MAM
Report on Shemaroo

Only 3% of brands in Tamil Nadu advertise on both TV and digital

Panel at Tele-Wise Tamil discussed the need for bespoke multi-channel ads for regional markets

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/08/09/Tele-Wise_Tamil.jpg?itok=-SY7MFSz

MUMBAI: Marketers advocated for the need to create ads simultaneously for television as well as digital to penetrate deeper in regional markets like Tamil Nadu, at the recently concluded Tele-Wise Tamil 2019. The event was organised by Indiantelevision.com to acknowledge the vast pool of opportunities Tamil television has for brands and advertisers in Chennai on 6 August.

On the panel were Lodestar UM EVP Laya Menon, Matrimony.com AGM marketing communications Akhil Jain, Paytm Travel GM brand marketing Bhushan Walzade, TAM Media Research VP Tam Axis Vinita Shah, TVS Auto Assist India head marketing Mahima Singh, and Wavemaker general manager Rajendra J Prasad. It was moderated by Bodhitree Multimedia co-founder & Director Mautik Tolia.

Speaking on the panel, discussing the might of the Tamil market for national and regional advertisers, Menon said, “Hetero-TV consumption is a trend not just in Tamil Nadu but also other South Indian markets. Thus, to optimise the reach of any campaign, we have seen while the reach tends to start with TV, the digital medium adds anywhere between 7-10 per cent to it. And this is just the AV medium I am talking about. To top that, we have other layers like social media platforms. The fact is that the market is now screen-agnostic. TV sells the opportunity and the added advantage comes from online content that has to be fairly customised for the market on a language-basis, which adds a significant amount of measurable reach.”

Jain, who admitted spending around 80 per cent of his ad spends on TV, shared the example of his own brand as he elaborated more on the concept. He said that he has seen campaigns that run both on TV and digital performing better than the ones that ran just on the latter.

He said, “I believe that there is a huge synergy between digital and television. As you know, ours is a digital-first platform. With our marketing communications, we ask people to download our app. Now, there is this two-screen theory, which says that even while people are watching TV, they have their phones with them. So, whenever our ad pops up on TV, and the person is using the phone, we serve them the communication on digital medium too, for example, on Facebook.”

Jain added that it increases the rate of conversion for their app, adding more users. He mentioned that he has observed a positive blip in the number of registrations on the app when the ad is running simultaneously on both platforms.

Walzade shared similar thoughts as he noted, “I think that the digital medium is growing very fast now. It makes it very important for us to 360-degree campaigns. At Paytm, especially with our travel business, we don’t only put TVCs on national and regional TV, but are also going big on social media.”

Speaking about the Tamil Nadu market, Walzade added that the state is in top 3 when it comes to internet penetration and the literacy rate is also quite high there. The acceptance of new technologies there is leading to the thriving of e-commerce industry and it really helps us in investing in media and reaching to consumers.

However, Shah noted that despite there being a great understanding of the need to advertise on multiple platforms only 2.5-3 per cent of advertisers in Tamil Nadu advertise on both TV and digital. She urged the community to recognise this big gap in the synergy between TV and digital and try to fill it.

Another insight that came out through the session was the importance of creating content in simple and relatable language for the regional audience. The speakers insisted that national advertisers create simultaneous campaigns for the regional markets to assure better results for their campaigns.

Singh said, “One’s approach should be really regional when it comes to connecting with the regional audience. National advertisers should look at creating content that is more local and is closer to the audience.”

She also emphasised the need to understand the audience’s AV-viewing patterns and recognise at what time they are accessing content on what platform for better targeting. Prasad seconded her thoughts as he advocated for the creation of customised and bespoke brand codes for each region.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/20/ias.jpg?itok=5favG10z
Global ad fraud rates dip in 2020, but brand risk on the rise: IAS study

NEW DELHI: As the world underwent a tectonic shift in 2020, sparking evolution in consumer behaviour, brands had to resort to innovative ways to target their TGs. With greater time spent at home, TV viewing increased, as did online video consumption and uptake of gaming, leading to people...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_184606_800_x_800_pixel.jpg?itok=MO9TLLgH
HUL’s Deepika Bhan to lead Tata Consumer Products' packaged foods biz

NEW DELHI: Tata Consumer Products (TCP) has roped in Deepika Bhan as the new president of the company’s packaged foods division in India. The appointment will come into effect from 27 April 2021. Bhan joins TCP from Hindustan Unilever, where she was global brand director - haircare for south Asia....

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_180357_800_x_800_pixel.jpg?itok=BPjnjcNd
KL Rahul bats for Gamezy’s Play Fantasy Cricket Hatke campaign

MUMBAI: Fantasy cricket app Gamezy has launched a new IPL campaign featuring brand ambassador KL Rahul, which revolves around the thought, “Play Fantasy Cricket Hatke.” The new series of Gamezy advertisements, conceptualised by Aagey Se Right, will run across live broadcasts of cricket matches on...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_154336_800_x_800_pixel.jpg?itok=4A3m_9bG
MyGlamm onboards Bhavesh Singhal as chief growth officer

MUMBAI: Direct-to-consumer beauty and personal care brand MyGlamm has appointed former head of growth and revenue of Medlife & Myntra- Bhavesh Singhal as its chief growth officer.   Singhal brings over 10 years of extensive experience in growth, analytics and consumer tech to the organisation....

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_141011_800_x_800_pixel.jpg?itok=v5IYG5Pw
Snapdeal takes a dig at brand hype to highlight its value proposition

KOLKATA: E-commerce player Snapdeal has rolled out a new campaign - Brand Waali Quality, Bazaar Waali Deal, which seeks to disrupt the notion that only expensive products offer good quality. In a straightforward manner, it communicates Snapdeal’s unique value proposition - good quality at low...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_122706_800_x_800_pixel.jpg?itok=_OeOE9Xu
Namit Prasad joins L&K Saatchi & Saatchi as SVP- planning

NEW DELHI: L&K Saatchi & Saatchi has onboarded Namit Prasad as senior vice president, planning. He will be based out of Mumbai and will report to chief strategy officer Snehasis Bose. Prasad joins the agency post setting up a start-up involved in building an enterprise development platform...

MAM Media and Advertising AD Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_121747_800_x_800_pixel.jpg?itok=7bpC6hhH
Dentsu Webchutney wins digital mandate for Tanishq

NEW DELHI: Dentsu Webchutney India has bagged the digital mandate for Titan’s jewellery brand, Tanishq. The account was won following a multi-agency pitch. Championing today’s bride’s love for tradition without being bound by the constraints of it, was the challenge that inspired Dentsu Webchutney...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_121445_800_x_800_pixel.jpg?itok=tvkVk6Ji
Bacardi India taps Zeenah Vilcassim as marketing director

NEW DELHI: International spirits company Bacardi India, has appointed Zeenah Vilcassim as marketing director. She will head consumer and customer marketing across the entire Bacardi portfolio of brands starting this month. Vilcassim will be responsible for driving synergies across marketing,...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_120612_800_x_800_pixel.jpg?itok=bzQ7V9X3
Nearly 60% of Indian CMOs have dedicated budgets for influencer marketing, study finds

NEW DELHI: The growing affinity of consumers towards digital platforms to connect with brands has elevated the popularity of influencer activities in India. Moreover, the Covid2019 outbreak has made brands focus more on affirming their online presence, and it has made influencers a part of the...

MAM Digital

Sign up for our Newsletter

subscribe for latest stories

* indicates required