Driving Awareness for Eco-Alkaline Batteries via CTV & Quick Commerce in Delhi and Mumbai

Breaking through in a low-involvement, highly commoditized category like household batteries requires more than visibility—it demands education, recall, and trust. A leading consumer electronics brand launched a new eco-alkaline battery featuring anti-leak and family-safe technology, aiming to differentiate itself from established players in India.

The brand executed a Connected TV (CTV)–led awareness strategy, supported by quick commerce advertising, to reach urban family households in Delhi and Mumbai. By combining high-frequency storytelling in premium living-room environments with point-of-discovery placements on quick commerce platforms, the campaign successfully influenced both passive awareness and active consideration.

Key Results:

1. 📺 5.3M+ reach across CTV households
2. 👀 67M+ impressions delivered over 4 months
3. ▶️ Up to 80% average VTR on CTV inventory
4. 🛒 26,000+ clicks from quick commerce ads
5. 📈 Significant uplift in brand recall and differentiation, measured via brand lift studies

This eco-alkaline battery awareness campaign built strong top-of-mind presence exactly where modern families discover and shop.

The client is a leading consumer electronics brand with a strong presence in the household batteries category. Known for reliability and everyday utility products, the brand launched its eco-alkaline battery variant to address growing consumer concerns around safety, leakage, and environmental impact.

In a market dominated by habitual purchases and low brand switching, the brand’s objective was to reframe batteries as a thoughtful, safety-first choice for families, rather than a generic commodity.

How Do Battery Brands Drive Differentiation in a Low-Involvement Category?

Low Consumer Engagement

Batteries are typically purchased on autopilot, with minimal brand consideration or product research.

Feature Education Gap

USPs like leak-proof technology and child-safe usage require explanation—something traditional static ads struggle to convey.

Fragmented Media Consumption

Urban families split attention across OTT, CTV, and mobile platforms, making consistent storytelling difficult.

Point-of-Purchase Recall

Even with awareness, brands risk losing out at the moment of purchase without timely reinforcement.

What Was at Stake?

Without strong recall and education, the new eco-alkaline battery risked blending into an already crowded shelf—both digital and physical.

Understanding the Urban Family Household Journey

Demographics

1. Age: 30–55 years
2. Gender: Male & Female
3. Income: Middle to High

Psychographics

1. Urban nuclear families with children
2. Regular users of toys, remotes, clocks, and gadgets
3. Safety- and environment-conscious buyers

Media Habits

1. Heavy CTV and OTT consumption during evenings and weekends
2. Active quick commerce users for household essentials
3. Prefer short, informative videos with family-centric messaging

Purchase Drivers

1. Product safety and reliability
2. Ease of availability
3. Trust in brand claims

These behaviors made a CTV + quick commerce advertising mix ideal for influencing both awareness and consideration.

Strategic Framework: Family-First CTV + Commerce Reinforcement Model

Platform Selection Rationale

Connected TV was chosen for its ability to deliver high-attention, long-form storytelling in family viewing environments.

Media Phasing Strategy

1. Phase 1 (Education): 30-second CTV videos explaining anti-leak and child-safe benefits
2. Phase 2 (Recall): 20-second reminder formats to reinforce messaging

Commerce-Led Reinforcement

Quick commerce ads ensured the brand appeared exactly when users browsed home essentials, bridging awareness with action.

Risk Mitigation

1. Geo-restricted delivery to high-income clusters
2. Frequency caps to prevent fatigue
3. Brand lift studies to validate impact

Execution: Turning Awareness into Consideration at Home

The campaign ran for 4+ months, focusing exclusively on Delhi and Mumbai.

Platform-by-Platform Breakdown

Key Execution Elements

1. Animated family-friendly CTV creatives
2. Product explainer videos on smart TVs
3. Contextual banners alongside household items on quick commerce

5.3M Reach Achieved with Strong Recall Over 4 Months

📊 KEY RESULTS AT A GLANCE

1. 5.3M+ CTV reach
2. 67M+ total impressions
3. Up to 80% CTV VTR
4. 26,000+ quick commerce clicks
5. Brand lift studies confirmed awareness & differentiation gains

Reach & Visibility

CTV ensured consistent exposure in high-attention family settings.

Engagement

Strong completion rates highlighted effective product storytelling.

Conversion Signals

Quick commerce clicks demonstrated active consideration at purchase moments.

Efficiency

The phased approach maximized message retention without overspending.

Lessons from a CTV + Quick Commerce Battery Campaign

1. CTV is powerful even for low-involvement categories
2. Education-first messaging improves differentiation
3. Family-centric storytelling builds trust
4. Quick commerce ads bridge awareness to action
5. Phased creatives prevent fatigue over long durations
6. Brand lift studies are critical for awareness validation

📋 CAMPAIGN OVERVIEW

1. Industry: Consumer Electronics (Batteries)
2. Objective: Awareness & Recall
3. Duration: 4+ Months
4. Geography: Delhi & Mumbai
5. Budget Range: INR 20 Lakh+
6. Primary Channels: Connected TV, Quick Commerce
7. Key Result: 5.3M Reach, 26K+ Clicks

The Success Factors Behind High-Recall Household Advertising

This campaign succeeded by elevating a functional product into an emotionally reassuring family choice. Connected TV delivered uninterrupted storytelling at home, while quick commerce ensured presence at the exact moment of need. The phased creative approach educated first, then reinforced—making the eco-alkaline battery memorable, differentiated, and easier to choose in a cluttered category.

Q1. Can CTV work for low-involvement products like batteries?

Yes—CTV builds trust and recall, which strongly influences habitual purchases.

Q2. Why combine CTV with quick commerce?

CTV drives awareness, while quick commerce captures intent at the point of need.

Q3. What video length works best?

30s for education, followed by 15–20s for recall reinforcement.

Q4. How do you measure success for awareness campaigns?

Through reach, VTR, brand lift studies, and assisted traffic metrics.