How Kohler’s India Palette garnered 35.5 mn impressions on TOI and ET
In 2019, global lifestyle brand, Kohler had come out with a digital-first campaign to showcase a new range of colours, capturing the greatness and vibrancy of Indian diversity. Twinkle Khanna was announced as the official brand ambassador and the campaign was hosted on two Times Internet properties – The Times of India and Economic Times – to increase awareness and create a brand lift. Three new range of colours – Peacock, Truffle and Thunder Grey – were promoted via the campaign and were quintessentially Indian colours.
Aimed at the premium audience segment, the campaign and the product created an impressive impact. Times Internet conducted a Brand Lift Study, which showcased that the campaign drove all metrics such as awareness, intent and favourability and performed particularly well amongst the premium metro audiences in the 35-54 year old bracket.
The overall estimated reach of the digital campaign was 35.5 million impressions on TOI and ET, garnering more than 90K+ clicks. The campaign was optimised for audience-level performance by Colombia, Times Internet’s homegrown ad tech stack.
Sandhya Biswas, Head - Brand & Retail, Kohler India, commented, “From both the BLS and our own internal study, our brand metrics are showing an upward swing in our partnership with Times Internet and we hope to continue that in future.”
Biswas also called the decision of giving both creative and media mandates to Dentsu Webchutney, a “marriage of capabilities that delivered the campaign’s message in an impactful manner across media channels”.
The campaign’s partnership with Times Internet helped build relevant traction amongst the affluent audiences of TOI and ET. According to Gurjot Singh Shah, Senior VP, Dentsu Webchutney, the agency deployed proprietary Dentsu tools such as DAN Explore to arrive at the media mix as per audience needs.