Home >> Advertising >> Article

With the new ban, condom makers should tap into digital for their TG: Industry experts

19-December-2017
Font Size   16
With the new ban, condom makers should tap into digital for their TG: Industry experts

The information and broadcasting (I&B) ministry’s recent ban of condom ads on television from 6 a.m. to 10 p.m. has been a topic for heated discussions and debates since the past few days. A recent press release by the Advertising Standard Council of India reads, “ASCI welcomes the Ministry of Information & Broadcasting’s (MIB) recent advisory on airing of condom advertisements between 10 p.m. and 6 a.m.”

A research study from AdEx India, a division of TAM media research which examined condom ads and their growth from January-November’15 to January-November’17 points out some interesting information from the sector. It shows a steep increase in the ad volumes of condom ads over the course of January –November 2015-2017 during commercial time, excluding the promos. The fact that the ad volume being 100 in the Jan-November 2015 grew to a whopping 403 during Jan-November 2017, is brought under the scanner.

It also shed light on the count of advertisers and brands in this category which had increased from seven and 10 respectively (Jan-November, 2015) to 10 and 23 by January-November 2017. Apart from this, the data also reveals that 83 per cent of the condom ads appear during the 7.00 a.m. to 21.59 p.m. slot. The figures are based on secondages for TV.

While this recent curfew on condom ads have left brands and advertisers in a dilemma, industry experts who spoke to us believe that the solution for advertisers is switching these ads to the digital front. Nirmalya Sen, Chief Executive Officer, Havas India, which handles the media duties for Durex, says that given the real audience of advertising in this category, sensible media buying would in any case schedule spots on television post primetime. “Condom advertising could play a significant and a meaningful role in promoting safe and responsible sex. Especially in light of the fact that many men do not like wearing condoms. A ban on condom advertising could be a major deterrent in the effort to change that behaviour. This, however, is not a ban on advertising. It merely bans the advertising of condoms during hours of the day when children watch television,” he asserts.

Sen points out that it is a well-established fact that young people hardly watch television during the day. “If at all, they watch television late in the night. Hence, from a pure media planning point of view, I do not see this decision as a severe blow to advertising volumes in the category. What could impact the earnings of TV media brands, is condom makers waking up to the power of digital as the right medium to reach their audiences,” he contends. Saurabh Uboweja - International Brand Expert and CEO, Brands of Desire, seconds this and believes that the impact on business should not be too huge.

Uboweja feels that the condom brands category is a tricky one to regulate. “On one hand, because of the explicit nature of content in condom films, it may be perceived that they may not be suitable for viewing by children. On the other hand, it is important to communicate the benefits of using condoms to the masses who are likely to view ads during the daytime. There is ambiguity in the law if brands wish to take the educational campaign route to build their brands,” he says.

Like Sen, he suggests that switching to the digital medium looks like a good idea for advertisers. “The online medium is not regulated and can be effectively utilized for promoting their brands in the absence of mainstream advertising on daytime television. My sense is that their advertising budget would shift to the online medium,” he explains.

Saumya Agarwal, Associate Vice President, Vizeum Media Services, also opened up on the same. Agarwal’s opinion was no different. “Since the category communication is largely targeted towards the youth, digital including mobile, radio and on-ground initiatives will benefit. Smart marketers will find innovative methods of reaching out to their TG. TV channels may not lose much in the short-term due to the ongoing festive season. Overall the impact will be manageable,” he points out.

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

With this partnership, Eros Now further enhances its distribution to the larger screen in India and then across Asia

The agency strengthens its portfolio winning the accounts of Lactalis Group’s Anik range, Germany’s Baby Sebamed, Wagh Bakri - Mili Tea, and brands from Emami Group

Sachin Jain says India is the third biggest market for the diamond brand, contributing 35% to its global business