Jaquar’s Winning Strategy: Boosting Brand Visibility with Disney+ Hotstar During the ICC Men’s T20 World Cup 2024
Cricket fever in India underscores the nation’s deep passion for the sport, with viewership soaring during major tournaments. This was particularly evident when the ‘Men in Blue’ triumphed at the ICC Men’s T20 World Cup 2024. Yet, the Indian Cricket Team wasn’t the only one making waves. Luxury brand Jaquar Bath + Lights also seized this moment, strategically leveraging the tournament on Disney+ Hotstar to elevate their brand campaign to new heights. Here’s how Jaquar scored big with their innovative approach:
Objective and Approach:
Jaquar’s goal was to enhance brand visibility and drive purchase intent for their high-end bath products. The brand sought to introduce its innovative ‘Power of Touch’ concept to a discerning audience, emphasizing the luxurious experience of their QLOUD Hybrid Touch Shower. The message was clear: Jaquar’s products are designed for those who “move the world on their fingertips.”
Targeting premium, digitally savvy consumers aged 25-50, Jaquar strategically aligned with the ICC Men’s T20 World Cup 2024 on Disney+ Hotstar and leveraged their CTV offering to run their campaign. Disney+ Hotstar, renowned for its premium content and high-profile live sports events, provided the perfect platform to engage this upscale audience. By leveraging this environment, Jaquar ensured their luxe bath products were showcased to an engaged, affluent viewership, seamlessly aligning with their upscale market positioning and maximizing brand impact during one of the year’s most-watched sporting events.
The campaign featured two 30-second ads and three 20-second ads, each highlighting the QLOUD Hybrid Touch Shower in distinct, captivating scenarios. This approach aimed to showcase the versatility and advanced features of the product, reinforcing the brand’s message of modern luxury.
Execution:
The ads were strategically placed throughout the tournament, capitalizing on the high viewership and engagement that the tournament attracted. Each advertisement was crafted to resonate with viewers, ensuring that the luxurious Jaquar products were front and center. The varied scenarios provided a comprehensive look at the QLOUD Hybrid Touch Shower, engaging the audience with dynamic and relatable content.
Brand Speak:
Impact and Results:
The results were noteworthy. Jaquar’s campaign succeeded in creating substantial brand awareness and driving purchase intent among its key demographic. The use of Disney+ Hotstar’s CTV offering proved to be an effective channel for reaching a premium audience, demonstrating the power of integrating luxury brands with high-profile digital platforms.
