Star Parivar Awards is back once again with Dabur. This time the product is Vatika Shampoo. The property, scheduled for May 2005 generated appreciation on the basis of its differentiation from other events, has attracted mixed reactions from the industry in its third year.
Despite the decline in TAM Media Research's data ratings where in the first year delivered a 15.12 for the C&S 4+ audience in the Hindi Speaking market and the second year, a 14.2 for the same TG, the expectations from the property are high.
STAR has encashed on this and hence the property is priced much higher than it was in the last two years. "In the first year, I had one client on the property and last year, I had two but this year, I have none," said Manish Porwal, GM, Starcom. "The channel is trying to make a lot of money around other things like the specials and the Red Carpet and these don't generate the kind of numbers that the channel is asking for."
Agreeing with Porwal, Pradeep Iyengar, VP, Carat Media, added, "Parivaar is one of the costliest properties around presently." For him a ratings of 12 to 14 is good. "A further decrease can be expected, as the concept of awards per se are seeing a dip presently. Parivaar is a different kind of a product but it has seen a dip from the first year and marginal drop again shouldn't be a surprise."
Unlike other awards, this is the channel's in-house awards and it would be promoting it in a big way. Perhaps a reason why Dabur sees an association for the third year as well. Dabur had launched Anmol Shampoo on the back of the event last year and Dabur Lal in the year before that. Though it is interesting to note, that while the last two years, it utilised the awards to generate awareness, this year it is for one of its fastest selling products.
The industry, despite the price increase, is optimistic about the product. Porwal said, "I don't see this as an award function but an amalgamation of soaps and awards added with the public interest on what happens beyond fame. The property itself is very attractive."
"The event gives huge level of involvement," said Nandini Dias, VP, Lodestar Media, "It has done well in the last two years and we expect it to do well this year as well."
In all, the event is an awaited one and the channel is milking it substantially. While the benefits that it gives to the advertisers and sponsors will be known in May, what is clear is that the high pricing can be seen as a drawback. Funny it should remind one of media's opinions on cricket, as a property.