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'Bharat
Uday'- A New Dawn on the Indian Television Advertising Scenario
: An AdEx India Analysis
(4 February 2004)
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| The
"Bharat Uday" campaign by the BJP-led NDA government, to stoke
up the "feel good" factor, has been one of the most talked about
campaigns by Indian government in recent times. We at AdEx India
analyzed this campaign funded by the Ministry of Finance for
the months of Dec 03 and Jan 04. It has been the second most
frequently telecasted brand on TV for this period in terms of
no of ads aired. There were as many as 9472 ads aired on around
100 channels that AdEx India monitors. |
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| This becomes even more significant when we look
at total advertising duration of the campaign across two months.
Due to the longer ads that were placed, the "Bharat Uday" Brand
ranks First amongst Top brands for this period in terms of advertising
duration in seconds. Interestingly 'All Out' brand, which is
first on in terms of number of ads aired, becomes second with
a major lag between the first and second position. |
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| Another noticeable feature of this campaign was
that almost all the advertisements were longer in duration.
The following graph shows that around 80% of the ads aired for
the 'Bharat Uday' campaign were 60-seconders. |
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| On analyzing the channels on which the campaign
was carried, it is clear that DD Channels got the highest share
of seconds consumed for Bharat Uday. They got 75% of the total
duration share compared to the other channels. What's amazing
is 18 of the DD Channels grab 75% of the duration share whereas
29 Non DD Channels where the campaign was aired have to contend
with a meager 25%. |
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| Another feature of this campaign, which deserves
mention, was the flavour of the campaign. The AdEx India team
found that the 'Bharat Uday' campaign clearly preferred to be
aired in regional languages. 66% of the total campaign was in
various languages like Tamil, Marathi, Gujarati, Bengali, Punjabi
etc. |
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| Analysis
from AdEx India (A Division of TAM Media Research Pvt Ltd) |
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