Impact - - UPFRONT -

The re­cent FICCI Frames 2018|BARC re­port, ‘The Chang­ing Face of TV in In­dia’ threw up some heart­en­ing num­bers for the Tele­vi­sion in­dus­try in In­dia. TV pen­e­tra­tion in In­dia is now at 64%, up from 54% in 2013. How­ever, while the Ur­ban In­dia pen­e­tra­tion is at 87%, Ru­ral lags be­hind at only 52%. At first glance, this shows that there is sig­nif­i­cant head­room for Tele­vi­sion to grow in In­dia. Two fac­tors that led to the growth in ru­ral In­dia was DD Free Dish and the many FTA chan­nels launches have rid­den on this plat­form to much suc­cess. Also, the South­ern mar­kets re­main strong with con­tent con­sump­tion much higher than the Hindi Speak­ing Mar­kets. Look­ing ahead, what will aid the growth is the un­der-pen­e­tra­tion of Tele­vi­sion in Ru­ral ar­eas, an op­por­tu­nity to in­crease the time-spent on con­tent con­sump­tion and the prospect of launch­ing re­gional chan­nels in the HSM space. For more de­tails, read our cover story. *** For the long­est time, the mar­ket­ing com­mu­ni­ca­tion for en­gine oil brands has re­volved around the func­tional ben­e­fits of the prod­ucts. How­ever, to break away from the usual trend, en­gine oil brand Cas­trol has cho­sen to go the ac­tivist route for its ad­ver­tis­ing - this time for Cas­trol Ac­tiv, which pri­mar­ily tar­gets youth. The idea came from the in­sight that to­day’s youth be­lieve in do­ing good and thus of­ten get to­gether to pro­mote a cause. In our CMO in­ter­view this week, Kedar

Apte, Vice Pres­i­dent - Mar­ket­ing, Cas­trol In­dia tells us why the brand de­cided to do some­thing dif­fer­ent and elab­o­rates on the chal­lenges as­so­ci­ated with the cat­e­gory.


Anita Nayyar, CEO, Havas Me­dia Group, In­dia & South Asia and CEO, Havas Group, North re­cently com­pleted 11 years at the group and to com­mem­o­rate the oc­ca­sion, her team at the agency came up with a book ti­tled ‘A Decade+1 To­gether’. We talk to Nayyar about her jour­ney, which has been a com­bi­na­tion of ups and downs, the changes she has wit­nessed in the in­dus­try over the years, and changes that she has brought about at the agency that has helped it grow from a size of Rs 150 crore to Rs 4,500 crore to­day. Turn the pages to read more.


In our Un­wind sec­tion this week, San­deep Das, Co-founder and CEO of Scootsy, tells us of his love for all things mytho­log­i­cal that prompted his first visit to Greece in 2009. Charmed by the coun­try’s rich cul­ture, ar­chi­tec­ture and his­tory,

Das has since made three more vis­its to the coun­try and be­lieves there is more to dis­cover. He re­counts the many places he has vis­ited dur­ing his trips to Greece, in­clud­ing the sta­dium in Athens where the first Olympics were hosted and the par­tic­u­lar spot near Del­phi made fa­mous by the movie 300! ***

Mean­while, the count­down be­gins to the un­veil­ing of IM­PACT’s 50 Most In­flu­en­tial Women list 2018 on Thurs­day, March 22 2018... Wait and watch to see who emerges at the top!

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