Key Findings:

• 172 per cent rise in Petroleum Jelly Advertising in 2004 compared to 2003 on Television.
• ‘Ponds India’ topped advertising on TV in 2003-2004.
• ‘Vaseline White Petroleum Jelly’ brand rules Television in 2004.

Post 2000, Petroleum Jelly could not maintain its advertising spends in 2001-02 and shows a dip of 86 per cent and 33 per cent respectively. In 2003, it grew 351 per cent (maximum advertising across 01-04) on TV and 172 per cent growth in 2004.

Let’s also look at the share of Petroleum Jelly Spenders across 2001-04.

• Only six advertisers for Petroleum Jelly on TV
• Paras Pharmaceuticals and Ponds India, the only two National advertisers on TV
• Other advertisers like Paras Products, Himkar Products, Franch Herbs Technologies and Kopran have fewer spends on TV

Let’s have a look at the brands advertised on Television in 2004. The pie below shows the percentage share of the brands in 2004.

• Vaseline White Petroleum Jelly’ brand on top with 71 per cent of the advertising share whereas Dr Lips with 28 per cent share
• Remaining three brands advertised are Apna Petroleum Jelly, Nawab Brillantine and Franch Oil

We shall be coming out with similar analyses on other categories in the coming days.