Key Findings:
· Rakhi advertising contributed for 14% of the advertising in North and West Zone Publications on 30th August.
· 34% of the Rakhi Advertising was Sales Promotional this year.
· Lottery was the Top Category; Government of Punjab was the Top Advertiser on Rakhi advertising in the Print medium this year

This time AdEx India looks at the Rakshabandhan festival. As this is a festival specific to the North and West Zone, we shall focus on Publications based in these regions of India.

Like I-Day and Onam, any Print Ad having any message or image relating to Rakhi would be monitored as a Rakhi special. What was the share of Rakhi specific advertising in the overall advertising pie on 30th August, the day of Rakhi?

The above pie shows that 14% of advertising on 30th August (Rakhi day) in North & West Zone publications was Rakhi specific advertising.

Next, let's look at the shares of Sales Promotional and Non-Sales Promotional Advertising in Print during Rakhi.

The pie shows that 34% of the Rakhi advertising in Print was Sales Promotional. Amongst the Sales Promotions, Add-On Promotions dominated with a 13% share in Rakhi advertising. Price Promotional offers came next with an 8% share. Multiple Promotions and Contest Promotions followed with an equal share of 5%.

Finally, let's look at the Top Advertisers and Categories in Print during Rakhi 2004.

The table shows that Lotteries is the Top category on Rakhi advertising in the Print medium this year with a share of nearly 10%. This is due to the Rakhi special bumper lottery draws that various state governments come out with during festivals. Branded Jewellery is at the second position with an 8.5% share in advertising. Like during Onam, one can see a lot of categories featuring here where Retail/Local advertising is pre-dominant. Some of these are Shops, Jewellery, Independent Retailers, Two Wheelers (Retail) and Cars/Jeeps (Retail). Moving on to the Advertisers, Government of Punjab is the Top advertiser (due to the Rakhi bumper lotteries) accounting for a 7.45% share in Rakhi advertising. Pataka Industries and Titan Industries feature at the 2nd and 3rd spots with shares of 6.6% and 5.5% respectively.

We shall come out with similar analyses for all the forthcoming festivals. Keep Watching...!

(Analysis from AdEx India- A Division of TAM Media Research)