In the modern attention deficit digital age, standing out in the financial services sector requires more than a good product.
It requires strategic placement, creative narrative, and platform first delivery.
That’s precisely what Sundaram Finance achieved through its high impact YouTube Masthead Campaign
a visually arresting initiative that not only grabbed eyeballs but also reinforced its brand positioning in a crowded market.
This case study explores how Sundaram Finance leveraged digital innovation to drive brand awareness higher, what was involved in the campaign strategy, and what made it a huge success.
Client Overview Who Is Sundaram Finance?
Sundaram Finance is one of India’s most reputable non banking financial corporations (NBFCs),
with a conservative yet customer orientated approach
With decades of reputation, the brand has a history of providing vehicle loans deposits, and wealth management products
But as newer fintech competitors started taking over digital discourse
Sundaram Finance knew it had to ramp up its presence online and grab the attention of the younger, digital-savvy audience.
The answer? A cutting-edge, experiential masthead campaign on YouTube one of India’s most viewed platforms
Campaign Objective Creating Brand Recall in the Digital Space
The primary objective was to generate maximum brand visibility of Sundaram Finance in a limited time
particularly among customers who might not have engaged with the brand before.
Specific Objectives
- Enhance top-of-mind brand image in the financial services sector
- Develop positive online perception that identifies with the company’s heritage values
- Create high user engagement with minimal intrusiveness
- Implement premium ad formats in order to cut through in an overcrowded advertising environment
The task was apparent provide visibility without sacrificing brand voice and do it online
Chief Challenges Encountered
Online Visibility within a Congested Industry
The financial services industry is filled to the brim with large companies
digital first players, and day in, day out campaigns.
To cut through the din, Sundaram Finance needed to transcend conventional formats and implement a visual strategy that was digital first
Engaging Contemporary Audiences
While Sundaram has a legacy with older clients, the brand sought to grow awareness among millennials and Gen Z
who engage differently with finance brands sometimes favoring intuitive platforms and video content over brochures and branches
Communicating Trust Digitally
How do you express a brand with decades of trust in just 6–10 seconds on a digital screen?
Strategy Leverage the YouTube Masthead to Its Maximum Capability
Social Beat’s team created a full-funnel digital strategy built around the YouTube Masthead ad format,
which is renowned for its high visibility and homepage supremacy
Creative Masthead Format
The YouTube Masthead is positioned at the top of the YouTube homepage, providing unparalleled reach and brand awareness
Sundaram Finance leveraged this coveted digital space to command user attention the moment the app or site was opened.
The ad was created to:
- Highlight Sundaram’s trust and extensive service scope
- Apply subtle animation to convey brand values through soothing color tones
- Include a prominent CTA (Call to Action) to increase click-throughs and curiosity
Data Driven Audience Targeting
The campaign did not simply execute on mass reach it was backed with YouTube’s
targeting capabilities, including:
- Geo targeting viewers in states and cities with greater offline visibility
- Demographic targeting on the basis of financial behavior and interest
- Connecting with individuals who had searched for loans, NBFCs, or investments earlier
This helped ensure that each impression served relevance not reach
Content Optimized for Platform
Instead of just recycling TV content, platform first was used. YouTube creative was tailored for:
- Short attention spans (with punchy imagery within the first 2 seconds)
- Mobile screens (70% of views on smartphones)
- Muted autoplay (with visuals that would express emotion even in silence)
Execution Turning Strategy into Results
Campaign Development and Production
The creative team also created several versions of the masthead video
tested them internally, and chose the top performing one based on visual appeal, clarity, and brand message.
The imagery was centered on trust, reliability, and simplicity appealing to Sundaram’s decades-long heritage
but tastefully executed with a contemporary twist
Timed Launch for Maximum Visibility
The masthead campaign was rolled out during rush hour traffic, optimizing for exposure
Key dates and slots were chosen by the media buying team to be shown during hours of highest YouTube usage (morning commute, lunch, and evening).
Real-Time Tracking and Optimization
The campaign team continuously tracked performance on:
- YouTube Analytics
- Google Ads Dashboards
- Heatmaps of interaction areas
If some creatives performed poorly, variants were replaced mid-flight so every rupee spent resulted in visibility.
Results Creating a Measurable Impact
The Sundaram Masthead campaign was not a visibility stunt it drove results across critical digital performance metrics
Key Metrics Achieved
- 28.2 million impressions across devices
- Reached more than 7.5 million unique users
- Racked up 77,546 direct clicks, demonstrating active user engagement
- Posted a cost-per-click (CPC) of only ₹38, a phenomenal value for premium ad formats
- Increase in brand-related search queries and direct website visits
Branding Wins More Than Just Clicks
The campaign also benefited Sundaram Finance in intangible yet vital branding areas
- Brand Recall: Increased unaided brand recall among users exposed to the masthead
- Customer Sentiment: Positive social media comments and mentions
- Internal Buy-In: Company stakeholders noted the success and scheduled more digital-led campaigns
Key Takeaways from Sundaram YouTube Masthead Campaign
Use Premium Formats Strategically
Masthead ads, while more expensive than standard display,
provide enormous visibility and trust worth when executed with accuracy
Platform Specific Creative Wins
Content created for YouTube, not taken from TV or Facebook, is the key to user interest
Data Led Targeting Amplifies ROI
With reach combined with relevance through targeting, the ROI is self-evident
Conclusion
The Sundaram Finance YouTube Masthead campaign is the perfect illustration of how legacy brands can leverage the latest digital tools to engage with consumers today
With a strong emphasis on platform native creativity,
strategic media planning, and performance measurement,
the brand was able to drive its awareness as well as attract a new generation of customers
As competition in the digital space continues to ramp up,
combined, high-impact campaigns such as this will be the key to remaining relevant, relatable, and remembered
