Tag: HDFC

Decoding Hotstuff’s quirky hit campaigns for BFSI brands

NEW DELHI: With the digital domain growing at a magnificent pace, brands across categories are looking towards it for marketing their products. In the past year, several businesses have admitted to increasing their digital ad spends and investing more time and energy to make the most of the medium. In fact, many legacy brands have adopted a digital-first approach to reach out to their potential customers. One such category, that is continuously growing on digital platforms, be it for marketing or customer services, is the BFSI sector.

Hotstuff CEO Arun Fernandes estimated that the BFSI sector is annually spending Rs 2,000 crore on digital advertising and is the second-largest contributor to the digital marketing industry after e-commerce. “The BFSI sector has been showing great growth on digital platforms, not just for advertising but also product development because of the growing awareness around digital media,” he noted. “That’s also because a lot of transactions are now happening digitally and even the government is spreading awareness about it. The top spenders in the category right now are SBI and HDFC, along with Kotak.”

He added that he expects an eight to ten per cent increase in expenses by the sector on digital platforms. “The primary focus is going to be on the hybridisation of their services, followed by product development and improving the convenience for the user. Additionally, a substantial amount is going to be diverted towards educating the consumers.”

Fernandes is willing to make the most of this vast pool of opportunities that lie in the sector with Hotstuff – a more than a two-decade-old agency known for its marcomm solutions.

“We started with Hotstuff in the year 2000 and currently, 90-95 per cent of my business is coming from the BFSI sector. It is a growing segment, yet, we see that not many specialised agencies are there to cater to their unique needs. For example, most of the big agencies have started creating specialised wings for the healthcare sector. So, we are the only player right now in the mid-size agency category doing this work and I see great opportunities out there for us,” he shared.

The agency is currently planning to become the one-stop-shop for all the creative and marketing needs of the BFSI sector. “We want to position ourselves as a content-driven company that creates meaningful stories and can educate the customers on investment opportunities, help them do better in their financial and saving capabilities, and convert them into permanent customers for our clients,” Fernandes said.

According to him, the biggest strength for Hotstuff right now is the strong domain knowledge that the entire team has, and their ability to tell impactful stories in the financial space. “We have a strong video production team that understands the conversations and the formats. Additionally, we have an incredible digital team and an activation & events team, so the clients do not have to look anywhere else.”

While digital is the core focus of the agency, it also helps the brands leverage other ATL and BTL mediums too. In the past few months, Hotstuff has worked on many incredible projects; one of their best ones being the ICICI Prudential SIP-hop campaign. The campaign beautifully utilised the desi hip hop genre to educate the customer about SIPs.

“Over three weeks, the radio campaign targeted listeners across seven markets, with spots on the top three stations in every city. The client limited the plan to the morning time-band only, to have a higher frequency during prime time, further amplified reach during these hours through music streaming platforms like Spotify, JioSaavn and Gaana. Over and above running regular advertisement formats, the song was also listed organically across various platforms. Besides being able to serve relevant content to a targeted audience, we were also able to rack up over 10 million complete 30 second listens, at a very effective cost per spot, in a short period,” elaborated Fernandes.

Another interesting campaign that came from the brand was Star Union Dai-ichi Life Insurance (SUD Life) attempting to educate people on why insurance is a prime need and induce people to inquire about insurance and the adequateness of their cover. Hotstuff worked with adman Prahlad Kakkar to recreate the sets and music of the 70s in order to position Life Insurance as the fourth basic need after Roti, Kapda Aur Makaan. The campaign that ran across television, cinema, OOH, and digital platforms received great attention.

While the path ahead looks quite promising to Fernandes, the only immediate challenge he sees on the way is the new work-from-home system, wherein the face-to-face meetings have drastically reduced. “I feel it's easier to close the deals and get clients to know our work and team better in personal meetings. We have done just two physical meetings in the past year, that too while we were sitting six-seven feet apart from the client. I really want to change that,” he rued.

However, he is positive that 2021 is going to be a good growth year for the agency. “We had clocked a 25 per cent growth in 2019. While 2020 did not turn out to be a good year for numbers, we definitely grew in our skills and popularity. So, I am expecting that this financial year will also bring at least 25 per cent growth for us.”

He is quite excited about some of the projects that they are working on and is also planning to pan out the offerings. “We are also willing to take up some co-partnered media projects with our clients and I am quite excited about that too,” he signed off.

March 4, 2021
HDFC Bank launches safety grid campaign to reiterate social distancing

MUMBI: HDFC Bank launched its #HDFCBankSafetyGrid campaign to encourage and reinforce #socialdistancing.

Using the outer grid of HDFC Bank logo that is synonymous with trust, the bank has created physical markers on the ground to help people maintain the World Health Organisation (WHO) prescribed “social” distance while waiting in the queue at a shop or an establishment.

After a successful pilot in Kolkata, the Safety Grid campaign has been launched in Mumbai, Delhi, Bengaluru, Kolkata, Hyderabad, Pune, Chandigarh and Bhubaneswar. ‘The Safety Grid’ will be painted in front of the space leading to various retail outlets such as pharmacies, grocery stores, and ATMs, among others. Each grid will be placed at an optimal WHO prescribed distance of 1 meter from each other. To begin with, “The Safety Grid” will be implemented at over 4000 essential services stores across the eight cities. So far, it has been implemented at over 1750 essential services stores.

“In this hour of need, when the nation is fighting the pandemic, we have decided to put the bank logo, known to millions of Indians, on the ground, for their safety and protection," said HDFC Bank CMO Ravi Santhanam. “HDFC Bank and its logo have been synonymous with trust for over 25 years now. We have defied convention, for our belief is that the safety of the people and social distancing is very important to fight Covid19. And we are honoured that we are able to use our logo to send a message across to the people. The cause that we are fighting for today is much greater than any marketing rules and norms. And every effort or contribution counts.”

Leo Burnett South Asia MD – India and chief creative officer Rajdeepak Das said, “Social distancing is one of the primary ways in which we can keep this deadly disease at bay. But in reality, one does need to step out to buy essentials. The grids are a physical manifestation of the social distancing individuals must maintain in any public setting. It’s a simple but extremely powerful idea a simple solution, albeit a bold one.”

April 16, 2020
HDFC Life chooses Music to connect with young millennials

MUMBAI: HDFC Life Insurance Company, one of India’s largest private life insurers, launched the second edition of its successful campaign #YoungandResponsible today.

Research conducted by the company on the lifestyle and habits of the younger generation highlighted certain lesser-known facts about the youth, which eventually provided the idea for the campaign. Through this campaign, HDFC Life aims at busting the myth that young millennials are reckless and irresponsible and endeavours to set straight the record on how the youth have been misunderstood over the years. Interestingly, this TG forms a fast growing segment of HDFC Life’s customer base.

In this campaign, HDFC Life speaks to audiences through two new young stars from the field of music. This year’s theme focuses on young individuals who have pursued careers of their choice and are successful in their respective fields. The company has also identified music as the key affinity hook to connect with the generation. Music is known to cut across barriers of age, religion and language, connecting people from all walks of life and is highly popular with youngsters.

HDFC Life has a history of using music as a trusted medium for the brand to connect with its audiences. For this campaign, HDFC Life collaborated with Universal Music to ensure the essence of the brand can be maximized by leveraging on their understanding of music.

The Company has created a song which talks about the young generation – planning, practising and pursuing their dreams with success and pride – re-emphasizing the brand’s motto ‘Sar Utha Ke Jiyo’.

Further they have partnered with two well-known singers –

Arjun Kanungo: With several hits and over 450 million views + steams online, Arjun is one of India’s most recognisable Popstars. Starting his pop career with the breakout hit ‘Baaki Baatein Peene Baad’ with Rapper Badshah, Arjun has gained immense popularity since then. His latest hit single ‘Aaya Na Tu’ with Momina Mustehsan is nearing the 50 million views mark on YouTube.

Jonita Gandhi: A singer known for her songs in Bollywood as well as regional cinema – Tamil, Telugu, etc. (Fame – Breakup song – Ae Dil Hai Mushkil, Gilheriyaan – Dangal, Sacchi Mohobbat – Manmarziyaan, Aahista -Laila Majnu.)

Mr. Pankaj Gupta–Chief Marketing Officer & Head, Strategic Alliances, Bancassurance (ex-HDFC), & Speciality Direct Sales, said: “Our research data clearly shows that the Young Millennial is extremely smart and in fact, better at long term planning for their goals and aspirations, compared to the previous generations. This is contrary to the generic perception. The findings inspired us to challenge the stereotype and launch the #YoungandResponsible campaign last year, which struck a chord with this generation. We aim to reach out to them again through music in this campaign – encourage them to do what their heart desires while raising awareness about financial planning, which will give them the confidence to pursue their dreams and aspirations.”

Mr. Devraj Sanyal, Managing Director & Chief Executive Officer of Universal Music Group & EMI Music, India & South Asia, said “Music is a pulse which connects the youth and HDFC Life effectively uses this as a medium to share their message. It has been an insightful collaboration where we got a chance to understand and share our expertise to create a track which is aspiring to break age old dogmas about the young being reckless.”

The first phase of the campaign will comprise an exclusive song with a music video to reinforce the notion of #YoungAndResponsible. This song covers the journey of the young and celebrates their choices. The core of the song revolves around 'Pride' and magnifies the brand’s tagline – 'Sar Utha Ke Jiyo'. It is a special creation dedicated to the young generation and their undying spirit.

In the second phase, the journeys of Arjun and Jonita who represent the young generation, will be showcased in two separate exclusive videos highlighting the importance of practice, discipline and strong financial planning to reach their goals and attain success.

This campaign will be seen and heard on digital and music streaming platforms, music channels, radio & cinema.

November 15, 2018
HDFC Life hands media mandate to Zenith

MUMBAI: Following an extensive pitch involving multiple media agencies, Zenith has won the agency of record (AOR) mandate for HDFC Life. This is for the entire traditional media mandate. The digital duties already lay with Performics.Resultrix.

Zenith India group CEO Tanmay Mohanty says, “This win is a matter of great pride for us and an extension of our existing, very fruitful digital relationship with HDFC Life. Our teams were able to demonstrate an effective ROI-focused, data-driven approach to media. Zenith’s strong suite of tools, proprietary research and analytics will unlock new consumer connections for HDFC Life and will deliver on seamless, integrated communications.”

HDFC Life CMO and EVP strategic alliances, bancassurance and specialty sales Pankaj Gupta adds, “We are happy to associate with Zenith and believe that it would be an exciting partnership, since Zenith’s view on the brand mirrors that of ours. Zenith exhibited fresh thinking and insights on the life insurance category during the pitch. Hope that through its forward-thinking and disruptive approach, Zenith would help us stay ahead of the curve in a dynamic media environment; thereby, deepening our market presence and highlighting our customer-centric value proposition.”

HDFC Standard Life Insurance company is a joint venture between HDFC Ltd, one of India’s leading housing finance institutions and Standard Life Aberdeen, a global investment company. HDFC Life is a leading long-term life insurance solutions provider in India, offering a range of individual and group insurance solutions that meet various customer needs such as Protection, Pension, Savings, Investment and Health.

August 23, 2018

Jio, Sun Direct, Dish TV among top 50 as HDFC retains BrandZ crown

MUMBAI: HDFC Bank has continued to maintain its leadership position in fourth consecutive year, according to the BrandZ Top 50 Most Valuable Indian Brands 2017 report released by WPP and Kantar Millward Brown.

HDFC Bank (24 per cent) is the India’s most valuable brand, almost doubling its brand value since the ranking started in 2014 from $ 9.4bn to $ 18.0bn.

“It has a strong purpose – to improve lives by bringing world class financial services to all sections of India – and demonstrates it through increased access to banking in rural areas, an expanded digital presence and leveraging the latest technology to simplify its offering for customers. BrandZ data shows that consumers perceive the bank as increasingly innovative,” the report stated.

India’s most valuable brands have increased their brand value by 21 per cent to US$ 109.3 billion in the last year. This compares with a two per cent decline in 2016, and is well ahead of the eight per cent value increase of the BrandZ Top 100 Most Valuable Global Brands 2017.

There are seven newcomers in the overall ranking. Telecom provider Jio ranks at number 11 — only months after its launch, having disrupted its category with free-data promotions. The others are newly-listed retailer D-Mart (no.24), appliance brand Whirlpool (no.45), insurance brand Bajaj Allianz (no.49), Canara Bank (no.50) and entertainment brands Sun Direct (no.27) and Dish TV (no.47)

The Store WPP CEO EMEA and Asia David Roth said, “Indian consumers seek authenticity and value for money, and the meaning of those things is being constantly redefined. As consumers become wealthier, they look beyond price to factors such as extra features, innovation and a personalised experience. As reflected in this year’s ranking the most agile Indian brands have recognised the complexity in the market, and achieved just the right balance between aspirational and affordable.”

The automobile category, which also includes tyres, lubricants and motor fuels, grew 23 per cent in value. Brands responded to the changing market with new models that combined smart pricing and functionality with style and power. Royal Enfield, Maruti Suzuki and TVS were among the Top 10 overall fastest risers. Royal Enfield (no.40, 59 per cent) engaged with biker groups on social media, and marketed a range of accessories. Maruti Suzuki (no.7, 56 per cent) extended the brand beyond its traditional appeal to the value segment of the market, while introducing new showrooms called NEXA to reach premium customers.

India’s Top 50 faced successive disruptions in the last year, some global, some created by fast-growing competitors and others strategically imposed by the government – including demonetisation.

The FMCG category, which includes alcohol, food and dairy, personal care and soft drinks, was significantly affected by these challenges but still managed to grow 6 per cent in total value. Some brands achieved impressive value increases by accurately understanding and responding to Indian sensibilities. Noodle brand Maggi (no.32; 66 per cent), the overall second-fastest riser, aligned itself with the trend for nostalgia. This helped it bounce back after a difficult couple of years; its rapid regrowth demonstrating how a strong brand can help a company weather a crisis and recover faster, although it is still some way below its peak brand value of $1.1bn in 2014. Health food brand Saffola (no.36; 24 per cent), meanwhile, introduced oats in new localised flavours and expanded its range of oils into a new super premium sub-segment.

The financial services category increased its value by 26 per cent. The fastest rising banks were Punjab National Bank (no.39; 43 per cent), which is highly customer-focused and more agile than some of its competitors, and Kotak Mahindra Bank (no.6; 36 per cent), which has innovated in areas including digital banking. Both of these brands still have significant catching up to do, however, if they are to reach the top of the leader board.

The BrandZ™ Top 10 Most Valuable Indian Brands 2017

Rank 2017	Brand	Category	Brand value 2017 (US$M)	Change
1 (-)	HDFC Bank	Banks	17,965	+24%
2 (-)	Airtel	Telecom providers	10,233	+3%
3 (-)	State Bank of India	Banks	8,334	+31%
4 (-)	Asian Paints	Paints	4,717	+15%
5 (-)	ICICI Bank	Banks	4,697	+19%
6 (+1)	Kotak Mahindra Bank	Banks	4,522	+36%
7 (+1)	Maruti Suzuki	Automobiles	4,449	+56%
8 (-2)	Bajaj Auto	Automobiles	3,564	+5%
9 (-)	Hero	Automobiles	3,295	+17%
10 (-)	Axis Bank	Banks	2,428	+2%

Other trends highlighted in this year’s BrandZ Top 50 Most Valuable Indian Brands include: The long-term growth curve of the Top 50 is positive, with the total brand value of the ranking up 57 per cent since the study was first carried out in 2014, when it amounted to $69.6bn

India experienced a resurgence in national pride, while also embracing globalization. This manifested in a desire for products and brands that best reflect Indian heritage, sensibilities and tastes, which benefited local brands and put pressure on multinationals to follow suit. Colgate (no 28; two per cent) launched a toothpaste with Ayurvedic properties to meet this demand.

The top riser is insurance brand ICICI Prudential (no.35; 89%). It benefited from the ‘halo effect’ of other brands’ successful responses to rising consumer affluence, which led to an increase in sales of assets such as cars that need insurance protection

Kantar Millward Brown MD — South Asia Vishikh Talwar said, “There are now ‘multiple Indias’. Consumers continue to love the brands they’ve loved for generations, while equally embracing the brands of the future. Brands must be completely in rhythm with the pulse of the market. Those that can accurately interpret Indian sensibilities, while ensuring smart pricing, are likely to be most successful. This is easier for local brands, but people will relate just as positively to a global brand if it uses insight to understand and meet their needs, and communicate in a way that builds trust.”

For the first time, this year’s BrandZ Top 50 Most Valuable Indian Brands 2017 study incorporates new research from Y&R’s BAV Group into what it takes to build powerful nation brands. According to the 2017 Best Countries report, India stands out for its history, cultural influence, distinction and reputation for entrepreneurship; especially among the world’s business decision-makers.

September 14, 2017

Hotstar rolls out attractively-priced Premier League offer

MUMBAI: From time to time, Hotstar, the VOD streaming service from Twenty First Century Fox’s Star India, has been making short-term promotional subscription offers through its payment partners like HDFC, Citibank, PayTM and what have you.

Subscribers have either been getting 100 per cent cash back for one month or two months depending on the subscriber’s card. Including the first free trial month, that effectively gives an annual subscription at anywhere between Rs 1, 800 or Rs 2,000 as compared to the monthly subscription price of Rs 199.

However, since 11 August, it has been running an extremely tempting subscription scheme called the Premier League offer, which has a sticker price of Rs 999 for nine months. The only catch: the payment is non-refundable and has to be made using a debit card and is for a limited period till 12 September.

The idea obviously is to get potential football lovers who have been fence sitting so far to sign up with a massive discount of around 40-50 per cent.

Over the past year, the government has been driving consumers toward digital payments, and also open bank accounts. The Indian consumer – normally wary of piling too much debt – has been loathe to sign up for a credit card. However, opening a bank account normally gets a bank customer a debit card in most cases.

By pushing the Premier League offer, it is hoping to make it a very lucrative proposition for those consumers and others to start using their debit cards.

Hotstar, smart TV apps of which are in the pipeline, currently offers around 50,000 hours of movies and television content together across eight languages, and almost all major sports are covered live.

Even as the research firm KalaGato reported 73 per cent jump in Hotstar’s market share in 10 months, that is expected to spurt further with the addition of the CBS catalogue, and of course Game of Thrones which has been in the news for its crackling seventh season and its leakage from different partners worldwide, including India.

Recently announcing a pipeline with 18 originals from India, Amazon Prime offers perceptibly the most reasonable annual plan at Rs 499. Sun TV’s Sun NXT subscription plans start from Rs 50 per month. Netflix however is expensive – with plans starting at Rs 500 per month, but is reflective of the catalogue size and its target audience, the crème de la crème of Indian consumers.

Amazon Prime has reportedly bagged a market share of just 9.66 per cent, Sony Liv pocketed 6.96 per cent share and Airtel-run Wynk Movies was at 6.36 per cent, the KalaGato report had added.

We reached out to Hotstar CEO Ajit Mohan, but received no response.

August 23, 2017
GTPL Hathway allots Rs. 1450 mn to anchor investors, IPO opens today

MUMBAI: GTPL Hathway has finalised the allocation of 8,555,294 Equity Shares at Rs. 170 per Equity Share (upper end of the Price Band) aggregating to Rs. 145.43 crore (Rs 1450 million) to anchor investors.

Anchor investors include: Acacia Banyan Partners – 30.94%; Government Pension Fund Global – 18.56%; BNP Paribas Equity Fund – 5.03%; BNP Paribas Long Term Equity Fund – 2.92%; BNP Paribas MidCap Fund – 5.85%; BNP Paribas Dividend Yield Fund – 2.34%; BNP Paribas Balanced Fund – 1.05%; HTCL-HDFC Prudence Fund – 15.13%; DB International Asia Limited – 10.62%; Vittoria Fund SR LP – Asia Portfolio – 7.56%.

The Company proposes to open on Wednesday, 21 June, the initial public offering of equity shares of face value of Rs. 10 each (“Equity Shares”) for cash (including a share premium) (the “Offer”) comprising a fresh issue of Equity Shares aggregating up to Rs. 2,400 million (“Fresh Issue”) and an offer for sale of up to 14,400,000 Equity Shares – comprising up to 1,136,000 Equity Shares by Aniruddhasinhji Jadeja, up to 440,000 Equity Shares by Kanaksinh Rana, up to 5,480,000 Equity Shares by Gujarat Digi Com Private Limited, up to 7,200,000 Equity Shares by Hathway Cable and Datacom Limited and up to 144,000 Equity Shares by Amit Shah (collectively the “Selling Shareholders”) (“Offer For Sale”).

The Bid/ Offer will close on Friday, 23 June.

The Price Band for the Offer is fixed at Rs. 167 to Rs. 170 per Equity Share. Bids can be made for a minimum of 88 Equity Shares and in multiples of 88 Equity Shares thereafter.

The Book Running Lead Managers (“BRLMs”) to the Offer are JM Financial Institutional Securities Limited, BNP Paribas, Motilal Oswal Investment Advisors Limited and Yes Securities (India) Limited.

The Equity Shares offered through the RHP are proposed to be listed on BSE Limited (“BSE”) and National Stock Exchange of India Limited (“NSE”).

June 21, 2017
HDFC Ergo’s ‘Health Matters’ on NDTV

MUMBAI: HDFC Ergo General Insurance Company, India’s third-largest non-life insurance company, has launched ‘Health Matters’, an initiative in association with NDTV, with the aim of building the awareness about health check-ups and promote the importance of having a Health Insurance policy. This new campaign will also aid in simplifying the underlining nuances of a Health Insurance policy.

There is low awareness about Health Insurance and common concerns related to Health Insurance such as the right age to buy , the right amount of coverage, parameters to consider before selecting a policy etc.. With the increasing instances of hospitalisation – especially due to lifestyle related medical conditions and rising cost of healthcare, it is not advisable to not have a Health Insurance cover. The ‘Health Matters’ initiative is aimed to address these concerns.

As a part of this initiative, certain facts & figures and snippets will be aired on NDTV Prime/Profit, NDTV 24X7 and NDTV India, sharing crucial information related to Health Insurance in the form of questions which will be answered by HDFC Ergo Head – Retail Underwriting & Claims Anurag Rastogi.

HDFC Ergo ED Mukesh Kumar said, “Health Matters smartly builds the awareness on the importance of having a Health Insurance policy and encourages viewers to undergo health check-ups regularly and lead a healthy lifestyle. This initiative will also address the fundamental queries related to the nuances of Health Insurance. The intent is to spread awareness about necessity of Health Insurance.

‘Health Matters’ has a universal appeal and will be presented in a creative way with snippets of information on basic questions as well as factoids on basics of Health Insurance like portability, claim settlements, policy coverage, exclusions and the common mistakes made by first-time buyers.

To generate interest, HDFC Ergo would also run a parallel “Health Matters” promo and a contest on the NDTV network. The contest would entail answering simple questions that a participant can post on www.ndtv.com/healthmatters) and stand a chance to win free Health Check-Up vouchers.

March 20, 2017
Dentsu Webchutney ropes in Nishi Kant as EVP & Mumbai head

MUMBAI: Dentsu Webchutney, a digital agency from the Dentsu Aegis Network, has appointed Nishi Kant as EVP & Branch Head- Mumbai. Kant will lead the charge for the agency’s Mumbai office. He will be reporting to Dentsu Webchutney co-founder & CEO Sidharth Rao.

This is Nishi’s second stint at Webchutney; the first one lasting almost 10 years in 2014. During his 2 year hiatus from Webchutney, Kant worked with a couple of start-ups in Healthcare and e-commerce space, specializing in both strategy as well as design.

Commenting on his second innings, Kant said, “I grew up with Webchutney and have seen it evolve from a start-up into an institution. It was a refreshing break to go back to school and work with start-ups again, but now it’s time to come back home. I’m excited to lead a team that comprises of some of the best advertising talent in the country.”

Expressing his delight, Sidharth Rao said, “It’s fantastic to have Nishi back. I’m looking forward to his maverick outlook driving infectious ideas which resonate with the Webchutney culture, and in the process, steer dramatic business growth.”

Kant will lead efforts across all brands handled out of the Mumbai office, like HDFC, Reliance Retail, Redbull, KTM and Platinum Evara.

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February 24, 2017
‘Name and shame delinquent channels’

MUMBAI: Media buying and planning (advertising) agencies and brands reacted strongly or cautiously when it came to commenting on famous yet delinquent television channels suspected of wrongdoing by India’s only TV ratings points (TRP) body. Broadcast Audience Research Council (BARC), the only television audience measurement body in India, temporarily suspended the review of viewership of three news channels. BARC had communicated to all the broadcasters that ratings for India News, TV9 Telegu and V6 News were suspended for four weeks owing to suspected mala fide practices.

This decision may have had a bearing on advertising on the channels in question. Some industry experts were direct and forthcoming in their reactions, others were cautious, while some chose not to comment on the issue.

Requesting anonymity, a senior media planner told Indiantelevision.com that the decision could have a mixed impact on the advertising revenue of the channels. There would be companies who believe in a particular channel since a long time. They may not get swayed by this temporary phenomenon. Companies who might want to launch a national campaign may take a channel’s current ratings into account before making their decision. Then, there are regional advertisers who want to see the effect of advertising on the ground — they may not take the BARC review into account at all. There would be some advertisers who would want to wait and watch for a while — 2-3 weeks before taking any decision.

Dentsu Aegis chairman Ashish Bhasin lauded the BARC decision not to review certain errant channels for a period of time. “It is a bold step taken by BARC to name and shame the mischievous entities.” It sends out a warning message to the channels to behave, and will act as a deterrent for other possible mischief-mongers that could spoil the purity of the currency for a Rs 20000 crore annual TV advertising business in India, Bhasin said.

About the impact on advertising, Bhasin said that the reputation of the errant channels would be affected owing to the suspension of review. “Although I am unaware of which channels were involved in what kind of wrongdoing, the channels would be disadvantaged due to the BARC action. In the medium to long term, the action would prove to be detrimental to the channels vis-a-vis advertising because the client decides to put his money on the basis of clear feedback and seeks value for every pie invested,” Bhasin added.

Some experts were rather vocal about change in their approach. “I will certainly not recommend these channels for my clients,” an Initiative Media (formerly Lintas Media) business director told Indiantelevision.com.

The business director said she would rather advise other substitute (surrogate) channels so that her clients do not suffer. She agreed that the BARC India decision may not directly impact regional and local brands, but, she said, media planners who would draw up annual national strategies for their respective clients would certainly keep the BARC India’s suspension decision in mind.

However, some client-companies were rather cautious. HDFC Life senior executive vice-president, marketing, analytics, digital & e-commerce Sanjay Tripathy said: “The channels concerned are denying any wrong-doing at this point. However, if the channels are found guilty of any wrongdoing as suggested in media reports, it is only fair then that they face the consequences. Prima facie, we believe before taking such a stance, due process would have been followed by the authorities by BARC (India) and should wait to this matter to be clarified before taking any hasty decisions.”

For the sake of an independent and unbiased article, IPG Mediabrands CEO Shashi Sinha chose not to comment since he chaired the technical committee of BARC India.

“Advertisers who do not utilise the services of media buying agencies may continue to advertise on the errant channels,” said Madison World chairman Sam Balsara. “But, advertisers who take the help of agencies that use scientific methods of calculating GRPs (gross rating point) would over a period of time keep away from such channels,” he added. To a question whether advertisers would mind the temporary suspension, Sam said, “They would and they should.”

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BARC India suspends three errant channels’ review

December 7, 2016