Tata 1mg Labs · Precision
Reachingmorepeople
wasn'tthegoal.
Reachingtherighthouseholdswas.
How a CTV-first branding strategy helped Tata 1mg Labs strengthen brand salience, increase branded search and improve diagnostic orders.
Business challenge
Buildingawareness beyondtraditionalchannels.
Tata 1mg Labs wanted to strengthen awareness of its core value propositions — on-time testing and the convenience of booking from anywhere.
The objective wasn't simply to increase visibility. It was to expand reach beyond traditional offline channels across the Mumbai Metropolitan Region and create measurable business impact through digital branding.
Key insight
Premium audiences don't just need to be reached. They need to be reached differently.
The strategy wasn't to buy more impressions. It was to make every impression more meaningful.
Visual journey · From objective to outcome
- 1
Understand
Identify audiences worth reaching — premium households across MMR.
- 2
Target
Luxury travellers, business news readers, health insurance seekers, frequent flyers.
- 3
Sequence
Multiple USPs delivered as a story, not repeated as an ad.
- 4
Optimise
Continuous adjustments to reach quality and frequency.
A two-month, high reach-and-frequency branding campaign across YouTube, JioHotstar, Connected TV and Demand Gen — designed to achieve ~80% reach with an average of seven exposures per month.
Business impact
Potential users reached monthly
Unique reach
Lift in branded search queries
Increase in brand awareness baseline
to 48%
Increase in purchase intent baseline
to 36%
Improvement in diagnostic order volumes
What marketers can learn
Better branding isn't about reaching everyone. It's about becoming memorable to the people who matter.
Readytoengineerbetter brandingoutcomes?
Every campaign leaves signals about where growth is being created — and where it's being lost. Let's uncover them together.