Aarti Pahwa, New Delhi
Diwali, the most famous and celebrated festival in India, brings the utmost joy and happiness to the people. As this festival defines the true spirit of love and togetherness, we take every possible effort to inject more power into the overall festive celebrations. Some of us renovate our home, some purchase attractive decorative to transform the appeal of the home, while some invest in smart electronic gadgets to spice-up the festive vibes. This is also the time when many brands raise the pitch and decibel level for the consumer’s attention and wallet. All About Outdoor tried to find out which category and its brands showcased its trust and bestowed the highest budgets to OOH medium in the month of October i.e. Diwali Season.
Following is the analysis of TOP 10 Brands in 43 cities - PAN India in the month of October, 2019 as per their OOH spends and space acquired:
PAN India analysis across 43 cities in the month of October, 2019 shows HDFC Bank at top position in terms of OOH Share of Voice (SOV). HDFC’s SOV of Rs. 6.27 Crores is highest, second is LIC which is less than HDFC by Rs. 2 Crores. HDFC also tops the charts in terms of Share of Space accounting to 4,00,553 Sq. Ft. LIC with its round the clock promotion in OOH media continues and can be seen taking 2nd position.
Even though automobile sector is looking at a slowdown in the Indian market, Maruti Suzuki with their newly launched mini SUV S-Presso car has spent Rs. 3.32 Crores taking 3rd position. In two-wheeler category, TVS has made it to top 10 list with its new Scooter Jupiter Grande Edition and its range featuring bikes like Apache RR and RTR series. Cadbury with its special celebrations pack has created a niche for itself for gifting friends and family during the festive season and has entered the top 5 list of spenders. Not so far behind is Big Bazaar, offering best price proposition to customers. Big Bazaar often referred as the Wal-Mart of India continues to score in the OOH market
Dhanteras is considered the most auspicious time for buying gold results in many jewellers providing attractive offers & discounts. Tanishq is placed at 7th position with Rs. 2.69 Crores.
Beauty industry spare no effort in promoting their products and it is especially true during the festive season when there is a considerable spike in demand and rightly so Maybelline was seen promoting sharply through OOH medium. Campus Shoes with its impactful “Ab waqt hai hamara” caption can be seen all across major cities as well as in tier 1 & tier 2 cities.
Compared to last year, this Diwali saw brands like HDFC Bank, Big Bazaar, Tanishq, Maybelline New York and Campus enter the top 10 list of spenders. Brands like Honda, Amazon, Ford, Jio Reliance and Yes Bank which topped the list of spenders last Diwali could not make it to the top 10 list of spenders this Diwali.
The data is based on a report prepared by Time Outdoor Monitoring to track and monitor the effectiveness of OOH spends by brands and various categories.
*Note - The data does not cover transit media, airport, malls, inside railway stations and kiosks. rates are indicative figure, subject to negotiation.