TV Effectiveness

Using TV as a marketing channel

Decision Making


Shubhrojyoti Roy, Kamakshi Thareja and Pinaki Bhattacharya, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Nokia overcame its late entry into the Indian touchscreen mobile market by positioning the Asha 305 as a 'wingman' to help young people navigate life.


Mimi Deb, Vikram Pareek and Subodh Bhatt, Warc Prize for Asian Strategy, Entrant, 2014

With this campaign, Dabur Chyawanprash, an Ayurvedic healthcare brand, associated itself with an Indian reality TV show in order to boost awareness.


Anjuri Jain, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Garnier Men launched Garnier Men AcnoFight - the first ever anti-acne facewash for Indian men.


Iain White and Rujeeporn Navakul, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Oriental Princess, a Thai brand of cosmetic products, caught the attention of women by giving them a way to express more powerful emotions and go against cultural norms.


Vibha Gupta, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how, by starting India's second 'Quit India Movement', UNICEF managed to unite different stakeholders into becoming a powerful force that was determined to tackle India's biggest enemy in its continued national development - malnutrition.


Someshwar R. Mehra , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how McVitie's, the biscuit brand, used a health-based message in india to increase its share of mind against a dominant competitor.


Chandrasekar Radhakrishnan, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes the launch of coffee variant Nescafe Sunrise Strong in Andhra Pradesh, a region of India, which picked up on changing marriage dynamics and growing female strength.


Sumant Bhattacharya , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Sensodyne, the toothpaste brand, used practising dentists to build its 'sensitivity' credentials and grow market share in India.


Nikita Shah, Warc Prize for Asian Strategy, Entrant, 2014

Thiscase study explains how Stayfree, the feminine hygiene brand, addressed the issue of anaemia amongst women in India with its charitable foundation, Women for Change.

WARC RECOMMENDS


RECOMMENDED CASES

Television

Warc's pick of the most effective case studies


ARTICLE FOCUS

TVC lengths

The ARF on choosing the right spot length


WARC BRIEFING

TV effectiveness

History, key theories and trends


RESEARCH PAPER

Empirical Evidence of TV Advertising Effectiveness

Why TV is the best branding medium there is


CASE STUDY

John Lewis: Making the nation cry… and buy

IPA Grand Prix winner uses emotional TV advertising