A Strategic ‘Pause’ Took Himalaya’s Campaign on Disney+ Hotstar to New Heights of Success
Himalaya has taken a significant step forward by leveraging the Connected TV (CTV) offering on Disney+ Hotstar to build awareness and drive purchase intent for its popular product, the Himalaya Turmeric Face Wash. This strategic campaign aimed to connect with young, digital-first women, ensuring that the brand resonates with a new generation of consumers.
Objective:
The primary goal of Himalaya’s campaign was twofold: to increase brand awareness and drive purchase intent for the Himalaya Turmeric Face Wash. With a specific focus on the young female demographic, Himalaya sought to effectively showcase the benefits of its product, highlighting its natural ingredients and effectiveness in reducing spots.
Approach:
To connect with its audience on an emotional level, Himalaya launched a comprehensive brand campaign with the tagline: ‘Svarasa Haldi se ab spots kam’ (Turmeric now reduces spots). This message not only highlights the product’s benefits but also taps into the cultural significance of turmeric in skincare.
The campaign included a 30-second video ad that aired on Disney+ Hotstar’s CTV platform for six weeks. By utilizing geo-targeted and language-specific variations in Hindi, English, Tamil, Malayalam, Kannada, and Bengali, Himalaya ensured that the ad resonated with both metropolitan and regional audiences.
In a bid to further enhance engagement, Himalaya also utilized pause ads—an innovative format on Disney+ Hotstar. This feature displays a static ad when users pause their content, effectively capturing their attention at a moment when they are already engaged. The message, ‘Pause and pick the perfect face wash for your skin needs,’ served to reinforce brand recall and prompt users to consider their product actively.
Impact:
The results of Himalaya’s campaign were significant. The brand successfully drove key performance indicators (KPIs) across various metrics, effectively targeting both upper and lower funnel audiences. Specifically, the campaign resonated with the age group of 24-34 years for upper funnel metrics and 24-44 years for lower funnel metrics, demonstrating its effectiveness in increasing brand awareness and driving purchase intent.
Himalaya’s campaign on Disney+ Hotstar illustrates the power of strategic digital marketing in reaching targeted demographics. By utilizing innovative ad formats on the platform and tailoring their messaging to resonate with young women, Himalaya not only increased brand awareness but also positioned itself as a go-to choice for skincare solutions.
Brand Speak:
