Kargo drives measurable store visits for UCB India with festive campaign

The campaign leveraged location-based analytics to connect digital exposure with physical store visits

by e4m Staff
Published: Apr 29, 2026 9:57 AM | 2 min read

Kargo successfully partnered with United Colors of Benetton (UCB) India to enhance in-store traffic during the festive shopping season through a targeted advertising campaign.
The campaign utilized Kargo's Runway Expandable ad format, featuring immersive storytelling and a dynamic Store Locator to facilitate easy access to nearby UCB locations.
It achieved a 1.8% click-through rate (CTR) and a 14.5% map engagement rate, significantly exceeding standard IAB display benchmarks and demonstrating effective conversion from digital engagement to physical store visits.
The initiative highlights the effectiveness of combining premium creative formats with location-based analytics to drive consumer action and measurable business outcomes, particularly during high-traffic retail periods.

Kargo announced the success of its latest campaign with United Colors of Benetton (UCB) India, delivering measurable in-store traffic during the highly competitive festive shopping season.

Faced with the challenge of standing out in India’s crowded festive landscape while converting digital engagement into physical store visits, UCB partnered with Kargo to create a seamless, high-impact consumer journey.

Kargo deployed its premium Runway Expandable ad format to deliver immersive, full-screen storytelling across high-quality digital environments. By integrating a dynamic Store Locator directly into the ad experience, consumers could easily discover nearby UCB stores.

The campaign leveraged location-based analytics to connect digital exposure with physical store visits. By analyzing anonymized location data and visitation patterns, the campaign was able to attribute footfall to exposed audiences, enabling a more accurate understanding of return on ad spend.

The campaign delivered a 1.8% CTR, placing it at the higher end of rich media performance while significantly outperforming standard IAB display benchmarks. It also achieved a 14.5% map engagement rate, further highlighting the effectiveness of immersive, utility-driven creative.

These results demonstrate how combining premium creative formats with location-based utility can drive high-intent engagement and translate directly into offline outcomes.

“As an agency, we always look for new-age innovative solutions for our clients. The combination of premium formats and location-based utility worked really well for us. It wasn’t just about engagement, the Store Locator integration helped translate that into measurable store visits,” said Ansh Pandey, Head of Brand Growth & Planning at Lyxel & Flamingo.

“This campaign is a strong example of how immersive creative, curated inventory and utility-driven formats can work together to deliver measurable business outcomes. By connecting high-impact storytelling with precise location-based experiences, we were able to help UCB drive meaningful consumer action at scale” said Nabajit Nath, Sales Director, India, Kargo.

This campaign underscores the growing importance of connecting digital storytelling with real-world action, particularly during peak retail moments such as festive seasons, while maintaining transparency and accountability through advanced measurement frameworks.