• TV ad volumes of 'soaps*' category witnessed 43 per cent growth during 2008 compared to 2007.
• 'Soaps*' under 'protection' segment were advertised the most on TV during 2008.
• 'Lux Strawberry Cream' was the top new brand in 'soaps*' category on TV during 2008.
• 67 per cent of 'soaps*' category were advertised on regional channels during 2008.
• 'Priyanka Chopra' had the maximum share of celebrity endorsement ad volumes of 'soaps*' category on TV during 2008.

Note: Soaps** category only includes bathing/toilets soaps* and not the laundry/washing soaps*.

Volume growth of soaps* category on TV during 2008

• 43 per cent rise in TV advertising of 'soaps*' category during 2008 compared to same period in 2007.

• During 2008, advertising of 'soaps*' under 'protection' segment had maximum share of 42 per cent followed by 'hydration' and 'nourishing' segment with 22 per cent and 21 per cent share respectively.
  

• 'Hindustan Unilever Ltd', 'Reckitt Benckiser (India) Ltd' and 'ITC Ltd' were top three advertisers of 'soaps*' brands on TV during 2008.
• Top 10 advertisers share aggregates to 96 per cent of overall advertising of 'soaps' category on TV during 2008.

• Top three new soaps* brands advertised on TV were 'Lux Strawberry Cream', 'Vivel Young Glow' and 'Vivel Di Wills Toilet Soap' during 2008.
• Top 10 list of new 'soaps' brands advertised on TV has seen six brands of 'ITC Ltd' and three were of 'HUL' during 2008.
  

• During 2008, advertising of 'soaps*' brands on regional and national channels was in the ratio of 67:33.

• During 2008, top three celebrities endorsing 'soaps*' brands on TV were 'Priyanka Chopra', 'Kareena Kapoor' and 'Deepika Padukone'.