Promotional Campaign
▶ Creating Brand Awareness for a Next-Generation Retail Mall Through Strategic Video Promotion & Engagement
Located in Chandni Chowk, Delhi, Omaxe Chowk is one of the largest commercial developments in one of Asia’s oldest and busiest wholesale and retail marketplaces. Spread across 18,524 square metres, the development includes multi-level parking for over 2,100 vehicles, India’s largest food capital with seating for 2,000+, and proposed direct access from Chandni Chowk Metro Station.
To build early-stage awareness for the project, Omaxe Chowk partnered with us to promote its introductory video across digital platforms and increase visibility among relevant audiences in Delhi.
▶ Driving Brand Awareness Through Precision Video Advertising
Project Background
As a new retail and commercial destination in a highly active market, Omaxe Chowk required a digital awareness campaign that could introduce the project to potential consumers, shoppers, and business audiences before launch.
Goal
The primary objective was to drive brand awareness through paid video promotions on YouTube, Facebook, and Instagram. The campaign focused on increasing video views, engagement, and digital visibility for Omaxe Chowk’s introductory brand film across relevant regional audiences.
Challenge
The campaign required precise audience targeting within a competitive digital environment while ensuring the promotional content reached users most likely to engage with retail, shopping, and lifestyle-related messaging. With Hindi/Urdu verbal communication and English subtitles, audience and language targeting also needed to be carefully aligned to maximize both relevance and reach.
▶ Creative Direction: The Story that Weaves the Yesterday, Today, and Tomorrow with a Splash of Old Delhi Charm
Insight
Audience evaluation showed that the campaign would benefit most from targeting users with interests related to shopping, fashion, women’s apparel, and entertainment within Delhi and the surrounding areas. This strategic audience mapping allowed media investments to be directed toward consumer groups most aligned with Omaxe Chowk’s positioning.
Idea
We developed a cross-platform paid media strategy using Google AdWords and Meta to maximize video reach and engagement across YouTube, Facebook, and Instagram. By combining the expansive visibility of YouTube with Meta’s high-frequency social reach, the campaign was structured to build sustained digital awareness across multiple consumer touchpoints.
Execution
We began by evaluating Omaxe Chowk’s target audience, interest categories, and regional relevance to define the campaign structure. Based on these insights, we launched integrated paid campaigns across Google AdWords and Meta platforms.
On Google AdWords, the campaign was configured with a Brand Awareness and Reach objective, using YouTube-hosted engagement as the campaign goal. A target frequency subtype and target CPM bidding strategy were implemented to maximize visibility. Geographic targeting focused on users within a 20-mile radius of Delhi, with Hindi and English language targeting to support the video’s multilingual accessibility. Audience segments were selected based on affinity interests related to shopping, women’s fashion, and entertainment.
This strategy delivered over 5.4 million impressions and generated 878,232 video views on YouTube, with an average CPV of ₹0.46.
On Meta, Instagram and Facebook video campaigns were launched with a focus on video views and audience engagement, significantly expanding social reach among relevant user groups. These campaigns delivered over 35.8 million impressions and generated 31.7 million video views, supported by an efficient average CPM of ₹8.01.
Together, both platforms created a broad yet targeted awareness ecosystem that maximized campaign scale while maintaining audience relevance.
▶ Impact Delivered
From June 2, 2023, to July 4, 2023, the campaign delivered large-scale digital visibility for Omaxe Chowk during its critical pre-launch phase. Across Google Ads and Meta, the campaign generated over 41 million impressions and more than 32 million video views, establishing substantial brand exposure across key digital channels.
Through audience-led targeting, multilingual accessibility, and platform-specific media deployment, the campaign successfully introduced Omaxe Chowk to a broad regional audience while building a strong digital foundation for long-term brand awareness. This strategic approach positioned Omaxe Chowk prominently within Delhi’s evolving retail landscape through measurable and sustained video promotion.