Britannia celebrated its 100th anniversary in August 2018. The company wanted to share the big news of having reached this milestone in an equally big way to their consumers. In order to reach out to a large number of audience, they planned to run ads on TV. But they also wanted to create a strong brand impact to stand out from the din and clutter of advertisements during the live telecast of Asia Cup 2018 and build higher brand recall among viewers.
The leading Indian food company decided to experiment with a concept they found interesting: cross-screen moment marketing with Zapr, India’s largest offline media consumption repository. In other words, Britannia directly engaged their target TV audience during big cricket moments with creative mobile ads that highly resonated their brand message.
Read our complete case study to find out how Britannia was able to target more than 2 million live TV viewers at key match moments on mobile.