The L'Oreal group and Godrej Consumer Products together accounted for 71 per cent of the advertising expenditures on TV in the hair dyes category last year, says a study by AdEx India, a division of TAM Media Research.
L'Oreal, with a 38 per cent share, and Godrej, 33 per cent, were way ahead of the third slot holder, Hygienic Research, which accounted for 18 per cent of the advertising expenditures in the category. Henna Export Corporation and CavinKare were fourth and fifth, with shares of 5.5 per cent and 3.8 per cent, respectively.
The category's total TV ad spends in 2003 were over Rs 143 crore, higher than Rs 142 crore in 2002. L'Oreal and Godrej brands dominated the list of top 10 brands in the category, with the former's Garnier Color Naturals first. Nutrisse Hair Colour Mask and L'Oreal Excellence Cream, its other brands, occupied the fourth and fifth positions, respectively, in that list. Super Vasmol 33, from Hygienic Research, was second while Godrej Powder was at third.
Godrej's Color Soft, Kesh Kala Tel and Herbal Hair Dye were at the sixth, seventh and ninth positions, respectively. Black Rose Kali Mehendi at eighth and Indica Hair Dye at tenth were the others in the list.
Hair dyes have been mostly seen across programme genres such as dramas/soaps and feature films. The two accounted for 68 per cent of the total ad spends. The other programme genres that have been favoured by the category, according to AdEx, are news bulletins, comedies, thrillers and events.
Our typical marketing budget is usually 10 per cent of the topline spend
There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...
The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.
<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...
The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions
Perfumes are invisible and these new ads from Skinn create a story out of this
New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking