{"id":38863,"date":"2025-05-19T12:15:42","date_gmt":"2025-05-19T06:45:42","guid":{"rendered":"https:\/\/www.themediaant.com\/blog\/?p=38863"},"modified":"2026-01-13T17:23:27","modified_gmt":"2026-01-13T11:53:27","slug":"minimalist-cricket-advertising-hair-serum-campaign","status":"publish","type":"post","link":"https:\/\/www.themediaant.com\/blog\/minimalist-cricket-advertising-hair-serum-campaign\/","title":{"rendered":"Case Study- How Minimalist Used Live Cricket to Create Lasting Brand Recall"},"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-69d6139024aee\" ><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-69d6139024aee\"  type=\"checkbox\" id=\"item-69d6139024aee\"><\/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-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.themediaant.com\/blog\/minimalist-cricket-advertising-hair-serum-campaign\/#Brand_Overview\" title=\"Brand Overview\">Brand Overview<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.themediaant.com\/blog\/minimalist-cricket-advertising-hair-serum-campaign\/#Campaign_Objective\" title=\"Campaign Objective\">Campaign Objective<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.themediaant.com\/blog\/minimalist-cricket-advertising-hair-serum-campaign\/#Key_Performance_Indicators\" title=\"Key Performance Indicators\">Key Performance Indicators<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.themediaant.com\/blog\/minimalist-cricket-advertising-hair-serum-campaign\/#Challenges\" title=\"Challenges\">Challenges<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.themediaant.com\/blog\/minimalist-cricket-advertising-hair-serum-campaign\/#Geography_and_Target_Audience\" title=\"Geography and Target Audience\">Geography and Target Audience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.themediaant.com\/blog\/minimalist-cricket-advertising-hair-serum-campaign\/#Campaign_Duration\" title=\"Campaign Duration\">Campaign Duration<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.themediaant.com\/blog\/minimalist-cricket-advertising-hair-serum-campaign\/#Media_Mix\" title=\"Media Mix\">Media Mix<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.themediaant.com\/blog\/minimalist-cricket-advertising-hair-serum-campaign\/#Strategy_and_Approach\" title=\"Strategy and Approach\">Strategy and Approach<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.themediaant.com\/blog\/minimalist-cricket-advertising-hair-serum-campaign\/#Execution\" title=\"Execution\">Execution<\/a><ul class='ez-toc-list-level-4'><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.themediaant.com\/blog\/minimalist-cricket-advertising-hair-serum-campaign\/#Could_the_Association_of_Minimalist_with_the_Pink_Ball_Test_Match_Lead_to_Interest_Among_Customers\" title=\"Could the Association of Minimalist with the Pink Ball Test Match Lead to Interest Among Customers?\">Could the Association of Minimalist with the Pink Ball Test Match Lead to Interest Among Customers?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.themediaant.com\/blog\/minimalist-cricket-advertising-hair-serum-campaign\/#Results_and_Impact\" title=\"Results and Impact\">Results and Impact<\/a><\/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\/minimalist-cricket-advertising-hair-serum-campaign\/#Key_Learnings_and_Takeaways\" title=\"Key Learnings and Takeaways\">Key Learnings and Takeaways<\/a><\/li><\/ul><\/nav><\/div>\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Brand_Overview\"><\/span>Brand Overview<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Minimalist is an Indian personal care brand built on simple, science-backed formulations and full ingredient transparency. Its Hair Serum is one of the brand\u2019s key products, created to address common concerns like hair fall, thinning, and scalp health. The product is used by both men and women and is especially popular among urban consumers who want results without complicated routines.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Campaign_Objective\"><\/span>Campaign <strong>Objective<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The primary objective was to increase awareness and recall for Minimalist\u2019s Hair Serum. Instead of running a standard performance-led campaign, the brand wanted to build stronger top-of-mind presence by associating the product with a high-attention, culturally relevant moment.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Key_Performance_Indicators\"><\/span>Key Performance Indicators<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The campaign was measured on brand-focused metrics, including:<\/p>\n\n\n\n<ul>\n<li>Reach among metro audiences<\/li>\n\n\n\n<li>Brand awareness uplift<\/li>\n\n\n\n<li>Ad recall and message retention<\/li>\n\n\n\n<li>Quality of exposure through full-screen, non-skippable formats<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Challenges\"><\/span>Challenges<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The personal care category is crowded, with multiple brands competing for attention through similar digital formats. Breaking through this clutter without over-relying on discounts or performance messaging was a key challenge. The brand needed a way to stand out while still staying relevant to its core audience.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Geography_and_Target_Audience\"><\/span>Geography and <strong>Target Audience<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The campaign targeted audiences across India\u2019s top metro cities, including Delhi, Mumbai, Bangalore, Hyderabad, Chennai, Ahmedabad, and Kolkata.<br>The primary audience consisted of cricket viewers in these urban markets. While viewership skewed male, the messaging remained inclusive to reflect the Hair Serum\u2019s unisex usage and household relevance.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Campaign_Duration\"><\/span><strong>Campaign Duration<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The campaign ran during the live telecast of the Border-Gavaskar Trophy Pink Ball Test Match, a day-night Test match format that delivers extended viewing hours and sustained audience attention.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Media_Mix\"><\/span>Media Mix<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li>Connected TV advertising on Disney Plus Hotstar<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Fifteen-second midroll video ads placed during live match broadcasts<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Strategy_and_Approach\"><\/span><strong>Strategy and Approach<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Minimalist focused on placing its brand in a moment where viewers were already engaged, rather than competing for attention in scroll-heavy environments. The Pink Ball Test Match was chosen for its rarity, cultural importance, and long viewing duration.<\/p>\n\n\n\n<p>Connected TV allowed the brand to reach audiences on large screens in a relaxed setting, improving the chances of message absorption and recall.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Execution\"><\/span>Execution<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The brand deployed short, benefit-led midroll ads during breaks in play. These placements ensured full-screen, non-skippable exposure while keeping the message simple and direct. The creative focused on clearly communicating the product\u2019s core benefits without overwhelming the viewer.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Could_the_Association_of_Minimalist_with_the_Pink_Ball_Test_Match_Lead_to_Interest_Among_Customers\"><\/span><strong>Could the Association of Minimalist with the Pink Ball Test Match Lead to Interest Among Customers?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p>The association of Minimalist with the Pink Ball Test Match was a strategically sound move to generate consumer interest. Cricket continues to be one of India\u2019s most unifying and widely followed sports, and Test Matches\u2014especially the rare Pink Ball versions\u2014bring in a high volume of committed viewers. These are not casual viewers flipping through content, but deeply engaged fans who stay connected to the match for long durations.<\/p>\n\n\n\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\"><div class=\"wp-block-group__inner-container\">\n<p>By inserting their messaging into this emotionally rich environment, Minimalist created a stronger likelihood of product recall. The cricket format also enabled the brand to reach households during shared viewing moments, which is valuable for a unisex product like the Hair Serum. When a brand appears during a memorable match, it leaves behind an association that can trigger interest and purchase consideration later on. The campaign successfully embedded Minimalist into a high-interest cultural moment, making it more likely that customers would recall the product when considering their next personal care purchase.<\/p>\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Results_and_Impact\"><\/span><strong>Result<\/strong>s and Impact<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The campaign achieved strong visibility and recall among metro audiences. Over eighty percent of the viewership skewed male, aligning well with a key growth segment for hair care. At the same time, the inclusive messaging ensured relevance for female consumers.<\/p>\n\n\n\n<p>By aligning with a high-stakes cricket event, Minimalist became part of a moment viewers were emotionally invested in, leading to stronger brand recall beyond the campaign period.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Key_Learnings_and_Takeaways\"><\/span>Key Learnings and Takeaways<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li>High-attention moments deliver better recall than cluttered, always-on digital environments<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Live sports on Connected TV create a premium setting for brand storytelling<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Midroll placements during live events offer strong visibility without being intrusive<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Contextual relevance matters as much as media reach when building brand memory<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Brand Overview Minimalist is an Indian personal care brand built on simple, science-backed formulations and full ingredient transparency. Its Hair Serum is one of the brand\u2019s key products, created to&#8230;<\/p>\n","protected":false},"author":34416,"featured_media":38866,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2111,5,3486],"tags":[882,1662],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/05\/Case-Study-2.png?fit=1024%2C760&ssl=1","_links":{"self":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/38863"}],"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=38863"}],"version-history":[{"count":5,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/38863\/revisions"}],"predecessor-version":[{"id":39862,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/38863\/revisions\/39862"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media\/38866"}],"wp:attachment":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media?parent=38863"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/categories?post=38863"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/tags?post=38863"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}