Stories
UNIQLO India Allocates 15% Media Budget to CTV and Rules Out Quick Commerce
- •UNIQLO India allocates roughly 15% of its total media budget to connected television (CTV) as part of a digital-first strategy.
- •The Japanese retailer has ruled out entering quick commerce platforms to maintain control over its direct customer experience and store relationships.
- •The brand launched a new fleece campaign starring Kriti Sanon and Jasprit Bumrah, increasing festive marketing spend by 20%.
- •Artificial intelligence is being utilized for weather-dependent ad personalisation and consumer insight generation across regions.
- •Regional creators and local influencers are playing a larger role alongside national celebrities to highlight product functionality and styling.
Key Questions Answered
UNIQLO India allocates approximately 15% of its overall media budget to connected television (CTV), which is about a quarter of its 60% digital media allocation, as part of its expanding digital advertising strategy.
UNIQLO India has ruled out entering quick commerce because it wants to retain complete ownership of the customer shopping experience and ensure buyers understand product functionality and quality before purchasing. Instead, the brand is focusing on its physical stores and e-commerce platform.
UNIQLO is running an AI-led, weather-dependent campaign that tailors product showcases based on prevailing weather conditions across different regions in India. The company also uses AI to analyze consumer conversations and extract market insights to optimize media planning and distribution efficiency.
