NEW DELHI: The Broadcast Audience Research Council (BARC) of India has released its data for top advertisers and brands for the period between 10 October to 16 October 2020.
The data reflects the top 10 advertisers and brands across genres on India television, 2+ Individuals, NCCS All demonstrating ads that were inserted the most in week 41 of 2020.
Top Advertisers: –
Hindustan Unilever continued to be the biggest advertiser this week also with 273549 impressions. It was followed by Reckitt Benckiser India which ranked second with 156461 ad generations.
ITC Ltd this time bagged the third rank with 58389 ad impressions. In a first, Amazon Online India secured the fourth spot with 55443 ad impressions. Godrej Consumer Products and Cadbury India secured fifth and sixth place with 39623 and 38243 ad impressions respectively.
Other top brands in the pecking order were as follows: Flipkart.com, Procter and Gamble, Colgate Palmolive India Ltd and Wipro.
Top Brands:
This week Amazon.in leads the chart with 36794 ad impressions, followed by Flipkart.com at the second spot with 32969 ad views.
Last week’s top ranker Dettol Antiseptic Liquid slid down to the third position with 25456 ad insertions.
The fourth and fifth spots were acquired by Lizol and Dettol Toilets Soaps with 19381 and 18675 ad insertions respectively.
Surf Excel easy wash bagged the sixth spot with 16947 ad views.
Other top brands in the pecking order were as follows: Glow & Lovely, Whitehat Jr, Myntra.com, Lux Toilet Soap.
NEW DELHI: After facing severe backlash from every section of society, Hindustan Unilever rebranded its flagship brand ‘Fair & Lovely’ to ‘Glow & Lovely’. The company also renamed its male product line-up from ‘Fair & Handsome’ to ‘Glow & Handsome’. The decision to switch to a new name was prompted by the Black Lives Matter movement in the US.
The brand was launched in India in 1978, and since then it has been touted as a skin-lightening cream. Through its extensive advertising campaigns, HUL promoted the virtues of having a fair skin tone. It claimed ‘Fair & Lovely’ makes people several shades lighter in four to six weeks. Prominent in their product messaging was how deep-skinned women face more challenges as compared to the lighter-toned members of their sex, be it in the workplace or finding a suitable match for marriage.
When HUL announced the makeover of its most popular cosmetic, one of the first questions that rose was, whether this move alone can see HUL becoming a socially responsible advertiser, and change the brand’s perception of promoting colourism in a country obsessed with fair skin?
After the rebranding, HUL launched a new ad campaign featuring Yami Gautam in September. For the first time, the commercial did not show a dusky girl transforming into a fair fairer tone in a few weeks of using ‘Glow & Lovely’. However, the new packaging and logo is pretty much identical to the pre-makeover product. Many questioned HUL’s decision to feature a fair-skinned model like Gautam as its brand ambassador.
Chastened by this fresh furore, the company then released a new campaign called ‘Mere Glow ko Na Roko’ conceptualised by advertising agency Lowe Lintas. The ad features popular hip hop and rap artist Dee MC who narrates her journey of overcoming obstacles and urges other women to not let anything stop them from pursuing their dreams. Through the inspiring lyrics of #GlowkonaRoko, Dee MC equates ‘glow’ with her identity, which comes from her work, her determination, and self-assurance.
Hindustan Unilever executive director – Beauty and Personal Care (BPC) Priya Nair shares, “With the introduction of Glow & Lovely, we are very excited about this new chapter in the brand’s journey that celebrates every woman’s ‘glow’. The narrative #IChooseMyGlow and Glow Ko Na Roko campaign uphold the principle and our belief that no correlation should be made between skin tone and a person’s achievement, potential, beauty or worth and that a woman’s identity should be defined by her.”
While the brand was forced to take a step back to make it more inclusive, it is now trying to shed its old image. Is it a step in right direction by HUL?
Tonic Worldwide national strategy director Anjali Malthankar feels, as long as it continues to carry the past, it will have to fight the present. "The brand seems reluctant to part ways with its cash cow branding. With DeeMC I think it has taken a baby step of associating with the popular sentiment. While the format of rap and hip-hop might appease the consumer, the brand has too many cynics to attend to. It needs to go beyond song and dance. And consciously stay away from any cues of ‘fairness’ benefit promise".
Zirca digital solutions CEO and director Neena Dasgupta opines that HUL has taken the right direction. She says, "We as a society are accepting the fact that the hallmark of beauty is not fairness but in healthy and glowing skin. Establishing this proposition in consumers' minds will be a tall task for the brand especially when the actual product has not changed. Unless that is established, it will always be perceived as old wine in a new bottle. The new ad with a new face seems to be a good move, and I hope that somehow, they are able to steer away from the conversations from fair skin to glowing skin.”
However, whether or not ‘Glow’ should be the replacement for ‘Fair’ as the new functional claim, could of course be debated. "That being said, the brand stays the same at the purpose level. It continues to be about 'inspiring women to create their own identity' as the new ad with Deepa reflects. Therefore, the more important emotional dimension of the brand remains unchanged – which is just the right thing to do,” adds Tidal7 co-founder and chief strategy officer Venkat Malik.
American multinational giant Johnson & Johnson also discontinued selling its skin-lightening products range globally. Clean & Clear will no longer be sold in India, and Neutrogena will not be available in Asian and Middle Eastern Markets.
But the market for cosmetics that claim to lighten and brighten is far from fizzling out. According to a recently published report, "India Fairness Cream & Bleach Market Overview, 2018-2023", the women's fairness cream category is anticipated to achieve market revenues of more than Rs 5,000 crore by the year 2023.
‘Fair and Lovely’ has been a very popular product not only in the urban market but in rural areas as well. But the outcry against its blatant colourism by the woke crowd and the Black Lives Matter protests led HUL to rebrand its fairness product after 48 years. Going forwards, what hurdles are in store for ‘Glow & Lovely’ in updating its positioning?
Malthankar, feels that the brand being a leader, has a larger responsibility in correcting decades of damage done by the category to the young girls’ perception of themselves. “The brand must understand that the vulnerable, impressionable, insecure girls seeking colour change due to toxic social pressure are not the only audience and recognize that the non-consumers too are a big audience for this category today. The whole world is watching. Not just the brand, but the category is under minute scrutiny as it is on the wrong side of the times we are living in.”
As per the global market report, ‘Fair & Lovely’ instituted a campaign with a series of ads that were centered around “the fairer girl gets the guy” theme. The ads ran from December 2001 to March 2003, but after widespread outrage, the company discontinued the ads in March 2003. To revive its image, HUL launched Fair & Lovely Foundation to encourage economic empowerment of women across India.
A number of Bollywood stars – Padmini Kolhapuri, Juhi Chawla, to Yami Gautam – have been ‘Fair & Lovely’ brand ambassadors, which only boosted the brand’s popularity over the decades.
BC Web Wise founder and MD Chaaya Baradhwaaj feels if the brand continues to use fair skin as an endorser then they have not really decided to make a transition. “I would assume that the fair-skin model is temporary, and they need more to make the transition. Otherwise, it will not do the job of correcting the discrimination aspect. If a fair skin model on one side and a dark skin on the other side are going to be there, it will only mean that there is no real transition being done, and the band is playing it safe.”
WATConsult regional head – creative strategy (North) Surbhi Arora also feels that along with this major rebrand, many more steps will have to be taken if their audience and consumers are to be fully convinced that their product is more than just about fairness. “Deepa Unnikrishnan or Dee MC represents the direction in which the brand intends to go, but she will also be put in contrast to Yami Gautam, their current brand ambassador.”
It will be interesting to see if the brand has any plans to bring them both together and how organic that will be. Also, it is pertinent that they streamline all their communication. It is essential for ‘Glow & Lovely’ to establish a voice of its own very soon.
NEW DELHI: The Broadcast Audience Research Council (BARC) of India has released its data for top advertisers and brands for the period between 5 August 2020 and 11 September 2020.
The data reflects the top 10 advertisers and brands across genres on India television, 2+ Individuals, NCCS All demonstrating ads that were inserted the most in the week 36 of 2020.
Top advertisers:
Hindustan Unilever continued to be the biggest advertiser this week it got 204159 impressions. It was followed by Reckitt Benckiser India which ranked second with 178524 ad impressions.
Vi bagged the third spot with 66314 insertions. ITC & Godrej Consumer Products Ltd secured the fourth and fifth place with 42175 and 37332 insertions respectively.
P&G bagged the sixth spot with 32717 ad insertions.
Other top brands in the pecking order were as follows: Cadbury India, Colgate Palmolive India, P&G Home Productis, and Brooke Bond Lipton India.
Top Brands-
This week the newly launched Vi displaced Dettol Antiseptic Liquid from the number one position and emerged as the top brand with 66313 insertions.
Dettol Antiseptic Liquid took the second spot with 36400 insertions followed by Dettol Toilet Soaps with 21696 insertions. Dettol Liquid Soap bagged the fourth spot with 19586 ad impressions.
The fifth spot was acquired by Glow & Lovely Multivitamin with 15977 insertions.
The sixth position was grabbed by Surf Excel Wash with 14434 ad insertions.
Other top brands in the pecking order were as follows: Lizol, Dettol & Moms Soap, Amazon.in & Jeevansaathi.com
NEW DELHI: The Broadcast Audience Research Council (BARC) of India has released its data for top advertisers and brands for the period between 29 August 2020 to 4 September 2020. The data reflects the top 10 advertisers and brands across genres on India television, 2+ Individuals, NCCS All demonstrating ads that were inserted the most in week 35 of 2020.
Top advertisers:
Hindustan Unilever continued to be the biggest advertiser this week it got 243758 impressions. It was followed by Reckitt Benckiser India which ranked second with 162462 ad impressions.
Brooke Bond Lipton India Ltd bagged the third spot with 41159 insertions. Godrej Consumer Products Ltd and Procter & Gamble secured the fourth and fifth place with 26908 and 23885 insertions respectively.
ITC Ltd bagged the sixth spot with 23505 ad insertions.
Other top brands in the pecking order were as follows: Colgate Palmolive India, Cadbury India, Wipro Ltd, and Ponds India.
Rank
Advertiser
Insertions
Week 35
1
HINDUSTAN LEVER LTD
243758
2
RECKITT BENCKISER (INDIA) LTD
162462
3
BROOKE BOND LIPTON INDIA LTD
41159
4
GODREJ CONSUMER PRODUCTS LTD
26908
5
PROCTER & GAMBLE
23885
6
ITC LTD
23505
7
COLGATE PALMOLIVE INDIA LTD
23391
8
CADBURYS INDIA LTD
20873
9
WIPRO LTD
20719
10
PONDS INDIA
19427
TOP 10 Advertiser *Across Genre : All India (U+R) : 2+ Individuals, To get this data on your Twitter timeline, tweet with #BarcTweet Top 10 Advertisers
Top Brands-
Dettol Antiseptic Liquid, after a few weeks, returned to the top spot with 27226 ad insertions. Dettol Toilet Soaps this time came in the second position with 17509 ad insertions. Dettol Liquid Soap bagged the third spot with 17230 ad impressions.
The fourth and fifth spots were acquired by Surf Excel easy wash and Lizol with 16509 and 13032 ad insertions respectively.
The sixth position was grabbed by Dettol & Moms Soap for the first time in the last so many weeks with 13018 ad insertions.
Other top brands in the pecking order were as follows: Wheel Active 2 in 1, Clinic Plus Shampoo, Jeevansathi, Facebook.
MUMBAI: The moment we hear the name Bigg Boss, what comes to our mind is the cacophony of emotions and behaviours ranging from love to jealousy to anger to sorrow to Machiavellianism to kindness. And of course the paternalistic – at times – and strict – at others – face of superstar Salman Khan, who has been the host of the show since we ever can remember.
Viewers are bombarded with a barrage of histrionics by contestants arguing, fighting, caring, romanticising, dancing, and doing a number of other acts – which is what the show has come to be known for. Interestingly, every year one or the other contestant turns into a household name such as Gautam Gulati, Shehnaz Gill, Rohit Shukla, Dolly Bindra, Gauhar Khan, and Hina Khan.
Scene palatne ka waqt aa gaya hai! #BB14, jald hi sirf #Colors par.
Despite Covid2019, the Colors team has put in gargantuan efforts to bring back the show. Bigg Boss 14 promos have been getting impressive air time to whip up interest for the show – slated to air from 3 October at 10:30 pm on weekdays and 9 pm on weekends – from advertisers and viewers.
SHETTY THINKS THAT THERE CANNOT BE A MORE
PERFECT TIME FOR BIG BOSS
“Bigg Boss is a much-needed respite for audiences, it enjoys a very strong and loyal fan base across age groups. There cannot be a more perfect time than now for a show like Bigg Boss as the audience will relate to it more than ever. The country has been through a lockdown and television has been a constant companion during this time. The audience has been eagerly waiting for it, a show that is packed with drama and entertainment and a great differentiator from the regular shows,” says Viacom18 network sales head Mahesh Shetty.
Advertisers & Brand Integrations
Industry estimates are that Bigg Boss earned Rs 180-200 crore in advertising revenues from nine sponsors and about 100 advertisers in 2019. Viacom18 has labelled Bigg Boss 13 as the most successful season that went on for 139 episodes setting new records in both viewership and revenue terms.
2020 ke manoranjan ka scene palatne aa raha hai #BB14, jald hi sirf #Colors par.
This year the channel has already signed fantasy sports brand Mobile Premier League (MPL) as the presenting sponsor while Dabur Dant Rakshak Ayurvedic Paste and Hindustan Unilever's TRESemmé' have been roped in as co-powered by sponsors.
Shetty highlights that due to ease in the restrictions, businesses are going back to normal and as a result, advertising spends are also increasing. According to him, television is doing good in terms of volumes which is a very positive sign. “As we enter the festive season with Bigg Boss, we are sensing a lot of optimism from advertising and viewers,” he adds.
According to industry experts, Viacom’s revenue from the show is likely to get a 15-20 per cent cut compared to last year. Its card rate is between Rs 300,000 and Rs 500,000 for a 10 second spot. And it is not budging on discounts.
Shetty shares, “In a normal scenario, we would have increased the rates by 25-30 per cent from last year but we are neither increasing nor decreasing the prices. As per the BARC data in June, our ad-volumes have also recovered. We initiated discounting in the month of April-May owing to the low demand but starting July, we have let go of discounting and as of this month, we are on zero discounting and the ad volumes are still holding strong.
" Mediacom India south Asia chief growth officer Soumak Banik said that Bigg Boss is a marquee property, hence it will get the required viewership as audiences have not had much fresh content to watch over the past five months. It is not just Bigg Boss Hindi but the Tamil and Telugu versions will do better in terms of viewership and revenue.
He adds: “There is already traction from advertisers for sponsorship on Bigg Boss. Also, I don’t think so impact properties will have 15 to 20 per cent of revenue cut. In fact, I think both viewers and advertisers are open to welcome reality shows on TV. Bigg Boss has already signed two sponsors and the makers are in discussion with other brands. Similar to IPL, Bigg Boss will also have sponsors on board before it begins to telecast.”
In its fourteenth season, it is all set to cover everything from Dussehra, Diwali to Christmas and New Year during its telecast. Viacom18 is currently in talks with several brands for sponsoring other categories and is looking forward to brand integrations.
Shetty points out that it Bigg Boss is a format which suiting all kinds of brands from e-commerce, automobiles, beverages, snack foods, appliances to gaming apps, and payment gateways. It appeals cuts across categories and offers great brand integration solutions across episodes and in between the episodes on the various Colors digital properties.
“There are some sponsors who sign deals for both Bigg Boss and the channel while there are others who are only digital exclusive. Typically, we have separate sponsors for Colors and Voot. Last year, Voot had close to eight to nine sponsors and this year also we are expecting the same or more. On Voot, we also create some very similar shoulder content around Bigg Boss like Bigg Buzz that the brands find attractive.”
The format of Bigg Boss 14 is going to remain the same with a bunch of people stuck inside a house. Shetty reveals that innovations are planned for the new season which will weave in the existing realities of the pandemic into its narrative. All the luxuries that most have been deprived of will be made available to the contestants. There will be small shopping and dining areas, a spa and a health club, and even a movie theatre. Some or all of these will be accessible to the contestants, if they do well on activities and tasks that are set for them. Shetty says the format affords a lot of opportunities brands to become a part of the narrative of Bigg Boss 14.
Expectations are that the current edition will run for 106 episodes, with Shetty declining to talk budgets that are being kept aside for it.
Why Brands Love it
BARC India data reveals that Bigg Boss 13 garnered 213 million viewers and the finale alone witnessed 10.5 million impressions. Over the years, the show has been delivering very strong numbers and has helped brands generate a high top-of-the-mind recall and impact.
Shetty reveals that the response from brands and advertisers has been very encouraging. A lot of brands are now looking at investing in big-ticket properties and Bigg Boss serves as a befitting platform for brand associations and integrations.
Recently, the Indian government banned a set of Chinese apps, possibly one of the major reasons why Vivo backed out as a sponsor. According to Shetty, only due to certain operational issues and government norms certain brands may not be able to come on board.
“We expect most of the brands that have partnered with us and have been associated with us in the previous years to come back and renew their partnerships,” he highlights. “Some of the brands which are keeping a low key because of government rule may not be a part of the mix. Dabur is a case in point of a returning partner. It was a powered by sponsor last year and has come on board this year as well.”
Coinciding with IPL
This is for the first time the IPL is clashing with Bigg Boss and there is a lot of buzz that it is going to impact the viewership. However, Shetty believes that the clash is very minimal.
He mentioned that Bigg Boss starts on 3 October and runs for 106 days whereas IPL starts on 19 September and goes on until 8 November. So, the overlap is only for 37 days out of 106 days. Also, any head-on clashes between Bigg Boss 14 and the IPL this year will be rare, given the former’s telecast time of 10:30 pm and the latter’s at 7:30 pm. “The matches will most likely be over by the time Bigg Boss begins,” says an observer.
The overlap will take place only on the weekends for eight days because Bigg Boss airs at 9 pm on Saturday and Sunday. “So, from a viewer's point of view, there is not much of an overlap. Both the IPL and Bigg Boss are very strong properties and have a very strong following and I am certain people who follow and watch both will continue to do so. From the advertisers' standpoint, they have a scope to invest in two big properties. The IPL ticket size being very high may not be affordable to some of the advertisers but I think there is enough space for both to coexist,” shares Shetty.
NEW DELHI: The Broadcast Audience Research Council (BARC) of India has released its data for top advertisers and brands for the period between 1 August to 7 August 2020.
The data reflects the top 10 advertisers and brands across genres on India television, 2+ Individuals, NCCS All demonstrating ads that were inserted the most in week 31 of 2020.
Top advertisers:
Hindustan Unilever continued to be the biggest advertiser this week it got 193880 impressions. It was followed by Reckitt Benckiser which ranked second with 179494 ad impressions.
ITC Ltd bagged the third spot with 38628 insertions. Amazon Online India Pvt Ltd and Wipro Ltd secured the fourth and fifth place with 33982 and 33781 ad insertions respectively.
Cadbury India Ltd bagged the sixth spot with 33732 ad insertions.
Other top brands in the pecking order were as follows: Brooke Bond Lipton India Ltd, Colgate Palmolive India, Marico Ltd, and Godrej Consumer Products Ltd.
Rank
Advertiser
Insertions
Week 31
1
HINDUSTAN LEVER LTD
193880
2
RECKITT BENCKISER (INDIA) LTD
179494
3
ITC LTD
38628
4
AMAZON ONLINE INDIA PVT LTD
33982
5
WIPRO LTD
33781
6
CADBURYS INDIA LTD
33732
7
BROOKE BOND LIPTON INDIA LTD
32750
8
COLGATE PALMOLIVE INDIA LTD
25362
9
MARICO LTD
23091
10
GODREJ CONSUMER PRODUCTS LTD
19106
TOP 10 Advertiser *Across Genre : All India (U+R) : 2+ Individuals, To get this data on your Twitter timeline, tweet with #BarcTweet Top 10 Advertisers
Top Brands:
Dettol Antiseptic Liquid for the first time became the top brand this week with 29000 ad insertions. Dettol Toilet Soaps like last week came in the second position with 27698 ad insertions. PolicyBazaar bagged the third spot with 16209 ad impressions.
The fourth and the fifth spots were acquired by Surf Excel easy wash and Amazon.in with 14039 and 13588 ad insertions respectively.
The sixth position was grabbed by Santoor Sandal and Turmeric or the first time in the last so many weeks with12586 ad insertions.
Other top brands in the pecking order were as follows: Lux Toilet Soaps, Dettol & Moms Soap, Horlicks and Amazon Prime.
NEW DELHI: The Broadcast Audience Research Council (BARC) of India has released its data for top advertisers and brands for the period between 25 July to 31 July 2020.
The data reflects the top 10 advertisers and brands across genres on India television, 2+ Individuals, NCCS All demonstrating ads that were inserted the most in the 30th week of 2020.
Top advertisers:
Hindustan Unilever continued to be the biggest advertiser this week it got 280449 impressions. It was followed by Reckitt Benckiser which ranked second with 150176 ad impressions.
Brooke Bond Lipton India Ltd bagged the third spot with 40371 insertions. ITC Ltd and Colgate Palmolive India secured the fourth and fifth place with 38783 and 36073 ad insertions respectively.
Amazon Online India Pvt Ltd bagged the sixth spot with 25411 ad insertions.
Other top brands in the pecking order were as follows: Amazon Online India Pvt Ltd, Wipro Ltd, Procter & Gamble, Godrej Consumer Products Ltd, Ponds India.
Rank
Advertiser
Insertions
Week 30
1
HINDUSTAN LEVER LTD
280449
2
RECKITT BENCKISER (INDIA) LTD
150176
3
BROOKE BOND LIPTON INDIA LTD
40371
4
ITC LTD
38783
5
COLGATE PALMOLIVE INDIA LTD
36073
6
AMAZON ONLINE INDIA PVT LTD
25411
7
WIPRO LTD
25288
8
PROCTER & GAMBLE
25186
9
GODREJ CONSUMER PRODUCTS LTD
24883
10
PONDS INDIA
23130
TOP 10 Advertiser *Across Genre : All India (U+R) : 2+ Individuals, To get this data on your Twitter timeline, tweet with #BarcTweet Top 10 Advertisers
Top Brands-
Wheel Active 2 in 1 for the first time became the top brand this week with 16997 ad insertions. Dettol Toilet Soaps this time came in the second position with 16699 ad insertions. Lux Toilet Soap bagged the third spot, like last week, with 16640 ad impressions.
The fourth and the fifth spots were acquired by Dettol Antiseptic Liquid and Surf Excel easy wash with 16471 and 15720 ad insertions respectively.
The sixth position was grabbed by Rummy Circle for the first time in the last so many weeks with 13676 ad insertions.
Other top brands in the pecking order were as follows: Colgate Swarna Vedshakti, Lizol, Horlicks and Dettol Liquid Soap.
NEW DELHI: The Broadcast Audience Research Council (BARC) of India has released its data for top advertisers and brands for the period between 18 July to 24 July 2020.
The data reflects the top 10 advertisers and brands across genres on India television, 2+ Individuals, NCCS All demonstrating ads that were inserted the most in the 29th week of 2020.
Top advertisers:
Hindustan Unilever continued to be the biggest advertiser in the month of July. This week it has got 283326 impressions, as compared to 266697 last week. It was followed by Reckitt Benckiser which ranked second with 131750 ad insertions.
Godrej Consumers Products bagged the third spot with 39611 insertions. ITC Ltd and Brooke Bond Lipton India Ltd secured the fourth and fifth place with 39536 and 39433 ad insertions respectively.
Colgate Palmolive India after many weeks bagged the sixth spot for the first time with 33942 ad insertions.
Other top brands in the pecking order were as follows: Procter & Gamble, Cadbury India, Ponds India, and Procter & Gamble home products.
Rank
Advertiser
Insertions
Week 29
1
HINDUSTAN LEVER LTD
283326
2
RECKITT BENCKISER (INDIA) LTD
131750
3
GODREJ CONSUMER PRODUCTS LTD
39611
4
ITC LTD
39536
5
BROOKE BOND LIPTON INDIA LTD
39433
6
COLGATE PALMOLIVE INDIA LTD
33942
7
PROCTER & GAMBLE
30641
8
CADBURYS INDIA LTD
27660
9
PONDS INDIA
22637
10
PROCTER & GAMBLE HOME PRODUCTS
20200
TOP 10 Advertiser *Across Genre : All India (U+R) : 2+ Individuals, To get this data on your Twitter timeline, tweet with #BarcTweet Top 10 Advertisers
Top Brands-
Surf Excel for the first time in this month became the top brand this week with 19338 ad insertions. Dettol Antiseptic Liquid which bagged the first spot last week, this time came in the second position with 18342 ad insertions. Lux Toilet Soap reached the third spot, like last week, with 15830 ad impressions.
The fourth and the fifth spots were acquired by Wheel Active 2 in 1 Dettol Toilet Soaps with 14876 and 14043. The sixth position was grabbed by Dettol Liquid Soaps with 13781 ad generations.
Other top brands in the pecking order were as follows: Tease TVS Motor, Colgate Swarna Vedshakti, Horlicks and Fair & Lovely Multivitamin.
Rank
Brands
Insertions
Week 29
1
SURF EXCEL EASY WASH
19338
2
DETTOL ANTISEPTIC LIQUID
18342
3
LUX TOILET SOAP
15830
4
WHEEL ACTIVE 2 IN 1
14876
5
DETTOL TOILET SOAPS
14043
6
DETTOL LIQUID SOAP
13781
7
TEASER-TVS MOTOR
12405
8
COLGATE SWARNA VEDSHAKTI
11606
9
HORLICKS
10944
10
FAIR & LOVELY ADVANCED MULTIVITAMIN
10058
TOP 10 Brands *Across Genre : All India (U+R) : 2+ Individuals, To get this data on your Twitter timeline, tweet with #BarcTweet Top 10 Brands
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MUMBAI: It took Hindustan Unilever (HUL) 48 years to realise that the term Fair & Lovely has racial connotations. After coming under criticism world over for promoting racial stereotypes, the company decided to drop the word ‘fair’ and replace it with ‘glow’ for both its women’s and men’s product range.
As per a report, Fair & Lovely instituted a series of campaigns centred on “the fairer girl gets the guy” theme which ran from December 2001 to March 2003, but after the backlash, the company discontinued the ads. To revive its image, HUL launched Fair & Lovely Foundation to encourage economic empowerment of women across India.
Will the rebranding to Glow & Lovely see HUL become a more responsible advertiser? Mirum India executive creative director Naila Patel explains, “The reason HUL has withdrawn its current positioning is to add to its image as a responsible advertiser. They take the responsibility narrative seriously and carry out enough sustainability initiatives for the very reason. The fact that we are having this conversation means it has made an impact by withdrawing its current strategy.”
Despite all it says, ‘fairness leads to success’, whether it be in marriage, career or any other field of life, has been the trope portrayed by Fair & Lovely ads over the years.
Business strategist and angel Investor Lloyd Mathias says, “By dropping the word ‘fair’ from Fair & Lovely, they have taken cognisance of the sensitivity associated with skin colour. But, they will need to do a lot more than just renaming the brand to Glow & Lovely, to genuinely address the colourism issue so widely prevalent in India. How they roll out the new positioning will need to be observed.”
It’s interesting to note that the prompt for the change was not Indian but rather the response to the #BlackLivesMatter protest in the US which saw Indians protesting against Fair & Lovely too. Additionally, competitor Johnson & Johnson decided it would discontinue its fairness products entirely.
Mathias asserts, “HUL will have to show genuine intent in what they do in the market with the new rollout. The brand's franchise is far too entrenched to move away from the category it defined with the mere change of the name. The new packaging, logo and communication stance will have a big role to play.”
Patel believes that it will lose the sharp targeting but might end up attracting a more varied audience as millennials prefer to “buy brands that have integrity and stand for a purpose.”
It could also mean a shift in the ad slots to a more enlightened audience. Patel opines, “Yes, they might move the slots from traditional to modern content as they will cease to be relevant to the typical saas bahu …chand jaisi dulhan narrative.”
Mathias differs. He says, “I think in media terms there will be no change in the slots HUL picks for Glow & Lovely. The target audience for the brand essentially remains the same.”
Even as HUL said it would look at more inclusive models, Zirca co-founder and director Neena Dasgupta shares, “I don’t believe a dark-skinned model will replace the word 'fair' at a subliminal level. Their choice of model should continue to be the same. Any special effort would be against the act of rebranding.”
HUL’s product Fair & Lovely leads the skin lightening market in India. The market stands at Rs 10,000 crore, with Fair & Lovely enjoying an 80 per cent market share. Over the years the brand has focused on a deep distribution model. The company made sure the product is available across the country right from kirana shops to malls with higher demand in the rural market.
If HUL truly wants to show its seriousness on the matter, it will have to do more than just a rebrand. It will have to also act on what it says.
NEW DELHI: The Broadcast Audience Research Council (BARC) of India has released its data for top advertisers and brands for the period between 20 June to 26 June 2020, respectively.
The data reflects the top 10 advertisers and brands across genres on India television, 2+ Individuals, NCCS All demonstrating ads that were inserted the most in the week of 2020.
Top advertisers:
Hindustan Lever Ltd and Reckitt Benckiser (India) Ltd picked the top two spots with 292536 and 84987 insertions respectively.
The following spot was acquired by Godrej Consumer Products Ltd with 67256 insertions.
Brooke Bond Lipton India Ltd and ITC Ltd recorded 46500 and 41791 ad insertions respectively.
Procter & Gamble Home products acquired the sixth spot with 36676 ad insertions on TV.
Other top brands in the pecking order were as follows: Procter & Gamble, Amazon Online India Pvt Ltd, Cadburys India Ltd, Ponds India.
Rank
Advertiser
Insertions
Week 25
1
HINDUSTAN LEVER LTD
292536
2
RECKITT BENCKISER (INDIA) LTD
84987
3
GODREJ CONSUMER PRODUCTS LTD
67256
4
BROOKE BOND LIPTON INDIA LTD
46500
5
ITC LTD
41791
6
PROCTER & GAMBLE HOME PRODUCTS
36676
7
PROCTER & GAMBLE
30234
8
AMAZON ONLINE INDIA PVT LTD
24555
9
CADBURYS INDIA LTD
20293
10
PONDS INDIA
19034
TOP 10 Advertiser *Across Genre : All India (U+R) : 2+ Individuals, To get this data on your Twitter timeline, tweet with #BarcTweet Top 10 Advertisers
Top Brands:
Lux Toilet Soaps became the top brand in BARC week 25 rankings as it recorded 22772
insertions on TV. It was followed by Horlicks (16812) and Amazon.in (16535).
The fourth and fifth sport was acquired by Policybazaar.com and Surf Excel Easy Wash with 16196 and 14503 insertions, respectively.
Other top brands in the pecking order are as follows: Dettol Toilet Soaps, Wheel Active 2 in 1, Close Up Ever Fresh, Godrej No.1 Soap, Sunsilk Black Shine.
