Above & Beyond: Lessons in Marketing Leadership with JSW elaborates on how the brand strengthened its market position for consumer facing brands in high priority markets through Disney+ Hotstar
Be it the expansion of its flagship steel business or new ventures in cement, paints, infrastructure and energy, JSW was fast becoming more of a B2C player. However, the brand realised that while it enjoyed a strong presence in the B2B space, the story was slightly different when it came to the consumer facing brands.
In the sixth episode of Above & Beyond: Lessons in Marketing Leadership, Parth Jindal, MD of JSW Paints and JSW Cement, and Prashant Rao, Vice President – group brand, JSW group highlight how IPL on Disney+ Hotstar proved to be a perfect choice for JSW to activate their sub brands across the country.
JSW Group was already present on the IPL as the principal sponsor of the Delhi Capitals. While that association helped with brand recall, the group also wanted to reach out to the right target audience. Disney+ Hotstar helped them in this aspect.
Parth Jindal said, “Disney+ Hotstar was a unique platform that could help us position all our consumer brands in a strong way to the Indian public. We felt that the various opportunities Disney+ Hotstar and the Star Network provide would be a very good marriage that would help achieve our goals and objectives.”
He further adds, “Disney+ Hotstar gives you the ability to select your market, and where you want to advertise and market your product. Through television, we were able to reach 125 million subscribers; Disney+ Hotstar helped us increase that by an additional 50 million subscribers. The beauty of Disney+ Hotstar is that those 50 million subscribers were in our high-priority markets and were married to our philosophy and our brand ethos, allowing us to increase our market shares in these markets.”
The strategy worked brilliantly for JSW Group according to Prashant Rao, “As a result of this collective campaign (on television and Disney+ Hotstar), our brand awareness at the end of IPL was up by 15%. This was a great success for us not just in terms of brand awareness, but also meaningful engagement with our consumers. The platform gave us the ability to micro-target our consumers to the precision of the district and town level. This gave us great confidence that the message was going out to a prospective consumer where they were and in the language they consume the content in.”
To understand how the strategy helped the JSW Group reach more consumers during the IPL 2020, watch the video here.
