Case Study

Categories Name : A. Marketing Strategy

Sub-Category : A17. Maximizing Mobile Advertising / Programmatic and Machine Learning

Campaign Name : Voltas x Havas x mediasmart: Connecting Offline Intent to Online Impact

Brand Name : Voltas

Agency Name : mediasmart, powered by affle x Havas

Results

Voltas’ “Shor Kam, Kaam Jyada” campaign bridged offline and online journeys using mediasmart’s Location Proximity Targeting, Household Sync, and data-driven retargeting—connecting store aisles, living rooms, and mobile screens through one seamless, tech-led story of comfort and innovation. High-intent audiences were identified at retail outlets via Location Proximity Targeting, mapped through mobile device IDs, and using reversed Household Sync, the device IDs were matched to household IPs of all the devices connected to the same Wi-Fi, enabling Voltas to extend messaging from store aisles to Connected TVs and then again retarget on mobile. In the next phase, regional-language CTV ads built awareness on premium publishers and FAST channels, followed by mobile retargeting through real-time behavioral and programmatic signals like home décor and appliance browsing—creating a closed-loop, cross-screen narrative powered by precision data and connected devices. The campaign achieved a 94%+ View-Through Rate, 0.9%+ CTR, reached 3.7 million users, and delivered 2.3x brand search, 3x website traffic, and 2.1x e-commerce sales, proving how programmatic learning, connected devices, and location intelligence can drive full-funnel brand impact.