My entrepreneurial journey started as a media planner, where I immersed myself in understanding audience behaviors and crafting narratives. These formative years instilled in me the importance of adaptability and foresight. Transitioning into entrepreneurship, I learned that staying in the game requires continuous pivoting and recognizing the right opportunities. A pivotal moment was realizing that success hinges on building a talented team that shares a vision. Together, we aim to craft narratives that are not only compelling but also deeply connect with audiences. At Frodoh, our commitment is to push boundaries and innovate, ensuring we stay ahead in this fast-evolving landscape.
2. Frodoh’s collaboration with Jeep brought India’s first-ever CTV campaign to life. How do you see this shaping the future of CTV advertising in India, especially for premium brands?
Our collaboration with Jeep has set a new benchmark in the CTV advertising space. This campaign not only introduced viewers to the power of interactive advertising but also emphasized the importance of targeting affluent households. By integrating QR code deployments within the campaign, we facilitated a direct connection between the brand and consumers, encouraging them to engage actively. The results were remarkable, with a significant uptick in engagement metrics, showcasing the effectiveness of this innovative approach. As consumers increasingly transition from traditional “idiot boxes” to smart TVs, premium brands must recognize CTV’s potential to create personalized and immersive experiences that resonate with modern audiences. This evolution reflects a broader trend: with over 33 million households engaging with CTV in 2023 and projections showing growth to 46 million in 2024, the future of advertising lies in leveraging this robust platform to reach discerning consumers.
3. Could you highlight a recent Connected TV campaign Frodoh has led, and insights on performance metrics that demonstrate its effectiveness compared to traditional TV advertising?
In our recent campaign for Jeep, we meticulously crafted content that appealed to our target demographic while employing advanced targeting strategies. The integration of QR codes allowed us to track audience interactions effectively, leading to a notable increase in scan and engagement rates—over 30% higher than traditional TV ads. This direct engagement highlighted how CTV serves as a bridge, connecting brands with consumers in a meaningful way. As the shift from traditional TV to smart TVs continues, we are seeing a rise in viewers seeking diverse content, including longer formats that cater to their interests. With the increased availability of budget-friendly smart TVs in tier 2 and 3 cities, the market is expanding rapidly, creating new opportunities for advertisers to connect with audiences who are increasingly engaged and informed.
4. You’ve described Connected TV as a champion product. What specific consumer behaviors or trends are you noticing that support this statement?
The shift in consumer behavior is remarkable. Viewers today are no longer passive—they demand content that informs, entertains, and engages. The rise of longer-format content on CTV also shows us that people are willing to spend more time on the platform. With the evolution from traditional broadcasting to smart TV platforms, we have witnessed a dramatic increase in content consumption diversity, particularly with the rise of over 46 OTT platforms catering to regional tastes. Diverse pin codes across India reflect a rich tapestry of dialects, driving demand for regional long-tail content that speaks to local audiences. As content becomes more localized, brands can now target audiences at a hyper-specific level. The fact that CTV offers both entertainment and informational content on one seamless platform is why we call it a champion product. Consumers are more informed, and that’s shaping how brands need to communicate with them.
5. With CTV offering highly targeted advertising, what challenges do you foresee in balancing personalization with user privacy?
As CTV advertising becomes increasingly sophisticated, balancing personalization with user privacy will be paramount. The ability to deliver highly targeted ads is a game-changer, yet it comes with the responsibility of ensuring user trust. Consumers are becoming more discerning about how their data is collected and used, necessitating transparent practices from advertisers. To maintain this balance, it’s crucial to implement privacy-first strategies that prioritize consumer consent while still delivering relevant advertising experiences. By fostering trust, we can ensure that personalization does not compromise user privacy but enhances their overall viewing experience.
6. As CTV expands in India, how do you envision the integration of mobile and CTV in delivering more holistic cross-platform campaigns?
Mobile and CTV together offer a seamless user experience. At Frodoh, we see this integration as the next big step for cross-platform campaigns. Mobile allows for personalized engagement, while CTV brings immersive, high-quality content into living rooms. Together, they create a holistic journey for the consumer, from discovery to decision. We have already begun integrating mobile retargeting into our CTV campaigns, ensuring that brands remain top of mind across platforms. As CTV grows, the natural next step is ensuring that these two mediums complement each other to deliver a unified, cross-platform experience. We believe this synergy will shape the future of advertising in India.
