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Tag: covid-19

  • GUEST COLUMN: Can D2C beauty brands of today be the market leaders of tomorrow?

    GUEST COLUMN: Can D2C beauty brands of today be the market leaders of tomorrow?

    Mumbai: A lot is being written and said about direct-to-consumer (D2C) brands in general, and D2C beauty brands in particular. Low entry barriers, relative ease of consumer targeting through online channels, and a burgeoning beauty market overall have led to a veritable explosion of beauty brands that have followed an online-only (or online-first) approach to product marketing. Can these brands eventually replace some of the incumbents today as the market leaders of tomorrow? The answer (the easy one, as always) – it depends. On what? Three key factors:

    Product strength and innovation capabilities

    Marketing gets the customer; the product keeps her. Any amount of smart & shiny marketing (made all the easier through creator apps) will not substitute for the moment of truth when the consumer applies the product on face, lips, hair or body. And for the compliments, she gets from friends or family or colleagues, which is a key factor in driving overall delight with the product.

    Being able to consistently deliver on interesting promises, while keeping up with rapidly evolving tastes and trends, is the top critical success factor for new-age brands looking to become market leaders. This takes a motley combination of agility, patience, long-term commitment, and the right innovation approach to get the marketing mix right – again and again.

    Omnichannel expansion

    Despite explosive growth, the online channel still accounts for 10 per cent or less of the overall beauty market in India. It is believed that the online share in China and the US is closer to 50 per cent, even with the post-Covid acceleration. It’s clear, therefore, that in the medium term, any brand with scale ambitions has to be able to succeed in both online as well as brick-and-mortar distribution environment. The two could not be more different from each other and need diverse sets of skills and capabilities to be developed. The arrival and maturing of distribution aggregator apps might make this a little easier for newer brands, though.

    Scalable systems and processes

    Most of the (well-funded) emerging brands today are solving for speed and agility (defined as flexibility and speed of response). Sustainability of the approach, margin stability and resilience in the face of extreme market swings (on both supply- or demand-side) are yet being developed. Several brands are expected to reach a somewhat mature stage over the next 2-5 years, and those that are able to put in place scalable systems and processes across functions (marketing, distribution, supply chain etc) would be the ones poised to make the leap into the big league.

    The landscape in 2026

    The inherent strength of the incumbent brands in terms of brand, distribution and product capabilities notwithstanding, it can be safely said that the dynamics of the industry have changed forever. Consumers are open to (and in fact, hungry for) fresh ideas and delightful new experiences, and a lesser-known brand is no longer a barrier. The market is likely to be no longer dominated by a handful of brands but would indeed have a ‘fat middle’ of similar-sized brands, best known for a few categories each. To get there, and stay there, new-age brands have their work cut out along the above three dimensions.

    (About Author: Shankar Prasad is the founder and CEO of Plum)

  • The Batman soars to a solid box office opening

    The Batman soars to a solid box office opening

    Mumbai: Actor Robert Pattinson’s childhood dream of playing Batman turned into box office success and a dream-come-true for Warner Bros as “The Batman” packed a punch, exceeding expectations and grossing $128.5 million domestically in its opening weekend. It was the best opening weekend for a film since Sony Picture Entertainment’s “Spider-Man: No Way Home” earned $260.1 million in its December debut, according to box office tracker, Comscore. 

    The opening also served as a signal light of hope that moviegoers are eager for a return to theatres. Warner Bros has reportedly committed to a 45-day window of exclusivity in theatres. Following that 45-day period, “The Batman” will hit HBO Max for streaming.
    Internationally, “The Batman” loomed large collecting $120 million in box office receipts in 74 overseas markets. The film had the best turnout in the United Kingdom, where it earned $18.4 million, followed by Mexico, where it earned $12 million. Other top territories include Australia ($9.2 million), Brazil ($8.8 million), France ($8.5 million), Germany ($5.1 million) and Korea ($4.4 million). The Batman doesn’t open in China, which is currently the world’s biggest theatrical market, until 18 March. It won’t play at all in Russia after Warner Bros opted to pull its release following the country’s invasion of Ukraine.

    In India, “The Batman” opened on 4 March to enthusiastic audiences and, according to BoxOfficeIndia, the film has raked in Rs 7.5 crore net on the second day of its release. Now, the total collection of the film in India is Rs 14 crore. The film is doing well in the metro cities and with Maharashtra allowing cinema halls at 100 per cent occupancy, this has boosted the collections.

    The dark take on the character, in which Batman investigates corruption in Gotham following the murders of several of the city’s prominent figures by the sadistic serial killer, the Riddler, has earned positive reviews. Variety’s Peter Debruge naming it a critic’s pick and writing that the “grounded, frequently brutal and nearly three-hour film noir registers among the best of the genre, even if, or more aptly because  of its willingness to dismantle and interrogate the very concept of superheroes.” 

    Audiences are also being extremely receptive, with the film scoring an ‘A-‘ CinemaScore, indicating strong approval from general ticket buyers. In addition, critics have praised Robert Pattinson for his fresh/gritty interpretation of the character. 

    Pattinson, who rose to global fame with the Twilight movies, follows in the footsteps of Adam West, Val Kilmer, Michael Keaton, Christian Bale and, more recently, Ben Affleck, among others, to play Bruce Wayne/Batman. Zoë Kravitz, who plays Catwoman was also singled out for critical commendation. Directed by Matt Reeves, “The Batman” also stars Colin Farrell, Andy Serkis and Paul Dano. 

    As reported in Variety, domestic audience demographics revealed a heavily male crowd for “The Batman” at 67 per cent, with the 18-34 crowd at 62 per cent, per PostTrak. Diversity draw was 41 per cent Caucasian, 26 per cent Latino and Hispanic, 17 per cent Black, and 16 per cent Asian/other. 

    Other CinemaScore audience diagnostics are showing males at 65 per cent, giving the movie an A-, females a B+ at 35 per cent. Those over 35 factored at 31 per cent of the crowd, while those over 50 showed up at 11 per cent. A- grades largely throughout all demos.

    Prior to this weekend, Tom Holland’s video game adaptation “Uncharted” held the title for the biggest opening weekend of the year with $44 million in initial sales. Now in second place, the Sony Pictures film pocketed $11 million from 3,875 theaters between Friday and Sunday, pushing “Uncharted” past $100 million at the domestic box office. Overseas, the PG-13 “Uncharted” added another $17.4 million from 64 foreign markets. Those revenues take the film to $171.3 million internationally and $271.5 million globally. 

    Elsewhere, Channing Tatum’s canine adventure “Dog” landed in third position with $ six million from 3,507 theaters. The road-trip buddy comedy is somewhat of an anomaly because it has managed to entice audiences without involving superheroes or intense CG-action sequences. “Dog” continues to surprise at the box office, crossing $40 million in North America over the weekend.

    Holdovers “Spider-Man: No Way Home” and “Death on the Nile” took spots four and five on domestic box office charts.

  • Hygiene, health & wellness remain key consumer concerns: Kantar report

    Hygiene, health & wellness remain key consumer concerns: Kantar report

    Mumbai: Emerging from the pandemic, the Indian FMCD (Fast Moving Consumer Durables) market presents significant opportunities. While the pandemic caused much anxiety amongst consumers in general, there was a high demand in the FMCD health and wellness space, according to the latest Sustainability Report from Kantar. New-market segments such as air purifiers, ACs with purification filters, smaller sub-categories such as UVC disinfection categories, UVC Desk lamps, and growth of personal care health tech products such as smartwatches and fitness monitors saw amped-up sales, says the report. Consumption patterns have changed significantly – towards safety, premiumness and technologically advanced products.

    The data-driven analytics and brand consulting company unveiled the FMCD Sustainability Report – “Walking the Talk on Sustainability with Consumers – a roadmap for India’s FMCD Sector.” The Kantar report reveals that the Indian consumers are also becoming more conscious about the impact of human activity on climate change and other environmental factors. The report highlights how the intersection of the FMCD sector and sustainability will further enable growth. It aims to provide key sustainability roadmaps for FMCD brands to help them navigate the ecosystem with sustainable solutions.

    The India Story: Post-pandemic Consumer Attitudes and Behaviour

    According to the Kantar report, consumer reactions in the wake of Covid-19 continue to evolve and the Indian market presents several opportunities for the FMCD brands. The report further states that cautious consumption is the norm – hygiene, health and wellness are key consumer concerns, where 91 per cent Indian households are washing hands more often now, 47 per cent Indian households claim increased toilet cleaning, more so in rural (49 per cent) vs urban (43 per cent).

    Data also suggests that consumers are changing education and work codes, with work ecosystems being reshaped by digital transformation. With accelerated digital adoption, there is 125 per cent growth in usages of smart devices among internet users, paving the way for the emergence of a smart home. Some of them are – smart lights, smart speakers, smart air purifiers, smart display, smart home entertainment and smart cleaning.

    There is also evidence to suggest that ‘value’ is a key factor for consumers since post-pandemic financial concerns have cropped up, where 73 per cent attribute Covid-19 to have impacted household income, while 67 per cent pay greater attention to prices while shopping. This has led to an overall joint accountability of both businesses and consumers towards adopting a stronger sense of collective corporate responsibility, according to the report.

    “The FMCD sector is witnessing rapid growth even in post pandemic phase while we’ve also seen a great consumer shift towards sustainability and the environment urging brands to rethink their strategies,” said Kantar Insights Division Qualitative & Lead- Sustainability Practice South Asia managing director Paru Minocha. “Consumers have greater expectation from companies than from themselves; this is likely to be amplified in FMCD, where personal behaviors post purchase is led primarily by the policies/features of the product and company they use. With this report, we are putting forward recommendations to brands which help in solving customer tensions with sustainable solutions, addressing barriers such as packaging, service models, repairability, and return and recycling policies.”

    Commenting on the focus and relevance of FMCD, Kantar Shopper and CX Domain lead Sushmita Balasubramaniam said, “Consumers today are more aware and concerned about sustainability and other issues like pollution, carbon emissions, etc. For example, in the mobile phones category, consumers expect brands to address macro environment issues of carbon emissions and plastic pollution whereas in the computing category – carbon emissions, packaging and tax evasion are palpable concerns. In appliances, concerns exist on pollution (air and plastic) and emissions besides packaging. While we see consumers consciously making smarter choices, the responsibility resides with brands andmarketeers to provide sustainable solutions to resonate and build credibility with their audiences moving forward.”

    Launched at the recent CII’s FMCD Summit, the Kantar report also provided key recommendations for the FMCD brands such as embedding Green Lifecycle across portfolio and processes, connecting the environment and the everyday, addressing Consumer Knowledge Barriers and meeting accountability expectations. With the suggested roadmap, the report also highlights noticeable consumer trends that lead to a collective accountability of both businesses and audiences, seeking the path to a more sustainable world.

  • Keep your brand ‘Top of Mind’ with DTH advertising

    Keep your brand ‘Top of Mind’ with DTH advertising

    Mumbai: As the home to nearly 68.89 million active direct-to-home (DTH) subscribers, India has witnessed significant growth in DTH advertising. With this top DTH service providers like Tata Play are also ramping up their game as an effective ad medium for brands.

    According to an expert from the marketing and communications industry, presently 30-35 brands out of 50 prefer DTH to advertise their products and services.

    Interestingly, the medium has attracted brands across categories, from banking giants like SBI and Axis Bank to the leading automobile brands like BMW and Honda.

    Realme, who partnered with Tata Play, formerly Tata Sky, for advertising, sees DTH as a traditional advertising medium with high potential to connect the brand to communicate with audiences in tier 2 and 3 areas.

    From providing direct entry to homes and enabling them to deliver messages to their target audiences, DTH has emerged as an effective communication channel for brands to enjoy top-of-mind recall.

    “It’s the opportunities and advantages of DTH that has attracted the retailers to advertise on this powerful medium,” said AliveNow founder & CEO Advith Dhuddhu. “At the same time, DTH is highly clutter-free and provides exclusive space to the advertisers to engage their target audience.”

    While ads on digital platforms lose exclusivity due to distraction, DTH helps deliver targeted messages. It allows brands to connect with their audience when in a happy environment, mostly when they’re calmly sitting and watching TV at their homes.

    At the same time, the attention span on DTH ad mediums is higher. Patanjali Ayurved COO-media & communications Anita Nayyar feels that DTH as an option that helps unmissable attention from the audience will always be sought after by brands.

    DTH’s growth as an advertising medium

    However, DTH has not suddenly become a popular platform for advertising but has been relevant ever since its inception. If we look back to 2010, when DTH subscribers were barely half of the present number, the platform was still seen as a strong advertising medium among retail brands. It wouldn’t be wrong to say that DTH has always been among the top choices of media planners, according to experts.

    Over the years, DTH has developed its own set of audiences which makes DTH advertising an interesting option, noted Nayyar.

    She credited the present growth of DTH advertising mediums to the halt on other major advertising platforms due to the pandemic. For instance, the consumption of newspapers fell during the first lockdown, so did print advertising. But television still registered 9-10 per cent growth, which is evident for the growth of DTH too.

    How did DTH platforms level up the game?

    DTH companies are also doing their bit to harness the medium’s potential. For instance, Tata Play, with over 23 million connections has had associations with more than 100+ brands, including Swiggy, RealMe, Lotus Herbal, over the past 15-18 months. Buoyed by the advertisers’ response, Tata Play has rolled out various mediums for advertising over the last few years.

    This is not it, Tata Play advertising medium has a whopping reach to over 80 million individuals, which makes it a favorite of brands. The platform offers multiple ad mediums to brands to connect directly with the viewers.

    S&S banner is a notable ad medium by Tata Play. The S&S banner appears on the screen every time the channel is swapped. It provides the advertisers an exclusive presence for a minimum of one hour – appearing on every channel swap. It also ensures an average of 35 million impressions delivered on any time band! Over time, many brands have come forward to reap benefits from its S&S banner ad medium. From Paytm to Realme and from Honda to Swiggy, brands across the spectrum have been leveraging this feature with great interest.

    The ad medium also turned out to be very effective for the financial sector. For instance, The State Bank of India, which is known for its strategic marketing, collaborated with Tata Play in the festive season.

    According to The State Bank Of India VP- media strategy & operations Shweta Sinha enhancing visibility and evoking recognition with a niche audience is an advantage that the bank eyes on while advertising on DTH. “For instance, Tata Play’s S&S banner is a great platform to inform consumers about a new product/service launch, with its clutter-free delivery of the brand message,” said Sinha.

    The State Bank of India leveraged this feature for the Yono Shopping Festival which is targeted to a particular segment with superlative offers and discounts. “Advertising on Tata Play helped us to get a very high reach build up with effective results, making our campaign a success. At the same time, the S & S banner helped us to mark our presence in every DTH household. As our campaign was about a festive sale, we had a very crisp message to deliver- the date of sales and the discount offers, thereby S&S banner turned out as a best-suited platform for our campaign,” added Sinha.

    Axis bank too collaborated with Tata Play to leverage the benefits of S&S banner medium. With this, it is quite evident that DTH advertising is significantly booming in the BFSI sector too.

    Another brand, which rolled out its campaign on S&S banner said DTH was a perfect choice for the campaign, which was targeted to the Indian middle-class household who spends a significant amount of time watching television. “We rolled out the campaign at a time when the entire nation was under lockdown, and other advertising mediums like OOH became immaterial. We also realised that our targeted households spend two to three hours on television every day so we decided to not opt for any other medium and go with DTH,” said the brand’s spokesperson.

    DTH also provides ample advantages over other advertising mediums in terms of cost. The ad rates for advertising on other mediums are skyrocketing when compared to the advertising expenditures on a DTH service. Nayyar also feels that DTH will remain in the race, co-existing alongside other options.

    As far as cable TV is concerned, which happens to be a direct competition to the DTH, operators like Tata Play offer audience measurement and monitoring, giving brands the confidence to invest ad money than cable.

    Sharing her thoughts on the future of DTH Ad mediums, Nayyar said, studying and working from home is a new normal, as long as these phenomena are prevalent, the relevance of DTH will continue to rise at a high pace.

    The time is now for the brands that have not yet taken the DTH route. As experts believe it to grow even bigger in the coming years, reap the benefits for your business.

  • Brands must tap into the emotional value of digital: Google’s Siddharth Shekhar

    Brands must tap into the emotional value of digital: Google’s Siddharth Shekhar

    Mumbai: Digital adoption is no longer a mere consequence of the pandemic. It has become an integral part of life for many who took to the internet because of the unprecedented situation. “Brands, therefore, need to be, not just Covid-proof, but also future proof,” said Google industry head – telecom, media, and entertainment Siddharth Shekhar.

    Shekhar was delivering the keynote address on ‘Decoding Current Digital Trends’ at the inaugural edition of the ‘Digital Brand Fest 2022’ being organised by Indiantelevision.com from 21 to 25 February 2022. The five-day virtual summit is presented by Voot. Interakt, Josh, and Pixis have joined as industry partners.

    Sharing the findings of the Google annual ‘Year in Search 2021’ report, Shekhar outlined five key trends under the broad themes – ‘Digital Mainstreamed’, ‘Lives Re-examined’, ‘Bridging Distances’, ‘Truth Seekers’, and ‘Growing Inequalities’.

    Digital Mainstreamed: Millions of consumers who migrated online in 2020 have demonstrated the staying power of digital from shopping to services to new users, who may have begun their online journeys due to necessity, now proactively deepening their usage. Speed, convenience, and price are some of the reasons why more consumers are now choosing a digital-first lifestyle, irrespective of offline mobility picking up.

    In 2021 India posted higher digital adoption than other regions like the US, EU, and China. The country has 600 million smartphone users and their number is increasing by 25 million every quarter. Users accessed more than four industries through digital channels in 2021. 65 per cent of Indians went online to buy a product they previously bought in-store. Search interest in online shopping and D2C brands grew by 32 and 533 per cent, respectively. Time and cost-saving, flexible payment options, diversity of offerings, improved delivery services as well as ease of tracking were their primary motivation.

    Search interest in virtual try-on increased by 55 per cent, while YouTube search interest in short video grew more than 100 per cent. “Among media consumption trends, streaming on CTV took off in a big way. Short-form videos became one of the largest sources of online entertainment. Even when people take a break from the screen, they are opting for formats like podcasts and audiobooks to stay informed and entertained. Live commerce is expanding its reach, with virtual try-ons becoming more common,” remarked Shekhar. 

    Lives Re-examined: As a result of introspection and revaluation of lifestyle choices and values, people are looking for more comfort in their personal and professional lives. They are placing more value on spending time with families which are echoed in their online searches.

    Search interest in the hybrid workplaces also grew by 350 per cent as people consider returning to offices in a hybrid set-up. “Even as restrictions ease, a blended way of living is likely to stay. Trends point towards a semi-remote future of work with 70 per cent of organisations in India looking at hybrid work models,” Shekhar observed.

    Holistic wellness with an emphasis on physical, emotional, and mental health is playing a bigger role in the decision-making process. There was an 80 per cent increase in search interest for online doctor consultation.

    Bridging Distances: Covid 19 still being a top concern in APAC, people in India feel more cautious about resuming normal activities, as compared to the global average. With one in two Indians saying they will not host events at home, festivals are now going virtual.

    “However, fears haven’t overtaken the need for personal connection and belonging. People are finding new ways to connect with each other,” shared Shekhar. “63 per cent users searched how to celebrate differently amid the pandemic, and some have also found new brands to help them do so.” This was also indicated by search interest in group orders growing by 85 per cent. Interest in virtual versions of offline activities also registered a 120 per cent increase.  

    Digital Brand Fest 2022: Decoding digital transformation for tech-led future

    Truth Seekers: People have become more aware of the spread of false information. 80 per cent of those surveyed say it is now more important for them to have trusted sources of information, as compared to pre-covid times. Searches about frauds and scams have grown by up to 35 per cent; trusted websites were searched +38 per cent.

    “Consumers want brands to be accountable and transparent at every step of the value chain. This is reflected in increased searches for delivery tracking and official stores (+80 per cent) of popular brands. They are doing extensive research prior to making a purchase. For as many as 31 per cent shoppers, authenticity is the key issue with online marketplaces.”

    Growing Inequalities: “Dubbed as ‘inequality virus’, the pandemic has exposed many societal fractures along the lines of wealth, race, language, gender, and more. Not everyone has equal access to the support systems they need,” observed Shekhar.

    Searches show the anxiety that consumers face when transacting in a foreign language. Up to 40 per cent say they won’t make a purchase unless they can access information in their local language. Search interest in songs and videos in local languages is also on the rise. Pandemic-induced unemployment in India has increased search interest in job security by 53 per cent. There was also a 38 per cent growth in searches for buy-now-pay-later financing options.

    Summarising the marketing implications of these trends for brands, Shekhar suggested that “brands must move forward with digital as an elementary strategy and not a complementary one. This will entail solutions such as bringing the storefront closer to shoppers, agile omnichannel strategies, owned or D2C channels that enable the building of bespoke brands presence and experience, and tapping into the emotional value of digital to build customer loyalty by delivering  at each touchpoint.”

    As consumers are becoming increasingly concerned about privacy, ‘building trust as brand equity’ is now more important than ever. “Brands will need to use first-party data more effectively to find the right balance between privacy and personalised interactions while preparing their own digital ecosystem without third-party cookies,” noted Shekhar.  He also advised businesses to “not let language be a barrier, and work towards closing technical, financial and accessibility gaps for consumers across the board.”

    For more details on the event, click here

  • HDFC Life’s latest ad is a shoutout to ‘Covid Batch’ of students

    HDFC Life’s latest ad is a shoutout to ‘Covid Batch’ of students

    Mumbai: One of the biggest setbacks of the Covid-19 pandemic was the shutdown of educational institutions. Keeping this in mind, HDFC Life has unveiled a new brand campaign crafted by Leo Burnett, from the lens of a graduating school girl. The brand campaign is available across television, digital and DTH.

    The film ‘BounceBack Batch’ highlights the challenges faced by students as they lost out on classroom learning, interpersonal skill-building and some of the best days of their lives. With this campaign, the brand attempts to throw light on the story of every student out there during this pandemic. The film depicts how graduating in these uncertain times is a testament to their resilience which makes the current batch of students stand out from every other batch.

    “Our film takes the audience on an emotional journey of the turmoil that these champions had to go through and the resilience they have shown in the face of the worst adversity humankind has ever seen. They have persevered and bounced back stronger from this challenge,” said Leo Burnett CEO and chief creative officer – South Asia Rajdeepak Das.

    “The last two years have been difficult for everyone. But the part that stands out is the bigger story about the resilience demonstrated by these students and their families,” stated HDFC Life head of marketing, digital business, and e-commerce Vishal Subharwal. “With this campaign, we aim to drive this realisation and the importance of financial planning through a student’s lens, instilling a sense of pride in parents who have ensured that their children overcome the challenges posed by the pandemic.”

  • UFO Moviez reports consolidated revenue of Rs 521 mn in Q3’FY22

    UFO Moviez reports consolidated revenue of Rs 521 mn in Q3’FY22

    Mumbai: In-cinema advertising platform UFO Moviez on Friday announced its financial results for the quarter ended 31 December 2021. The media company has reported consolidated revenue and PAT of Rs 521 million (Q3FY21 – Rs 274 million), and minus (-) Rs 130 million (Q3FY21– Rs 282 million), respectively, for the quarter.

    Theatrical revenues have witnessed a steady uptick from November 2021 onwards led by release of Bollywood movies. Advertisement revenues, however, continued to remain subdued.

    Towards the end of December 2021, major metropolitan cities in India were under the grip of the third wave of Covid-19, led by the Omicron variant. Because of this surge and ensuing restrictions, theatres in Delhi, Haryana, Bihar, Tripura and Himachal were once again fully closed while certain other states re-imposed seating restrictions.

    “During the quarter under review, the financial performance of the company witnessed recovery led by steady release of movies across genres and languages,” said UFO Moviez joint managing director Kapil Agarwal. “The release and success of ‘Sooryavanshi’ in November was a defining moment as it restored everyone’s conviction in Cinema as a social entertainment avenue. Other releases like ‘Annaathe,’ ‘Spiderman,’ ‘Eternals,’ ‘Pushpa: The Rise’ and ‘83’ also performed extremely well at the box office.”

    “The impact of the third wave of Covid-19 felt towards the end of December 2021 is expected to be short-lived as the majority of India’s population is vaccinated, cases have also begun to decline, and restrictions are being eased in various states. In light of easing restrictions and the release slate being extremely robust, we expect big movies to start releasing in theatres soon, thus resuming the Industry’s full recovery,” he added.

    In a recent announcement, theatres in Delhi are allowed to re-open and operate with 50 per cent occupancy. Theatres in Haryana and Tripura have also opened up.

  • PVR Q3 results: Revenue surges 5.3x QoQ, 36% below pre-Covid levels

    PVR Q3 results: Revenue surges 5.3x QoQ, 36% below pre-Covid levels

    Mumbai: Multiplex chain PVR has reported a revenue surge of 5.3 times QoQ and approximately nine times YoY to Rs 5.9 billion in the third quarter ending 31 December 2021. 

    Occupancies remained soft at eight per cent, but saw a strong improvement to nearly pre-Covid levels by the end of Q3’FY2022. This was offset by a 26 per cent ATP (Average Ticket Price) increase to Rs 255. Spends/head (SPH) remained constant at Rs 128, PVR said in a statement.

    The total screen count improved to 860 from 855 in Q2’FY2022. PVR added five screens in Q3’FY2022 and 40, or five per cent, since the pre-Covid (Q3’FY2020) period. The company’s net loss narrowed down to Rs 220 million.

    The business has been impacted by the third Covid-19 wave. However, as releases in February and March 2022 have not been postponed, a quick recovery is expected once the situation normalises, said the company.

    At present, multiplexes have an exclusive window of four weeks. This is expected to return to the pre-Covid standard of eight weeks after March, it added.

    Currently, PVR is focusing on the completion of screens that are in the pipeline. It expects to resume the pace of additions (80-100 screens pre-Covid) as soon as normalcy returns.

  • Red FM launches ‘Wave Se Safe’ campaign to spread Covid awareness

    Red FM launches ‘Wave Se Safe’ campaign to spread Covid awareness

    Mumbai: 93.5 Red FM along with Project StepOne has announced the new campaign called ‘Wave Se Safe’ that puts the spotlight on spreading authentic information about the new variant of Covid-19. The campaign aims to sensitise people about the situation and how putting it under control is in our own hands.

    “Looking at the ongoing hysteria around the third wave of Covid, we believe that the need of the hour is for thorough and accurate information. We realised there is a huge population that lacks authentic information about safety precautions around the new variant,” stated Red FM and Magic FM director and COO Nisha Narayanan. “We have had a long and fruitful association with them in the past and our collective aim is to do everything we can to try and help as many people as possible to stay aware and updated about the pandemic.”

    The information will be given by a subject expert/doctor from Project StepOne, covering the important aspect of the new variant that people must know. The information will reach out to listeners of Red FM across 40 cities, said the radio network in a statement.

    “Red FM has driven many educational campaigns including ‘Doubt Ko Out Kar’ and ‘Nation Ka Vaccination’ to urge the community to adopt Covid appropriate behaviour. ‘Wave Se Safe’ is a great step to get reliable advice to the community members straight from the doctors to make sure we sail through the omicron wave smoothly,” said Ujala Cygnus founder and Project StepOne core team member Shuchin Bajaj.