McDowell’s no.1 soda: Real Time -1

McDowell's No.1, an Indian spirits brand, increased reach among Indian consumers by using mobile surveys and audio fingerprinting to track and target alcohol consumers.

Campaign Details

Brand: McDowell's no.1 sodaLead Agency: Mindshare IndiaRegion: APAC

Strategy

Objective

Diageo is one of the largest alco-bev advertisers in India. 70% of their advertising budgets is spent on TV. Since the biggest chunk of media budgets go into this, It's important that it goes beyond just creating awareness and lead to consumption. If a media plan must achieve that, we must talk to people who consume alcohol. Now let's looks at how the current plans are made. It's demography led planning where we look at parameters like age, gender, NCCS etc. to define...

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