TV Effectiveness

Using TV as a marketing channel

Decision Making


Kawal Shoor, VR Rajesh and Pallavi Nayak, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study illustrates how Tata Sky, the TV provider, halted the decline of its premium TV recording box by changing its marketing message to better fit the culture of Indian men.


Kishankumar Shyamalan, Tejkaran Singh Bajaj, Simanta Mahanta, Sanchayeetha Verma, Shailja Vohra, Venkatesh Kamath, Sumit Choudhary, Vandana Krishnan, Vikesh Jain, Lakshana Kripash, Sangeetha Mahadevan and Manoj Kandaswamy, Warc Prize for Asian Strategy,

This case study describes a Tata Tea TV campaign - 'Power of 49' (PO49) - which educated women about the importance of their vote in the Indian general election of 2014.


Divya Sharma and Sumeer Mathur , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Microsoft targeted women in India to overturn a decline in household PCs sales, by explaining how PCs could benefit women.


Terence Ling, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study shows how AIA, one of Asia's best-known insurers, tackled its problem of high awareness but low consideration by rebranding across Asia with an optimistic but realistic message that people could relate to.


Sonal Jhuj and Deboleena Chatterjee, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Clean & Clear, a leading teen skincare brand globally, launched its fruit facewash to Indian teenage girls with the promise of giving them the energy to get up and start the day.


Case Study

!DEA: Honey Bunny
Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Idea Cellular (commonly referred to as !DEA), the Indian telecoms company, launched a ringtone to explain that it is a national network, not just a regional provider.


Case Study

Bournvita: Race
Hitesh Patel and Mandar Gore, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how powered milk drink Bournvita, owned by Mondelez, overcame slowing growth in India by focussing on the importance of good habits for children, targeting mothers.


Loren Bade , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Cebuana Lhuillier, a pawn broker and money remittance service, promoted its remittance service in the Philippines by focusing on the emotional reasons for sending money.


Sunila Dhar, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Maruti Suzuki India Ltd (MSIL) addressed a downturn in the Indian car market, re-stating its credentials as a value-for-money model by focussing on fuel efficiency.

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