"}],"version-history":[{"count":1,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/33202\/revisions"}],"predecessor-version":[{"id":33204,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/33202\/revisions\/33204"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media\/33203"}],"wp:attachment":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media?parent=33202"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/categories?post=33202"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/tags?post=33202"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}