Jos Alukkas shines bright with Vserv AudiencePro, achieves remarkable OTT campaign results

During the festive season, as brands strive to captivate consumers, Akshaya Tritiya becomes a pivotal moment for jewellery brands seeking maximum engagement. Among them, Jos Alukkas, renowned for its unwavering trust and elegant craftsmanship, sought to promote its latest Subha Manglayam video commercial across multiple platforms.

The challenge on hand was to identify the most relevant audience segments across channels to promote the brand’s latest TVC. Jos Alukkas, in collaboration with DentsuX, joined hands with Vserv AudiencePro to tackle the challenge. Vserv AudiencePro is a customer intelligence and activation platform that brands use to make their marketing spends efficient across multiple channels.

Vserv AudiencePro identified the most relevant audiences for Jos Alukkas and activated the audiences on OTT platforms like Hotstar and Zee5. Leveraging the power of quality 2P segments from Vserv AudiencePro platform allowed the brand to find its niche audiences across the open internet.

By reaching the audience segments like frequent jewellery shoppers, high digital spend index users, clothing and accessories’ spenders, matrimonial service transactors, investment planning transactors and many others, Jos Alukkas successfully identified the ideal audience to ensure the TVC resonated with the right viewers.

The campaign's performance on OTT platforms was nothing short of exceptional. Hotstar, one of the leading OTT platforms, delivered an impressive 95% Video Completion Rate (VTR) for the 40-second non-skippable video cut of the TVC. This outstanding engagement rate highlighted the successful targeting strategy employed by Vserv AudiencePro, ensuring the TVC reached the intended audience effectively. Additionally, Zee5 delivered an impressive 1% Click-Through Rate (CTR), surpassing the industry benchmarks. Jos Alukkas and DentsuX trusted Vserv AudiencePro on making in-target reach on OTT campaigns and the success speaks for itself.

Sushil Kumar, Chief Marketing Officer, Jos Alukkas, expressed satisfaction with the campaign's outcomes and stated, "We are thrilled with the remarkable results of our collaboration with Vserv AudiencePro. Their expertise in customer intelligence and activation, combined with our captivating video creative, ensured that our TVC reached the right audience on OTT platforms. The high engagement rates on Hotstar and Zee5 are a testament to the success of our partnership."

Zeba Lakhani, Agency Spokesperson, DentsuX said, "Working closely with Jos Alukkas and Vserv AudiencePro has been a rewarding experience. The strategic targeting and churning of beautiful video creatives have played a crucial role in achieving exceptional engagement rates on OTT platforms. It's remarkable to witness how the campaign surpassed industry benchmarks, driving impactful results for Jos Alukkas."

Jefi Praveen, General Manager & Business Director at Vserv, expressed his enthusiasm for the partnership with Jos Alukkas, stating, "We are thrilled to have collaborated with Jos Alukkas for this extraordinary OTT campaign. With a deep understanding of the southern regions, we recognize that while television remains a primary platform for larger brands due to its extensive mass reach, it is essential to consider the evolving preferences of audiences who are increasingly turning to OTT platforms. These platforms have become synonymous with television, given their substantial and growing viewership. When brands join us in leveraging our customer intelligence and activation platform for their OTT campaigns, we ensure optimal effectiveness within the campaign results. Our outstanding engagement on Hotstar and Zee5 for Jos Alukkas is a testament to the success of our precise targeting and data-driven approach, surpassing industry benchmarks."