Ford India: Programmatic accelerates Ford past IPL TV Sponsor

Ford India, a car brand, increased visibility during its cricket season by creating a mobile campaign that sent its video ads to Indian smartphone users.

Campaign details

Brand: Ford IndiaLead agency: Global Team BlueRegion: APAC

Objectives

The largest annual sporting event in India is as expected, yet another cricket event - the Indian Premier League (IPL) (April-May 2017). 9 major sponsors grabbed 70% inventory on broadcast TV at a reported 13 Billion Rupees or 200+ Million USD. Only one automobile brand made the deal for 'Official Sponsor' - a competitor to Ford India. This gave the competitor massive reach, though with weak and inefficient mass targeting.

The client, Ford India's objective was to retain mindshare during this cricket season and...

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