ICICI Prudential Mutual Fund consistently leverages live cricket on Disney+ Hotstar to drive high visibility at scale
Driving brand preference and purchase intent at scale can be a task for BFSI brands. Backed with excellent brand advocacy, it takes consistent efforts over time to develop positive sentiments for the offerings. For ICICI Prudential Mutual Fund, live cricket on Disney+ Hotstar proved an excellent tool to help with the endeavour.
ICICI Prudential Mutual Fund partnered with Disney+ Hotstar for multiple cricket tournaments, including India Bilaterals, IPL 2022, and the T20 World Cup 2022. It helped the brand drive high visibility, awareness, preference and purchase intent at scale for its offerings amongst urban, affluent male audiences aged between 25 and 40 years.
The Strategy & Execution
Targeting the NCCS A & ConnectedTV (CTV) audiences, the campaign message was delivered through video Midrolls Ads & Display Squeeze Ups. The continuous, sustained presence on various cricket formats facilitated the brand in educating its target audiences about its offerings and their benefits. It helped the brand achieve top-of-mind recall among the target audiences.
ICICI Prudential Mutual Fund leveraged the best of in-app associations and CTV offerings by Disney+ Hotstar to make the most of its partnership with the platform.
To ensure high resonance, ICICI Prudential Mutual Fund crafted its creative communication to encapsulate the cricket fever. In a product-centric ad, the narrative drew parallels between the success one can achieve through a balanced performance on the field to mindfully investing through Balanced Advantage Funds.
Client Speak
Impact
ICICI Prudential Mutual Fund achieved continuous and incremental uplift for key brand metrics with a consistent and sustained partnership with Disney+ Hotstar. The campaign helped the brand to increase awareness, favourability and purchase intent for its offerings.
The campaign on CTV resulted in higher-than-average uplifts on all key metrics. The brand was able to reach male audiences aged between 25 and 40 years with ease, garnering a particularly significant uplift in awareness and purchase intent amongst its core target group.
