Advertising by new and flashy auto brands has got so aggressive that they are not limiting themselves to their traditional promotional platform, the print media, anymore. They are now increasingly visible on television as well. Thus, in August, amidst the clutter of the regular FMCG personal products brands, we find two auto brands - Maruti's Alto and Bajaj's Wave scooter - high up among the top-spenders list.
Maruti's Alto was at the No 3 spot with an ad spend of Rs 3.3 crore, though the brand was not seen among the highest spenders on television in the previous months. In fact, there were no auto brands on television's Top 10 in the previous two months at least. Significantly, Alto's ad spend in print in August was lower at Rs 2.7 crore and Maruti has obviously shown a preference to promote its new 'entry-level' model for the metros on TV.
Similarly, Bajaj's Wave was heavily promoted on television through August pegging it at No 4 in the Top 10 list with a spend of Rs 3.2 crore. Wave has been relaunched by the two-wheeler company with some new features. Moreover, Hero Honda's production of the Dico scooter having slowed up due to labour trouble in Gurgaon, was seen by an opportunity by Bajaj to push its own brand.
Spend-O-Meter is a specially designed monthly tracker of the top advertisers in both television and print. It is exclusively brought to you jointly by ET and TAM Media. As a methodolgy, AdEx India takes into account the level of discounting across various channels that has become a practice in the industry.
Among the personal product brands, it was Hindustan Lever all the way in August with no sign of the usual competitors like P&G. Sunsilk Velvette shampoo topped the list with an ad spend of Rs 4.9 crore, but the Top 10 list was cluttered with four other HLL brands as well. At No 5 was Fair & Lovely with an ad spend of Rs 3.1 crore. Close-Up toothpaste followed at No 6 (Rs 3 crore), Surf Excel at No 8 (Rs 2.7 crore) and Clinic Plus at No 10 (Rs 2.5 crore).
Mobile service providers are usually heavy advertisers on television, and they kept up to their reputation with the Tata Indicom 'True Paid' pumping in Rs 4.6 crore and winning the second position on the Top 10 list. Another big advertiser Airtel Cellular was at No 7 with a spend of Rs 2.9 crore, a come-down from the previous month of July when the brand was No 1 with an ad spend of Rs 6.6 crore.
The only new brand that made a mark in August was HDFC Standard's new Children's Life Plan. The promotion, with a budget of Rs 2.6 crore, stood at No 9 in the list of top spenders. The month of August saw around 32,000 brands advertising on the television platform on various channels.