Flipkart has registered the biggest increase in advertising awareness in India for the month of July 2023, of all the brands tracked by YouGov in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that ad awareness of the e-commerce conglomerate saw an uplift of 6.0 percentage points between 26 June and 20 July 2023.
In late June, the e-commerce giant launched a new ad campaign featuring Jackie Shroff and Archana Puran Singh to communicate about the good deals offered on deliveries. Conceptualised by Leo Burnett, the company devised a 360-degree campaign with the tagline ‘Har Need Ke Liye Best Deals’ with a mix of channels like television and print.
The campaign seems to have resonated with consumers. According to data from YouGov BrandIndex, Flipkart’s Ad Awareness score rose from a low of 47.8 on 27 June to a high of 53.8 by 18 July. Ad Awareness is a BrandIndex metric that measures the percentage of people who have seen an advert from a particular brand in the previous two weeks.
Next, Daawat Basmati Rice recorded a 4.7-point spike in ad awareness from 14.2 on 26 June to 18.8 by 16 July. The consumer food brand created a unique occasion for Biryani lovers across the globe to celebrate World Biryani Day on the first Sunday of every July. This year the brand launched an extensive 360-degree multi-country digital campaign to create awareness about the day and culminated with an on-ground event.
Popular airline brand IndiGo also saw its ad awareness climb 4.6 percentage points between 26 June and 19 July. Nescafe (uplift of +4.4) and Amazon (+4.3) were other brands that saw uplifts in their Ad Awareness during the four-week period.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” (% Yes). The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period.
These surveys have been conducted from 26 June to 20 July 2023 using an online interview administered in English to members of the YouGov India panel of nearly 200,000 individuals who have agreed to take part in surveys.
While the panel represents adult urban internet users at large (18 years of age and above), who are able to read and understand English (and primarily NCCS A*), YouGov uses the quota sampling approach, maintaining certain quotas by age, gender, states and city tiers to have a representative sample. These quotas are derived basis Census 2011 data.
Currently YouGov tracks around 500 brands across 15 sectors in India.
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