Mediaboss Marketing

Indias enormous TV universe of 900 million individuals continues to grow and is set to achieve a future scale of 1,300 million on the back of rapid economic growth. There is also the potential conversion of one-third of the countrys homes, which dont have a TV just yet.The current scale and expected growth in the future will keep TV audiences substantially higher than digital video platforms. In this article, we delve deeper into the massive audience exclusivity that TV possesses over digital video in India.

TVs mammoth presence gives it exclusive access to over 400 Mn+ audiences

TVs audience universe of 900 million as compared to online video viewers of 497 million, as reported by FICCI-E&Y M&E 2022, clearly demonstrates an exclusive TV audience of 400 million that cant be accessed by digital video platforms.

While the reported online video viewers are a touch below 500 million, the daily reach levels are much lower for even the biggest video platform - YouTube - at 360 million, according to App Annie report in August 2022. This further confirms the presence of over 400-500 million TV viewers who remain out of bounds for digital video platforms. Ormax Medias OTT audience report 2021 estimates, Indias OTT audience universe stands at 353 million which not only shows the wide reach gulf vis--vis TV but also highlights that only TV can provide unique audiences at a huge scale. This gulf in scale between TV and digital video has been a key factor behind brands across categories and life-stages, making TV the core of their media plans.

While TV has broad-based reach across geographies, pop strata and various affluence segments, digital video in contrast gets more than 60%+ of its watch time from places other than the top metros. Additionally, while nearly 80% of TV universe is watching pay TV content, paid OTT audience estimated at 109 million by Ormax barely constitutes about 30% of the overall 353 million OTT audience universe. This indicates that TV possesses a greater proportion of affluent audiences relative to digital video, which has attracted its core viewers from lower socio-economic classes and outside the top 6 metros that comprise of only 11% of the OTT universe.

Exclusive digital audience is miniscule in comparison to TV, unlikely to gain adequate scale this decade

Digital videos exclusive audience is only 12 million, as per the FICCI-E&Y M&E 2022 report which is no match for the scale of exclusive 400mn+ audiences offered by TV. Despite the smartphone user base being over 500 million, it has been unable to provide an exclusive digital audience. This is best exemplified in cord cutters being limited to a few million only.

Considering the current base of digital videos exclusive audience and expected growth rates over the next few years, it is unlikely to provide brands with a significant incremental audience over TV for the remainder of this decade. TV in India unlike other global markets will continue to expand its universe with a huge opportunity to reach another 400 million people moving forward and its scale of exclusive audiences is only going to get bigger in the years to come.

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400 Mn+ exclusive TV viewers in India cannot be reached by digital video - Exchange4Media

Zoya, the diamond brand from Tata, has released a new brand film, Beyond - A Boundless Journey, to pay tribute to the feminine spirit as a force of nature. Seeking cues in the passage of the mighty Indus as a powerful analogy for the Zoya womans journey through life and an inspiration for its timeless classics, the film depicts her continuous, larger-than-life journey that traverses through genesis, conflict and turbulence and is eventually imbued in calm contentedness.

We have a brand myth about the Zoya woman. She is very accomplished and very aesthetically astute. She could be a nurturer, a caregiver, a dreamer or an ambitious go-getter. We see her breaking free from societal expectations that define who she should be and finding joy instead in being who she truly is instead. Comfortable in her own skin, she starts to feel alive and becomes the best version of herself. Zoya is a powerful marker in this journey, explains Amanpreet Ahluwalia, Business Head, Zoya.

The film has been crafted with the help of the Centre of Gravity, a strategic consultancy that specialises in brand consulting. Qualitative research gathered through several years of conversations with high-net-worth women indicates that this unique narrative finds great resonance amongst its audience. Zoya understands that jewellery is uniquely positioned to receive deep personal meaning, and invests its pieces with personal significance, transforming them into catalysts that serve as powerful markers in the unique journey of every Zoya woman, says Ahluwalia.

Ajay Ram, Design Partner & Founding Team Member, Spring Marketing Capital who directed and produced the film says, Right from the start, this project pushed us to dream. We had to bring it to life with the same level of craftsmanship with which it was envisioned. Our story follows the Zoya woman and her riverine avatar across four chapters, each evoking a characteristic emotion. The inspiration behind the jewellery design was reinterpreted in the form of life-sized prism-mirror installations. We wanted an ethereal quality to our visuals, to conjure a landscape as nuanced as the Zoya woman. We wanted our narrative to bring alive the meaningful & layered brand world of Zoya. With its heart in India and an eye on the world, Zoya has found great resonance amongst its niche audience across the country. Although Zoyas goal has never been the pursuit of numbers alone, the brand far exceeded its turnover goals to cross over 140cr last year.

Over the last few years, Zoya has opened two new stand-alone boutiques and six galleries with a store-in-store concept across India. The luxury market in Indias is growing exponentially, says Ahluwalia, By 2027, we expect to grow our customer base by a minimum of 5x, and have more galleries and stand-alone stores in key cities of India. The new brand film strengthens the homegrown luxury brands positioning as the countrys most design-forward atelier with exceptional jewellery that is as artistic as it is meaningful. The new campaign will be showcased across social, digital, direct marketing, OOH, and TV. It will be supported by strong PR and events.

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Zoya pays tribute to the feminine spirit in new brand film - Exchange4Media

Milton continues 50 magnificent years of their journey with the release of a series of TVCs highlighting its constant endeavour to solve everyday consumer problems. The films showcase the evolution of Milton products with the changing needs of consumers over the years, staying relevant across all age groups and target segments leading through innovation and technology. From their Thermosteel flask to the App-enabled Smart Range, the spotlight falls on the functionality to store and preserve freshness with this wide range of products. The brands philosophy Kuch Naya Sochte Hai encourages the shift to smart, progressive products whilst addressing evolving consumer concerns.

With innovation at its core, the Milton TVCs showcase products that make a significant difference in the lives of consumers. As conveyed through one of their TVCs, Miltons Thermosteel flask keeps beverages hot & cold for 24 hours regardless of the climate or ones mood!The other TVC focuses on the App-Enabled Smart Tiffin that allows one to eat a warm home-cooked meal irrespective of their work schedule. Both TVCs share the idea that despite the behavioural uncertainties and unpredictable aspects of life, the one certain element is Milton taking care of evolving consumer needs. In this manner the films reflect on the relationship shared by Milton with its consumers over the past 50 years.

Ajay Vaghani Managing Director, Hamilton Housewares Pvt. Ltd, says, Over the past 50 years, Milton has been an integral part ofconsumers lives and households. We keep our consumers at the heart of everything we do, thereby creating campaigns that illustrate unconventional, yet relatable special moments. The TVCs aim to show how Milton provides consumers with convenient daily solutions by blending design with technology.

The campaign will run on national TV channels. In addition, the TVC will also be promoted on Miltons YouTube, Facebook and Instagram pages.

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D2C Ecommerce has signed leading actress Rakul Preet Singh as brand ambassador for its fashion jewellery brand AccessHer. As part of the endorsement, the actress will be seen as the face of the brand, promoting its contemporary fashion jewellery and accessories.

With the tagline Be Your True You, Rakul will bolster AccessHers pan-India visibility and appeal to young women from various socio-economic backgrounds. The brand is planning a social media campaign featuring the effervescent actress in the later stages of this partnership.

Commenting on the association, Manish Gupta, Founder & CEO, D2C Ecommerce said, We are elated to have Rakul Preet on-board as the brand ambassador for AccessHer. Keeping up with the pace of the evolving fashion jewellery category, AccessHer has always been the first to bring forth new trends on online marketplaces for its aspirational consumers. Rakul Preet is the perfect choice to represent AccessHer because she resonates with the brand's ethos and target market and is an epitome of fashion, style, success as well as an inspiration and role model for her young fans across India. On the association, Rakul said, "I am really fond of jewellery and have been a fashion enthusiast since I was a child. Now that I am associated with AccessHer by D2C e-commerce, I can share this passion with a larger audience of young, ambitious, free-spirited women.

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D2C Ecommerce ropes in Rakul Preet Singh as brand ambassador for AccessHer - Exchange4Media

The recently held e4m Confluence 'Media Investments Summit 2022' saw a venerable gathering of media and advertising industry veterans and business leaders. Among the many illuminating sessions held during the day was a Fireside Chat featuring Shashi Sinha, CEO, MediaBrands, India, in conversation with Naziya Alvi Rahman, Editor, exchange4media.

It was only apt that Sinha with his more than three decades of expertise in the industry would be speaking on - Future starts today: Building the agency of tomorrow.

Noting that he represented both traditional and digital media concerns, Sinha began the discussion by recounting some recent industry figures that he couldnt reconcile. While undoubtedly digital has been performing exceedingly strongly, there was a recent report, which noted that in the UK (which is supposed to be the worlds most evolved digital market), TV numbers were at 70% compared to digitals 30%, which doesnt seem to add up according to other market reports, he said, observing that every company had its own methodology when it came to measuring numbers so as to show the best outcomes.

Every channel cant be number 1, even if 15 of them are saying that they are. They all use different time slots and other measurements, so it becomes very hard to value something exactly. I will say, despite digitals obvious growth, there is still a lot of juice left inTV. Its fashionable to say digital has gone ahead, but Im old fashioned so Ill still stick up for TV, he quipped, while agreeing with Rahman that the issue of measuring data had become very difficult.

Stating that, in all seriousness, some concrete steps needed to be taken to address the issues of disparate ratings, the MRUCI Chairman said, Whether it is the sample sizes, the technology and methodology being used, these will be long haul processes. I think all of us involved in this want to make a positive difference. So cross-media measurement, in terms of qualitative and quantitative meters which can be used on a large scale and ramped up economically. But it will take time, said Sinha.

Addressing the new breed of media consultancies that have come up, Sinha said that while the A&M ecosystem had completely changed, agencies were still very much on top of the food chain as others couldnt hope to compete with the sheer volume of creative and commercial output that agencies put out and the kinds of margins they commanded.

Commenting that while there was much change and transformation in the industry, Sinha concluded As long as there are passionate people in the business, who arent just seeing it as a meal ticket, theyll be able to keep up with any changes or challenges that come up in the future. This business is here to stay and is not going anywhere. As long as you can balance the pains (whether its the long working hours or tight deadlines) with the fun and your passion, its all good.

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Despite digitals obvious growth, there is still a lot of juice left in TV: Shashi Sinha - Exchange4Media