UNIQLO partners with PrsmX to launch linen collection via CTV-led omnichannel strategy

Amidst the screen fluidity and shifting media habits, UNIQLO, the global leader in casual wear, embraced the emerging rhythm of consumer behavior with its Spring-Summer 2025 campaign titled ‘Life in Linen’. Starring Bollywood icons Kareena Kapoor Khan and Sidharth Malhotra, the campaign highlighted the elegance and comfort of the brand’s premium linen collection while simultaneously engaging urban audiences through more targeted, screen-based interactions. 

Rather than relying on traditional broadcast television, UNIQLO leaned into the rapid growth of Connected TV (CTV) in India — a trend projected to reach over 50 - 60 million households by the end of 2025. UNIQLO partnered with PrsmX by Mobavenue, a unified brand awareness and omnichannel programmatic engagement platform, to raise awareness about the new launch of the brand’s linen range for men and women among its digital audience in 6 major Indian geos: Delhi-NCR, Mumbai, Bengaluru, Pune, Lucknow, and Chandigarh.

PrsmX anchored the campaign with two-pronged yet connected strategies. In the campaign (March-April 25), an omnichannel targeting approach delivered 30-second CTV video ads on premium OTT platforms to digital audiences in 6 major Indian cities and within a 10 km radius of UNIQLO stores in Delhi and Mumbai. The campaign integrated L-band QR code CTV ad format to create an interactive layer to the otherwise lean-back viewing experience. Subsequently, UNIQLO leveraged PrsmX’s proprietary HouseSync technology to retarget these exposed users on their closest personal screen: mobile, where they scroll, shop, and decide.

The campaign delivered both qualitative and quantitative impact, with UNIQLO achieving higher view-through rates (VTRs) and click-through rates (CTRs) than industry benchmarks. The success is attributed to strategic ad placements, with the male-focused campaign running on sports, news, and entertainment platforms, and the female-focused campaign targeting lifestyle, news, and entertainment platforms.

Speaking about the campaign and the partnership with PrsmX, Nidhi Rastogi, Marketing Director of UNIQLO India, said: “We wanted to move beyond traditional awareness metrics to promote our new Linen collection. PrsmX's omnichannel marketing approach helped us achieve high-quality reach on Connected TV and re-engagement of the audience on their mobile devices. The precise targeting of the campaign in a radius around existing UNIQLO stores led to higher footfalls in the stores.” 

By treating CTV as a foundational channel rather than a complementary one, PrsmX helped UNIQLO bridge the gap between premium storytelling and actionable outcomes. The campaign not only reached the right audiences in the right contexts but also delivered measurable shifts in behavior — a hallmark of precision audience targeting.

The UNIQLO ‘Life in Linen’ campaign stands as a data-driven example of how multi-phase, omnichannel marketing strategies navigate India’s evolving digital consumption patterns, with Connected TV at the centre of this transformation. 

"We're witnessing a shift of consumers from Linear to Connected TV. With UNIQLO, our goal was to bridge lean-back discovery on Connected TV to lean-in decisions on mobile. CTV brought the scale, and HouseSync technology enabled continuity by keeping the narrative alive across devices. That blend of emotion and action is where true impact happens," said Saurabh Golani, Country Head, PrsmX.