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The top-ranking Airtel ad scored 81 on the ad reach index, bolstered by 98% brand recall and 83% awareness among respondents. Our celebrities are so adored that Airtel’s latest campaign, featuring actor Shah Rukh Khan, took the No. 1, 4, 5 and 7 ranks in the Mint-Synovate-TVAdIndx survey in October. On the ad diagnostics list, which measures softer parameters such as likeability, enjoyment, believability and claim, three ads viz. Bajaj Allianz, Videocon UltraSlim and Usha Pumps took the top positions.
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“Advertisers are demanding more value for their investment in TV reality shows. “Merely placing a product in the backdrop does not do enough justice to the kind of money going into these shows,” said Kevin Vaz, Executive Vice-President, Advertising Sales, Star India. That’s a view seconded by Rohit Gupta, President, Network Sales, Multi Screen Media Pvt. Ltd (MSMPL), which runs channels such as Sony Entertainment Television (SET) and SET Max said, “When advertisers pay triple the amount to be on a reality show, they also expect triple the amount of brand visibility.”
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The grandeur of Stephen Sommers’s ‘The Mummy’ was reproduced on six acres of land on the outskirts of Ludhiana for a party on November 20. This was city-based realtor Gulshan Kumar’s ‘pre-wedding gift’ to his son Rohit and bride Kiran. Artisans were hired from Hollywood, Bollywood, Kolkata and Kerala. Adding glitter to the evening were Bollywood stars like Bipasha Basu, Mughda Godse, Jimmy Shergill, to name a few.
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As the CEO of Zenith Optimedia Worldwide, Steve King feels that new and emerging advertising markets like India and China will power the global industry’s recovery, on the back of positive signals from developed markets like US and Europe. “India, with an approximate 10% growth, will certainly be in the top ten advertising markets in absolute dollar terms by 2015,” he told.
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It is the current economic scenario which is making companies tighten their purse strings and refrain from committing themselves to big-ticket sponsorship deals for the Indian cricket team. “Advertisers are looking at the return on investment, and in today’s scenario it is difficult for companies to cough up that kind of cash,” says Mr. T. Gangadhar, Managing Director, Mediaedgecia.
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According to the industry, the five major film production houses — UTV, Yash Raj Films, Studio18, Eros and Reliance Entertainment have only made box office collections of Rs 510 crore from 19 big-ticket movie releases till the first week of November 2009. One of the key reasons was the two month long producer-multiplex strike which had most movies’ release dates crammed together, only to cannibalize and in turn affect each others revenue share. The industry is estimated to have lost nearly Rs 100 crore during this producer-multiplex standoff.
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After a tumultuous year at the box office, the health of the Hindi film industry will be tested from December 4 to February 12. About Rs. 500 crore is at stake and many a big brand of the industry will try its luck at the box office. While Aamir Khan’s ‘3 Idiots’ is arguably one of the biggest films of 2009, Shah Rukh’s ‘My Name is Khan’ may give 2010 a headstart at the box office. Brand Bachchan is banking on ‘Paa’ and Ranbir Kapoor will try and consolidate his new found viability as a solo star with ‘Rocket Singh’. And after his success with ‘Wanted’, Salman Khan will hope to emerge victorious once again with ‘Veer’.
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