Categories Name : Retail Media
Sub-Category : Best Retail Media Campaign (Brand-Led)
Campaign Name : 2 Mins Ki Diwali
The campaign successfully leveraged Reliance Digital's retail media ecosystem to create a seamless connection between digital engagement and in-store consideration, delivering strong outcomes across reach, engagement, brand metrics, and retail impact.
Audience Reach & Engagement
1. Achieved 30M+ cumulative video views across YouTube and Meta during the festive period.
2. Generated 64M+ impressions, ensuring widespread visibility during India's most competitive shopping season.
3. Delivered a 52% View-Through Rate (VTR), significantly outperforming the category benchmark of ~35%.
4. Achieved an average watch time of 2 minutes 4 seconds on a 3-minute film, indicating deep consumer engagement and high content retention.
Retail Media Effectiveness
1. The campaign was amplified across Reliance Digital's extensive in-store digital media network, ensuring consumers encountered a consistent brand narrative throughout their purchase journey.
2. In-store digital screens helped bridge awareness and consideration by reinforcing campaign messaging at the point of decision-making.
3. Created a unified online-to-offline customer experience, strengthening message recall among high-intent festive shoppers.
Brand Impact
1. Delivered a measurable +1.45% Ad Recall Lift, demonstrating stronger brand salience during the peak festive purchase window.
2. Generated strong positive sentiment and organic engagement across social platforms, indicating high emotional resonance with the target audience.
3. Successfully differentiated Reliance Digital from category competitors by shifting the conversation from offers and discounts to meaningful festive storytelling.
Business Impact
1. Supported festive business momentum during a critical sales period by strengthening consideration and purchase intent.
2. Reinforced Reliance Digital's positioning as a culturally relevant and consumer-centric retailer.
3. Demonstrated the effectiveness of retail media as a brand-building channel, proving that owned retail touchpoints can amplify storytelling while influencing consumers closer to purchase.
Overall Outcome
The campaign showcased how a brand-led retail media strategy can go beyond visibility to drive meaningful engagement, stronger recall, and measurable business impact. By integrating digital platforms with Reliance Digital's retail media network, the campaign delivered both scale and effectiveness while setting a benchmark for festive retail media execution.