MAM

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=8VKUc-zK

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/2020/09/26/dairy.jpg?itok=3Fp9NvWE
Cadbury introduces two new flavours

INDIA: The sweet battle of Cadbury inventors has finally come to an end. Mondelez India, the makers and bakers of some of India’s leading snacking brands like Cadbury Dairy Milk, 5Star, Oreo, Bournvita, etc. has announced the winning flavours of the ‘go Madbury for Cadbury’ campaign.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/26/flipkart.jpg?itok=Mj_14U7g
How Samsung helped Flipkart find its missing ‘F’

Last week, Flipkart, a leading online etailer, started tweeting on its official twitter handle without using the alphabet ‘F’. Some of the words in its tweets were like ‘rom’, ‘itness’, ‘irst’, ‘inds’, and others. Ideally, these words are not part of the English language but if we prefix the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/25/fb.jpg?itok=eJylG81Z
Facebook & GroupM launch Media Playbook to help brands reimagine media strategies & unlock growth

Mumbai: GroupM and Facebook have come together to launch an industry-first media playbook for advertisers and marketers to adapt to the dramatic change in consumer behaviour as a result of COVID-19. The ‘Turn The Tide’ Media Playbook offers a perspective on the evolving consumer and media landscape...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/25/lyod.jpg?itok=draCTqbQ
Lloyd forays into refrigerator segment

NEW DELHI: Havells India has announced its entry into the refrigerator segment under its consumer durable brand - Lloyd. The company will also double the range with additional 25 models by Diwali this year. The refrigerator range is designed keeping in mind the modern kitchen aesthetics combined...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/25/ceat.jpg?itok=_8v0Apeq
Ceat signs Aamir Khan as brand ambassador for two years

MUMBAI: Ceat Tyres has signed Bollywood superstar Aamir Khan as its brand ambassador for two years. As part of an integrated marketing campaign, Aamir Khan will feature in two commercials during the course of the IPL 2020 to promote Ceat’s SecuraDrive range of premium car tyres. The first ad will...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/25/tv.jpg?itok=6XP07uvI
How to Decide Between QLED, OLED, 4K UHD or Full HD TV

According to ECD, when buying a smart television in India, you need to consider several factors such as size, operating system and the picture resolution. Apart from that, you also need to check the type of display the TV provides because it determines the overall picture quality. 

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/25/ipl-d11.jpg?itok=Z6aMaH8d
Digital-first brands bet big on Dream11 IPL

NEW DELHI: Cricket is the by far the best media vehicle for any brand if it intends to connect with masses at a pan-India level. The game cuts across all socio-economic boundaries, age-groups, geogrpahies and reaches to 196 million households with television sets. The brand can further amplify its...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/24/disha.jpg?itok=sAWtgIJB
Disha Patani is Myntra's first-ever beauty brand ambassador

NEW DELHI:  Ahead of the festive season, Myntra announces Bollywood actress, Disha Patani, as its brand ambassador to further consolidate its strong position in the massive and rapidly-growing beauty and personal care (BPC) market in India. Disha has made her mark as a household name after...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/24/harley.jpg?itok=2LnSWQ_-
Harley Davidson exits India

Harley-Davidson will shut down manufacturing and sales operations in India as part of its restructuring exercise under ‘The Rewire’ programme, the US-based motorcycle maker announced on Thursday. Earlier, in August, the bike maker had indicated to restructure business in some its loss making...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required