Savlon Swasth India Mission Leverages Disney+ Hotstar’s Innovative Pause Ads for Enhanced Hygiene Awareness
Savlon Swasth India Mission aimed to transform hand hygiene from a mere practice to a habit. Instead of just highlighting the importance of washing hands, the mission sought to fundamentally shift attitudes toward hygiene. To enhance awareness among digital audiences, the brand tapped into Disney+ Hotstar’s innovative Pause Ads on CTV.
The Pause Ads were designed with precision, featuring the tagline, “Germs don’t take a pause. Wash your hands.” This powerful message underscored the importance of hand hygiene, reinforcing that while viewers might pause their content, germs remain relentless.
Approach:
To achieve their goals, Savlon Swasth India Mission tapped into a newly-launched, industry-first ad format by Disney+ Hotstar: the ‘Pause Ads’ feature. This innovative ad format ensures that whenever a viewer pauses their content on CTV, a static advertisement appears on the screen.
This innovative approach offers several advantages:
- Premium Audience Reach: By utilizing CTV, Savlon Swasth India Mission was able to target a high-value audience base primarily in metro cities.
- Enhanced Visibility: The Pause Ads format guaranteed that the campaign received uninterrupted visibility during moments when viewers are actively engaged with their content.
Impact: A Resounding Success
The campaign’s success was evident across key performance indicators (KPIs) in multiple regions: Delhi NCR, Kolkata, and Mumbai. The campaign made significant inroads in establishing its core message about hand hygiene, achieving high levels of engagement and awareness. While awareness was bolstered, there was also a notable shift in purchase intent, indicating that the campaign not only informed but also influenced consumer behavior.
Brand Speak:
The strategic use of Pause Ads, a unique offering by Disney+ Hotstar, allowed the brand to maximize impact, aligning with their mission to promote better health practices. By integrating a fresh, interactive ad format into their strategy, Savlon Swasth India Mission demonstrated how innovative advertising techniques can drive meaningful change in public health.
