Results

The campaign delivered exceptional results, successfully meeting marketing objectives and driving commercial success. Taste perception improved by 300 BPS, while brand penetration grew by 200 BPS. Purchase intent increased by 400 BPS, and brand consideration rose by 250 BPS among the target audience. Campaign reach and engagement exceeded expectations, reaching 20 million people through TV and YouTube. Swiggy sampling programs generated over 200,000 product trials, while Cult fit collaborations garnered 2.5M views. Social media conversations reflected 85% positive sentiment, accompanied by a 45% increase in organic brand mentions. The influencer ecosystem demonstrated remarkable impact. Shraddha Kapoor's content achieved 60M views with an 8.2% engagement rate, while other influencers like Nmami Agarwal and Fit with Meenal collectively generated 77M views with strong engagement rates. Notably, 78% of viewers reported increased purchase consideration after exposure to influencer content. Commercially, Amazon promoted ROAS increased nine-fold, while retargeting ROAS improved six-fold. The campaign generated over 5M impressions, driving a 32% increase in repeat purchase rate and 28% growth in category penetration. By integrating traditional media with digital innovations such as gamification and direct marketing, Lipton Green Tea transformed its market position, setting new benchmarks for consumer engagement in the wellness category and establishing a sustainable model for category growth.