Video Through Rate (vs. 85–90% benchmark)
Absolute Brand Lift (Ahaglow)
Aided Brand Awareness (Ceramax)
Purchase Intent Lift (Ceramax)
Two brands. One demographic. No margin for wasted reach.
Torrent Pharma needed to drive awareness for Ahaglow and Ceramax among urban women aged 25 – 44. On paper, the audience looked identical. In reality, they were very different – one driven by care and trust, the other by aspiration and self-care.
Traditional TV couldn’t solve this. It could deliver reach, but not relevance. It couldn’t align messaging to the right content environment, and it couldn’t prove real brand impact beyond impressions.
Running a single campaign would have blurred both strategies.
The challenge was clear:
Answering these required more than just reach. It required precision, context, and accountability – built into the campaign from the start.
Using Tyroo.TV, both brands were executed as independent strategies, driven by different consumer intent.
Ceramax | The Caring Mother
Primary caregiver, driven by trust and safety Delivered within parenting, kids’, and family content
Ahaglow | The Lifestyle-Conscious Woman
Aspirational, self-care focused Delivered within beauty, health, and entertainment content
Tyroo.TV ensured each brand appeared in the right context , without overlap or dilution.
Tyroo.TV provided access to a unified CTV ecosystem, spanning premium OTT platforms, OEM inventory, and YouTube.
This ensured consistent presence across high-attention environments, beyond any single platform.
All creatives were built for CTV – full-screen, immersive, and designed for large-screen viewing.
Using Tyroo.TV, targeting extended beyond demographics to align with content context.
Each brand was mapped to environments that matched audience mindset, ensuring relevance at the moment of exposure.
Demographic filters, content affinity signals, and city-level targeting worked together to improve attention and reduce wastage.
Tyroo.TV integrated measurement into the campaign from day one.
Independent Kantar Brand Lift Studies for each brand enabled clear, brand-level impact tracking across awareness, recall, and purchase intent.
Delivery was continuously optimised using VTR and engagement signals, shifting spend toward higher-performing environments.
The results proved one thing clearly, when strategy, context, and measurement are aligned from the start, CTV delivers far beyond visibility.
