The brief was to promote 30 Jam Pad videos over 12 months for Yaari Jam, an indie-music and friendship platform — under Diageo's stringent global brand-safety rules, complete dry-state geotargeting exclusions, and a high view target with very low risk tolerance.
Case studyMedia
Diageo (McDowell's No.1) × Hungama
McDowell's No.1 Yaari Jam — Fueling Music, Friendship & Massive Reach
300M+ views across 30 Jam Pad videos at 65%+ view-through and 5X cost efficiency — all under strict brand-safety and dry-state constraints.
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How we approached
the challenge.
The brief
What we saw
Structure beats scatter: an annual, asset-wise media calendar delivers predictable reach. Compliance becomes creative — constraints force smarter media planning — and quality viewership (view-through and brand lift) matters far more than raw quantity.
The work
We built a granular media plan across 40 assets and 12 months, factoring in inflation and festive seasons. Every asset carried Integrated Ad Science tags for compliance, with full dry-state geo-exclusion and whitelist enforcement across 1,300 pre-approved channels. Influencer collaborations and YouTube paid media scaled reach, while dynamic asset-level optimisation tracked view-through and cost-per-view in real time.