How 3 Indian brands used online video to drive business results

Richa Suri Malhotra, Meet Paswan / October 2019

As more brands realize the growing appeal of online video among Indian consumers, many are experimenting with new ways of amplifying their creative insights and inspiring viewers in key moments at scale. Here, Richa Suri, Google India’s product marketing manager for YouTube ads, and Meet Paswan, Google India’s associate marketing manager for YouTube ads, share some examples of brands in different industries that used online video to drive results at every step of the consumer journey.

Thanks to India’s skyrocketing population of smartphone users and increasingly affordable data, online video accounts for more than 70% of the country’s total data usage.1 Indian consumers are spending more time watching content on their own terms, on platforms where they can conveniently learn new skills, discover the latest products, and keep up with their favorite artists and content creators.


When 265M Indians turn to YouTube every month,2 we know they’re attentive and engaged because they start watching for a reason — whether they want to be inspired, empowered, informed, or entertained. In those moments where online video enters the picture, viewers are driven by clear intent. Brands with video-first strategies to tap into that intent have the power to drive real, measurable results with their creative.

Here, see how a few Indian brands across different industries have used online video to quickly raise awareness, stay top of mind with new customers, and drive conversions from high-intent viewers.

Dettol captures attention by timing its creative with Kumbh Mela

Kumbh Mela, a Hindu religious pilgrimage, is a time when the faithful come together in Uttar Pradesh to bathe in the sacred Triveni Sangam — the confluence of the Ganges, Yamuna, and Saraswati rivers. In 2019, the event attracted millions of visitors as the main festival site became a hub for all activity for nearly three months.

As massive crowds came together for the festival, popular hygiene brand Dettol tapped into the heightened awareness about personal hygiene with a combination of YouTube creative. The brand ran TrueView discovery ads on YouTube’s home feed to reach viewers as they scrolled through organic content and served bumper ads with copy highlighting Dettol liquid soap’s low price, long-lasting effects, and, most importantly, hygienic benefits.

Dettol’s “Hygiene” creative: “10 times better security than bar soap.”

The timely combination of creative during the festival quickly connected Dettol with a huge audience. The brand reached three million consumers in just the first three days. After the full 11-day campaign was completed, Dettol had reached more than 90% of its intended viewers — six million people in total. And on top of being seen by millions, the brand’s “Hygiene” bumper alone drove a 13% lift in purchase consideration.

CaratLane puts high-intent shoppers one click away from top designs

In 2018, Indian consumers spent 2.9X more on jewelry during the week of Diwali.3 So it’s no surprise that CaratLane, one of India’s leading jewelry retailers, traditionally sees its peak sales during the festival season. The brand typically combines search and Shopping ads to stay atop shoppers’ minds during Diwali, but its marketing team was eager to drum up interest and keep driving people to its website outside the festive period.

In early 2019, CaratLane used TrueView for Shopping to focus on serving creative to 24- to 44-year-old female shoppers and those in the market for fine jewelry. The ads showcased a handful of CaratLane’s top-selling designs and allowed viewers to click through to its website right from the ad.


By tapping into online video during the festival off-season, CaratLane ended up seeing even better results than during its peak Diwali period. The brand’s TrueView for Shopping creative drove 12% more visits to its website, while its overall cost per acquisition dropped 15% compared with its Diwali campaigns.

ICICI Pru Life taps TrueView to stay connected and secure new leads

ICICI Prudential Life Insurance, one of India’s largest private insurers and an experienced search advertiser, needed new avenues for driving leads to keep growing. Considering how people typically bounce between search and online video to research new products, ICICI Pru Life hypothesized it could reach potential customers on YouTube and increase leads for its Heart & Cancer (H&C) insurance plan.

The brand used an assortment of TrueView for action creative to reconnect with interested potential customers, including past website visitors, people in the market for life insurance, and those celebrating major life events like buying a home or getting married. The brand introduced its H&C plan with an informative long-form video and then followed up with ads explaining different benefits and showing viewers how to calculate their premium on mobile.

One of ICICI Pru Life's shorter follow-up ads directed viewers to the brand's website to calculate their insurance premium on mobile.

ICICI Pru Life’s hypothesis proved true: TrueView for action ultimately drove 71% more leads at a 45% lower cost per lead (CPL) compared with other digital channels, and the brand’s overall CPL decreased by 33%. ICICI Pru Life also saw 53% more searches for its H&C plan, 21% more brand searches, and a 10% increase in new visits to its website.

Capture attention and spark action with online video

As India’s online population continues to surge, so will the number of video-hungry consumers browsing the web. Online video gives any brand the power to reach, engage, and convert its most valuable audiences in the right moments — whether they’re seeing a new brand for the first time or moments away from making a purchase. When brands are present and helpful in those moments, the results are sure to follow.

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