June 25, 2025
For part three of our exclusive Connected TV (CTV) series, we reached out to Russhabh R Thakkar, Founder and CEO of Frodoh World, to gain insights into the role of Connected TV (CTV) for elections coverage and the unique opportunities it presents to advertisers.
Thakkar speaks about the growth of Connected TV (CTV), particularly in the Tier 2 and 3 markets of India, and discusses the readiness of news broadcasters to offer CTV-integrated solutions to brands.
He also highlights the innovative solutions Frodoh World offers and outlines the role that Connected TV (CTV) plays in the overall ROI of a marketing campaign. Read on.
How is Connected TV CTV reshaping election coverage compared to Linear TV, and what distinct advertising advantages does it offer for brands?
For Indian election campaigns, Connected TV presents a powerful new avenue beyond traditional television advertising. While reach through TV remains vital, Connected TV (CTV) allows data-driven targeting of ads to specific voter segments across demographics, languages, and geographies – a considerable edge over broadcasting the same messages indiscriminately.
As smart TV and OTT adoption accelerates rapidly in India, interactive Connected TV (CTV) ads enable voters to easily find more information or take actions like joining a volunteer group. Monitoring real-time ad metrics gives campaigns unprecedented ability to optimize strategies midstream.
Though challenges around platform fragmentation and measuring de-duplicated households exist, CTV’s interactive and measurable nature gives it unique potential compared to legacy TV’s limitations.
Savvy election campaigns are recognizing Connected TV (CTV) as a high-impact component of their media strategies to engage India’s mobile-first, digitally-savvy voters effectively.
How are the general elections driving CTV adoption in India, and yes, particularly in Tier 2 and 3 cities?
The general elections this year are providing the much-needed catalyst for Connected TV’s wider proliferation across India, especially in tier 2 and 3 markets. A recent report by GroupM highlighted how Connected TV (CTV) penetration is actually higher in some of these smaller cities and towns compared to the metros.
We are seeing rapid smartphone and data adoption in states like Uttar Pradesh, Bihar, Madhya Pradesh, Rajasthan, fueling consumption of OTT and connected TV content. For political parties looking to authentically engage these audiences, Connected TV (CTV) presents an unmissable opportunity.
They can surgically target voters across specific geographies, languages, and interests with interactive ad experiences crafted around local contexts and nuances. This is a distinct advantage over the one-size-fits-all broadcasting approach of traditional
Moreover, the ability to seamlessly track real-time performance metrics allows campaigns to stay agile and iteratively refine their outreach strategies based on voter response data. This is crucial for establishing credible connections with India’s mobile-first, younger demographics who increasingly seek authenticity over just push advertising.
As data and smartphone usage proliferate further in the hinterlands, Connected TV (CTV) will become an indispensable component of the media mix for political campaigns to engage these audiences through contextual storytelling. The current high-stakes elections could prove to be the inflection point catalyzing CTV’s mainstream adoption for the long haul across India.
How can brands leverage CTV to optimize their campaigns with the personalization that CTV uniquely offers?
Think about it – you could run language-specific ads to establish credibility with regional audiences. Or strategically time creative messaging geared towards women during those daytime viewing windows, and then pivot to speaking more to the male audience in prime time when they may be tuning in.
The geographic targeting is also huge – you can localize the tonality and storytelling for specific constituencies or communities rather than blasting a one-size-fits-all message nationally. And with insights into viewing patterns, you could optimize delivery time bands to catch, say, that youth audience after college hours or rural folks after they are done with the day’s work.
At the end of the day, today’s voters crave authenticity over just vanilla advertising. CTV’s precise targeting lets campaigns craft experiences that feel contextual and nuanced to their lived realities. It’s an opportunity for brands to have those hard-hitting, resonant conversations that could genuinely move the needle.
With CTV adoption surging in India, what customized solutions is Frodoh World offering brands for this general election season?
We have offered a full spectrum election coverage for brands and agencies. Our comprehensive election spectrum news package spans top-tier news publishers on both Connected TV (CTV) and non-TV platforms, ensuring maximum reach and impact.
Whenever individuals access news content through these channels included in our package, they encounter our seamlessly integrated ads, strategically placed with Fixed Commercial Time (FCT) slots and L-bands during key moments such as polling, exit polls, counting, government formation days, and sustained coverage throughout the election period.
We curate time bands during popular shows with peak viewership and prime-time slots, allowing brands to effectively communicate their messages to a diverse audience.
While our inventory commands a premium compared to other high-profile events like Ram Mandir day or budget day, we have prioritized inclusivity by incorporating regional players, dominant publications, and English news channels to cater to every subset of the audience. No more having to manually stitch together a fragmented plan.
We’ve taken that headache off the table for agencies and brands with this unified, turbo-charged election package. Now they can just focus on honing that killer creative message to move the needle.
Moreover, our agency has secured partnerships with numerous brands, and campaigns are already underway. By offering a mass package that streamlines planning and execution, we’re enabling brands to effortlessly capitalize on the immense growth opportunities presented by Connected TV (CTV) and non-TV platforms during this critical election season.
How prepared are the news broadcasters to offer CTV-integrated solutions to brands that want to leverage the CTV medium?
This year, we have seen news channels winning by selling CTV ad space directly, showing they understand its value.
Anything else you would like to add, for instance, on the role that integrating a CTV strategy into a brand’s media plan plays in the overall ROI of the marketing campaign?
Just as traditional TV remains a major source of viewership during elections, the same holds true for Connected TV (CTV). It’s imperative for brands to recognize this heightened viewership and leverage it to their advantage.
During elections, viewers are not only seeking information but are also highly engaged and receptive to brand messaging. This presents a significant opportunity for brands to achieve a strong Return on Investment (ROI) by generating awareness, driving consideration, and even facilitating potential conversions.
Similar to high-profile events like the IPL or other key days, elections command attention and draw large audiences across various platforms, including CTV. Brands that strategically position themselves during this time can capitalize on the heightened visibility and engagement to make a lasting impression on consumers. By staying top of mind during elections, brands can effectively move the needle and influence consumer behavior in their favor.