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Rebel Foods Caters to Their Target Group Smartly

How Rebel Foods (Formerly Faasos) Worked out the Recipe for Efficient TV Media Planning with Zapr

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About the campaign

Rebel Foods, the largest internet restaurant company, planned to run TV campaigns for their popular biryani brand Behrouz Biryani. The brand wanted to communicate its message in the most effective way to its target group (TG). It further received insights on the TVC performance once it was aired.

 
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Problem
Rebel Foods wanted a better understanding of its TG’s TV viewership habits before airing the ads on TV.
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Solution
The brand received insights on preferred channels, shows and time-slots of its TG spread across 17 cities.

 

 

Key Results

Top 50
Channels and Shows
within TG
Top 10
Channels and Shows
at city-level viewership
Top
Time-slots at
overall and city-level

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What The Client Has To Say

The pre-campaign analysis helped Rebel Foods gain a better understanding of its TG’s TV viewership habits. It also enabled the team to make informed decisions on the media front to ensure the success of the campaign.

Kaustubh Khare
Brand Head - Behrouz Biryani

 

When I look at Zapr now today, it almost has become a must-have for your campaigns going forward because of this bridging that they are able to do between the offline and the online world.

Ajay Kaul

Chief Digital Officer, Club Mahindra

We have been experimenting with Zapr for several campaigns in the last few months and it has helped us reduce wastage, create better sequencing and enhance our targeting, all with one platform. It has been a valuable exercise.

Uma Talreja

Chief Digital Officer, Raymond Ltd.

We wanted to understand each and every consumer holistically… We started looking at their TV consumption on a daily basis for the past six months. 
We got great insight in terms of what kind of ads these users are viewing… what kind of creatives we should push to them, what kind of experience [users] should have on the app.

Juhi Singh

Manager Consumer Research & Insights at Myntra

Zapr gives us the opportunity to go beyond what we currently get from TV measurement and look at far greater quantum of data.
In a world where data is becoming the new currency for actually planning campaigns beyond digital, Zapr suddenly opens up the opportunity to look at one of the largest platforms on which money is being spent – Television

Anand Chakravarthy

Managing Partner, Maxus India

…Data and technology is going to play a bigger and bigger role in marketing communication business… Zapr is beautifully connecting the offline and online world – TV and mobile.

Tushar Vyas

Chief Strategy Officer, GroupM South Asia

…they [Zapr] have built out a good platform on the technology side which is very useful. On the other side, from the people’s standpoint, I think they are extremely hungry for making sure your client gets the best…

Subramanya Sharma

CMO at Cleartrip

I really wanted to know at a very granular level, using big data, what the Indian consumer was actually viewing. And I think Zapr really came out with that solution…

Mallikarjun Das

Group CEO, Starcom India

I think it’s a fantastic new tool for everyone whether for a content creator, broadcaster, person in the digital media, advertiser or any other kind of stakeholder. I think it’s going to really revolutionize the way we are looking at getting some sense of data, how people are watching and consuming media

Arnab Goswami

Managing Director of Republic TV

Zapr is a digital media platform which allows marketers to target the people that they communicate to offline, on the online medium in a much more targeted manner.

Mihir Kulkarni

Vice President at Pepperfry

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