FB Twitter LinkedIn Google+

Who is the Brand?

Essco by Jaquar Group is an affordable and aspirational bath fitting brand that has been supporting sustainable housing in India.

Essco by Jaquar Group is a value for money bath brand from Jaquar group which is the leader in complete bathing solution. Essco by Jaquar Group, a pan India brand, added a whole new chapter in the bath fitting industry by ushering an era of organized bath market. Essco by Jaquar Group set out with an obsession for good quality product at affordable pricing, one that was unheard in the corridors of bath fitting manufacturers then. With its 10 years of warranty and impeccable customer service, Essco by Jaquar Group is standing tall in Indian bath fitting industry since 1960 and touching more hearts every year. They believe in the ‘Indian dream of affordable housing’ and have aligned their business practices and products towards the same.

who is the brand
who is the brand

Who is the Brand?

Essco by Jaquar Group is an affordable and aspirational bath fitting brand that has been supporting sustainable housing in India.

Essco by Jaquar Group is a value for money bath brand from Jaquar group which is the leader in complete bathing solution. Essco by Jaquar Group, a pan India brand, added a whole new chapter in the bath fitting industry by ushering an era of organized bath market. Essco by Jaquar Group set out with an obsession for good quality product at affordable pricing, one that was unheard in the corridors of bath fitting manufacturers then. With its 10 years of warranty and impeccable customer service, Essco by Jaquar Group is standing tall in Indian bath fitting industry since 1960 and touching more hearts every year. They believe in the ‘Indian dream of affordable housing’ and have aligned their business practices and products towards the same.

idea about the campaign

Idea about the campaign

This was a branding campaign done on Google, Tik tok and Facebook. The key goal was to reach a large population within key tier 2 and 3 cities in order to spread awareness about Essco by Jaquar Group as an affordable quality brand. We used a vernacular approach and leveraged videos created in Hindi, Gujarati, Kannada, Malayalam and Tamil. We targeted these videos specific to regions which communicated in these languages for optimised performance and campaign efficiency.

Key Features

  • Vernacular assets for GUJARAT & WEST BENGAL have performed better in terms of Cost Per View at 0.23 and View Rate of 83%
  • Leveraged instream only campaigns with the top performing 15s video to attain lower Cost Per View and higher View Through Rate of 83%
keyfeatures
google polygon

We saw the highest spike in the search term ‘Essco’ as seen in the last 5 years during / post the branding activity on Google.

6 secs (remarketing) had a much lower CPV and CPM. Spends and impressions were lower on 6s videos because they were only shown to audiences that has viewed the 15s and 30s videos in the respective language.

30 Second videos had a CPV of 0.65, 15 Second had a CPV of 0.3 and 6 second had a CPV of 0.1. As we added the shorter videos the CPC reduced.

tiktok polygon

Top Performing Region were the northern belt cities : Indore, Ludhiana, Ranchi, Patna, Latur, Krishna with regards to the CPM. The overall Click Through Rate is 0.8%

Hindi has a lesser CPM since the video is used for multiple cities. The 30s videos have a higher CTR of 0.8% compared to 15s videos which have 0.6%.

facebook polygon

Top Performing Regions in terms of video plays was Gujarat, West Bengal, Tamil Nadu and Kerala. This was due to the vernacular connect of the video ads.

the top performing creative was the Hindi video with 842,242 thruplays with 0.21 CPV with an overall spend of Rs.180,444.74

PLATFORM SPEND IMPRESSIONS CLICKS CTR CPM
TIKTOK 1,93,586 1,44,41,479 1,20,411 0.83 13
PLATFORM SPEND IMPRESSIONS VIEWS VIEWRATE CPM CPV
YOUTUBE 17,99,973 1,51,16,309 33,56,042 22.2 119 0.54
FACEBOOK 5,99,998 3,253,516 26,96,313 82.8 190 0.22
TOTAL 23,99,971 1,83,69,825 60,52,355 53 155 0.38
table
table
Let's Click together