The antacid that owned IPL moments.
Hyper-personalised programmatic ads during the most acidity-inducing moments in cricket — turning match anxiety into brand recall on a limited budget.
The antacid that owned IPL moments.
Hyper-personalised programmatic ads during the most acidity-inducing moments in cricket — turning match anxiety into brand recall on a limited budget.
Total Reach
Across JioCinema
Impressions
Total campaign delivery
Online Sales Growth
During campaign period
Brand SOV Growth
Share of voice increase
Build Gelusil's brand voice during IPL — on a limited budget.
IPL is India's most-watched live streaming event, but premium sponsorships were out of Gelusil's reach. The challenge was to build meaningful brand awareness during the tournament while making every rupee count.
The insight that unlocked everything: viewers experience acidity during anxious match moments, compounded by the packaged, acidity-inducing snacks they're consuming while watching.
Client
Gelusil (Antacid brand)
Scope
Media Planning · Programmatic Buying · Dynamic Creative · AI Targeting
Duration
IPL Season 2023
Markets
India — via JioCinema
Show up at the exact moment
the stomach turns.
7.2X online sales growth and 30% brand SOV gain — from smart moments, not big budgets.
Gelusil proved that context and timing beat spend on IPL. By owning the moments when fans were most likely experiencing discomfort, the brand built genuine recall that converted directly to sales — a 7.2X online sales uplift across the campaign period.
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