IT’S ACTION TIME
There’s no doubt that the past five months or so have been far from being cheerful. And the lowspirited mood has permeated through all walks of life – movies, advertising world, television as well as sports. However, now, as India enters the 2020 festive period, be ready to witness a number of activities across the board. year’s total advertising spend takes place in the festive period, between Janmashtami and the New Year. “People are usually in a positive frame of mind during the festive season, and that’s great news because it’s already showing great signs of resurgence and also, a sense of normalcy vis-àvis ad spendings,” says ad filmmaker and Bollywood director Vinil Mathew.
Not just TV, sports world is readying for a top shot with the next season of Indian Premier League (IPL), starting September 19. Apparently, the official broadcaster may have hiked IPL ad rates by 20 to 25% compared to the last season. Reported estimates suggest that the ad rates could be anything between ₹12 lakh/10 seconds and ₹12.5 lakh/10 seconds. Experts feel IPL coinciding with the festive season “can be the best combo”, as Indians have missed live cricket. “Markets have been in a
bad shape so I don’t see a huge spike [in ad spendings] but this could be the only feasible period [in 2020] for brands to advertise on top properties, and grab eyeballs,” says ad guru Prahlad Kakkar. Mathew adds: “A number of top FMCG brands are back in the fray, leading to the sector’s recovery in a big way. As advertising producers, we are getting calls every day from brands to shoot campaigns.”
Bollywood will also be banking heavily on the festive season with two biggies – Sooryavanshi and ’83 – slated for Diwali and Christmas release. As talks are rife that the government will green signal the reopening of theatres in the next Unlock plan, industry insiders say they “have no doubt that top movies will do well in theatres even if authorities allow limited occupancy.”
Exhibitor-distributor Akshaye Rathi says: “The festive season uplifts everyone’s mood. As for movies, in India, they have always given audiences a sense of escapism, and also loads of entertainment.”