Categories Name : CTV
Sub-Category : Best CTV Campaign (Brand Impact)
Campaign Name : Best CTV Campaign (Brand Impact) / Eveready Ultima Thak-Thak Moments: Turning Urgency into Opportunity
No More Thak Thak — Campaign Results
The "No More Thak Thak" campaign by Eveready Ultima ran from September to October 2025, targeting urban, tech-savvy adults aged 25–45. Built on a powerful behavioral insight — the universal habit of tapping a failing device — the campaign transformed this instinctive "Thak Thak" moment into an ownable brand trigger, connecting battery failure directly to Eveready Ultima as the immediate solution.
The creative strategy deployed a multi-channel approach spanning TV, OTT, CTV, mobile, social media, and quick-commerce platforms like Zepto, Instamart, and Blinkit. Short-form video assets and a distinctive branded audio mnemonic drove high recall and engagement across touchpoints, while seamless one-tap purchase paths reduced friction from awareness to conversion.
Key Results:
The campaign achieved a total reach of 45 million with 1.2 million clicks and an impressive 89% recall rate. Video completion rates were exceptional — 96% on CTV and 93% on mobile, both surpassing the 80% benchmark by 19 points. Combined mobile and CTV reach exceeded 55 lakh unique users across 20 lakh impressions, all delivered 4–7% under planned budget at a total spend of ₹52.7 lakh.
On business impact, Zepto orders grew 4x post-campaign. Market share by volume rose from 15% to 17.3%. Brand consideration jumped from 8% to 23%, and brand awareness grew from 50% to 56%. The campaign commanded 94% share of voice during the flight period and delivered a 2.8x ROI.
A simple human truth, scaled with precision, delivered measurable brand and commercial impact.