Co-authored by Justin & Harsh Desai
In our ongoing dialogue, Justin of TTK Prestige and I revisited the notion that mass media is not fading but evolving. From Connected TV to regional festival campaigns, kitchen appliance brands can harness both high-reach channels and precision tactics, while pioneering new formats that blend the physical and digital.
Connected TV as Evolving Mass Media
Connected TV remains a cornerstone of any kitchen-appliance marketer’s toolkit. As Justin argues, it must be treated not as a “digital” channel but as the next generation of mass media . CTV combines broad viewership with addressability, letting brands deliver 30-second hero spots while drawing on real-time data for audience refinement.
Innovation in Mass-Digital Formats
TTK Prestige isn’t just adapting to these changes; it is leading the charge. The brand has piloted:
- Interactive TV Overlays that allow viewers to click through recipe demos directly from their living-room screen.
- Experiential OOH Installations in metro malls where consumers control virtual burners via mobile, showcasing four-burner versus three-burner stoves.
- “Phygital Events” such as live cooking battles streamed on CTV and mirrored in pop-up kitchen demos at retail outlets.
These experiments prove that mass media can be both broad and highly engaging—turning passive impressions into active participation.
Indian Market Nuances: Language, Burners, and Festival
In India, one size never fits all. Justin highlights a regional language strategy for Andhra Pradesh and Telangana featuring four-burner stove messaging in Telugu, while the rest of the country sees three-burner campaigns in Hindi and English. This dual approach respects local preferences without fragmenting the national brand voice.
Festival campaigns further demonstrate mass media’s power in Tier 2 and 3 markets. For Diwali, TTK Prestige rolled out a pan-India TV spot in eight languages, followed by regional radio jingles and vernacular print ads. The result: a 25 percent lift in unaided brand recall and a 15 percent boost in festive-season sales.
Seasonal Campaign Framework with Regional Flavors
Building on our original three-phase model, here is how TTK Prestige integrates innovation and local context:
Awareness Phase (70 percent ATL Budget): Hero TV, CTV, and integrated OOH unveil new product lines, four-burner in Telugu, three-burner elsewhere.
Engagement Phase (20 percent Hybrid ATL-BTL): Interactive CTV overlays, localized social videos, and regional influencer cook-alongs drive deeper connection.
Conversion Phase (10 percent BTL & Digital): Search, e-commerce retargeting, and dealer locator microsites capture high-intent shoppers.
A 70 percent ATL allocation still holds true for maintaining mass reach, while the remaining 30 percent fuels engagement and conversion in the digital realm.
Practical Measurement with BARC and Beyond
Measurement remains critical. Beyond TRP and reach, TTK Prestige leverages:
- BARC + OTT Fusion Reports to compare TV and CTV reach in rural and urban markets.
- Brand Lift Studies post-festival to gauge shifts in purchase intent.
- Unified Dashboards that overlay view-through rates, social engagement, and e-commerce conversions.
These frameworks let marketers optimize in near real-time, reallocating funds between TV, CTV, and digital channels based on performance.
Looking Ahead: Beyond Connected TV
What follows CTV in the next three years? Our predictions include:
- AI-Driven Mass Planning: Algorithms will automatically tailor frequency and creative permutations by region, language, and viewer profile.
- Voice-Activated Ads: Interactive audio ads on smart speakers that connect to kitchen livestreams or recipe skills.
- Augmented-Reality OOH: Billboards where passers-by can virtually test a stove or sink fixture via their smartphone.
As AI matures, mass media planning itself will become more predictive, shifting budgets dynamically to the most cost-effective mix of reach and engagement.
Conclusion
Our conversation confirms that mass media’s evolution isn’t a threat but an opportunity. By treating Connected TV as a mass channel, innovating with phygital experiences, tailoring campaigns to India’s regional realities, and embracing rigorous measurement, kitchen appliance brands like TTK Prestige can build both broad awareness and deep consumer connection. The future belongs to those who fuse scale with specificity, tradition with technology, and innovation with insight.
