MAM
WaterHealth entrusts Orchard Advertising with creative duties
MUMBAI: Orchard Advertising has bagged the creative mandate for WaterHealth India , a social enterprise in the community water space.
Other agencies who participated in the pitch included JWT Mindset, Mudra, Bates, Rediffusion-Y&R, Euro RSCG, Ogilvy and TBWA.
Orchard will handle the account out of its Bangalore office.
Confirming the news to indiantelevision.com, Orchard Advertising Bangalore VP and brand head Anish Daryani said, “I believe we out-hungered and out-passioned the other competitors in this case. We immersed ourselves in the planning and reached out to the areas of Gujarat, Andhra Pradesh and Karnataka where the client interacts with consumer.”
Thomas Xavier chairman and national creative director Orchard Advertising said “This is a great achievement for the agency, and we’d like to acknowledge the faith WaterHealth India has bestowed upon our abilities. I think we were able to immerse ourselves completely into the category, and consumers, which led to a thorough understanding of the business. We’ve acted in character, and have been rewarded for it.”
Daryani also said that this win gives further support to the fact that in today’s environment, the size of the agency doesn’t matter as “we are in the ideas business.” The agency has a designated team in place working on the project.
WaterHealth India COO Vikas Shah said, “WaterHealth’s business is a confluence of social and commercial objective plus the business is based on a decentralized public utility model. Given these complexities, the conventional advertising and marketing techniques don’t work in this space. We found Orchard to be appreciative of these challenges and willing to work within these boundaries; also their approach to consumer centricity and questioning of the established business practices appealed to us.”
WaterHealth marketing head India Arup Bansal added, “Orchard had a compelling and differentiated approach towards positioning our brand, Dr. Water, in the rural markets. The brand strategy proposed by Orchard resonated well with our business strategy and through this partnership we are geared to create a memorable and effective brand for rural India.”
“We used Leo Burnett’s proprietary brand tool named HumanKind which allowed us to have better brand insight and lead brand purpose in a better manner,” averred Daryani.
The media mix for ad campaign, slated to be launched in the coming month, will be activation-led and will primarily exploit BTL (below-the-line) and print media channels with special emphasis on brand engagement.
The aim of the campaign will be to help create saliency for the brand Dr. Water and help it command a premium in its segment. The end goal will be to establish leadership category.
WaterHealth International is a US-based company that provides innovative business solutions in places plagued with the lack of safe, clean and affordable water. The company specialises in water purification, consumer service, rural marketing and social entrepreneurship. It provides de-centralised, scalable, safe and affordable water solutions to underserved communities throughout the world.
WaterHealth India is a 100 per cent subsidiary of WaterHealth International Inc. Besides India, the parent company has operations in Bangladesh, Ghana and the Philippines.
MAM
JioStar unveils ‘The Winning Edge’ playbook for live cricket advertisers
Data-led guide shows multi-screen, sponsorship strategies drive higher impact
MUMBAI: JioStar has launched ‘The Winning Edge’, a data-backed advertising playbook aimed at helping brands maximise impact on live cricket, positioning the sport as one of the most powerful marketing platforms in India.
Built using billions of impression-level data points across marquee cricket properties and validated through studies by Kantar, the playbook offers practical insights into how brands can drive measurable outcomes such as awareness, recall and purchase intent.
The findings make a strong case for live cricket as a growth engine for both new and established brands. According to the report, new advertisers on live cricket campaigns saw up to 6.9 times higher brand awareness and up to 10.8 times higher purchase intent compared to industry benchmarks. Established brands also recorded gains, with up to four times higher awareness and nearly five times higher purchase intent.
Speaking about the initiative, JioStar head of sales sports Anup Govindan said, “The Winning Edge, developed in partnership with Kantar, is built on rigorous, data-backed analysis of how real brands have performed on our platform across categories, objectives, budgets, formats and tournament phases. The study reaffirms that when it comes to driving real outcomes such as awareness, consideration and purchase intent, nothing matches the intensity, scale and impact of live cricket. The depth of attention and emotional engagement during live moments creates a multiplier effect that non-live environments simply cannot replicate.”
One of the standout insights is the advantage of multi-screen strategies. Campaigns that ran simultaneously across linear TV, connected TV and mobile delivered up to seven times higher purchase intent than single-platform campaigns, with minimal audience overlap ensuring incremental reach.
The playbook also highlights the impact of combining formats. Brands using both video and display formats saw up to 7.4 times higher brand awareness compared to those relying on video alone.
Sponsorships emerged as another key lever. Brands with formal sponsorship deals recorded up to nine times higher purchase intent and up to eight times higher ad awareness than those opting only for standard inventory buys. Adding pre and post live studio programming further boosted aided awareness by up to 2.1 times.
Crucially, the report identifies high-impact in-match moments such as Super 4s, Super 6s, DRS and fall of wickets as prime opportunities for brands. Campaigns aligned with these moments delivered uplifts of up to 10 times in awareness and up to seven times in recall, reinforcing the value of contextual advertising.
Echoing these findings, Kantar managing director and chief client & solutions officer Soumya Mohanty said, “Numerous Kantar Brand Lift Studies have demonstrated the incremental impact of live cricket advertising, with results consistently ranking at the top end of Kantar’s Brand Lift database. This playbook distils those insights into actionable media planning and creative recommendations to help advertisers drive stronger outcomes in live cricket environments.”
With live cricket continuing to draw massive, highly engaged audiences, JioStar is positioning ‘The Winning Edge’ as a blueprint for brands looking to move beyond visibility and towards measurable impact.
As the competition for consumer attention intensifies, the message is clear. In the world of sports marketing, playing smart may matter just as much as showing up.
