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Tag: Kantar

  • 90 per cent of (9 out of 10) Delhi youth witness spike in fake news during elections

    90 per cent of (9 out of 10) Delhi youth witness spike in fake news during elections

    Mumbai: Amidst the spread of misinformation in a digital age, The 23 Watts, a new age communication consulting firm, has released a report that explores the relationship between Delhi Youth, notably Generation Z (Gen Z), and ‘Fake news.’ The report titled ‘Truth Be Told’, examines how the digitally native Gen-Z perceive, consume and navigate the complexities of misinformation.  With over 1,200 respondents aged below 25 years, across Delhi-NCR, ‘Truth Be Told’ covers three broad areas: the influence of misinformation, the experience of coming across fake news, and the opinion of the youth about who is responsible for the Fake News epidemic.  

    The 23 Watts onboarded an external expert, Vijay Ganesan, former director-Analytics & Data Strategy, Europe at Kantar  to verify the methodology applied in the report, Kantar

    ‘Truth be Told’ also sheds light on the Delhi Youth’s social media behaviours, mindsets, and information-sharing patterns, revealing these factors’ impact on their decision-making processes. Released ahead of the General Elections in New Delhi, this report seeks to foster an informed and resilient Gen Z electorate as they play a crucial role in shaping the outcome.

    Some of the key highlights from the report include:

    ●    During national events like elections, 90 per cent of the consensus experiences an increase in fake news.

    ●    91 per cent believe fake news can influence voting decisions.

    ●    80 per cent of the population alters their perceptions and opinions based on fake news influence.

    ●    59 per cent of the consensus fall trap to sensationalism, leading them to share fake news

    ●    Although 95 per cent claim to authenticate news, 45 per cent have shared unauthenticated news later found to be fake.

    ●    Only 29 per cent of individuals authenticate information through fact-checking websites.

    ●    62 per cent of the Delhi Genz consensus believe that fake news not only misleads perceptions but also plays as a tool to mend and damage reputations

    ●    89 per cent believe the government needs to do more to prevent fake news, with 69 per cent suggesting stricter policies are necessary.

    ●    Approximately 66 per cent of the GenZ population relies on internet portals (YouTube, social media, messengers, online articles) for news consumption.

    Putting forth the vision behind the report, Tarundeep Singh, chief growth officer, The 23 Watts,  says, “Born into technology and raised with information at their fingertips, Generation Z is redefining political movements, religion, pop culture, national events, and more. With fake news being at the forefront of all major happenings in the nation, through The 23 Watts Insights Studio, we wanted to understand this shifting focus. The core of our effort is to map and mine the minds of the loud and proud Gen Z to understand the lasting shift in news consumption and the spread of misinformation.”

    The primary research also highlighted that 14 per cent of Delhi Youth tend to share sensational news, without fact-checking, and only based on conjectures. All findings from the report tie back to how the high on hashtags Gen Z is on the loose, and easily swayed by their feed.

    While sharing views on the report, Kantar former director-analytics & data strategy, Europe Vijay Ganesan said, “This research explores these themes in detail with an ideal balance with the Quantitative approach needed for a piece of reliable empirical evidence and equally complemented by in-depth insights unlocked through qualitative research to understand motivations and behaviours. It’s an evolving area of research and this is an attempt to demystify the larger community. I am sure it will unlock more and more such unknowns in its immediate future iterations.”

    In an unprecedented year for elections, out of all the risks, Fake News is one of the major threats that the youth of Delhi face today. The call for Government action is loud, with 48 per cent, demanding tighter policies, 16 per cent appealing for education campaigns to navigate these rough seas and 15 per cent advocating for national fact-checking as a solution. With a shared belief in the importance of digital literacy, the Delhi youth are calling for awareness campaigns and initiatives, arming themselves with knowledge to fight the tides of deception.

  • Kantar’s AI-volution: Making AI-dable connections in consumer insights

    Kantar’s AI-volution: Making AI-dable connections in consumer insights

    Mumbai: India’s digital landscape is evolving, and at its heart lies a burgeoning AI revolution. With over 724 million users already engaging with AI features, the country is on the brink of a transformative shift. Kantar, a global leader in marketing data and analytics, delves into this dynamic AI market, offering actionable insights for brands. From the widespread adoption of AI in fitness and social media apps to the emergence of virtual assistants and smart home automation, the AI wave is reshaping consumer experiences.

    But it’s not just about adopting AI; it’s about humanizing it. Kantar’s innovative suite of AI-powered research solutions empowers brands to understand consumer behavior like never before, paving the way for sustainable growth and competitive advantage in an increasingly AI-driven world.

    Indiantelevision.com in conversation with Kantar MD and chief client officer- South Asia, insights division Soumya Mohanty and Kantar senior executive director, South Asia, insights division Puneet Avasthi delved into Kantar’s AI Summit that was held on 24 April 2024; the ways in which Indian consumers are incorporating AI into their daily lives, on Kantar’s AI-based offerings and more…

    Edited Excerpts:

    On the Kantar AI Summit and its key insights

    Puneet: The AI Summit is a platform where we’re going to be sharing the details of our full range of investments leveraging AI and our unique models, and datasets for the purpose of addressing client questions in this fast-paced world of AI. We have a very rich understanding of how consumers in India have adopted AI and the different features that really go under the umbrella of AI. This is really what matters from a connect-with-consumer standpoint and that is something that we’ve understood in depth.

    We’ve looked at, not just understanding the different features of AI in the country, we’ve also looked at an understanding of what kind of apps are enabling that usage. So that’s something that we’re going to be talking about in the AI Summit.

    On the ways in which Indian consumers are incorporating AI into their daily lives, and the implications that this has for marketers

    Puneet: AI in India has started out principally as a feature to make things more efficient for the Indian activator and user. There are people who are living in this very fast-paced digital world and AI really helps make life easier for them a lot more. And that’s really why AI has a reason to exist from a consumer standpoint.

    In that, it has started out with powering recommendation engines, image enhancement. So some of those features are pretty much reaching saturation levels and are going to be growing at the rate at which the internet grows in India, which is five-six per cent per annum. But really the big growth over the next two-three years is going to be in terms of virtual assistants and that is something that is going to be radically changing the way we see it how brands are also going to be creating unique experiences to reach out to consumers as the virtual assistants are growing very rapidly in terms of their reach.

    We are seeing a rapid growth and I think the next four-five years are going to be transformational in terms of the device and durable ecosystem at home with many more smart and connected devices at home that are going to be used by consumers.

    Soumya: Also, if you look at it broadly, AI will help marketers analyze data faster than they are able to do today because you can real-time analyze data and real-time take decisions. AI will improve experience of your customers because if you use recommendation engines better, you will improve the kind of experience they get through that method because you know what they are. I mean you look at something very simple, the kind of choices that you are shown when you go to an e-commerce site or when you are watching an OTT, all of that is AI-driven. So as AI becomes better and more powerful, those choices will become, what you expose the consumer to, will also become much more nuanced and much better.

    Today it is based on, let’s say, only my past history. Tomorrow it’s going to be based not just on my past history but maybe, the kind of browsing I do. Maybe I’ve spent just five minutes and I’ve stopped watching something. That can be fed into it. Other things that I’m doing can be fed into it. It can make a much richer experience for me. And finally, I think you can just sort of create marketing strategies on the fly.

    I can do a lot of that with AI. Of course, all this will be within, by the way, you can also type an answer to what AI will do for marketers using GoViolet or using ChatGPT. So it is generally transformative in that sense. But I think the challenge is that you are going to have walled gardens like Facebook.

    You won’t be able to follow the consumer through those walls. You really won’t. Actually, there will be stricter and stricter privacy laws. There already are, and they will become even more stricter.

    So, all this will have to be done keeping in mind that the data access that you have today may also reduce. Then, therefore, it will become important to have an understanding or a framework with which you analyze that data. That’s where actually the Kantar tools come in. Because we do so much of consumer research, we actually have an understanding of how consumers behave. We have a lot of data. Now, it’s not just random data, which is there on Twitter or on Facebook or whatever. It’s the data in a framework.

    So that’s the advantage when you start working with folks like us to make more sense of the data that you are surrounded by.

    On the ethical considerations that marketers should keep in mind when deploying AI-powered marketing strategies

    Soumya: The first one would be bias. I think AI is as good, apart from the fact that it’s as good as the data it is trained on, which is garbage in, garbage out.

    There is also some amount of analyst bias or the person who is actually writing the code bias that comes into any kind of AI. Obviously, after some time, open AI, etc, but it regards itself. But somewhere, some human intervention has led to its learning. So it can go horribly wrong at times.

    Just like social listening can go horribly wrong. If you are on Twitter, you will be served with what you are actually seeing, and you will end up believing what you are reading. For instance, during election season, you may end up believing whatever you are shown because it becomes such an echo chamber. Social media is getting weaponized. Marketers have to be really, really careful that it’s unbiased, it is neutral, it is objective.

    The challenge, again, is that we are in an era where two or three big players actually dominate the Internet in a way. Everything is dominated. It’s not as open as we think. That’s where I think they’ll have to take the data that is getting given to them with a pinch of salt. They will have to ensure the algorithms are not biased. There’s a lot of work to be done here.

    On Kantar’s AI-based offerings and how does it work for marketers

    Puneet: So Kantar has traditionally developed a very strong suite from the standpoint of understanding consumers and understanding specific marketing activities, whether it is ROI, whether it is creative. Naturally, when it’s about consumers, it is about understanding the needs of the consumers, understanding what trends are defining consumers.

    So what we’ve done is we’ve taken those frameworks which have been owned over several decades through the different researches that we’ve done and developed those models into a framework which is now pretty much where we’ve got the data across a multitude of studies that have been done over years along with our powerful engines which have been fed into the machine learning models as such to create a suitable mechanism of ensuring that the machine is able to process diverse data sets and create appropriate learnings about the consumer as such, whether it is understanding trends, whether it is leveraging the large database of ad pre-tests that we’ve been doing over years.

    In India, for example, we’ve done over 28,000 ads being pre-tested over the last couple of decades. Using that data, we’ve created a very nuanced understanding of what kind of ads are going to be working. That is particularly relevant in this new age where ads need to get rolled out very quickly in this digital age and particularly the YouTube age as such.

    In these environments, the ability to be able to test out the likely results that a particular ad or a creative is going to deliver in a fairly quick turnaround time is something that is a differentiator in itself. That is something that Link AI does very effectively. Similarly, we’ve got other tools such as Trend AI, which allows you to understand trends that are bubbling up and defining the consumer today, leveraging a multitude of data sources, unstructured data sources, that are being fed into our machine learning algorithms to create suitable understanding of how consumers are evolving.

    These are some of the offerings. We’ve got Needscope, which allows you to understand consumer needs, needs based on how, what are the spaces that a brand can take within their targeting framework.

    Soumya: So if I was to say how useful this is, less than one per cent of ads that are put out are tested. Most advertisers don’t test advertising. Now with our AI offer, they can actually test a lot more advertising and the chances of failure of ads reduces.

    If there’s something horribly off, at least you don’t have to risk putting it online and then taking it down because there is a big backlash. At least you can avoid those kind of mistakes by using these AI solutions that we have.

    On marketers effectively humanizing AI technologies to create innovative and relatable brand experiences for consumers

    Puneet: So to humanize AI, to create those superlative brand experiences and brands are always looking at ways and means of delighting the consumer because in a manner where the message of the brand is consistent and delivered in a way that it anchors itself to what is relevant to the consumer and is truly differentiated versus whatever, you know, are the options that are set in the marketplace.

    Brands are looking to create those superlative experiences and what AI and technologies do is, it creates a new mechanism of reaching out to consumers, targeting them effectively in their own spaces. Now AI is something that is increasingly getting embedded in consumers’ ways of living.

    There is a cohort of consumers and a fairly large chunk of consumers who are looking at a variety of images and playing with their own images, anything on their own and using some of those features of AI which are brilliantly available in a whole host of social media apps. So a lot of these things are already now, defined by consumers. It is actually about the marketer leveraging some of these trends that have already, the technologies and trends, both are actually in place now.

    You’ve got the technology, you’ve got the trend, consumers have adopted it. It’s for marketers to leverage it effectively and create those superlative brand experiences. Some that come to mind are, for example, what Britannia has done recently where they have leveraged the power of trend, the reach of trend as such and created something that is almost, a surreal dreamlike experience. You would imagine a newspaper and what if the images were to be moving and you’ve got this little QR code there which you scan using a mobile phone and it reaches out to the camera and it creates a big CRT which is quite brilliant. And you’ve got Ranveer Singh who’s suddenly talking about the brand message to the consumer. It’s done in a very interesting manner and leverages a tremendous amount of computing capacity and creates a very, a superlative brand experience.

    Similarly, Mondelez had done something very effectively where they had created a hyperlocal targeting program where they had helped retailers across various micro-markets to, grow their business or gain their business traction as such post the pandemic and they’ve done it very effectively through a campaign where they used the face of Shah Rukh Khan who spoke to the consumer in various parts of the country as such in that particular micro-market, advocating a specific retailer. That is something that is fantastic for the retailer and it is also a delight for the consumer who is residing in that particular market. These are some very interesting examples of how AI has been used to humanize this technology and create great brand experiences for consumers.

    Soumya: The simplest way in which AI can be humanized is that basically you can segment your audience better and you can target your audience better. The moment you start targeting better, you are creating personalized experiences, personalized recommendations. So automatically you are sort of humanizing it. Apart from these brilliant examples of using technology to make an experience normalized.

    On the role that you see AI playing in shaping the future of consumer insights and market research

    Soumya: It will make market research more accessible to a lot more people. In India, by the way, market research is probably penetrated less than 10 per cent, even less than that. If you look at how big the Indian economy is, and if you look at how big marketing and advertising spends are, that itself is very low in India. Within that, research and insights is even lower. So, effectively, the coming of AI and, of course, social media and the internet can increase the reach of everything, from marketing and advertising. Marketing and advertising itself will grow, and so will consumer research.

    Number one, it will improve accessibility. It will make it faster. It will make it more cost-effective for the kind of clientele that today may not be able to afford large-scale work. Having said that, what is most important is that you finally need a human behind the AI because the data that goes into the AI, and the algorithm that is written, is the most important part. Otherwise, AI can go horribly wrong.

    On the threats that AI can pose

    Soumya: I think more than threat, it’s an opportunity, because we are a neutral, third-party, objective source of information, and we have very validated, strong consumer frameworks.

  • Nine in ten Indian internet users are already using AI in some form or the other: Kantar AI research findings

    Nine in ten Indian internet users are already using AI in some form or the other: Kantar AI research findings

    Mumbai: The internet in India is democratized and widely used; but now the country sits on the cusp of an AI revolution. ICUBE* data shows that AI is already touching the lives of nine in ten internet users in India, powered by the enormous computing capabilities on their phones, connectivity, and cloud infrastructure. Kantar, the world’s leading marketing data and analytics business unveils a probe into this burgeoning AI market to dish out actionable insights for marketers. Furthermore, the company also unveiled an AI-powered suit of research solutions that will enable brands and brand builders to understand consumer behavioral data better and stay ahead of the curve in future.

    The current AI user base of the country stands at 724 million and poised to grow YoY at six per cent. These are users who have used any of the AI features like image filters, personalized recommendations, smart devices, etc till now.

    Kantar also found that ‘fitness’ and ‘social media’ apps are driving AI adoption with an average of 2.3 AI-led features embedded in these applications. ‘Entertainment’ apps are a close second, standing at 2.0 AI features on average. AI is also touching ‘digital commerce’ and ‘pharmacy apps’ at an average of 1.8 AI features each. Kantar also anticipates that many more digital commerce & entertainment apps will adopt AI features to enhance quality of customer experience and stay in line with the emerging trends. Adoption however is slower in the ‘BFSI’, ‘job search’ and ‘short video’ apps segments, at an average of 1.2 features each.

    Adoption of AI among users is currently high for popular features while enhanced AI functionalities are catching up. Incidence among AI users in 2023:

    1. 88 per cent consumers used AI-based algorithms which analysed their preferences, behaviours, and interests to create personalized recommendations for tailored experiences. This segment grew at six  per cent YoY.

    2 . 88 per cent consumer also automated various tasks and streamlined routines to enhance efficiency and productivity in their daily lives using AI. This segment grew at six per cent YoY.

    3 . 86 per cent used ‘image enhancement filters’ so that the resulting image is improved in terms of sharpness, contrast, brightness or with other features. This segment grew at five per cent YoY.

    4 . At 21 per cent, ‘smart home automation’ is a smaller segment but growing at 25 per cent YoY.

    5 . 15 per cent consumers enhanced their ‘user experience through virtual assistants’. This segment is the fastest growing at 27 per cent YoY.

    While AI technologies are touching most internet users of India today, their usage is expectedly higher among the youth (19–24-year-olds) at 92 per cent and interestingly, at a high 81 per cent for the older (45 plus year old) age bracket as well.

    Speaking about AI and addressing the marketers, Kantar MD & chief client officer – South Asia, insights division Soumya Mohanty said “AI is inevitable. Historically, technology adoption has always been a dominant determinant of a brand’s trajectory. We at Kantar feel that it is important to help marketers humanise AI to innovate successfully, help activate AI to predict future performance, maximize ROI and use AI strategies to build competitive advantage for sustainable growth. We have created a range of offerings which will benefit marketers and consumers by extension. LINK AI is one such solution, which helps evaluate creative effectiveness at scale and has helped uncover new insights into creating better video ads on YouTube which has a proven track record of growth, following Google’s ABCD framework. Similarly, we have introduced best in class offerings like LIFT ROI, Trend AI and NeedScope AI for various stages of brand growth as well.”

    Kantar Sr executive director, South Asia, insights division Puneet Avasthi added “Generative AI is set to become a $1.3T market by 2034 with a possible 42 per cent CAGR growth over the next 10 years. We are sitting at a point of inflection where the next few years will enable a competitive edge between businesses who adopt early and others. As the usage of AI grows rapidly, it is critical for marketers to not use AI in isolation and as a gimmicky fad, but weave in consumer behavioral data into it to remove biases, continue to focus on building equity and not just to run activations. Kantar is at the forefront of this AI revolution and is assisting brand builders to strengthen creative testing, innovation using it’s AI based solutions.”

  • MIS 2024: Screen revolution: The future of advertising on OTT & CTV

    MIS 2024: Screen revolution: The future of advertising on OTT & CTV

    Mumbai: The Media Investment Summit 2024 which is being held on 4 April at Novotel, Mumbai is a dynamic platform that aims to bring together minds from the brand, media, advertising, digital & TV fraternity to explore the ever-evolving landscape of content, Adtech, Martech, metaverse and Web 3.0, the evolution of traditional media planning and buying, data and privacy infringement and ROI on advertising.

    The day-long affair is to make sure to tantalise the thoughts of those looking for answers to myriad topics under branding, advertising, TV, digital media planning, and buying a roof.

    The session will cover a range of topics relevant to the evolving landscape of OTT and Connected TV advertising, providing an opportunity to share valuable insights and experiences on how one can achieve the right balance between the two.

    The session was chaired by GroupM Nexus Advance TV director Anooj Shetty which includes panellists – Tata CliQ director – brand marketing Shishir Kataria,   head of media, digital marketing and brand PR (India and Global COE) Marico,

    Ankit Desai, Magnite head of demand, India, Chandrahas Shetty, Kantar director- specialist Businesses, insights division Puneet Avasthi, Samsung Ads general manager & sales lead Vikram Chande.

    Here are the insights shared by industry experts regarding the overall growth observed in OTT and CTV and how it has impacted our brand and advertising strategies.

    Tata CliQ director – brand marketing Shishir Kataria

    I believe Connected TV (CTV) is an excellent channel to reach premium audiences. As we’ve been strategizing for 2025, we’ve continually questioned how to achieve 100 per cent penetration of CTV, considering that’s where our audience is. Consequently, we’ve been collaborating with media and other partners to allocate more advertising focus and budget towards TV. Another significant aspect, which I’ve observed since my days at Hotstar, is the ability to customize creative content based on the context. Unlike traditional TV, CTV and OTT platforms allow for the rapid deployment of customized creatives tailored to what consumers are watching. This capability, both from a distribution and creative perspective, is crucial.

    Hence, we anticipate a considerable shift in media investment not only from Tata Cliq but also from other premium and luxury brands towards CTV and OTT platforms.

    Marico, head of media, digital marketing and brand PR (India and Global COE) Ankit Desai

    I believe that when we talk about mass appeal, we’re essentially catering to a wide range of consumer profiles, including both premium and mass brands. As mentioned, it’s evident that different audiences require different approaches. For instance, during a recent visit to rural Rajasthan, I encountered a woman who wasn’t a Connected TV (CTV) consumer but was still accessing content via alternative means. Despite not being affluent, she was resourceful with her budget and took advantage of free data provided with the 5G launch, allowing her to consume content on her phone without needing to pay a cable operator. However, she acknowledged that this situation might change if data prices were to increase. This illustrates that targeting only affluent households is no longer sufficient. While it’s a valuable marker, it’s not the only one. We need to view TV as just the beginning of a continuum that spans multiple screens, including traditional TV, mobile, and CTV. To effectively reach consumers, we must adapt our strategies across all these screens. Additionally, while it’s not ideal to simply transfer TV ads to CTV or OTT platforms without adaptation, this presents a challenge for marketers in refining their communication paths for each platform and screen. It’s an evolving landscape with flux and change, both in consumer behaviour and media platforms, but I’m confident we’re heading towards a better understanding and adaptation.

    Samsung Ads general manager & sales lead Vikram Chande

    What’s happening now is that the concept of TV has evolved from being just a singular device to becoming a culmination of various mediums through which content is consumed. The nature of TV devices has changed significantly over the past decade, particularly in terms of hardware. Previously, not all TVs were equipped with smart operating systems or provided content recommendations. If you disconnected the cable, you would often encounter several steps to access content. However, as Ankit mentioned, today’s smart TVs offer a different experience. Even in remote areas like rural Rajasthan, individuals are now accessing content via streaming platforms, making them consumers of brands regardless of their income level.

    Smart TVs have revolutionized audience targeting strategies due to their connectivity to the internet and ability to provide data insights. This allows advertisers to tailor their strategies based on audience demographics and geographical targeting. Additionally, the shift from linear TV advertising to platforms like Connected TV (CTV) has opened up new possibilities. Advertisers can now measure incremental reach effectively, combining data from both traditional linear TV and CTV. Smart TVs can cater to advertisers’ needs, whether targeting affluent households or those with varying income levels, by providing valuable audience signals. This comprehensive approach enables advertisers to craft audience-driven strategies supported by creative content, leading to a deeper understanding of campaign deployment and impact measurement.

    Magnite head of demand, India, Chandrahas Shetty

    We’ve come a long way from where we were a couple of years back when programmatic was primarily associated with remnant inventory. Now, a significant portion of buying happens through programmatic guarantees, shifting away from the old resistance of buying through IOs to automatic buying on programmatic guarantees. This shift benefits both publishers and advertisers, with publishers achieving complete 100 per cent fill rates and advertisers gaining confidence in purchasing premium, clean inventory. The landscape of programmatic buying has evolved significantly, offering more than just the open auction format of the past. Today, there’s a wide range of buying options, including PMP buys, providing advertisers with greater flexibility and control over their campaigns. In India alone, we have over 50 platforms, and globally, the number reaches about 110, offering advertisers the option to access all inventory across OTT and CTV through a single dashboard. With programmatic growth at a staggering rate of 32 per cent according to the recent Magna report, India is gradually catching up, currently accounting for 44 per cent of digital inventory bought programmatically. This trend is driven by the increasing flexibility, control, and efficiency that programmatic buying offers, allowing advertisers to capitalise on the growing inventory available as more users switch to streaming and connected TVs.

    Kantar director- specialist Businesses, insights division, Puneet Avasthi

    By ownership itself, CTV distinguishes itself as an affluent audience. So, that in itself is a marker of affluence and upward mobility, something that tends to differentiate. But I think there are other elements to the CTV audience versus those who are still in the linear TV space. There are differences. Likely, many people who are adopting CTV are also younger. So, there is a profile element in terms of affluence and youth, and where they are in terms of their life stage. Additionally, some elements differentiate them in terms of how they consume communication or media. Data from PGI indicates that the audience who are cord cutters, and cord-cutters are not necessarily solely on CTV, but they could also be consuming content on their mobile devices or smaller form factors. Both groups are more likely to consume a larger part of the ad. As a result, those who are on linear TV are more likely to switch channels frequently, possibly because the targeting ability of the audience is sharper, leading to messages that are more relevant to their interests. This greater stickiness to the ad results in the message registering better. So, yes, there are those differences. I completely resonate with that.

  • India shifts to a new socio-economic classification system ISEC, women education is one of the key definers of social capital

    India shifts to a new socio-economic classification system ISEC, women education is one of the key definers of social capital

    Mumbai: India’s sole and autonomous market research industry body, Market Research Society of India (MRSI) announces the adoption and implementation of its latest Socio-economic Classification System, ‘ISEC’. The current Socio-economic Classification (SEC) being followed in India is based on ownership of consumer durables and vehicles. The growth in GDP and income, penetration of consumer durables, and ownership of vehicles has witnessed a significant increase, leading to the current socio-economic classification becoming less discriminatory and more volatile. The need to redefine the key variables led to the formation of a more stable, and more robust construct, ‘ISEC.’ Among the various industry stakeholders on track to adopt ISEC are The Indian Society of Advertisers (ISA), research users of various organisations such as ITC, Hindustan Unilever Limited, Marico, Dabur India, etc., research agencies including Kantar, IPSOS, as well as key media agencies.

    On rolling out the new socio-economic classification system, Market Research Society of India director general Mitali Chowhan said, “Socio-economic classification is the base of any targeted consumer understanding. At MRSI we recognise the need for an evolved SEC structure and ISEC is a system that is highly relevant. ISEC was developed by the industry, for the industry and unlike any previous classification system, it considers women’s education as a key definer of social capital, an attribute that is highly pertinent in current day. As an industry body, we are deeply invested in our stakeholders and the launch of ISEC is in line with our commitment to help our industry grow and evolve.”

    Socio-economic classification enables brands and agencies to understand their target audience’s behaviour and profiles and set price points. Updates to the current socio-economic classification is critical given the changing landscape of Indian households. ISEC addresses this with classification using household education and occupation profiles.

    In line with the roll-out of ISEC, MRSI organized a panel discussion that reaffirmed the importance of an evolved Socio-economic classification system to target consumers. Reinforcing ⁠their thoughts were senior industry leaders Amit Adarkar, CEO of IPSOS India, ⁠Jasmine Sachdeva, Managing Partner of Wavemaker India, ⁠Muralidhar Salvateeswaran, Chief Operations Office, Insights APAC at Kantar, ⁠Rajiv Dubey, Head of Media at Dabur India, ⁠Vivek Malhotra, Group CMO of India Today Group and Vinay Virwani, Head – Consumer Insights at Dabur India. The panel that was moderated by MRSI’s General Secretary, Shuvadip Banerjee, Chief Digital Marketing Officer of ITC Ltd. discussed the increased need for a deeper understanding of consumer behaviour, media targeting, and challenges the industry is faced with given the existing NCCS construct.

    Stressing on the need for a robust SEC system, IPSOS India CEO Amit Adarkar said, “Socio-economic classifications are the starting point of any planning or decision-making, impacting almost all industries. Following a SEC system that is relevant, evolved and representative is hence critical. NCCS was introduced at the time when digitisation was gaining momentum and women representation in household decisions was marginal. Our country has evolved greatly since then and it is essential that we follow a SEC that is equally evolved.”

    Concurring with Adarkar, Worldpanel Division managing director South Asia K Ramakrisnan Kantar said, “The challenges that companies are faced with these days are innumerable with the current SEC system adding to these challenges in terms of targeting and understanding behaviours. ISEC is a robust system that works well in both urban and rural India. It has more distinctiveness, a better distribution and it gives us the confidence that its structure will benefit brands and their decisions.”

    Unlike NCCS that only factored the education of the chief earner and the presence of certain consumer durable items in the household, MRSI’s ISEC takes on a more advanced approach by including the occupation of chief earner, education of highest educated male adult as well as education of highest educated female adult. Created by a team of seasoned experts and professionals from across the research and insights industry using National Council of Applied Economic Research (NCAER), the Worldpanel division, Kantar, Indian Readership Survey (IRS), and referencing data from VTION,  ICUBETM, among others.

    Speaking on the new SEC, Sunil Kataria, chief executive Officer – Raymond Lifestyle – India & International, and chairman of The Indian Society of Advertisers said, “The development and progress of our economy is at a rapid pace. At such a pace it is even more important for us as advertisers and spenders to understand our consumers and their behaviour. ISEC is representative, relevant and robust. It gives us a holistic view of our audience segment and how they are equipped to make decisions. We welcome this new socio-economic classification and will continue to work with MRSI to further strengthen this system as and when required.”

    ISEC makes way for improved distribution and sharper and refined targeting. It is considerably more stable than NCCS, hence omitting the need for frequent updates.  ISEC’s discriminating quality is visible with each of the class/tier behaving differently, thus being more relevant as the economy develops with improvements in standards of living, increased asset ownership, infrastructure development and government interventions. Moreover, social capital in India can be defined by the education of the female and this parameter helped improve ‘discrimination’.

    Speaking on the implementation, IPG Mediabrands India CEO Shashi Sinha, further added, “A better and deeper understanding of consumer cohorts is always appreciated. It equips brands the opportunity to identify and target consumers in a sharper manner and opens up avenues for sharper communications. ISEC is highly discriminatory which is also crucial in current times. The implementation was long due and we are certain that this will help the industry considerably going forward.”

    “Following a socio-economic classification system that is representative of the population ensures that the industry is marching forward with efficiency. It ensures that the money spent is being spent correctly and more effectively. ISEC gives us that confidence and we are certain that this is a step forward in the direction of economic growth and development.” added India Today group CMO Vivek Malhotra.

    Representative of India’s social-economic strata, ISEC works equally well for urban and rural, is straightforward and quick and is not intrusive to administer.  A classification system spanning 1 to 12 tiers, ISEC is an open-source system and is available for all industry stakeholders

    SEC systems are used by all research companies, advertisers, and measurement bodies to target households. 

  • Research study of ASCI & UA launched on diversity and inclusion at D & I Summit have deep-rooted meaning for future advertisers

    Research study of ASCI & UA launched on diversity and inclusion at D & I Summit have deep-rooted meaning for future advertisers

    Mumbai: ASCI (The Advertising Standards Council of India) and UN Women convened the Unsterotype Alliance (UA) launched their collaborative study on Diversity and Inclusion (D&I) in the Indian advertising world. The report is prepared by ‘Kantar’ a global brand research partner to study critical components in the corporate world pertaining to ESG. ESG (Environmental, Social, and Governance) are the important parameters on which the foundation of a modern company is based. The joint report by D & I representation along with ASCI highlighted some keynoting which is attributed to diversification of the workplace without any discrimination on based on caste, religion, colour, creed, social status, gender, sexual orientation, etc. To discuss this issue notable people came together to push awareness of D & I brands. Filmmakers, journalists, LGBTQ workers, corporates, and artists were presented at the venue.

    As need of an hour Diversity and Inclusion D&I data unveils new insights of new Indian advertising standards which are ‘ Inclusive’ in nature. In the last few years, digital transformation made some robust changes in advertising. Regardless of platform whether it is online, offline, print, digital, or in audio-video format. Starting from after the colonial period till now advertising standards have changed over a period of time. For example, the short duration of advertising TV commercials has to deliver a social message along with product specifications along with its advantages. However, the advertising council promotes maintaining the dignity of different sections of society across demographics.

    The inclusive nature of advertising helps the brand to promote fairness and safety in the workplace and create a favorable atmosphere. This report mapped diversity in 28 countries with key dimensions over different D & I parameters.

    As per data suggest 33 per cent of consumers across the world, and 48 per cent of Indians expressed the need for inclusivity. This changing atmosphere helps brands to take necessary steps for inclusivity in brand promotion and awareness. A sample size of observations taken from Ads aired from October 2023. Coupled with the extensive analysis of Kantar extensive analysis of advertisements indicates the steady improvement in DEI in India. In advertisements representation of diversity with regards to LGBTQ (Less than 1 per cent), people with disabilities (less than 1 per cent), and senior citizens (4 per cent) which is less than expectations.

    While women’s representation in advertisements the sticky stereotype image is considerable size in several advertisements, key findings suggest the quick redressal of the problem. To throw some light on inclusivity, more women are portrayed with fair skin tone (58 per cent vs 25 per cent of men on screen), Less diverse physical appearance (39 per cent were shown as slender vs 16 per cent of men on screen), Low nontraditional roles (17.5 per cent of women depicted as sole caregiver vs 3.5 per cent characters), and less authoritative (with male characters three times more authoritative than their female counterparts.) Specifically, women tended to be shown as younger with 86 per cent between the age bracket of 20 to 39 years of age compared to 62 per cent of men.

    An important question arises when the diversity metrics are evaluated in line with the ROI (Return on Investments) of the advertisements. At the end of the day the advertisers try to explore all available opportunities with an assessment of D & I advertisement content along with its ROI. Gradually the bundle of creative advertisements can have a positive impact with progressive advertisements. In the last few years target consumers (TC) expect to see reformed advertisements to promote inclusivity. The Study of Unsterotype Metrics or UM, designed by Unsterotype Alliance with ‘Kantar”. This research study uses imperial data to understand the impact on ROI for brands with reformed inclusive advertising.

    The reason for promoting inclusivity at the summit is to understand ‘Unity in Diversity’. Notwithstanding in today’s advertising world, it is difficult to measure the indirect nature of biased advertisement. To promote fair and transparent advertising research needs to understand brand practices, case studies, different demographics, target audiences, products, D & I in changing times. Customer-centric perspective can help the brand reach grass root level.

    While commenting on brand and society inclusion, ASCI CEO and secretary general Manisha Kapoor said, “There is no doubt that advertising shapes society, Indian advertising is missing with diverse and inclusive narratives that can provide a real edge to brands as can be seen in the study. Along with the Unstereotype alliance and other partners ASCI would like to nudge and support the advertising industry in getting its DEI representation right. The opportunity to include diverse perspectives and stories is a powerful one and the event showcases the immense benefits both brands and society can derive from such progressive inclusions.”

    Despite the limitations of advertising good advertisements can create an impact in the minds of consumers. Not only does it help the brand to sustain but encourages brand ‘Recall’. It is invisible goodwill that can be amplified through sustainable brand awareness with ESG. The mandatory compliance of ESG helps to promote the brand without any malpractices.

    For future advertisers, it can create a significant impact on the way of advertising in Indian society.

    (With inputs from ASCI & UA, Kantar Summit report key findings)  

  • ASCI and the Unstereotype alliance unveil study on Diversity & Inclusion in Advertising

    ASCI and the Unstereotype alliance unveil study on Diversity & Inclusion in Advertising

    Mumbai: The Advertising Standards Council of India (ASCI) and the UN Women convened Unstereotype Alliance (UA), launched their collaborative study on Diversity and Inclusion (D&I) in Indian advertising. The report, prepared by Kantar, a global brand research partner to the world’s leading companies, deep dives into a critical component of ESG (environmental, social and governance) goals of corporates. The study was unveiled at the DEI Edge Summit, co-hosted by ASCI and UA, and supported by organisations such as Diageo, HUL and Disney Star.

    The joint report provides new insights on Indian advertising’s D&I representation versus global practice (leveraging data from the 2023 Global MONITOR survey) and a wealth of original findings on Indian advertising trends accommodating D&I. Some of the key dimensions of D&I representation mapped in the report were age, gender, sexual orientation, race, physical appearance, social class, disability, and religion, across 28 markets around the world.

    The global dimension

    Compared to 33 percent of consumers across the world, 48 percent of Indians expressed the need for more inclusive representation by brands. India’s socially aware consumers are an encouragement for brands on the way to inclusiveness and a wake-up call for those yet to embrace D&I.

    The research scoured through all the new ads that aired in October 2023. Coupled with Kantar’s extensive analysis of advertisements over the past few years, the study provides a snapshot of the patterns, progress, and scope for improvement in DEI in India.

    Key findings of the Indian study: There was a near absence of representation diversity in Indian advertising.   The study found a dismal less-than-1 % representation of the LGBTQ+ community, people with disabilities featured in less than 1% of the ads and only 4% of Indian ads depicted people aged above 65 years.

    Women representation: While the presence of women in ads was comparable to men, sticky stereotypes still prevail. More women are portrayed with fair skin tone (58% of women vs 25% of men on-screen), with less diverse physical appearance (39% of women were shown as slender vs 16% men on-screen) and low non-traditional roles (17.5% of women were depicted as the sole caregiver vs 3.5% men characters) and less authoritative (with male characters three times more authoritative than their female counterparts).

    Women tended to be shown as younger with 86% of them between 20 and 39 years of age compared to 62% of men.

    ROI boost

    The study’s Unstereotype Metric or UM, designed by the Unstereotype Alliance with Kantar, regularly tracks advertising to understand the impact on ROI for brands with more progressive advertising.

    Positive female and male UM unlocked higher marketing ROI, the study found, both in terms of short-term gains in sales and long-term benefit of brand equity.

    There was an average percentile difference of over 54 (more positive female UM) and 59 (more positive male UM) in brand equity and an average percentile difference of over 32 (more positive female UM) and 38 (more positive male UM) in short term sales likelihood between ads in the top quartile and bottom quartile on the Unstereotype Metric in ads tested by Kantar in 2022.

    The DEI Edge Summit

    Inclusive casting, greater diversity with organisations, and aligning with the D&I purpose are just some of the areas advertisers can explore to embark on a successful D&I journey. The summit brought together several expert voices to explore the barriers to D&I adoption and possible ways ahead, showcasing different brand case studies, and providing insights for brands wishing to embark on this journey. Leading experts from the Industry, D&I champions, and media and films shared their views and journeys in this space.

    ASCI CEO & secretary general Manisha Kapoor said, “There is no doubt that advertising shapes society. Indian advertising is missing the Diverse and inclusive narratives that can provide a real edge to brands, as can be seen in the study. Along with The Unstereotype Alliance and other partners, ASCI would like to nudge and support the advertising industry in getting its DEI representation right. The opportunity to include diverse perspectives and stories is a powerful one, and the event showcases the immense benefits both brands and society can derive from such progressive inclusions.”

    Brands which have internalised DEI agree. Diageo India CMO Ruchira Jaitly said, “As marketers, we have a crucial role to play in championing inclusion and diversity and in telling stories that elevate diverse and progressive voices through brand campaigns where everyone is represented, from script to screen, and which resonate with our consumers.  We started our journey on progressive portrayal seven years ago and are proud of our progress. Diversity, Equity, and Inclusion is a critical component of Diageo’s Society 2030 ambition and progressive marketing is a core part of this ambition.”

    UN Women country representative Susan Fergusan said, “We, as the conveners of the Unstereotype Alliance India National Chapter, are pleased to host the DEI EDGE SUMMIT in collaboration with the ASCI Academy. Over the past two years, the Unstereotype Alliance in India has united brands, organizations, and individuals who believe in the transformative influence of advertising and media in fostering an inclusive society. Our efforts transcend campaigns; we strive to dismantle stereotypes, fostering a cultural shift that champions diversity and inclusion in advertising industry”.

    About this report

    The objective of the 28 DEI Country Factbooks is to provide companies with a basic understanding of the diversity landscape and the key equity and inclusion issues in each of the 28 markets* covered in the Global MONITOR survey.

    Primary data sources: Most quantitative findings are based on the 2023 Global MONITOR survey. The survey is collected among 36,000+ consumers, age 13+, in 28 markets* around the world.

    *Markets included: Argentina, Australia, Brazil, Canada, China, Colombia, Egypt, France, Germany, India, Indonesia, Italy, Japan, Malaysia, Mexico, Nigeria, Philippines, Poland, South Africa, South Korea, Spain, Sweden, Taiwan, Thailand, Turkey, United Kingdom, United States and Vietnam.

    Other key sources cited:

    1   World Factbook

    2   Social Progress Index

    3   WEF Gender Gap Index

    4   World Bank

    5   Gallup Poll

    6   Ipsos Poll

    Terminology: Throughout the report, the term LGBTQ+ is used to refer to the Lesbian, Gay, Bisexual, Transgender and Queer community. The term LGB is used when referring to survey respondents who identify as Lesbian, Gay or Bisexual.

  • Disney+ Hotstar launches OTT advertising handbook

    Disney+ Hotstar launches OTT advertising handbook

    Mumbai: Disney+ Hotstar, India’s leading streaming platform, has launched a handbook for effective brand building on the platform. Titled Winning in the OTT era with Disney+ Hotstar, the handbook shares learnings based on the analysis of over 200 plus campaigns and offers a 360° view of why marketers must include OTT in their marketing strategy. The playbook has been developed in collaboration with industry experts Kantar, Neurons, Integral Ad Science, Mediasmart and Metrix Lab.  The playbook shares key media planning principles along with creative best practices for video ads to enable advertisers to make the most of their campaigns on OTT platforms, it also inspires advertisers to go beyond vanilla advertising by collaborating with the Disney+ Hotstar’s CreativeWorks team to create bespoke, contextual, impactful campaigns. It also shares insights to make the most of the connected TVs (CTV) feed as a medium to connect with their desired audiences.

    “The changing media-scape of advertising has made it imperative for brands to embrace OTT platforms. Disney+ Hotstar has continuously led the way in the ever-evolving OTT industry, constantly innovating to provide exceptional experiences for both consumers and advertisers. We are delighted to present the Winning in The OTT Era with Disney+ Hotstar playbook, that shares the recipe for success to enable advertisers harness the full potential of our platform thus maximizing impact for their campaigns. Created in collaboration with leading industry experts, the handbook offers invaluable guidance for effective media planning and brand building, enabling our advertisers to make data-driven decisions and significantly enhance advertising ROI,” said Disney Star head of network – ad sales Ajit Varghese.

    Additionally, the handbook lays down the best practices that can be deployed by brands to maximize their ROIs when advertising on Disney+ Hotstar:

    ●   Campaigns with three plus video ads were most successful in driving brand awareness, favorability, and purchase intent.

    ●   Campaigns with 20 plus second video ads delivered the highest success

    ●   Midroll campaigns supplemented with other creative formats delivered 30 per cent more success in driving brand message and purchase

    ●   Operating at a frequency of six plus increases purchase intent by 70 per cent and brand awareness by 50 per cent

    ●   Longer campaigns (>six weeks) yield higher success on upper and lower funnel metrics.

    Campaigns following these practices on Disney+ Hotstar recorded a 10 per cent higher success rate vs. industry benchmarks defined by Kantar across digital campaigns. The study also highlights how Impact advertising on the platform has delivered 100 per cent success across the funnel for sponsors and inventory buyers and outperformed industry benchmarks. The case studies recorded reveal the following:

    ●   Sponsors of Koffee With Karan Season 7 achieved 3X Uplift through in-show integration and branded vignettes, 4X brand awareness, 2.8X Online ad awareness, 3.3X message association, 2.8X brand favorability and 2.6X purchase intent.

    ●   Sponsors of Dance+ Season 6 achieved two times organic value through impact advertising on the show making it one of the most successful campaigns across the industry.

    ●   Tanishq co-creating and hosting reality series with Disney+ Hotstar CreativeWorks, The Great Indian Bride, saw the brand creatively reach out to modern brides of India and, in the process, achieve five times purchase intent and 2.3x brand awareness uplift.

  • Saffola emerges as India’s number one oats brand

    Saffola emerges as India’s number one oats brand

    Mumbai: In a remarkable achievement, Saffola Oats, one of the leading brands of Marico Ltd, has emerged as the number one oats* brand in India, according to Kantar Household Panel Data. Since its inception in 2011, the brand has crafted a legacy of trust, consumer understanding and innovation to meet the diverse taste preferences of the Indian consumer and offer “better for you” food products.

    Saffola Oats has risen to prominence, experiencing remarkable growth within the category while seamlessly becoming a staple in the daily breakfast choices of consumers. The brand has witnessed an astonishing tenfold increase in offtake volumes since inception. According to the Kantar Household Panel Data, Saffola Oats now commands an impressive 43 per cent share of the market in value terms, surpassing all competitors. The data also underscores that 1 out of every 11 households in the country actively includes oats into their daily consumption.  

    Commenting on the development, Marico Ltd MD and CEO  Saugata Gupta, said, “We are proud to have achieved this significant milestone and emerge as leaders in the oats category. It’s a testament to our dedication to excellence, innovation and consumer satisfaction. Indians are uncompromising when it comes to taste. With this basic learning, we set out to Indianise oats by addressing the quintessential Indian taste preferences, while seamlessly integrating the health benefits that it offers. Supporting the government’s vision of promoting millets as a sustainable and nutritious food source, we have embraced millets in our product portfolio and blended the goodness of two superfoods – oats and millets in our Saffola oats range. Our unwavering commitment to delight our consumers has helped us revolutionise oats as a category and played a pivotal role in propelling Saffola Oats to the coveted position of India’s Number 1 Oats* Brand. Our journey continues, fuelled by the trust of our customers and our commitment to provide ‘better for you’ products.”

    Saffola Oats attributes its success to an unwavering commitment to quality and taste. Consumers have played an instrumental role in this journey, extending their tremendous support to the brand, especially in thriving markets like Maharashtra, Kerala, and West Bengal, making it a staple in households across these regions.

    In an ever-changing consumer landscape, Saffola Oats has been quick to adapt. As the 21st entrant in the competitive plain oats market, Saffola Oats embarked on a journey to understand the unique preferences of Indian consumers. Recognizing their love for masaaledaar (spicy) flavours, often found in chatpata street food in every corner across the country, the brand strategically pivoted to meet this demand by introducing the world’s first ‘Savoury Oats’.

    The brand’s journey began by educating consumers on the health benefits of oats, particularly in weight management, and then effectively transitioned from being perceived as a mere weight loss product to a staple for weight watchers. Moreover, to keep consumers engaged the brand has offered limited edition choices with international flavours, regional recipes and even catered to sweet variants for those who crave a sweet treat.

    Aligning with the government’s vision of promoting millets, Saffola expanded its oats portfolio with the launch of Saffola Oats Gold that offers a perfect blend of two wholesome grains – Millet (Jowar) and Oats.

    Saffola Oats offers a super-creamy texture as it is made from specially sourced soft & 100 per cent natural wholegrain oats. The oats are a powerhouse of nutrients, offering protein, iron, and fiber, ensuring long-lasting energy for your day. Its savoury variant, Saffola Masala Oats, offers a wide array of flavours, including Classic Masala, Peppy Tomato, Veggie Twist, Masala Coriander, and Curry Pepper.

    *Based on data reported by Kantar Household Panel data for the Oats Category, value for the 12-month ending 31 Dec 2022, for the All India (U) market. (Copyright © 2022, Kantar).

  • Kantar Brandz Report: Tata Consultancy Services retains its crown as India’s most valuable brand

    Kantar Brandz Report: Tata Consultancy Services retains its crown as India’s most valuable brand

    Mumbai: Tata Consultancy Services (TCS) has retained its number one position in the 10th anniversary edition of Kantar BrandZ Top 75 Most Valuable Indian Brands Report for the second consecutive year, with a brand value of US$43 billion. TCS continues to successfully capitalise on global demand for digital transformation, despite a tough year for the business technology category in general. HDFC Bank, Infosys and Airtel also hold on to their top four positions, while State Bank of India rises one place to enter the Top 5.

    India’s Top 75 brands have a combined brand value of $379 billion, a decline of four per cent from 2022 – a modest decrease given the ongoing economic volatility across most of the world. This is testament to Indian brands’ resilience, stability and consistency. The decline has been driven by brands in the Business Technology and Services Platforms category, which have a major presence in international markets, and therefore have been impacted by global pressures, recession threats and geopolitical instability.

    The Automotive category produced the Top 75’s two fastest risers: TVS (No.51; $1.90bn) and Mahindra (No.47; $2.01bn) and achieved the second highest category growth at 19 per cent. India’s automotive brands have quickly responded to changing consumer needs, notably the shift in preference from hatchbacks to SUVs, and the demand for electric vehicles.

    TVS gained 59 per cent in value and leapt 24 places thanks to a number of successful product launches and a 10-year partnership with BMW that gives it leverage in markets such as Europe, the US and Canada. Mahindra, which grew its value by 48%, has made itself incredibly meaningful in Indian consumers’ eyes, and has also significantly boosted its salience.

    The ranking’s 16 Financial Services brands contribute the biggest chunk of its total value. They grew six per cent, thanks to the boom in digital banking, led by Axis Bank (No.17; +28 per cent) and ICICI Bank (No.6; +18 per cent).

    Telecom providers also performed strongly, resulting in a 17 per cent rise in total brand value. Airtel (No.4; +29 per cent) took full advantage of the end of the price wars to focus on what makes it special and relevant to Indian consumers’ lives. This included offering differentiated digital services, such as the Xstream entertainment app and Wynk music app. Airtel has also successfully leveraged the rapidly increasing demand among businesses for data and connectivity related solutions, and digital products that enable the delivery of an enhanced omni-channel customer experience.

    There are four newcomers to the 2023 Indian brand ranking, plus two re-entrants. PhonePe – the highest entry at No.21 – has quickly become India’s leading digital payment app by investing heavily in the strength of its infrastructure, building connections with partner banks, and developing a huge network of merchant acceptance points. Also making their debut are fintech brand Cred (No.48; $2.0bn), photo and video sharing app ShareChat (No.67; $1.33bn) and entertainment platform Star (No.71; $1.30bn).

    2023 is the 10th ranking of India’s most valuable brands, during which time the Top 50 have increased almost fivefold in value, from $69.6bn in 2014 to $339.9bn in 2023. The last decade is a story of strength and resilience: 33 of the brands in the current Top 75 were also in the 2014 ranking. The companies behind India’s most valuable brands have consistently outperformed the key market indices – the SENSEX and the NIFTY50 – with share price growth over 10 years of 99.6 per cent compared with 83.2 per cent and 81.7 per cent respectively.

    Kantar BrandZ Top 10 Most Valuable Indian Brands 2023

    Kantar executive managing director- South Asia, insights division Deepender Rana says, “It has been India’s decade. Our GDP has almost doubled with an 82 per cent growth, while the world GDP has grown at 30 per cent. This delta is even more when it comes to the most valuable Indian brands, which have almost quintupled in value (4.9 times), compared to the most valuable global brands, which have grown by 2.4 times. So Indian brands are significant value creators for our economy. We expect this trend to accelerate in the next decade as Indian brands don’t just thrive in India, but also explore growth overseas in their quest to become true multinational giants. Our IT services brands have already done that, with TCS and Infosys already featuring in the Top 100 Most Valuable Global Brand list. The strongest Indian brands have forged powerful connections by consistently adding value to people’s lives, and consumers see them as different to their rivals in ways that really matter. Brands must keep investing in building equity to create future demand, even as they capture existing demand which requires a better balance between short- and long-term strategy.”

    Kantar managing director & chief client officer- South Asia, insights division Soumya Mohanty added, “There is great diversity within the India Top 75: they are a combination of established names and dynamic young brands, both global and local in footprint. What they have in common is their ability to be essentially Indian. Through a deep and detailed understanding of consumers in the market, and adopting the local culture and ethos, even huge international brands are seen and cherished as ‘homegrown’. The trust and loyalty this engenders has helped Indian brands to suffer less and recover more quickly from the storms that have buffeted them over the past 10 years.”

    Other key highlights from the Kantar BrandZ Most Valuable Indian Brands report include:

    ·         Sustainability credentials have a major influence on consumer decision-making – almost nine per cent of Indian brands’ Demand Power – a Kantar BrandZ measure of the ability to drive predisposition to buy – comes from perceptions around sustainability. However, only 8% of brands in India are seen as leaders in this area, compared to 11 per cent globally, indicating an opportunity for those that can do more.

    ·         Differentiation is key to commanding Pricing Power – the ability to justify price charged. Brands that have grown in both Demand Power and Pricing Power over the last year did so by being Meaningfully Different. There are different routes to being perceived as differentiated: a brand could be seen as distinct, to be a specialist, or to have purpose.

    ·         The strength of the domestic economy has acted like a shield – Overseas contribution for the Top 30 Indian brands accounts for 31 per cent of brand value, compared with 47 per cent for Japan, 59 per cent for the UK, and 85 per cent for France. This has protected the ranking from the worst effects of international volatility.