Over 450 new advertisers, 650 brands advertised in Aug vs Jan'19-Jul'20: TAM AdEx

With COVID giving a push to businesses like online education and healthcare, Whitehat Education Technology and Moov Advance Diclofenac Spray were among the top new advertisers and brands

e4m by Sonam Saini
Updated: Sep 4, 2020 11:20 AM

The COVID pandemic has impacted most of the businesses in the first half of the year. However, it has also given a push to some new businesses and categories, helping them grow faster. And so, With the lockdown norms now easing, the industry is witnessing not only existing businesses coming back to normalcy but also new businesses emerging.

As per the TAM report, in the month of August (till August 18), over 450 new advertisers and 650+ brands advertised during that period as compared to Jan'19 - Jul'20. These brands and advertisers were mostly from the education or pharma and healthcare categories or are new product launches that were advertised on TV in the last month.
Whitehat Education Technology, Tuuple Technocraft, Practo Technologies, Electrolux Kelvinator, Saraswati College Of Arts & Science, Marc Laboratories, American Pistachios Growers, Ponniamman Educational Trust, Mubi India and NEPC Pharma Chemical were among the new advertisers.

Karan Bajaj, founder of WhiteHat Jr, an edtech start-up that was recently acquired by BYJU’s for $300 million, talkd about advertising first time on television. He said, “We reached about 100 million dollar revenue uptake before we started advertising on television. TV is excellent because it broadens the reach of the brand across the whole country. Our 65% user base is outside the top 10 cities, hence TV is a very powerful medium to reach out to them. With start-ups you have to be very focused. Whatever marketing we do, we do very deeply and well. In our case, in the beginning, we did digital, very deeply marketing on Facebook. Now we are advertising on TV which is going to be focused, we are not doing out-of-home.”

Bajaj further added, “We are just doing digital and TV. We believe that doing one or two things well is much better than doing a lot of things. On TV, in the beginning, we targeted infotainment and kids genres. Now we are boardening to GECs and regionals as well. We are spending 30% of our total budget on TV and 70% on digital.”

In the brands category, Moov Advance Diclofenac Spray, Maruti Suzuki S-Cross Petrol, Whitehat Jr, Veggie Clean, Cadburys Choco Bakes Cakes, Jiomart.Com, Skoda Rapid TSI were among the new brands.

The brands that were advertised were mostly the new ones that launched during the same period. For instance, Cadburys Choco Bakes Cakes from Mondelez was the new product launch.

Talking about launching the product during COVID, Sudhanshu Nagpal, Associate Director – Marketing (Biscuits), Mondelez India, said at a time when the pandemic brought the nation to a grinding halt, they decided to infuse some 'mithaas' (sweetness) by extending the taste of Cadbury in a new avatar.

“In light of the new normal of a socially-distanced world, social media has become the primary conversationalist as consumers are constantly turning to their phones for every light-bulb moment. Understanding this, we devised a digital-first communication strategy weaved into a two-pronged approach at the back of a virtual corporate launch and the much-appreciated consumer campaign #KahaGayiCadbury that gave the country a glimpse of a world without Cadbury.”

He further added, “The mystery created around the sudden disappearance of India's most loved chocolate had the internet buzzing. Cadbury had gone missing from social media pages, billboards, print ads, direction signboards, and from the collection of the Asia record-holding Chocolate Wrapper Collector Devam Baghel. We also associated with celebrities to further generate intrigue, and the campaign finally culminated with the final revelation of the Cadbury Chocobakes Choc Layered Cakes at the #SweetSecretParty hosted by well-known celebrities Gaurav Kapur, Aparshakti Khurana, Shibani Dandekar, Neeti Mohan, and Shivesh Bhatia.”

To support this launch, Cadbury also rolled out a new film conceptualised by Mondelez India and Ogilvy, taking the ‘Meetha Chhupa Rustom’ narrative a step ahead. This became a perfect segue into the unveiling of the newest addition to the Cadbury family.

Commenting on the coming of new advertiers and new brands during the period, Dinesh Singh Rathore, CEO, Madison Media Omega, said, “The month of August saw a lot of brands advertising on TV. In this lockdown, education category has been quite active. They saw it as an opportunity because people are at home and education is not just about schooling, a lot of people wanted to upskill. Therefore, a lot of education companies reached out to people through advertising. There was both demand and opportunity in the category. Other advertising brands must be from the hygiene category, whether it's disinfectant, hand wash or mask. Also, the healthcare category is advertising. For instance, brands are reaching out to consumers to boost immunity. It's difficult to put a number on how much they have contributed as it depends on multiple factors, but last month, saw some new advertisers on television,” said

Rahore also believes that these categories and brands are here to stay for some more time and we one might see them continuing advertising on television.
During July-Aug’20, more than 750+ new advertisers and 1100+ new brands advertised on television compared to Jan'19 - Jun'20, with Whitehat Education Technology leading the top 10 advertisers' list. Rummycircle.Com was the top brand during the same period.

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