We created special customized CDM ads that chased the regular advertising for big purchase categories; Cars, Refrigerators, TV & Bikes. Across channels, every time the targeted commercial was aired, we immediately chased it with a customized CDM ad, thereby, reminding the consumer every time to make the purchase on a sweet note.

Example; Right after every car Ad, the chaser ad called out: “Thinking of buying this car? Have CDM to make the purchase on a sweet note, wish you a great beginning”.The activity was no one-off, stretched over a period of 2 months we executed this never done before idea & chase 28 advertisers across 4 categories & thousands of ads with full precision. This idea ensured that the brand message reached the consumer exactly at the moment of truth, when he would be making his purchase decision while also deciding the Indian sweet to celebrate the occasion with.

The unique strategy of chasing the ads was witnessed by 46 million individuals in India. The campaign drove highest sales growth of 42% in history of CDM in India. Consumer metrics on CDM as preferred sweet jumped up by 30% and also recorded unprecedented 92% spontaneous awareness. Frequency of consumption for CDM went up by 46%. As said ‘imitation is the best form of flattery’, today TV channels & other large advertisers in India are also trying to replicate our strategy to chase.