- Service Provided : Digital Media Buying
- About the Client :
The Education Department of Maharashtra is responsible for executing large-scale education campaigns—especially related to girl education, digital learning, exam preparedness, and rural school initiatives.
Digital Media Buying for Awareness Campaigns
Maharashtra State Education Department
Brand overview
- Our Approach :
We activated a multi-platform digital media buying plan using Google, Facebook, and ShareChat to ensure vernacular visibility, reach, and recall.
- Challenges & Objectives:
- Promote state-run educational schemes and awareness drives
- Target low-income and rural households via high-reach platforms
- Ensure ad compliance and budget optimization
- Monitor real-time reach in 36 districts across multiple languages
- Work Executed:
- Hyperlocal Media Planning: Ads deployed in 6 languages with location + dialect adaptation
- Vernacular Creatives: Regional voiceovers and visuals optimized for mobile-first audiences
- YouTube & ShareChat Focus: Leveraged video ads and status-led discovery (popular in rural belts)
- A/B Testing Campaigns: Optimized CTR and CPC over 4 weeks using daily performance tracking
- Results & Business Impact:
- 28 Million+ Impressions Across Platforms
- CPC as low as ₹0.21 in key districts
- Awareness score (survey-based) rose by 33% in tribal zones
- Campaign shortlisted for government innovation awards
