BARC’s first week of 2017 (December 30-January 6) saw an interesting trend in its advertisers list across genres. For starters, e-commerce companies Amazon, Myntra and Snapdeal returned to the list after a hiatus. Meanwhile consumer health and hygiene company Reckitt Benckiser India's replaced FMCG company Patanjali Ayurved in the top 10 advertisers chart.
BARC’s Top 10 Brands chart saw main players in the e-commerce sector reappearing after Diwali when Flipkart, Amazon and Snapdeal did high intensity festive promotions. For week 1(December 30-January 6) Amazon.in topped the list with 8626 insertions followed by Myntra at the second spot with 7838 insertions. Snapdeal who continued advertising post Diwali wasn’t listed last week. But it returned at the seventh spot with 5941 insertions this week.
Myntra’s appearance on the list can be explained by its new ad campaign for their fashion sale ‘End of Reason Sale’ (EORS), featuring Bollywood actors like Deepika Padukone and Hrithik Roshan, that was scheduled between January 3 and 5. The fashion portal went aggressive with a 360-degree campaign, spread across all media during that time frame. Meanwhile, Amazon’s new TVC under the #AdjustNoMore was doing the rounds.
Telecom player Idea 4G and health and hygiene brand Dettol Liquid Soap reappeared in the list at fifth and tenth spot with 6198 and 5549 insertions respectively.
Meanwhile Airtel Cellular Phone who has been leading this list for past couple of weeks slipped drastically to ninth spot with 5767 insertions. Similarly insurance company Sahara India Life Insurance slipped to the third spot with 6842 insertions.
On the other hand, DTH player Dish HD moved to fourth spot with 6270 insertions. Surf Excel Easy Wash climbed to sixth spot with 6006 insertions.
Meanwhile, Fair and Lovely held on to its eight spot with 5862 insertions.
In the Top 10 Advertisers list FMCG company Hindustan Lever continued to lead with 96,682 insertions. Reckitt Benckiser India entered the list at the second spot putting in 29,538 insertions. Meanwhile Patanjali Ayurved who had been in the second spot for past few weeks slipped to third spot with 29,024 insertions.
Pond’s India maintained its fourth spot with 24, 265 insertions.
Brooke Bond Lipton India Ltd, Cadbury India and ITC Ltd climbed down to fifth, seventh and ninth spots with 22,205, 15,004 and 11,442 insertions respectively.
Procter & Gamble moved up to the sixth spot putting in 16,954 insertions.
Godrej Consumer Products Ltd entered the list at eighth spot with 11,792 insertions. Meanwhile Godrej Sara Lee returned to the list at the tenth spot putting in 11,417 insertions.