Top Story

e4m_logo.png

Home >> Media - TV >> Article

Mobile cos ring out FMCG brands on TV this sept

03-November-2005
Font Size   16
Share
Mobile cos ring out FMCG brands on TV this sept

Cell phone brands rose to the top in September in TV advertising, displacing the traditional hegemony of the personal products FMCG brands. Mobile service provider Tata Indicom's 'True Paid' displaced 'Sunsilk Velvette' for the No 1 slot.

Tata Indicom continued its advertising drive in September for the second month in a row with a budget of nearly Rs 5 crore. This carried it to No 1 position on the list of top spenders.

Its August performance of Rs 4.6 crore in the previous month had given the brand a No 2 position. The Airtel service, another consistent spender on TV advertising, made it to No 3 position, with a spend of Rs 3.4 crore. The brand made an improvement over August, where it was lower at No 7 slot with a spend of Rs 2.9 crore.

Aerated drink brands, particularly Coke, Thums Up and Pepsi, had been off the heavy-spending list for some time probably with the onset of monsoons. However, Pepsi staged a comeback in September with a Rs 4.5-crore ad spend on TV, giving it the No 2 slot for the month.

The two HLL brands constantly on the top spenders list are Fair & Lovely and Surf Excel. The Fair & Lovely 'beauty' cream was at No 4, with a spend of Rs 3.2 crore, up from No 5 position (Rs 3.1 crore) in August. Surf Excel, however, continued at No 8 position, even though there was a slight decline in spending at Rs 2.6 crore from August's spend of Rs 2.7 crore. Spend-O-Meter is a specially designed monthly tracker of the top ad spenders on TV and print.

It is exclusively brought to you jointly by ET and TAM Media. As a methodology, AdEx India takes into account the level of discounting across channels that has become a practice in the industry.

'Brooke Bond Red Label,' an HLL product, made its appearance on the list at No 7, with a spend of Rs 2.7 crore. Some of these tea brands have reached a stage where sales are on 'auto pilot' mode. Yet, occasionally when a dip is noticed or regional brands launch a challenge, even 'Red Label' has to get a boost through a media blitz. 'Lux' has been on the top spenders' list on and off, especially newly-launched variants.

In September, the brand was at No 9 jointly with Nerolac Beauty, with a spend of Rs 2.5 crore. Nerolac is generally an aggressive advertiser, but it never made it to the list. But, its Nerolac 'Beauty' brand of distemper was aggressively promoted on TV.

Of late, a few auto brands have featured in a big way on TV, though there has been a preference for the print medium. The 'Honda' brand created quite a splash at No 6, with a spend of Rs 2.8 crore, replacing Maruti and Bajaj DTS that featured in August.

Tags

Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Software and Technology, Consulting, Healthcare seem to be increasingly using Webinars to engage with their clients and employees

Latestly focuses on all latest and breaking events across the globe, providing information on trend related stories across genres

As part of this re-imagined approach Star India will broadcast live matches in six different languages with an aim to target 700 million viewers across TV and Digital.

Rahul Johri, CEO, Board of Control for Cricket in India (BCCI), spoke about the upcoming season of IPL and with Star India’s re-imagine approach, he made assured that this year will be a kickass seas...