Culturally driven EV campaign achieved 0.89% CTR among Asian Indian audience

The Context

A leading automotive brand wanted to increase awareness and consideration for its electric vehicle model among Asian Indians in the USA

The EV market in the US was becoming increasingly competitive, with multiple brands vying for attention

The campaign required a culturally nuanced approach that could authentically connect with Asian Indian audiences

A video-first strategy was identified as the best way to reach, engage, and influence this community

The Strategy

The campaign was designed as a multi-layered approach

It partnered with Asian Indian media publishers across Punjabi, Tamil, Telugu, Gujarati, English, and Hindi to deliver in-language and culturally aligned messaging. This ensured authenticity and built credibility within the community.

A dual video creative approach was used, combining standard pre-roll and mid-roll ads with high-impact formats such as skin units and auto-play placements. This maximized attention and brand exposure.

Creative delivery was further localized to match consumer mindsets. Practical, trust-seeking drivers were engaged with reliability-focused narratives, while trend-conscious EV intenders were targeted with sleek, design-driven storytelling.

The Outcomes

0.79%

High-impact traffic rate

0.89%

Outperforming Industry benchmark CTR

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Culturally driven EV campaign achieved
0.89% CTR among Asian Indian audience

The Context

The Strategy

The Outcomes

0.79%

0.89%

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