The Challenge

A leading brand in the television industry, launched a campaign to highlight its advanced smart LED/LCD offerings. In a highly competitive and rapidly evolving market—valued at USD 12.18 billion in 2024—the brand sought to evaluate the effectiveness of the campaign results and track its impact on brand perception and equity. The brand aimed to benchmark its post-campaign analysis not only against its own pre-campaign benchmarks but also against its 2023 campaign performance.

Our Approach

To support the brand in this brand health evaluation, we designed a comprehensive post-campaign research framework. The brand study was focused on understanding shifts in consumer awareness, brand perception, and intent following the campaign rollout.

Key Objectives

• Measure brand funnel progression – awareness, consideration, usage, and advocacy

• Assess campaign effectiveness, recall and message comprehension

• Understand brand’s positioning versus competitors benchmarks

• Evaluate key purchase drivers for LED/LCD televisions

• Identify top consumer touchpoints

Research Design - Target Audience

• Owner + Intender mix (50:50)

• Male/Female ratio: 60:40

• Age group: 18–60 years

• Household income: INR 5,00,000+

• Geography: 13 cities (Delhi, Mumbai, Bangalore, Hyderabad, Kolkata, Ahmedabad, Patna, Chandigarh, Pune, Lucknow, Coimbatore, Chennai*)

*Note: Chennai was included only for 2024 comparison with pre-campaign results and excluded for 2023 post-campaign metrics comparisons.

Methodology

• CAWI (Computer Assisted Web Interviews)

• Self-administered online surveys allowed for broad reach and unbiased responses.

• Two parallel waves were conducted:

  1. Matching Pre-Campaign 2024 TG (Owner + Intender)

  2. Matching Post-Campaign 2023 TG (Intender only)

Key Metrics Tracked

• Top of Mind (TOM), Spontaneous, and Aided Awareness

• Brand Ownership and Consideration

• Brand Perception of Product Attributes

• Brand Equity Drivers

• Campaign tracking, Recall, Channels, and Messaging

• Purchase Triggers and Barriers

Findings

Market Xcel's analysis provided clear visibility into how the campaign measurement moved the needle on brand perception:

• Increased brand awareness among both owners and intenders

• Strong Ad recall for the campaign’s core message around theatre-like experience at home

• Improved association of the brand with premium features, immersive sound, and cutting-edge display

• Identification of touchpoints that yielded highest recall—TV ads, YouTube, and in-store displays

Impact

The post-campaign enabled the brand research to:

• Compare performance across three key data points: pre-campaign 2024, post-campaign 2023, and post-campaign 2024

• Refine future marketing ROI strategies based on TG-specific recall and brand positioning gaps

• Strengthen market evaluation and segmentation efforts by understanding variations in urban consumer insights & behavior across 13 cities

• Align product storytelling with consumer aspirations and decision-making factors

Campaigns don’t just need to be creative—they need to be measurable.

The case study highlights how leading brands have leveraged Market Xcel’s research frameworks to go beyond surface-level metrics and uncover what truly moved the needle. From brand recall to customer behavior shifts, we help decode the story behind the numbers.

Want to know how we can do the same for your brand? Explore our end-to-end campaign measurement and marketing analytics solutions—designed to connect real-time insights with real-world outcomes.

Client Testimonial

Market Xcel helped us cut through the noise and measure what truly matters. The depth of analysis and precision in matching audiences gave us confidence in optimizing our strategy for the future.