TV's togetherness makes it perfect for advertising: Subha Sreenivasan

Subha Sreenivasan, VP and Media Head - Godrej Consumer Products says there are several opportunities where brands can leverage from the touchpoint of TV

e4m by exchange4media Staff
Updated: Feb 5, 2020 3:30 PM
Subha Sreenivasan

The second edition of the e4m TV First Conference saw multiple brand experts sharing how TV was a leverage point for their brand. Marketing leaders demonstrated the factors that drive television advertising ROI.

One such session was conducted by Subha Sreenivasan, VP and Media Head - Godrej Consumer Products Ltd, who shared her success story of Godrej Consumer Products.

Sreenivasan started off saying, “Togetherness is the essence of Television which makes it a perfect platform for advertising.”

She shared that the chaos of the TV medium can get overwhelming at times, but there are opportunities galore where brands can leverage from the touchpoint of the TV medium. “There are so many millions and billions of time being spent across different slices of content but just flip it around a little and you’ll see that it also presents a lot of opportunities.”

She presented a case study where a brand can pick up one specific segment in slice and see how best it fits with your brand requirements. Sreenivasan presented a case study of a show that did well for the brand Godrej Ezee and was promoted on ‘Bhabiji Ghar Par Hain’.

Sreenivasan shared how one can integrate a brand seamlessly without losing the context of the show. “We tried to see if there was show fitment - if the brand fits with the context of the show and whether there is character fitment. What is core is to see if there is any synergy within the content of the show. What is important was that this show is about a very quirky character, they have a particular way of talking and living. The show is set in the backdoor of Kanpur. We get caught up in how the character and show need to be modified to sync with the brand. We should fit it the other way if there is a strong case for you. Your brand should fit in the format and still be relevant to the audiences who are watching the show with a lot of passion. That brings an emotional connection for the brand.”

The third case study she presented was about winning with music by creating engagement by choosing a high affinity genre.

Sreenivasan concluded her session saying: “TV is a powerful medium but it is important to ask a question. Which is - what should be its actual role. I think a lot of times we go back to the drawing board and ask and evaluate a very basic principle of the role which is important.”

The e4m TV First Conference was supported by Zee TV.

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