ITC E-Store: Aiming for D2C dominance with best use of digital media

ITC, a private sector company, launched a campaign in India to acquire more market share, increase the average bill value and drive awareness.

Campaign details

Brand: ITCBrand owner: ITCEntrant company: Performics - IndiaIdea creation: Performics MumbaiMarket: AsiaSector: Pharma & healthcareMedia channels: Sales promotion, Mobile & apps, Search marketing, Online display, Online videoBudget: 1 - 3 million

Executive summary

Anticipating increase in consumer preference for contactless shopping and home delivery during COVID-19, ITC introduced e-stores in 2020. ITC wanted to scale-up campaigns to drive awareness about the e-store as a grocery destination, acquire more market share and increase average bill value.

We decided to adopt a 360-degree approach integrating...

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