Club Mahindra Takes A Trip To Success During the ICC Women’s Asia Cup 2024 on Disney+ Hotstar
In a strategic move to capture the attention of a premium, digital-first audience, Club Mahindra leveraged the ICC Women’s Asia Cup 2024 on Disney+ Hotstar. The campaign was designed to resonate with viewers and promote the brand’s message: “We Cover India. You Discover India.”
Objective & Approach:
Club Mahindra’s primary goal was to create brand awareness and establish a deeper relatability among its target audience. To achieve this, the brand campaign featured actress Raveena Tandon, a well-known Bollywood actress, who embodies the spirit of exploration and adventure. With a catchy tagline, “We Cover India. You Discover India,” the campaign was positioned to resonate strongly with potential travelers looking for unique experiences across the country.
To effectively reach their target audience, Club Mahindra came on board as an Associate Sponsor on Disney+ Hotstar of the ICC Women’s Asia Cup 2024. By strategically choosing to engage with the affluent male demographic aged 25 and above, the brand leveraged Disney+ Hotstar’s Connected TV offering with 20-second mid-roll ads.
These ads aired during the semi-finals and the final match of the tournament, ensuring maximum visibility when viewership was at its peak. With a focus on pan-India targeting and custom L-bands, the campaign was able to effectively capture the attention of the audience.
Impact:
The results of the campaign were significant. Club Mahindra successfully generated a notable increase in brand awareness among its target demographic, particularly among the male demographic between the age of 30-50 years. The strategic choice to associate with a major sporting tournament on Disney+ Hotstar not only boosted visibility but also reinforced the brand’s connection to adventure and exploration.
Brand Speak:
