Product/Service
Clarke Gable is an Indian-based apparel brand owned by Otto Clothing Pvt. Ltd. Established in 2016, it operates in the fashion industry, focusing primarily on menswear. The brand offers a range of clothing and accessories, including leather goods like wallets and bags. Clarke Gable positions itself as a premium brand within India, and while still growing, it has carved out a space in the competitive Indian fashion market. The brand’s development underlines Otto Clothing’s strategic approach to creating distinctive products for style-conscious consumers.
Objective
The marketing objective was to build brand awareness for Clarke Gable by leveraging highly televised sporting events on OTT services during the tournament,with the ultimate business objective of driving sales.
Target audience
Clarke Gable preferred viewers in the Tamil and Malayalam speaking states, where it streamed its OTT platform Jiocinema. This included a large set of consumers interested in premium lifestyle products with key emphasis on raising awareness among the viewers interested in Women’s Premier League (WPL) and Indian Premier League (IPL) in 2024.
Geography
Clarke Gable wanted to establish a larger market base in India, especially South India. Most of the brand’s activities were focused on the digital space, with heavy reliance on advertising to reach the audience. The campaign primarily focused on audiences in Tamil Nadu and Kerala, with ads running across Tamil and Malayalam feeds on Jiocinema’s OTT platform.
How Did Clarke Gable Aim to Boost Brand Visibility by Sponsoring WPL and IPL 2024
Clarke Gable further wanted to increase the brand association through sponsoring WPL and IPL 2024 as maximum people across the world watch these tournaments and hence increasing brand awareness across those countries where the brand targeted to promote.
High Engagement Platform: Clarke Gable chose Jiocinema OTT with high popularity during live sports programs in order to guarantee a high popularity in prime time.
Targeted Feeds: The brand concentrated only on the Tamil and Malayalam communities, as it got more intimate with the people there and made the content more relevant to them.
Premium Ad Formats: Important ad formats were released by Clarke Gable during the break, which includes the midroll advertising and fence ads so that the viewers will continuously be exposed to the advertisements throughout relevant times of the matches.
Association with Cricket: By linking itself with India’s most followed sport brand Clarke Gable was able to create an emotional bond which millions of cricket fans share with the game and as a result, improve brand recall.
What Strategies Did Clarke Gable Use To Identify and Engage Their Ideal Audience?
Clarke Gable used Google Trends to determine where the website’s core audience was during the T20 World Cup 2024 and to involve them. The brand’s strategies included:
Targeted Platform Selection: The platforms like Jiocinema OTT particularly got selected due to big cricket audiences watching – events like IPL and WPL.
Localized Content: They were specific to the Tamil and Malayalam feeds, which meant that they’d be more sensitive to the culture and therefore have better impressions.
Ad Formats for Maximum Impact: Their attention was sought out with 10-second midroll and fence ads at strategic times.
Focused Regional Reach: By scheduling the adverts to be aired mainly during the two states of Tamil Nadu and Kerala, Clarke Gable made it possible for the adverts to directly reach a lot of its target clientele.
Campaign Execution
Results
Clarke Gable’s campaign achieved remarkable success in driving brand visibility across Tamil and Malayalam feeds. The brand’s strategic use of midroll and fence ads during IPL and WPL 2024 delivered the following results:
Tamil Feed:
Total Reach: 3,455,189
Impressions: 9,539,906
Malayalam Feed:
Total Reach: 121,451
Impressions: 257,707
Through Jiocinema OTT’s impactful ad formats:
Fence Ad on Tamil feed delivered 263,099 impressions with a reach of 120,846.
Midroll Ads during key moments ensured high engagement and improved brand recall among the target audience.
This campaign exceeded expectations by engaging over 3.5 million viewers and enhancing Clarke Gable’s brand presence in Southern India.
