Product/Service
Moglix, which was co-founded by Rahul Garg, a well-established Indian e-commerce player in B2B eCommerce, was based in Singapore, which was established in 2015. USA, the UK, UAE, the Indian subcontinent and Europe are some of the markets of Moglix which provides a platform for industrial and commercial supplies. It had become a popular alternative among the existing players in the market, having achieved a valuation of $2.6 billion in January 2022. The trend has been further enhanced after it has also evolved into a supplier of enterprise procurement solutions and SaaS-based solutions for manufacturing sector GST-related processes.
Objective
The goal was to increase the brand exposure and get interested in people who were going to watch it on Disney+Hotstar during the Asia Cup final and 2023 World Cup matches.
Target audience
The campaign, which engaged both male and female India, was much focused on young people and adults in urban areas.
Geography
The attention was given to a nationwide audience, with the use of the all-India following the game of cricket.
How Did Moglix Aim to Boost Brand Visibility by Sponsoring World Cup 2023
In order to raise the product’s branding at World cup 2023, Moglix Company decided to explore the possibility of taking the cricket fever along with its numerous fans. India’s cricket world cup event motivated Moglix to envisage its campaign during the games believing the game can offer wide participation of people even if they belong to different segments.
The brand will be capitalizing on the heightened sentiments, attention and emotions during the event and so win in the hearts of the customers who might become their customers.
As a strategy, Moglix advertisement was broadcasted through different formats on Hotstar, the official website designed for the cup. Additionally, through inserting the mid-roll ads to the live broadcasts, billboards and the L-BANDS the organization made certain that the audience could always see the TV spots.
Not only were these ads spread in a haphazard manner but the placement of these ads became a problem because the ads were put on purpose during the key moments of the match, thereby skyrocketing the impact and recall. The L-BANDS, however, immensely contributed to our brand exposure when watching live games since they were the least disruptive for the viewers.
Through these programs, the organization intended to build a strong brand connection between passion and the excitement of the World Cup and the cricket World Cup fans, which is expected to be favorable for the brand as the competition unfolds around the world.
What Strategies Did Moglix Use to Identify and Engage Their Ideal audience?
Moglix used strategic ways to find and interact with its target market during the Asia Cup and World Cup live matches on Hotstar. Taking into consideration that these cricket events have a huge and wide follower base, Moglix decided to maximize its brand visibility and reach a diverse yet large demographic across India. To reach this goal, the company used a variety of advertising methods, each one aimed at engaging the viewer at a particular moment during the game.
Adopting the concept of mid-roll ads enabled Moglix to place its message just after the conclusion of a game break, hence viewers would probably be focused and attentive. The combination of billboards and L-BANDS guaranteed continuous exposure of the brand through the live auction. L-BANDS, in particular, were creatively located between overs, thus ensuring that the brand had a light but constant presence in the field of play.
These were the chosen strategies for their acumen in capturing the attention of the viewers and conjuring up an impact through the most thrilling moments of the matches. Moglix is delivering those ads to all devices and languages and therefore with pan India reach, their preference of languages will not be an issue. The holistic and tailor-made approach was instrumental for Moglix to contact the right audience and the results were spectacular since the brand became omnipresent during the matches that were watched by many cricket fans.
Campaign Execution
Results
Moglix followed a well thought-out strategy to find a target audience during the Asia Cup and World Cup matches on Hotstar. To meet the diverse and wide connectivity of these cricket audiences, Moglix aimed to wide exposure and appeal to a varied group of Indians in general. This goal was reached through means of a variety of the ad formats that were customized to different point-of-view moments of the game.
The mid-roll ad option of Moglix allowed them to display their advertisements at those breaks on the screen, when viewers were most likely to be active and willing. L-BANDS and billboards were vehicles through which the brand was visible and present on TV throughout the live broadcast. The L-BANDS were situated between overs to ensure that regular branding, although relatively subtly, were yet constantly conveyed to the viewers.
We opted for this kind of advertising as it assures the desired level of engagement coupled with the climax moments in the game which are critical if we are to have the most impact. Through the delivery of these ads across all devices and languages, Moglix made sure that it had a pan-India reach, therefore, it provided a solution to the diversity of languages spoken in India, which is over 1 billion. The specialized and polycentric strategy offered Moglix the opportunity to effectively engage with its target audience, hence, creating maximum brand visibility and interest when these cricket events were being held.
