Creative quality drives 36% higher profitability: Kantar report

The report highlights that each ad format holds distinct attention dynamics, making tailored creative approaches crucial. For instance, short-form scrollable videos, long-form skippable videos, and long-form non-skippable videos all capture attention differently. However, the biggest differentiator remains creative quality: ads on the same platform can perform vastly differently simply based on how well they’re crafted.

The importance of early-stage creative evaluation is illustrated through Kantar’s testing for a Candid summer campaign. Using LINK+ Storyboard, three concepts were explored. The approach that stood out combined a problem-solution storyline with humour, strong message recall, doctor-led credibility, and the ability to persuade non-users, which signalled higher potential. When the final film was produced, dramatic elements were further amplified to boost engagement, underscoring how pre-testing creative ideas can sharpen campaign effectiveness before full-scale investment.

Kantar’s analysis also underlines the power of embedding campaigns in local culture and everyday Indian experiences. Ads that featured traditional family settings, weddings, mothers, fathers, grandmothers, and slices from movies like DDLJ showcased the emotional spectrum typical to Indian households. This cultural relevance was extended through unique local characters and scenarios ‘found only in India’, such as quirky figures on railway platforms or vibrant street scenes. Brands like Meesho, Taaza, and Colgate demonstrated how leveraging such authentic moments immediately rewards viewers with relatability.

Further, category-specific cues that are unique to Indian life continue to provide fertile creative ground. Campaigns for products like Red Label (hospital visits), Maxkleen (floor cleaning), and Maggi (enjoyed during rains) tapped into daily rituals and situational triggers familiar across the country. The use of music, humour, idioms, and playful wordplay, staples of Indian expression, was also found to elevate ad enjoyment and memorability, making executions distinctly local and emotionally charged.

The report offers a nuanced view of influencer marketing. While 67% of consumers say they trust influencer recommendations more than traditional ads, another 26% prefer them but remain cautious, and 4% outright don’t trust them and lean on traditional advertising. About 2% are indifferent, while 1% actively avoid influencer-promoted content. Influencer activations are found to be particularly effective in sustaining attention, achieving 2.2 times better skip times (averaging 17.8 seconds compared to 7.9 seconds for typical branded content) and 1.4 times longer visibility durations. However, their impact is more prominent in certain parts of the marketing funnel: influencer-led campaigns generally show higher-than-average potential for short-term sales likelihood, but tend to be weaker in building long-term brand equity, with only 7% of influencer ads ranking in the top 30% of Kantar’s creative power database.

Finally, the study notes that standout campaigns in India this year reflect the Zeitgeist of the nation, marked by aspiration for a better life, national pride, optimism, and making the most of every opportunity. Stories often revolve around digitisation, which democratises access and creates relatable narratives about provenance and everyday empowerment. This ability to mirror evolving Indian attitudes is highlighted as a key reason why certain campaigns resonate more strongly, translating into better brand outcomes.