Unconventional advertising media gather steam
The mood in the advertising industry is upbeat, with the sector finally expecting to register a double-digit growth at 13.5 per cent in 2004. According to estimates compiled by AdEx India, the industry is expected to rake in revenues of Rs 11,800 crore compared to the previous year's Rs 10,400 crore.
The mood in the advertising industry is upbeat, with the sector finally expecting to register a double-digit growth at 13.5 per cent in 2004 (last year it was 9.5 per cent). According to estimates compiled by AdEx India, the industry is expected to rake in revenues of Rs 11,800 crore compared to the previous year's Rs 10,400 crore.
The major drivers of the industry this year, as per the AdEx report, are the political parties, which incurred huge spends on their campaigns during the elections. "The political parties during these elections adopted a scientific approach in terms of packaging their campaign strategy. Their ad spends may not have substantially added to the revenues of the industry but has surely given visibility," says Mr Kaushik Tiwari, Branch Head, Grey Worldwide, Chennai.
Mr Tiwari also observes that almost all the leading advertising agencies recruited a lot of people this year, which according to him is an indication of the industry being on a high.
The industry, according to Mr S. Subramanian, Business Director, MindShare, has witnessed a 10-15 per cent growth in the number of advertisers.
"The consumer durable companies have clearly overtaken the FMCG spends this year. This is due to new players such as Haier launching their products in India and companies such as Hyundai launching personal computers and so on," says Mr Tiwari.
Similarly, Mr Jayraj Rau, Vice-President and Client Services Director, JWT, says the other categories which stepped up ad spends and substantially contributed to the industry's revenue are the retail and financial services sectors.
Mr Subramanian of MindShare observes that 2004 also witnessed a sharp rise in the number of recruitment ads, as well as ads placed by educational institutions in the print media. "Almost 10-12 per cent of the advertisements in most leading newspapers consist of either recruitment ads or advertisements of educational institutions."
However, the most significant trend, which the industry witnessed this year, is brands experimenting with newer media, or what is commonly called below-the-line activities. Industry observers feel that brands are beginning to assign a substantial chunk of their advertising budget for these activities. The media could be as varied as a news channel such as NDTV putting up its logo on an Air Deccan aircraft to brands getting the radio jockey of the local FM channel to speak about them. These exercises are distinct from the regular mass-media advertising.
"With mass media costs being constantly on the rise, brands are increasingly looking at non-advertising media to promote their brands," says Mr Subramanian. "The clients are getting more and more focused on integrated advertising," says Mr Tiwari of Grey. "They insist on having a single creative idea which can be used on both the conventional and non-conventional media. Companies are trying to get acceptance for their brands faster and this can only be done if they approach consumers through multiple media," he adds.
Mr Gopinath Menon, Vice-President, TBWA, says advertising today has become much more realistic with marketers trying hard to connect with reality.
Mr Rau of JWT says that because of the focus on below-the-line activities, the returns are getting tougher and tougher. "Though we are growing in terms of business, the returns in terms of percentage are much lower compared to the kind of inputs put in."
He adds, however, that below-the-line activities would clearly be the driving factor in the coming years. "Brands will set aside almost 40 per cent of their budgets for advertising on non-conventional media."
Talking about the preferred TV channels this year, Mr Menon of TBWA says news channels have begun to attract a lot of viewership, and consequently more advertisements. "The news programmes have become serialised and slots such as 7.30-9.30 p.m. and 11p.m. have been attracting lot of viewership."
As far as the TV channel rates are concerned, an eminent industry observer says that while big brands such as Star Plus, Sony and Sun TV have become stronger with their ad rates touching the sky, channels such as Sahara, B4U, Udaya and Star World have slashed their rates.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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