ITV

Tag: Dussehra

  • Warner Bros. Discovery channels bring Dussehra adventures to kids this October

    Warner Bros. Discovery channels bring Dussehra adventures to kids this October

    MUMBAI: Warner Bros. Discovery’s kids’ entertainment channels kick off Dussehra celebrations with action-packed adventures throughout October. With exciting new episodes, movie premieres, and special features across Cartoon Network, POGO, and Discovery Kids, young viewers are in for a treat as they join their favorite characters in festive fun.

    Cartoon Network delights anime fans with the return of Dragon Ball Season 2 every Sunday at 2 pm. The month’s highlight is the much-awaited premiere of Dragon Ball Z: Battle of Gods on Sunday, 13 October, at 12:15 pm. Goku faces a monumental challenge when Beerus, the God of Destruction, awakens after 39 years and puts Goku’s strength to the test.

    POGO amps up the excitement with Sher Aur Sava Sher Ki Jodi premiering on 6 October at 12:15 pm, featuring Baby Little Singham teaming up with Little Singham. From 13 October, fans can enjoy Little Singham Big Picture – Shaktivan ka Sikander every Sunday at 12:15 pm and the three-part special Kirmada in Multiverse every Sunday at 11:30 am.

    Discovery Kids adds to the festivities with Titoo: Ping Pong Ki Circus premiering on 12 October at 12:30 pm, followed by the thrilling Ekans: Vinash Astra Ka Vaar on 13 October at 2:30 pm.

    Join Warner Bros. Discovery’s channels this October for a Dussehra filled with excitement, fun, and entertainment for kids across India.

  • This Dussehra, ShareChat Karega ‘Bure Trends ka Dahan’

    This Dussehra, ShareChat Karega ‘Bure Trends ka Dahan’

    Mumbai: Dussehra, a festival that signifies the eternal triumph of good over evil, holds great cultural and spiritual significance. To underscore the importance of this festival and the symbolic act of burning the effigy of Ravana, which represents the end of negativity, ShareChat has launched a new campaign – ‘Karo Bure Trends ka Dahan’ aligning with these values. The campaign is dedicated to vanquishing negative trends in the digital world, mirroring the festival’s spirit of conquering darkness with light.

    India’s largest homegrown social media platform, ShareChat, under this campaign, is dedicated to fostering a safer and more positive online environment by extinguishing the detrimental trends that have taken root. A CGI-enabled film has been launched to visualise this effort. ShareChat has taken a proactive stance to combat negative trends such as trolling, the proliferation of misinformation, cyberbullying, hate speech, and doxing, aiming to create a more wholesome digital space.

    The film shines a spotlight on adverse digital trends, including celebrities enduring performance-related trolling, body shaming, and the dissemination of misleading headlines. These troubling elements are creatively combined to make a Ravana effigy, which is then burned to symbolize the triumph over ‘Bure trends’ or the bad trends. In a community-driven effort, ShareChat initiated a crowdsourcing campaign, engaging its users in the mission to combat these detrimental trends. Users were invited to share their insights and experiences through in-app surveys, interactive quizzes, and polls, paving the way for the emergence of ‘Khushiyon se Bhare Trends’ – positive trends that spread joy and positivity.

    Following the video launch, ShareChat users have the opportunity to explore a variety of heartfelt greetings and warm wishes. They can delve into the significance and rituals of Shastra Puja during Dussehra, immerse themselves in mythological tales, and witness an epic Ramleela. Additionally, users can enjoy Dussehra Live events on the platform, discover remarkable artwork, and find delightful special recipes within the ShareChat app.

    Talking more about the video, ShareChat and Moj head of consumer marketing, Mousumi Mishra, said “As we celebrate Dussehra, ShareChat is proud to bring you a campaign that beautifully marries the age-old tradition of burning evil with the dynamic world of modern storytelling. Our ‘Bure Trends ka Dahan’ campaign is a testament to the enduring power of storytelling, where we use the symbolism of the festival to ignite positive change in the digital space. In this fusion of cultural nuance and innovation, we aim to inspire people to rise above negativity and light the way towards a brighter digital future.”

    Schbang brand solutions lead Amrita Gupta said, “Social media is really a powerful place and there’s no platform better known for its regional content. As the festival season unfolds, we for ShareChat wanted to celebrate the spirit of good over evil by taking a stance to reduce negativity prevailing on social media. In this campaign, we have used AI capabilities to build a narrative that brings out a positive change in the way we connect & engage with one another.”

    Schbang design lead Tanveer Jadhav said, “The recent CGI trends have been super cool to look at, but we wanted to use CGI to promote Sharechat’s vision. With creative prowess witness a stunning CGI Raavan engulfed in flames, eradicating negative trends. Our campaign promises a fusion of tradition and innovation, an unmissable celebration of transformation this festive season.”

  • DS Group launches ‘Pulse Ka Pandal’ campaign on Dussehra

    DS Group launches ‘Pulse Ka Pandal’ campaign on Dussehra

    Mumbai: DS Group’s popular candy brand Pass Pass Pulse has launched an exciting campaign “Pulse Ka Pandal” to bring festivities from across the country on the digital platform this Navratri.

    The festive revellers can enjoy the Ram Leela in the North, the famous Dandiya in the West, and Durga Pujo in the East through virtual pandals set up on the online map to thoroughly enjoy the nine nights of festivities in a one-of-a-kind empirical bonanza.

    Using innovation to fuel their digital marketing campaigns, “Pulse Ka Pandal” is a content-tech integrated campaign that will stream live the virtual pandals of the Ram Leela from the Lav Kush Mela in Red Fort, New Delhi; Garba Raas from the Karnavati Club in Ahmedabad, Gujarat; and Durga Puja from the Samajh Sevi, Rasbihari, Kolkata. People from all over the country would be able to see the live feed of these locations on the online maps.

    The brand will amplify the online campaign by bringing in local influencers to promote and boost the campaign at a regional level. In order to involve the audience further, various fun engagement activities like contests, puzzles, quizzes, etc. will be active at each of these locations on the online maps. Audiences can participate in these contests and win amazing online gift vouchers.

    Speaking on the occasion, Dharampal Satyapal Foods general manager Arvind Kumar said, “India is a treasure trove of festivals and Sharad Navratri brings alive the festive spirits in the believers. The entire country celebrates Navratri and Dussehra in diverse traditions. “Pulse Ka Pandal” will converge the traditions from various states on a single platform, whilst creating an innovative social media campaign that is exciting, resonates with our audience and leaves a lasting impression. This campaign’s interesting and engaging content will surely add to the festive revelry.”

  • Warner Bros. Discovery celebrates Dussehra with new content line-up for kids

    Warner Bros. Discovery celebrates Dussehra with new content line-up for kids

    Mumbai: Warner Bros. Discovery’s kids’ entertainment channels—Discovery Kids, Cartoon Network, and POGO—are getting into the festive spirit with an action-packed and entertaining content line-up for kids and families to watch together.

    Starting with Dussehra on Wednesday, 5 October the channels will air a compelling programming line-up of new episodes and movies throughout the week of popular animated shows for their viewers in multiple regional languages.

    Cartoon Network, in its special ‘Happy Wala Dussehra’ block, will premiere back-to-back new episodes of the power-packed bunch of superheroes—Beast Boy, Robin, Cyborg, Raven, and Starfire from Teen Titans Go! from 11:30 a.m. onwards.

    Pogo will celebrate the festival with a special ‘Dussehra Movie Dhamaka’ programming block with all-time favourite “Chhota Bheem” movies airing all day from 10:30 a.m. onwards. Young fans will also have a fantastic weekend with the engaging movie line-up of two popular homegrown original series, Titoo – Har Jawaab Ka Sawaal Hu with Zamana Titoo ka on Saturday, 8 October at 10:30 a.m. and Ekans-Snakes Awake! with the premiere of Ekans-Mystery of Three Gems on Sunday, 9 October at 12:30 p.m. and Ekans-Hero Ek, Villain

    The excitement doesn’t end here! Discovery Kids will start the Dussehra festival on Wednesday, 5 October with the telecast of its animated series Ramayana, showcasing the popular tale of Lord Ram and his triumph over Raavan at 8:30 a.m. Starting at 9:30 a.m., the channel will surprise its fans with the back-to-back airing of eight Little Singham movies and blockbusters. Kids will also get to witness the antics of the funky and cool gang of Fukrey Boyzzz with a festive theme blockbuster, Funtoosh Festival, starting at 4:30 p.m.

    Not only that, but Discovery Kids is also launching a new three-part mini-series of Little Singham, beginning with Dussehra week and ending with Diwali week. The first instalment of its three-part mini-series Mahabali Little Singham: Khalbali ka Raaz will air on 9 October at 11:30 am.

    Gear up for an exciting Dussehra week with your favourite toons only on Cartoon Network, POGO, and Discovery Kids.

  • How TV channels celebrated Dussehra and Durga Puja

    How TV channels celebrated Dussehra and Durga Puja

    MUMBAI: Festivals bring joy and happiness in our lives. The season of Dussehra and Durga Puja, which marks the victory of good over evil, is one of the most auspicious periods of the year. In these tough times when festivals cannot be a grand celebration, channels have taken up an aggressive stance, churning out a great amount of content to maximise viewership during the festive season.

    Indiantelevision.com brings you a compilation of some of the finest television shows that will be aired on the top TV channels during the Durga Puja-Diwali period:

    Dangal TV

    Hindi GEC Dangal TV has brought back the revered magnum opus Ramayan for 21 days in its one-of-a-kind initiative.

    Launched on 5 October 2020, the channel timed it as the countdown for a special programming line-up for Dussehra and termed the show as – Saar Ramayan Ka – Mahagatha 21 Dino Mein. Besides this, the channel is all geared up to provide its audiences some dramatic twists and turns with its original show Aye Mere Humsafar – weekend dhamaka.

     

     

    Sony Aath

    Sony Aath is trying to dial up the celebrations with a slew of fresh programming. As part of Sunday Funday, the most popular slot on the channel, it will air special Durga Puja-themed episodes of hit family shows – Gopal Bhar, Nut Boltu and NIX. Along with the the recent premiere of new show Baalveer during this festive season, the channel’s also lined up six Honey Bunny movies.

    Colors Bangla

    While this year, pujo will be different, what will not change is the zest for amongst Bengalis for the festival. On Colors Bangla, Sree Sree Sarodiya Durga Pujo will air at 10 am and provide viewers with a spiritual experience by showcasing the various rituals associated with pujo. Golpe Gaane Pujor Adda, a programme with singers and actors entertaining the viewers with popular music and memories, will air at 5 pm. Presented by Hellman’s Mayonnaise and powered by Brooke Bond Red Label, both these shows aim at celebrating the fervour of Durga Puja.

    Keeping in mind the movie lovers and the channel’s wide repertoire of 200+ Bangla titles; Colors Bangla has dedicated each day of the pujo to a superstar – from saptami being dedicated to fans of Jeet to ashtami being earmarked for Mithun Chakrabarty.

     

     

    Zee Bioskope

    With the onset of Navratri and Durga Puja festivities, Zee Bioskope has launched a special movie festival titled — Naari Ek Roop Anek. The channel has lined up an array of movies that aired from 19-24 October.

    This week-long celebration will conclude on the occasion of Dussehra with the world television premiere of the Bhojpuri blockbuster Kahani Kismat Ke on 25 October at 6 pm. The movie’s star cast features Arvind Akela Kallu along with Viraj Bhatt and Subhi Sharma. 

    Colors Marathi

    Colors Marathi is all set to treat its viewers during the festive season with the debut of two new shows.

    Sukhi Mansacha Sadara will launch on 25 October with a special episode and will air every Monday to Saturday at 9:30 pm. This will be followed by the second new show on 11 November, titled Chandra Ahe Sakshila. To celebrate Dussehra, the channel has come up with Aaj Kay Special.

     

     

    Colors Tamil

    Colors Tamil has launched an all new mini-series, Nalam Tharum Navarathri. It features orator-author Sumathi Sri sharing facts and interesting stories about the rituals followed throughout the nine-days of the Navarathri festival in Tamil Nadu. The series will air from 17 October to 26 October 2020, at 7:30 am, and each episode will take the audience on a divine journey by unearthing legends about the nine forms of Goddess Devi.

     

     

    Big Ganga

    The channel welcomed the festive season by introducing Bhojpuri dandiya show Ding Dong Dandiya. Regarded as the first Navratra original in the region, it is slated to telecast for nine-days from 17 October, at 5 pm, and culminate on 25 October 2020. It also had the first of its kind Jagrata line-up on ashtami. This will be followed by a month-long festive line-up of many other category firsts.

    Featuring the biggest celebrities and musicians of Bhojpuri industry like Pradeep Pandey, Chintu, Kajal Yadav, Priyanshu Singh, Payas Pandit, Ayushi Tiwari, Ayesha Kashyap, Rini Chandra, Mamta Raut, Mohan Rathod, Nisha Dubey, Manoranjan Jha, Pawan Pardeshi, Ravi Pandey, Alka Jha and Setu Singh, the one-hour special music and dance show will ring in the festival through the comforts of viewers home.

    Colors TV

    Focusing on the special days including Navratri and Dussehra, Karva Chauth and Diwali, the festive special Shandaar Ravivaar will be hosted by the comic duo Bharti Singh and Harsh Limbachiyaa starting 25 October, 12pm on Colors. Joining the festivities and performing some interesting acts and gags will be the lead actors of the Colors shows Barrister Babu, Choti Sarrdaarni, Ishq Mein Marjaawan, Pinjara and Shakti.. Astitva Ke Ehsaas Kii.

     

     

  • CNN-News18 unveils a bold new look

    CNN-News18 unveils a bold new look

    NEW DELHI: CNN-News18 has unveiled a new look for the channel, one that aims to break through clutter and deliver news and analysis without colour, seamlessly. By changing up its design and feel, CNN-News18 is striving to simplify news for its views and not just give simplistic explanations.

    Executive editor Zakka Jacob said, “The world has changed. We are adapting ourselves to continue to stand by our channel’s ethos of ‘On Your Side’. Given the current environment, this is a significant moment for news television. We at CNN-News18 believe it's the right time to put sanity back in the news. It's time to channel facts, not outrage. We have been known for our fair, balanced and non-partisan coverage, which means that all sides talk to us.”  

    In this new look, the channel will set the graphic design template in HD format, a first in the TV news industry in the country. Further, the screen will be divided into multiple columns, thereby getting rid of clutter and making for a better viewing experience.

    The channel’s refurbished image went live on the auspicious occasion of Dussehra to “slay the evils of Noise TV and put sanity back in the news.”

    “Our commitment to unbiased journalism and to putting India first will always be top priority. Our new look presents a news viewing experience that New India truly deserves and aspires for,” added Jacob.

    Over the years, CNN-News18 has brought to its users some of the most defining stories and campaigns. The channel has led from the front when it comes to socially significant campaigns like Mission Paani, Button Dabao Desh Banao, Right to Breathe and India Positive. 

  • This Dussehra, MTV uses digital trash to curb plastic pollution with #MTVTrashTalk

    This Dussehra, MTV uses digital trash to curb plastic pollution with #MTVTrashTalk

    MUMBAI: MTV is the universe of the young. Being India’s  number one youth entertainment brand, it gets a lot of love, but with great love, comes some hate too, especially in the form of online trolls. 

    Here’s a look at some of the trolls and hate comments on MTV’s social media-

    Staying true to its idea of being quirky, bold and edgy, MTV tackled the trolls in its own way-

    With a mammoth community of 25MN+ across Facebook, Instagram and Twitter, one of the highest for any brand in India, all kinds of trolling are common to MTV and its talent.MTV decided to turn this online Trash Talk into something meaningful. For each trashy comment on social media, MTV cleaned 1 kg of plastic off the streets for every trashy comment posted on its social handles. 

    While most symbols of evil can be destroyed, the one like single-use plastic stays forever. It lives on, adding to the waste that is choking our planet. So, with Dussehra around the corner, the brand decided to collect all the Trash Talk it receives on social media and clean the digital filth with a physical manifestation of it on the day that marks the victory of good over evil.

    Navin Shenoy, Marketing Head, Youth, Music, and English Entertainment, Viacom18, says"Today's youth is extremely invested and passionate about causes like the environmental hazards of plastic and climate change. As a creative powerhouse with a finger on the pulse of youth, we are always creating and curating campaigns to catalyze their minds and bring about positive impact. Since MTV is known for having a fun take on everything and being a brand that battles trolls on an everyday basis, we thought why not this Dusshera, let good win over the two biggest evils plaguing today’s society- trash online and trash offline! This was the genesis of #MTVTrashTalk, a campaign for the eco-conscious, digitally savvy generation.”

    MTV kickstarted the campaignon 25th Septemberwith a collection drive of all the hateful comments on social media.For every negative comment that was received, the brand, in partnership with an NGO calledWaste Warriors, cleaned 1Kg of actual plastic waste from the streets of Mumbai.As part of this initiative, MTV managed to clean various locations including Mahim Causeway, Bandra East station, Oshiwara, Bandra reclamation and Carter Road amongst others.

    Riding on its strong social media fandom, MTV Trash Talk received strong support from MTV talents like Neha Dhupia, Rannvijay Singh, Karan Kundra, Varun Sood, Dr.Sanket Bhosale, Jonita Gandhi, Akasa, VJ Gaelyn, rappers like KaamBhari, Brodha V, SlowCheetah, popular influencer Miss Malini and Bollywood biggies like Farhan Akhtar and Priyanka Chopra, who also poured in their support for #MTVTrashTalk.

    Priyanka Chopra: 
    https://www.facebook.com/89743390101/posts/10157357317730102?sfns=mo

    https://www.instagram.com/p/B3CbLglhplz/?igshid=11cc5j6itpba0

    Other Celebs supporting MTV Trash Talk:
    https://www.instagram.com/p/B3MyBZ3F83G/?igshid=1lto2tc3c4fv8

    https://www.facebook.com/89743390101/posts/10157367633195102?sfns=mo

    For this initiative, MTV partnered with renowned artist and sculptor ArzaanKhambatta, to design a model of the modern day RAVANA, named TrashAsura, a 10-ft tall structure symbolizing plastic as the evil in the face of humanity. The installation, made entirely of plastic waste, is a physical and a creative manifestation of the filth received in the form of social media trolls. TrashAsura, made from the 1000kg ofwaste that was collected, will later by upcycled into utilities after the installation will be dismantled on the 9thof October.

    Talking about this thought, ArzaanKhambatta says, “There is no greater threat to mankind today than an environment plagued with plastic pollution. Enough damage has already occurred and its about time we action change. This giant like installation is a topical manifestation of the menace we have led to and the impending danger that awaits us. I am happy to partner with MTV for this thought-provoking initiative and sincerely hope this instills a change in mindsets.”

    The TrashAsura installation is a reminder of what trash- online as well as physical can manifest into if ignored. The 10-feet installation was inaugurated by popular Bollywood actors Neha Dhupia, Dino Morea, Nikhil Chinapa, along with Navin Shenoy, Marketing Head, Youth, Music, and English Entertainment, Viacom18, on 7th October 2019, a day before the festival of Dussehra. 

    Smt. Poonam Mahajan, Member of Parliament, Lok Sabha, said, “MTV’s campaign Trash Talk evocatively addresses two important issues, cyber bullying and plastic pollution. Plastic pollution can be tackled with innovation and policy changes. The Hon’ble Prime Minister and government are taking steps to change policies. The nation needs young people to propel innovation. This is a very cool campaign by MTV and I encourage all our young eco-warriors to come be a part of it. Saving Mother Earth can be great fun as well.”

    Neha Dhupia said, “As India’s most loved youth brand, #MTVTrashTalk is an honest and a thought-provoking effort at adding a twist to the virtual bane of trolling and deliver positive actions out of it. And in the wake of natural threats like the recent conversations around Aarey forest deforestation closer home, and climate change, something we are all experiencing with non-seasonal showers, the TrashAsura is a wake-up call to pull us out of our slumber.” 

    “I can say for most of us that we have been a victim of both evils- online trash and the trash we encounter every day when we step out of our homes. TrashAsura by MTV is a great step towards dealing with both the evils, and a small step towards raising awareness about plastic pollution”,added Nikhil Chinapa.

    Dino Morea who joined the MTV Team said, “MTV Trash Talk is definitely an innovative campaign. The idea of turning social media trolls into something as unique and artistic out of plastic waste and installing a modern-day Ravana is commendable. I am happy to join hands with the brand for such a great cause and hoping to spread a positive word through this initiative.”

    The TrashAsura installation will be dismantled on 9th October 2019 and sent to Aarohana, the partner NGOthat will upcycle the plastic waste into reusable products. Upcycling will involve cleaning the plastic, weaving it into a cloth & making usable products out of it such as duffle bags, cutlery kits, pen stands, etc. So, this how MTV, India’s no. 1 youth brand planned to thrash the trash peacefully and get social media trolls to indirectly curb plastic pollution. Now that’s what’s called a slow burn!
     

  • Know the story behind Dussehra with Likee’s #HappyDussehra campaign

    Know the story behind Dussehra with Likee’s #HappyDussehra campaign

    MUMBAI: Riding on the success of its popular campaigns such as #IAMINDIAN, and others, Likee has launched another innovative campaign #HappyDussehra to make the festival of Dussehra special for its Indian users. Likee, the pioneering global short video creation platform from Singapore based BIGO Technology is popularly known for its unique campaigns thatbring out the best in users' creativity. With the #HappyDussehra campaign, Likee aims to educate its users on the importance of Dussehra and reiterate the message behind the festival.

    The campaign is spread over for ten days and will be throwing engaging challenges to the users each day. The users will need to move through different stages of the challenge to ultimately kill the three avatars of Evil. To participate, the users will need to create dramatic videos using special Dussehra stickers, filters, and music; and collect an army of 'likes' on the video(s) in each stage. The 'Likes' garnered will allow the users to exchange with the virtual weapons, which they can use to win over the Evil finally. Users can also share their Likee videos on the other platforms to gain more likes. Post completing the mission on the day of Dussehra, users will also qualify to win exciting prizes such as VIVO smartphone.

  • Regional becoming the focus for festive advertising

    Regional becoming the focus for festive advertising

    MUMBAI: The last quarter of the year is the best season for everyone. The festive rush not only excites consumers but even brands and advertisers. Television viewership increases and the overall growth in advertising also witnesses an uptake during the festive season. Especially today when regional space is growing by leaps and bounds, broadcasters enjoy traction across channels in terms of viewership.

    Holidays and special programming during festivals, such as Dussehra and Diwali, lead to increased viewership on TV, making it the right time for these advertisers to catch the attention of their target audience. Regional affinity also means using local languages for communication, which makes the brand more relevant and more relatable. An industry expert said that it is expected to be a healthy overall growth of around 10-12 per cent during these occasions.

    Having looked at the advertiser appetite for the festive season, we now set to explore the viewership on festival days. The first stop is the region wise contribution to festivals celebrated in the Hindi speaking markets across the year. According to the BARC data 2018, Maharashtra, UP / Uttarakhand followed by Guj / D&D / DNH and MPCG and are the biggest contributors to viewership on festival days. Festival viewership is on the rise in 2018 as compared to 2017. For 2018, Holi and Janmashtami viewership in HSM markets have increased by 19 per cent and 29 per cent respectively.

    Hindi is the most preferred choice by the audiences that contributes 70 per cent of total viewership. Marathi and Bangla channels stack up next in viewership after Hindi channels.

    Bangla channels in the 2017 festive season grew at 3 times the pace of the previous year. Leading national broadcasters have upped their investments in the south zone where content is driven by language. The multi feed channel strategy led by the kids’ genre seems to be working, as the viewership by kids increases due to the schools being shut during festivals. Share of English channels on festivals has dropped over the years.

    According to reports, festive seasons contribute 40 per cent of annual sales as companies spend heavily on promotions to make the best use of the biggest shopping opportunity of the year. Starting with Ganesh Chaturthi and Onam, it witnesses a boost during Diwali, followed till Christmas which accounts almost 40 per cent of overall advertising expenditure every year.

    Now, what’s interesting is, as per the reports, there’s a sharp dip in ads immediately after the festive season. In 2015, ad spots on TV, in the period post-Diwali, dropped by 13 per cent. In 2016 and 2017 it dropped by 22 per cent and 7 per cent respectively.

    With the current festive season ongoing, brands are yet again milking the season well. With discounts, offers and sale season at its peak, the sector is at its best.

  • Guest Column: The changing landscape of ‘Festive Marketing’

    Guest Column: The changing landscape of ‘Festive Marketing’

    Festive season is a time when marketing spends by brands shoot through the roof – and for good reason. This is the time when most high-ticket purchases are made, or if not, influenced. Because of these, most products have huge discounts going on their platforms or brands. While classically, this translates to a month of festivities, but eventually encapsulates the last quarter of October, November, and December.

    As a result, most of the brands spend most of their marketing budgets in the last quarter of the year, typically October – December period which starts from Onam, Ganpati and gains pace with Dussehra- Diwali. Last quarter spend accounts nearly 30 per cent of the annual advertising spends. With the digital sector booming, brands use digital platforms to advertise and leverage them to the utmost in the festive season.

    In 2016, we witnessed a short festive period with Dussehra. This was primarily because of Diwali falling in the same month of October. Then there was demonetization and GST. In 2017, the annual ad spends was a little better with 18-20 per cent growth over last year, however the demand was still below par. What we witnessed was not a very “Happy Diwali” in last two years.

    Marketers predicted that in 2018, the festive season would bounce back with both on-demand higher share of ad spends as compared to 2017. However, the third quarter of 2018, we witnessed one of the biggest calamities when floods hit God’s own country- Kerala, devastating the entire southern region of India. Marketers lost hundreds of crores of media revenues as they could not gauge the Onam spirit as everyone was occupied in restoring the region. The entire marketing community was toned down to pay their respects and take cognizance of what had happened. 

    Which brings us to the next question – what would be the sentiment of market in the last quarter (October- December period)? Will brands take a cautious approach in ad spends, worried about the lost opportunities in the previous quarter? Or the brands would go full boom in ad spends & make up with the lost opportunities in the previous quarter. Time will tell. 

    My guess is that to make up for the lost time & opportunities, basis the previous quarter, it would make complete sense for the brands to go full throttle. We have already seen how three prominent e-tailers – Amazon, Flipkart & Snapdeal have started screaming discounts on everything in national newspapers, indicating the trend for next three months. 

    Prominent roadblock properties like the Big Billion Day sales are planned around the festive season for the same reason. While these were initially believed to be rub-offs of international trends done by international giants like Alibaba, they have managed to gather a life of their own. And as a result, one cannot see this fading out of consumer behaviour anytime soon.  

    As a prediction, it is safe to say that we are definitely in a better position than the last two previous years. This is primarily due to the fact that the festivals themselves have spread out across the calendar, thus giving the marketer more time and bandwidth to plan their campaigns and spends. Secondly, the consumer is keen to cash in on the festive season this year because the previous ones have been damp. But the informed marketer will only take a cautious approach – not going too wild with ad spends, while ensuring that the right sentiments and passion points of the targeted consumer are hit upon.

    One can expect the digital spends to be primarily fuelled by e-commerce players, mobile manufacturers, automotive sector and BFSI. One can already see full spreads in print with the launch of latest gadgets, massive discounts on consumer goods and more. As the Diwali festival approaches, one can only expect the movement to gather more steam. What’s more, the consumer is always in the green. Even if they miss out on one ecommerce player, they have a lot more to fall back upon. And this number is only increasing. Even e-wallets like a Paytm have their own sale happening this year. It only goes to show that there are enough and more choices for the end consumer to park their monies in new products. 

    All in all, one can only hope that we have a truly Happy Diwali this time!

    The author is VP & Head- Business Development, Grapes Digital. The opinions expressed here are his own and Indiantelevision.com may not subscribe to them.