Top Story

Home >> Spotlight >> Article

Healthy Onam ad spends spell hope for Navratri and Diwali

18-September-2017
Font Size   16
Healthy Onam ad spends spell hope for Navratri and Diwali




Onam celebrations in Kerala have set the tone for the upcoming festive season in India. The advertising industry in God's Own Country has weathered the impact of the much talked about Goods and Services Tax (GST). Industry insiders say that they have noticed an overall increase in ad spends this year. At the national level, ad spends are expected to increase by 15–20%. At the regional level, the Kerala advertising industry has noticed an increase of 10%.




The usual suspects—smartphones, electronic goods, automotive and textiles categories witnessed high sales. These sectors also spent a significant fraction of their annual ad budgets on the Onam season. “Samsung, Sony and automobile players like Hero, Hyundai, Hero and Maruti were big this time. Oppo and Vivo from the telecom sector invested a lot in advertising,” said Kamal Krishnan, National Head – Media Solutions.




“It was a fairly good Onam,” said Varghese Chandy, Sr VP Marketing, Malayala Manorama. However, he added, “To make a comparison we have to compare the July to September quarter as Onam falls on different days.”




Smartphone brands like Oppo and Vivo and jewellers like Bhima Jewellers were some of the companies that spent the most this season. “About 50–60% of ad revenues were from the FMCG, automobile, textile, jewellery and telecom industries. There was a 25–30% growth in ad revenues compared to last year. Jewellery sector did spend adequately but the other sectors were much louder this time,” said Kamal Krishnan PS, National Head – Brand Solutions (Print).







Ad spends by medium




Advertising on television saw a growth of about 30–40%. The total ad spends on TV was around Rs 130–150 cr during the Onam window with about 60–65% of this spend coming from national brands.



Unnikrishnan, VP Sales, Asianet News said, “As far as news is concerned, electronic brands like LG, dealers like Gopu Nandilath, Pittapally, etc. spent good money. And Onam for us was good, rather better than last year.”



Advertising in print was dominated by local brands. About 60% of the overall advertising was from the local brands of Kerala. “Local players had a larger play during Onam this year in comparison to previous years. For example, print impact jackets were taken mostly by local brands,” said Sanchayeeta Verma, Managing Partner, Maxus South India & South Asia.




All in all, it was a happy Onam for the advertising industry in Kerala. Raju Menon, Director-Operations, Maitri Advertising said, “I have not seen anyone complaining about sales. Overall, this year people who came to shops have actually purchased and gone. Last year, there were more inquiries and fewer sales. People of Kerala had a very good Onam this year as there was no scarcity of food items, vegetables were plenty and the government was able to control the open market prices.”




While many shared a highly positive response to Onam this year, some said that the festival this year was just above average. Gopalakrishnan Nair, Sr VP & Principal Partner, DDB Mudra Group, said, “There was a mixed response. Retail business has done well. The ad spends were slightly lesser as Onam was about 10 days earlier compared to last year and due to GST and demonetisation. Onam was not all that good this time; it was just above average.”




The fact that the jewellery sector did not spend much this came as a shock to many. Bhima, a brand from this sector, was active during Onam while the rest were silent. Gayatri Suhas, Managing Director of Bhima Jewellers, said, “Sales were the usual this time of the year. Buying jewellery is a tradition in Indian society and this cannot be broken.”

Tags ad spends Kerala Onam Advertising

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Abraham Thomas, CEO of Radio City, and L V Krishnan, CEO, TAM Media Research, talk to exchange4media about a recent Nielsen report on radio

The announcement was made by the third judge of the Madras High Court, with an order expected later this evening.

Sanjay Goyal talks to exchange4media about the fast changing norms at companies, the current employment scenario and what would a workplace be like by 2025.