Ahead of a key festive season, a leading skincare and personal care brand needed to strengthen brand visibility across India’s top metro markets. Competing with premium FMCG players, the brand sought to deliver high-impact awareness in brand-safe, clutter-free environments that resonated with urban, beauty-conscious consumers.

The solution was a metro-focused CTV awareness campaign, activated across leading Connected TV platforms and top-performing shows. By targeting affluent urban households and aligning creatives with specific product categories, the campaign maximized both scale and recall.

Key Results:

1. 📊 60+ million impressions delivered
2. 👥 10+ million unique users reached
3. ▶️ 85%+ Video Through Rate (VTR) across most platforms
4. 🏙️ Strong festive visibility across India’s top metro cities

This approach positioned the brand prominently during peak seasonal demand while reinforcing premium perception.

A leading FMCG skincare and personal care brand, the client offers face and hair care solutions tailored to young, urban consumers. Its portfolio includes face serums, anti-dandruff treatments, and cleansers—products that see increased traction during festive and seasonal periods.

Operating in India’s competitive premium personal care segment, the brand competes with established multinational and emerging D2C players. Urban metros form a critical revenue driver, with digitally savvy consumers heavily influenced by video-led storytelling and premium brand environments.

How Do Skincare Brands Build Premium Recall in Metro Markets During Festive Clutter?

Festive seasons intensify advertising competition across FMCG categories. Beauty and personal care brands face rising CPMs, fragmented attention spans, and reduced visibility due to crowded mobile-first formats.

Time & Resource Constraints

The campaign needed to deliver maximum awareness within a 2–4 week festive window.

Market Competition

Premium skincare brands aggressively dominate metro advertising spaces, especially across digital video.

Platform Limitations

Mobile-heavy formats risked low attention and skip rates. The brand required high-completion, brand-safe placements.

Budget Considerations

With an investment of INR 20 lakh+, optimizing for premium metro audiences without wastage was critical.

Failure to break through the clutter would reduce festive top-of-mind recall in highly competitive urban markets.

Understanding the Skincare Consumer Journey

The campaign targeted men and women aged 18–34 years, across mid and high income brackets.

Demographics

1. Urban professionals and young adults
2. Residents of top 8 metros and Jaipur
3. Digitally native, OTT-first households

Psychographics

1. Beauty-conscious and health-aware
2. Early adopters of skincare trends
3. Influenced by premium brand storytelling

Media Habits

1. Heavy consumption of OTT and CTV content
2. Prefer long-form video on large screens
3. Peak activity during evening primetime and weekends

Purchase Drivers

1. Trust in premium brands
2. High-quality video exposure
3. Product-specific messaging aligned to personal concerns

This insight validated a metro-focused CTV awareness campaign to maximize visibility in affluent urban households.

Strategic Framework: Premium Metro CTV Dominance

Platform Selection Rationale

The campaign prioritized leading CTV environments to ensure:

1. High-income urban household reach
2. Brand-safe, premium ad placements
3. Strong video completion rates

Targeting Strategy

1. Geo-targeting across Delhi, Mumbai, Bengaluru, Chennai, Hyderabad, Kolkata, Pune, Ahmedabad, and Jaipur
2. Beauty and personal care cohorts
3. SVOD audiences and top-performing shows

Creative Strategy

1. 20-second video creatives optimized for large screens
2. Product-specific messaging for face serum, anti-dandruff solution, and face cleanser
3. Regional language inclusion for South Indian markets

Optimization Approach

1. Platform-level performance tracking
2. Allocation based on category-specific messaging
3. Focus on VTR and reach consistency

This approach ensured both scale and contextual relevance.

Execution: Turning Strategy into Results

The campaign was executed across multiple premium CTV platforms:

Implementation Highlights

1. Focus on top-performing shows to enhance contextual engagement
2. Regional language reach in South Indian markets
3. Media allocation aligned with key product categories
4. Campaign duration: 2–4 weeks

10M+ Unique Users Reached Across Metro India

📊 KEY RESULTS AT A GLANCE

Reach & Visibility

1. 60+ million impressions delivered
2. 10+ million unique users reached

Engagement

1. 85%+ VTR across most platforms
2. Strong completion rates during primetime

Efficiency

1. High-impact exposure in brand-safe environments
2. Reduced wastage via metro-only geo targeting

Context vs Industry Benchmarks

An 85%+ VTR significantly exceeds average digital video benchmarks, reinforcing the effectiveness of CTV advertising for premium FMCG awareness campaigns.

Within 2–4 weeks, the campaign successfully established strong festive presence across India’s most competitive urban markets.

Lessons from FMCG CTV Awareness Campaigns

1. 📺 CTV ensures higher video completion than mobile-first placements
2. 🎯 Metro geo-targeting sharpens premium audience reach
3. 🎬 Show-level targeting improves contextual resonance
4. 🌐 Regional language inclusion enhances cultural connect
5. 🏙️ Smart TV mastheads elevate brand perception
6. 🔁 Align messaging with product categories for clarity

These principles are replicable across FMCG and premium consumer brands.

Industry: FMCG

Objective: Awareness

Duration: 2–4 Weeks

Geography: Top 8 Metros + Jaipur

Budget Range: INR 20 Lakh & Above

Primary Channel: Connected TV

Key Result: 10M+ Unique Reach

The Success Factors Behind 10M+ Reach

The campaign succeeded due to three core factors:

1. Premium metro targeting, eliminating non-relevant inventory
2. High-attention CTV placements, ensuring 85%+ completion rates
3. Content-level contextual alignment, increasing brand relevance

By prioritizing premium visibility over mass low-attention placements, the brand reinforced its positioning in the competitive skincare category.

1. Is CTV effective for FMCG awareness campaigns?

Yes. CTV provides high VTR, premium reach, and strong recall compared to mobile-only video formats.

2. Why focus on metros for skincare advertising?

Metro cities have higher disposable income and stronger OTT adoption, making them ideal for premium positioning.

3. What is the ideal campaign duration?

2–4 weeks is optimal for festive awareness bursts.

4. Does CTV support regional targeting?

Yes. Geo, language, and show-level targeting enable precise audience segmentation.