Oxygen – The Digital Expert
Objective: Outshine the market leader and transform Oxygen into a digitally-forward, household name across Kerala.
Background:
Oxygen, a growing digital brand, faced stiff competition from a dominant market leader leveraging the star power of Mohanlal and a strong channel network to drive brand impact. The client desired a strategic response that not only mirrored this success but amplified it in a unique, tech-forward manner.
Challenge:
The primary hurdle was convincing Oxygen’s traditional channel partners to embrace newer formats like Augmented Reality (AR), a concept far from their conventional approach. The task was to rewire their mindset and align them with a modern, engaging brand narrative.
Strategy & Execution:
Oxygen turned the tide by partnering with Kerala’s No.1 Malayalam news channel to revolutionize high-performing time bands — 7AM Morning Show, 1PM Noon News Hour, and 9PM Prime Time News Hour — using AR integrations. These slots were transformed into immersive experiences that highlighted Oxygen’s USPs and announcements including new launches and offers.
To deepen the connection with the youth and align the brand with innovation, Dulquer Salmaan was featured prominently in campaign posters. In collaboration with Asianet News, AV floors were launched on second-line channels to build frequency and penetrate new markets.
Results:
The campaign delivered remarkable impact. Oxygen’s brand awareness and recall doubled, extending its footprint from a regional Travancore presence to statewide recognition. The seamless integration of AR into news content established Oxygen as a bold, tech-savvy challenger brand — not just shadowing, but redefining the competition.