Kuhl Fans Hits a Home Run with Disney+ Hotstar During the ICC Men’s T20 World Cup 2024
Kuhl Fans maximized the excitement of the ICC Men’s Cricket T20 World Cup 2024 on Disney+ Hotstar, leveraging the massive reach of the tournament. By utilizing multiple ad formats, the brand aimed to create significant awareness and consideration among its target audience. Take a look at how utilizing the innovative strategies on the platform helped the brand achieve their target and get significant reach.
Objective:
Kuhl Fans launched a comprehensive 360° campaign to maximize brand visibility, recall, and awareness. The brand went a step beyond running ad creatives to mark its presence among the audience at scale. To achieve this, Kuhl Fans maximized one of the biggest cricketing tournaments of the year—The ICC Men’s T20 World Cup 2024 on Disney+ Hotstar.
Approach:
As a relatively new brand under the Kent RO umbrella, Kuhl Fans recognized the need to establish itself in a competitive market. The campaign aimed to resonate with digital-first audiences that possess substantial purchasing power.
To boost visibility, Kuhl Fans leveraged the ICC Men’s T20 World Cup 2024 by running targeted ad creatives throughout the tournament. They also collaborated with Disney+ Hotstar as the title sponsor of the first-of-its-kind live cricket show, ‘Caught and Bold,’ on the platform. This strategic association ensured a strong presence during a high-viewership event.
The ad campaign featured five distinct video creatives, including two in Hindi and one each in Kannada, Tamil, and Telugu. The brand ambassador, Hema Malini, a beloved actress, starred in the 10-second spots, adding credibility and relevance to the campaign. The ads targeted a pan-India audience, focusing on men and women between the age group of 25-44 years.
Catch and Bold: Fan-Hosted Cricket Show
Kuhl Fans also took an innovative approach by becoming the title sponsor of the live cricket show, “Caught and Bold” on Disney+ Hotstar. This unique format featured cricket experts and comedians discussing matches, sharing nostalgic moments, and playing entertaining trivia games. Disney+ Hotstar CreativeWorks planned and executed innovative integrations for the brand throughout the show.
A standout segment, “Kuhl Spin The Fan” was one of the integrations where a stylish Kuhl fan was seamlessly integrated into the cafe-style studio set, enhancing the viewer experience. This segment focused on iconic moments from India’s Cricket World Cup history. Anchors spun the fan, prompting experts to react to memorable events, such as Sreesanth’s legendary catch and Yuvraj Singh’s six sixes. This interactive approach added a fun layer to the campaign, fostering deeper audience engagement.
Kuhl Fans utilized various branding strategies, including verbal mentions, opening titles, break bumpers, and graphical elements like product loops and AR bugs. This multi-faceted approach ensured that the brand maintained a strong presence throughout the tournament.
Impact:
The results of Kuhl Fans’ campaign were impressive. Creative recall soared to 45%, with effective brand association recorded at 24%. Disney+ Hotstar emerged as a highly effective platform with a 41% uplift on ad awareness.
The campaign achieved significant growth across various regions, with notable uplifts in aided awareness scores, particularly in the West Zone, which experienced the highest impact.
Both target age groups exhibited substantial growth in brand awareness. Highlighting electricity conservation in the Kuhl Fans ads likely contributed to this positive trend. Interestingly, the female demographic showed promising results, reflecting their pivotal role in home interior decisions. Moreover, the star presence of the actress, Hema Malini, positively influenced creative recall among the female demographic.
Overall, Kuhl Fans successfully established a strong brand presence through a well-executed campaign during the ICC Men’s T20 World Cup 2024. The integration of innovative ad formats, strategic partnerships, and integration on engaging content led to a significant increase in brand awareness and favorability. Disney+ Hotstar proved to be a key platform in driving these results, solidifying Kuhl Fans’ position in the market.
Brand Speak:
