Product/Service
Agilus Diagnostics operates the most expansive network of laboratories in India, covering 25 states and five union territories. As of March 31, 2023, it manages 413 laboratories, including 43 that are accredited by the National Accreditation Board for Testing and Calibration Laboratories (NABL), the largest network of its kind according to the CRISIL Report. With its Global Reference Laboratory in Mumbai and five regional reference laboratories across major cities, Agilus Diagnostics ensures comprehensive and accessible diagnostic services nationwide.
Objective
The primary marketing objective for Agilus was to build brand awareness across India by leveraging the massive audience of IPL 2024.
Target audience
Agilus focused on a broad-based audience, particularly in the 18 -55 age group, which responded positively to the brand’s messaging, appealing to both male and female audiences.
Geography
The campaign targeted a Pan India audience, utilizing the wide reach of IPL 2024 to ensure brand visibility across key demographics and regions.
How Did Agilus Aim to Boost Brand Visibility by Sponsoring IPL 2024
Agilus aimed to boost its brand visibility during IPL 2024 by leveraging the tournament’s massive viewership and fan engagement. The strategy focused on maintaining a consistent presence across both OTT and CTV platforms, particularly on JioCinema, ensuring the brand was visible throughout the tournament.
- By targeting live match placements and securing high-frequency ad spots, Agilus aimed to embed its brand in the minds of viewers, capitalizing on moments of peak engagement.
- Their logo and key messages were strategically placed during alternate innings to maximize recall and impact. Agilus adopted a broad-based approach, targeting a Pan-India audience, allowing the brand to reach diverse demographics.
- This approach, which followed Agilus’ association with the ODI World Cup 2023, helped the brand build continuity and favorability across multiple high-profile sporting events. The combination of brand exposure and sustained visibility contributed to significant brand upliftment, enhancing awareness and driving higher audience engagement.
What Strategies Did Agilus Use to Identify and Engage Their Ideal audience?
Agilus employed a strategic, multi-channel approach to effectively identify and engage their ideal audience during the IPL 2024 campaign. The brand focused on creating a broad-based reach by combining OTT and CTV platforms, ensuring visibility across different devices and viewing preferences.
Agilus secured placements in live match broadcasts and high-frequency ad slots, targeting key moments in matches to maximize exposure. This high-impact presence enabled them to capture the attention of cricket enthusiasts, particularly the 30-40 age group, who resonated strongly with the brand’s messaging.
By consistently displaying their brand logo and key messages throughout the tournament, Agilus reinforced brand recall, particularly among viewers engaged in both the ODI World Cup 2023 and IPL 2024.
The campaign’s presence across two of the largest sporting events in India built a continuous association with cricket, ensuring that Agilus remained top-of-mind. This strategy also enhanced brand favorability, increasing purchase intent across various demographics, including older viewers (41-55 years).
Campaign Execution
Results
Agilus’s IPL 2024 campaign delivered significant results, demonstrating the power of their multi-channel approach and the vast reach of the platform:
- 34.3 billion impressions were delivered via handheld devices and web (HHWB), showcasing the campaign’s massive exposure on digital platforms.
- 3.5 billion impressions were delivered via CTV, further expanding the brand’s visibility among viewers on connected TVs.
Cumulative Reach:
- HH-WB: 168.3 million unique users were reached, emphasizing the extensive coverage across digital channels.
- CTV: 12.3 million unique users, reflecting the growing impact of CTV on the campaign’s reach.
Impact on Brand Metrics:
- A 13% increase in Aided Awareness, Online Ad Awareness, and Brand Favorability was recorded, proving that the campaign resonated well with the target audience.
- Purchase Intent also rose by 13% among exposed audiences, indicating the campaign’s effectiveness in driving consumer interest.
Audience Engagement:
- The campaign resonated with a wide demographic, especially with men and women aged 30-40, and generated strong ad receptivity among the 41-55 age group.
