A leading automotive brand sought to boost awareness and consideration for its electric vehicle (EV) among Asian Indian consumers in the U.S. With the U.S. EV market becoming increasingly competitive, the brand recognized the need for a culturally attuned campaign that could genuinely connect with this audience segment. A video-first strategy was identified as the most effective approach to reach, engage, and influence Asian Indian audiences authentically.
The campaign was built around a multi-layered, culturally tailored approach. It collaborated with leading Asian Indian media publishers across multiple languages — Punjabi, Tamil, Telugu, Gujarati, English, and Hindi — to deliver in-language and culturally resonant messaging. This approach fostered authenticity and strengthened community credibility. A dual video creative strategy combined standard pre-roll and mid-roll ads with high-impact formats such as skin units and auto-play placements, maximizing both visibility and engagement. Creative messaging was localized and segmented based on consumer mindsets: Practical, trust-driven audiences were engaged through reliability and value-oriented narratives. Trend-conscious EV intenders were targeted with sleek, design-forward storytelling emphasizing innovation and style.
0.79% High-impact traffic rate 0.89% CTR, surpassing industry benchmarks with strong numbers
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