MAM
Report on Shemaroo

Brands eager for Onam to help recover Kerala ad market

The sales are however lower than last year.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/08/05/se.jpg?itok=GXC01ymH

NEW DELHI:  The first-ever virtual conclave by Indiantelevision.com, ‘The comeback of Kerala: Onam returns’, focused on the growth of the Kerala market post Covid2019. The first session 'The National Perspective - Are Brands & Consumers Ready' focussed upon how brands are looking at cashing in on the festive spirit of Onam.

The session was moderated by TAM Media Research Pvt Ltd CEO LV Krishnan and the panelists were Wavemaker India VP Kishan Kumar Shyamalan, Zenith India COO Jai Lala, ITC Ltd head media and PR Jaikishin Chhaproo, Initiative India CEO Vaishali Verma and Godrej Consumer Products Ltd head of media Subha Sreenivasan.

According to Chhaproo, “Things are not back to the normal level. With Onam coming up, we have not witnessed any spike in the sales. There are still challenges in logistics, demand in the market is still low and many are facing issues to have products in the market.”

Sreenivasan said that things will pick up soon, but it’s not going to be an immediate curve. She adds, “We are not able to sense the bounce back really. Though, we have seen a recovery in the last two months across functions, it’s going to take some time to bounce back as the business has been impacted, it's going to take time to undo that part and as soon as that picks up, consumption will see a revival.”

Verma shared that as sectors are opened up most of the advertisers are back including retail. The auto sector was completely shut down, but from July onwards there is a positive trend. However, the consumer sentiments have been low. 

“We hope the next three months will contribute to a positive economy. In the offline market, there was a lot of pent up demand. From August onwards, planned purchase would continue to happen, however, ticket size or value might come down," she added.

Shyamalan said that while there is a need to celebrate the fact that local retailers are back, it's not a great start to Onam. The large local retailers are not doing the level of business they usually do. National brands need to innovate and create sub-segments and media partners can help to sustain it better.

Lala opined, “The need of the hour is to work together ever before; we need to get information at the ground level. The engagement has to be very deep; TV and newspapers have been impacted which need to get back to their pace."

Experts believe that digital will see double-digit growth and hyper-local content will be bound to grow.

Chhaproo said, “The sheer fact that original content was not available on television and disruption in availability of newspapers, everybody went to the digital medium. Hyper-local content and advertising will grow, there will be a significant surge in digital spends overall. We have also dabbled with local content partners in Kerala, which has helped us to connect better."

Krishnan asked the panellists how the next quarter looks like.

Verma said that with the announcement of IPL there is some bit of excitement. “There will be definitely a growth in this quarter over the last three months. As we exit 2020 December, our estimates see a deficit of 20 per cent over 2019. Even if the growth happens in the next three quarters, it is not going to compensate for the loss of the last three months. In a way, it’s a recession, but we hope there will be a revival in advertising. The coming months will define how the year would end up."

Lala also affirmed that there will be a dent this year. “The next three months are very crucial; if things return to normal then there are chances of a normal 2021. Categories like retail and auto are dependent on the festive season and if that scales up then it will be positive for the economy and push forward for the next year.”

He also pointed out, “If the brands are performing well in their respective market categories, then this is the right time to invest. But the problem is everybody does not have money to invest.”

Kumar Shyamalan added, “The H2 impact will be far lesser, and the next three months will be extremely critical to see how many opportunities we have while working together.”

Sreenivasan concluded, “As a brand, you need to think of a long-term rejuvenation to get out of the adversity that has stuck all of us collectively.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/14/covid19-memoriam.jpg?itok=Q6aMHrTE
In memoriam: Remembering the lives lost to COVID-19

Mumbai: The ebbing of the second wave of the pandemic is gradually paving the way for “normal” life to return. The restrictions are beginning to ease and industries are opening up. But with scientists warning of a possible third wave of infections, uncertainties are clouding what the future might...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/12/photogrid_plus_1623507917505.jpg?itok=q-5cLCix
BARC week 22: Dettol products top list of brands

Mumbai: The Broadcast Audience Research Council (BARC) has released its week 22 report in which Dettol Range of Products is the advertising brands list topper with 474.53 (000 secs) ad volume.  Dettol Toilet Soaps also bagged the second spot with 423.92 (000 secs) ad volume followed by Amazon Prime...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/12/photogrid_plus_1623492724472.jpg?itok=LrsOLbyl
Biotech firm Mylab signs Akshay Kumar as brand ambassador

New Delhi: Pune-based Biotechnology firm Mylab Discovery Solutions has roped in Bollywood actor Akshay Kumar as its brand ambassador. The molecular biology company is focused on developing tests for human diagnostics, food safety, agriculture, and veterinary. It had recently launched the country's...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/12/photogrid_plus_1623492614844.jpg?itok=hePGtmUB
Xiaomi India appoints Jaskaran Singh Kapany as head of marketing

New Delhi: Jaskaran Singh Kapany has been appointed as the head of marketing, Xiaomi India. "Jaskaran is a terrific marketing leader and in his previous role, he was heading marketing for Paytm. He played a critical role in building the brand from scratch. @Jas - welcome to the madness. Looking...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/12/photogrid_plus_1623490304440.jpg?itok=cdAtiPzl
Virat Kohli continues association with Audi India

Mumbai: Indian cricket team captain Virat Kohli will continue his association with Audi India, the German luxury automobiles manufacturer announced on Saturday. Kohli has been associated with Audi India since 2015 and has been an integral part of the brand's marketing and social campaigns.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/12/photogrid_plus_1623488614476.jpg?itok=dDHK4qL_
Covid Care: JCB India to support education of children of deceased employees

New Delhi: JCB India has decided to support the education of the children of its employees who succumbed to Covid-19 and extend medical insurance for their families to ten years. “Besides, the term insurance policy benefits, the company will support the education of the children of deceased...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/12/photogrid_plus_1623487940535.jpg?itok=6IaVikTH
Now one can buy a car completely online via CARS24

Mumbai: E-commerce platform for pre-owned vehicles CARS24 wants to disrupt the business, to simplify and transform used car purchases, and has made the entire sale and delivery process online. In a first for the Indian pre-owned automobiles industry, CARS24 will offer home delivery; a six-months...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/12/xz.jpg?itok=CIp92HhV
KKR's head of marketing Kaustubh Jha moves on

Kolkata Knight Riders' (KKR) head of marketing, Kaustubh Jha has moved on after over two years stint with the Indian Premiere League (IPL) team.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/12/oly.jpg?itok=bXO3gt_R
Sponsors jittery, as Covid casts a shadow over Tokyo Olympic 2020

As the countdown begins for the 2020 Tokyo Olympics, brands sponsoring the mega sports event are treading cautiously. The growing public opinion against the games has compelled brands to reconsider their move to go full throttle with their gaming-linked advertising.

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required