OBJECTIVE

In an era where health consciousness is a top priority, Limca Sportz wanted to inspire individuals to persevere and not give up on their fitness goals. Leveraging the campaign's theme of "Rukk Matt", the objective was to ignite a sense of determination and passion for leading an active lifestyle. By partnering with JioSaavn and using Olympic gold medalist Neeraj Chopra as a symbol of hope, Limca Sportz aimed to create a powerful, emotional connection with their audience through this campaign.

STRATEGY

The Limca Sportz and JioSaavn team devised a two-pronged strategy to make a strong impact with their campaign. The first strategy involved leveraging the power of video ads through JioSaavn's Standard Video Ad experience. To captivate the audience, they featured none other than Olympic gold medalist Neeraj Chopra in the video ad. The motivational theme resonated with the viewers, encouraging them to push their boundaries with a 'never say die' attitude. By strategically placing the ad on in-view screens, Limca Sportz reached an engaged audience, making a lasting impression.

The second strategy centered on emphasizing the core values of Limca Sportz, which revolve around pushing oneself to achieve more. They tapped into moments when listeners needed that extra boost of energy and motivation. What better way to do that than through the combination of music and Limca Sportz! To implement this strategy, a dedicated Brand channel was created on JioSaavn, complete with custom playlists for different workouts such as #rukkMatt- Running Mix, #rukkMatt - Cycling Mix, and #rukkmatt - workout mix. This approach allowed them to create maximum impact and engage more listeners.

By strategically placing the brand channel on JioSaavn's homepage under the editor's choice section and utilizing overlays for premium full-screen ads, Limca Sportz ensured maximum viewability and brand impact.

RESULTS

The Limca Sportz campaign delivered remarkable results, underscoring the success of their strategies and the undeniable appeal of their advertising experiences. Within their brand channel, they achieved over 260,000 playlist streams, accumulating an impressive playtime of over 704,000 minutes. Notably, they managed to retain approximately 15% repeat users. In the grander scheme of their campaign, they reached a staggering 6.41 million people and garnered over 430,000 clicks. The icing on the cake was the Neilsen report, which revealed a substantial increase in brand awareness by 6% and a remarkable 22% surge in purchase intent, firmly establishing their position as a top performer in both Nielsen and JioSaavn reports.