Introduction: Rethinking TV in a D2C Era

Direct-to-consumer (D2C) brands have traditionally relied on digital channels, performance marketing, and influencer marketing to grow. But a surprising trend is emerging—should you add TV ads to your D2C strategy? The answer isn’t simple, but it’s worth exploring. With rising digital ad fatigue, increasing CAC (Customer Acquisition Cost), and the growing trust associated with television, many D2C brands are re-evaluating their media mix.

In 2025, over 28% of Indian D2C brands reported experimenting with linear TV commercials and broadcast advertising to broaden their reach. This shift is powered by the understanding that television, long considered traditional media marketing, can be a trust-building powerhouse, especially when combined with influencer-led storytelling and UGC videos.

So, should you add TV ads to your D2C strategy? Let’s break it down.

1. Why D2C Brands Are Reconsidering Traditional Media

1.1. Rising Digital Advertising Costs

Digital ad space is saturated. CPCs and CPMs have grown by over 32% YoY, making it harder for smaller D2C brands to stay competitive. In contrast, TV ad spots—especially regional or non-prime-time slots—can offer lower CPMs per impression.

1.2. Declining Trust in Digital-Only Brands

A Nielsen 2024 study showed that 53% of Indian consumers trusted television ads more than online ads. This makes traditional advertising for D2C a strong consideration when trust is key.

1.3. TV’s Reach in Tier 2 and Tier 3 Markets

With 183 million TV households in India, television still dominates non-urban markets. Using television in D2C campaigns helps brands reach newer, trust-driven audiences—beyond the metros.

2. What TV Ads Can Do That Digital Ads Can’t

2.1. Brand Recall and Emotional Resonance

TV ads for D2C brands offer high storytelling potential. Unlike skippable digital ads, TV spots have higher viewer attention spans, driving deeper emotional connections.TV ads embed brands in people’s memory through high-quality storytelling, music, and visuals—triggering emotional resonance that lasts longer than a scroll.

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2.2. Category Creation and Authority Building

When a new brand enters a market, visibility is key. TV lends authority and builds perception fast—an asset for challenger brands entering established categories. TV helps emerging D2C brands shape new categories. The perceived legitimacy of being “on TV” builds authority and trust faster than niche digital content.

2.3. Complementing UGC and Influencer Content

Integrating UGC videos and influencer campaigns into your TV scripts brings authenticity. Some top influencers in India even feature in D2C television ads today. Instead of competing with digital, TV amplifies it. Strategic TV spots can validate your influencer campaigns, driving awareness that converts better when followed by social proof.

3. Case Studies: D2C Brands That Leveraged TV Successfully

3.1. The Whole Truth Foods

Their early adoption of linear TV commercials helped them break out of the digital bubble. Sales grew 18% in 60 days post-TV launch. Known for its clean-label messaging, The Whole Truth used TV ads to build mass credibility and educate a broader audience about hidden sugars in food products.

3.2. Mamaearth

By blending broadcast advertising with strong influencer marketing India campaigns, they scaled rapidly in tier-2 cities. Mamaearth used television to build emotional connections with Indian mothers. Their TV campaigns boosted trust and made their natural, toxin-free promise mainstream.

3.3. Boat Lifestyle

They used celebrity endorsements and traditional advertising for D2C to scale visibility during major sporting events. boAt’s TV campaigns, often launched during major cricket events, helped the brand become a household name. The blend of pop culture and mass media skyrocketed their youth appeal.

4. Cost-Benefit Analysis: Is TV Worth the Spend?

4.1. TV Ad Costs

A 10-second national TV ad in India may cost anywhere between INR 40,000 to INR 1 lakh depending on the slot. Regional ads can be far cheaper. TV ads in India can range from ₹1–5 lakh per 10-second slot on prime-time national channels. Regional ads are cheaper but still effective for Tier 2–3 penetration.

4.2. ROI Metrics

Compared to performance marketing for D2C, TV ROI is harder to track but more long-term. Brands have seen lift in search volume, brand name recall, and organic traffic post-campaigns. Brands measure ROI through uplift in branded search, website traffic spikes, and post-airing sales. TV builds long-term equity, not just clicks.

4.3. TV + Digital = A Unified Funnel

Brands using TV ads for D2C brands in tandem with influencer or UGC campaigns on platforms like Hobo.Video often see a 2x lift in conversion. When synced with digital ads, TV boosts overall campaign performance. Think: TV for top-of-funnel trust, digital for conversion — a powerful combo for D2C growth.

5. TV Ads in the Age of AI & Influencer Marketing

5.1. Smart Targeting with AI

Companies like Hobo.Video are exploring AI influencer marketing that can sync online behaviors with TV ad spots timing and content. AI-powered media buying platforms now help brands place TV ads based on audience behavior, geo-data, and content preferences—bridging the gap between TV and precision targeting.

5.2. Creators Crossing Over to TV

We’re witnessing the rise of famous Instagram influencers appearing in TV commercials. This blurs the line between traditional and modern channels. Popular Instagram and YouTube creators are now starring in TV commercials. This not only boosts recall but also merges the credibility of influencers with the mass trust of television.

6. When Not to Use TV Ads

• If your CAC isn’t under control yet
• If your product lacks mass appeal
• If your D2C marketing strategies need more testing on digital

In these cases, performance marketing for D2C and AI UGC might be more suitable first steps.

7. Best Practices for Launching TV Ads for Your D2C Brand

1. Start Regionally – Test your ad in local languages.
2. Combine with UGC – Integrate influencer clips or testimonials.
3. Track Offline-Online Impact – Use Google Trends, direct traffic, and call volume as proxies.
4. Time it Right – Launch during festivals or IPL.
5. Keep It Short – Aim for 10-15 seconds max.

8. Final Take: Should You Add TV Ads to Your D2C Strategy?

Yes, but strategically. TV works when layered with D2C marketing strategies like influencer marketing and UGC. If you’ve hit a growth plateau on digital, this might just be your next growth unlock.

Hobo.Video has seen firsthand how blending mediums can multiply ROI. So, should you add TV ads to your D2C strategy? If you’re ready to scale, the answer might be a loud yes.

9. Summary: Key Learnings

• TV ads are still relevant for D2C growth in India
• Ideal for trust-building and expanding to Bharat markets
• Best used with influencer content, not in isolation
• Start small, regional, and test before scaling

Ready to Scale Beyond Digital?

If you’re a brand or influencer ready to unlock TV and influencer marketing power together, register with Hobo.Video today. Discover how AI + UGC + TV can skyrocket your growth.

About Hobo.Video

Hobo.Video is India’s leading AI-powered influencer marketing and UGC company. With over 2.25 million creators, it offers end-to-end campaign management designed for brand growth. The platform combines AI and human strategy for maximum ROI.

Services include:

• Influencer marketing
• UGC content creation
• Celebrity endorsements
• Product feedback and testing
• Marketplace and seller reputation management
• Regional and niche influencer campaigns

Trusted by top brands like Himalaya, Wipro, Symphony, Baidyanath and the Good Glamm Group.

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