In an era of attention deficit, Whisper World – the leading global martech company is setting a new benchmark with its pioneering In-Content Advertising (ICA) format. By embedding brand messages directly within TV and digital content that audiences actively choose to watch, ICA delivers non-skippable, high-impact functional messaging. Recent campaigns across FMCG, smartphones, retail, jewellery and financial services showcase the format’s power to drive measurable gains in awareness, recall and engagement establishing ICA as a must-have tool for modern marketers.
“Today’s viewers want to be engaged while consuming the content seamlessly. ICA does this by showing up inside the content audiences are already invested in. It doesn’t compete with TV; it complements it. While TVCs build long-term emotional equity, ICA ensures functional messaging is delivered in sharp, short and clear bursts,” says Nidhee Kekre, Chief Strategy Officer, Whisper World.
One of Whisper World’s notable successes was for a leading smartphone brand targeting Gen Z and young millennials. The campaign achieved a 30-point increase in top-of-mind recall, with 60 per cent of respondents recalling the key camera functionality tagline and a 9 per cent lift in purchase intent.
“For younger audiences, authenticity is key. We respect the viewer’s intelligence and attention. With ICA, we made technical features relevant by weaving them into moments of entertainment rather than distraction. The result was not just higher recall, but also a 12 per cent increase in retention of the brand’s core messaging,” adds Nidhee.
In the retail sector, partnership with a major furniture brand for a new store launch delivered 93 per cent viewability, 11 per cent unaided recall and a 7 per cent uplift in purchase intent. Similarly, FMCG brands have used ICA to communicate new offers, price points and functional benefits, resulting in a 20 per cent growth in brand awareness and 15 per cent higher message recall in the beverages segment, while similar gains were seen in the personal care and beauty segments.
“TV still delivers unmatched scale in India. What brands need, however, is scale with precision, and that’s what ICA unlocks. For campaigns aimed at homemakers and young professionals, we created impactful brand moments within TV content, driving focused attention and recall for brands. We’re merging the power of television with the accuracy of digital,” adds Nidhee.
Luxury retail brands too have benefited, with one premium jewellery client recording an 18-point rise in brand recall alongside improved message retention and purchase intent. Meanwhile, financial services and insurance campaigns delivered 14 per cent higher message recall and an 8 per cent lift in brand consideration, demonstrating ICA’s strength even in trust-heavy categories.
“We’ve transformed what used to be background filler into premium brand space. Backed by over 500,000 eye-tracking tests and 1,400+ brand lift studies, every ICA campaign is tested, data-driven and brand-safe. Using simple transition shots, such as a road scene in a daily soap, we can integrate ads in under a week, delivering agility, impact and measurable outcomes. What sets us apart is our relentless focus on insight and execution and we don’t just place ads; we craft moments that viewers retain,” concludes Nidhee.
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