Celebrating Onam – Part 1: White goods ad spends up 20 pc

As Kerala gears up to observer its biggest festival of the year, e4m takes a look at how marketers are planning to reap the harvest of the Onam festive season. In the first part of the series, the focus is on the kind of spends lined up by white good and jewellery brands...

by Sai Prasanna
Published - Sep 1, 2011 9:20 AM Updated: Sep 1, 2011 9:20 AM
Celebrating Onam – Part 1: White goods ad spends up 20 pc

With less than 10 days to go for Kerala’s biggest festival, Mahabali’s state is all set to don the vibrant hues of the festive season. With this, advertisers are all geared to make the most of the much-awaited annual shopping rush with discounts and special offers on white goods, jewellery, and textiles. Colourful full-page ads, glitzy TVCs, and eye-catching OOH displays – all are showcasing the bounteous harvest of the season.

Ad spends go up
During Onam, top white goods’ dealers showcase their products with full page ads in the press, 10-15 hoardings, and TV ads. Mobile brands come out with offers through OOH as well as print media. They have brand advertising, corporate advertising, as well as dealers’ ads in newspapers. On FM channels, brand dealers come out with offers.

Raju Menon, MD, Maitri Advertising (Works) Pvt Ltd, the creative agency for Mathrubhumi, says, “The advertising sector has grown more than 70% from last year, with the retail sector holding the biggest share. This festive season is one of the best for advertisers because Ramzan and Onam do not coincide but come one after the other. So, as soon as sales are closed on August 30 for Ramzan, sales for Onam will begin, followed by the wedding season.” National textile brands as well as local retail brands such as go for the TV and OOH package. Leading automobile brands have special Onam offers, mainly advertised through the print media.

Prem Matthew, Director (Trivandrum), Stark Communications, comments, “This season, our biggest clients are white goods’ retailers whose ad spend has gone up by 20% over the last year. Then come jewellery brands whose ad spend has gone up by 25-30% compared to last year. The ad spends from textile brands has more or less remained the same as last year. They prefer advertising on TV as it works out economical and they can reach Keralities all over India as well as overseas. While white goods are advertised in print as well as on TV, jewellery brands prefer print.”

According to Vinodini Issac, MD, Teamone Ads, the ad volume, on a conservative estimate, has gone up by 30-40%. “Home appliance dealers, since it is the biggest season for sales, are the biggest advertisers. Many textile and jewellery retailers have suddenly started opening new showrooms in suburban pockets. This calls for more local advertising through the press, radio, and OOH media. Most of them plan the openings around Onam since it is the peak season for sales.”

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