LLYOD
LLOYD
Marketing Manager
01/
Overview
Lloyd, traditionally known as a value-for-money air conditioning brand, was steadily losing ground in the premium segment to competitors like LG, Voltas, and Daikin. To address this, the campaign set out to reposition Lloyd as a design-forward, premium brand ahead of the peak summer season. The focus was on driving awareness and building preference for the newly launched Stellar Series ACs — known for their sleek aesthetics and smart features. Celebrity storytelling played a key role, with the aim of connecting with urban, upwardly mobile households looking for lifestyle-driven home appliances.
02/
Creative Strategy
The campaign featured Ranveer Singh and Deepika Padukone in a high-impact 30-second visual spot built around the theme: “ Why settle for dull, when you can have stellar? ” It positioned the AC not merely as a cooling appliance, but as a modern lifestyle upgrade, sleek, silent, and smart. To maximise reach and engagement, the content was repurposed across multiple channels, including YouTube masthead and pre-roll ads, Instagram Reels and Stories, high-traffic Connected TV inventory on platforms like Hotstar and JioCinema during IPL 2024, and POS screens in over 1,200 retail outlets nationwide.
03/
Execution Highlights
Digital Media Partner: GroupM / Dentsu
Budget Allocation:
YouTube: ₹1.2 Cr
Instagram & Meta: ₹60L
Programmatic Display + CTV: ₹90L
In-store branding: ₹40L
04/
Performance Matrix
The campaign delivered strong results across digital and retail touchpoints. On YouTube, the video reached 13.1 million views (paid + organic) within six weeks, while Instagram Stories and Reels drove a total reach of 7.2 million, with an impressive 5.4% engagement rate, primarily through reactions and shares. On the retail side, Tier-1 cities saw a 21% year-over-year sales increase in April 2024, and stores with POS screen activations recorded a 17% spike in footfall. The campaign also attracted over 510,000 unique website visitors, with the average time on the Stellar AC product page increasing to 2.4 minutes — a 40% lift from the baseline. Branded search interest rose as well, with ‘Lloyd AC’ queries increasing by 46% in April compared to February. Key growth markets included Delhi-NCR, Bengaluru, Ahmedabad, and Pune
05/
Business Impact
Lloyd recorded ₹74 Cr in Stellar Series sales in Q1 FY24 (internal dealer estimates). Became the #2 most searched AC brand on Flipkart & Amazon during April. New buyer mix skewed younger — 38% of Stellar sales came from 25–35 age group, a segment Lloyd had traditionally under-indexed on. Triggered a 15% increase in dealer partnership inquiries, especially from urban-format multi-brand outlets.
06/
Canpaign Learning
The campaign offered several key insights. While celebrity association significantly boosted top-of-mind recall, the engagement tail was short-lived, making product-focused influencer demos more effective in sustaining interest beyond four weeks. Instagram Reels outperformed static creatives and CTV in driving bottom-funnel traffic, especially when short UGC edits emphasised the blend of aesthetics, cooling performance, and energy savings, many of which were organically shared in housing WhatsApp groups. Additionally, localised retail co-branding using Deepika and Ranveer’s visuals led to quicker in-store conversions, outperforming stores that lacked branded visual merchandising.
07/
My Role
I worked on benchmarking competitor launch campaigns, helped map the digital media funnel across YouTube and Meta, tracked performance dashboards weekly, and supported the influencer brief and UGC challenge that reached over 6.5 million users organically. I also contributed to the dealer enablement collateral post-campaign.