12 BRAND WORLD AHMEDABAD | FRIDAY, 24 MAY 2019 Brands … · URVI MALVANIA Mumbai, 23 May O n a day...
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URVI MALVANIA Mumbai, 23 May O n a day that had nearly every Indian glued to a screen, advertisers made hay. Brands stepped in for a slice of the action with cheeky celebrato- ry messages, careful to com- pliment the voter without raising a toast for the victor while television channels, dig- ital news portals and social media timeliness boiled over in cacophonous frenzy. Experts said that this is the event to beat all events in the country and no advertiser wants to be left behind. At the same time, they want to step carefully around party align- ments, without antagonising a single consumer. “Big brands with national presence and deep pockets will look at events like elec- tions and the counting day with keen interest. The general elections result in the nation engaging in one conversation, which then they try and lever- age for their advertising goals,” says Saurabh Uboweja, CEO Brands of Desire. Over the past month-and- a-half through the nine phases of the election, a large number of brands such as KFC, Zomato, McDonald’s, Samsonite, Benetton have waded into the electoral arena using humour to get their messages across. As the D-day drew closer, more and more citizens were drawn deeper into conversations around politics, providing what experts say, the best opportu- nity for brands to strike. On social media it led to trending Twitter hashtags and on television, increased view- ers. In April for example, the viewership on news channels saw a 60 per cent growth year on year, a trend which contin- ued into the month of May. And on counting day, news channels were estimated to have clocked in numbers sur- passing that of the Indian Premier League finals. According to one media plan- ner, the average rates (throughout the day) on a typ- ical Thursday would be in the rate of ~3000 to ~7000. However on May 23, rates were in the range of ~2.5-3 lakh, he said. Avinash Pandey, CEO, ABP News Network says, “Chan- nels are selling just one third of the inventory on election day since the focus is on pro- viding as much in-depth cov- erage as possible. Moreover, with a fairly decisive result, viewership is expected to trickle over into the weekend since there may be some com- munication from PM Modi.” With the time available for ads going down, brands sought out innovative ways to make their presence felt. On ticker boards flashing at the bottom of the screen, labels on state-wise breakdowns of elec- toral results and of course via ads on social media. The rates for a flashing band on the channels was going for around one lakh rupees, said industry sources. On television, brands took a fairly routine form of mes- saging, keeping it simple and straightforward with just a name being flashed or run- ning an old commercial. However on social media, many brands took a humor- ous swipe at the results. The airline IndiGo tweeted a photo in its trademark blue back- ground and the copy read, “We have seats for everyone”. SpiceJet didn’t couch its mes- sage, congratulating the Prime Minister and declaring that it was time for ‘Saffron on the ground, red in the sky’. Uboweja says that brands ought to be cautious at such times, more than what they were when Article 377 was struck down or the World Cup final is played. “When it comes to a political event, especially the general assem- bly elections, brands have to be very careful. They could end up alienating a part of the consumer base, employees or commercial partners other- wise,” he adds. TOP 5 NEWS CHANNELS Brands join the frenzy, step gingerly around poll politics Ad rates soar on television, Indian elections top the trend lists on social media, even as brands step in with celebratory messages Top L to R: Amul and SpiceJet congratulated the PM; (Bottom L to R) Kingfisher and IndiGo used humour to convey an inclusive message Channels Impressions (000s) sum HINDI Aaj Tak 141,950 India TV 119,927 Republic Bharat 113,526 News18 India 110,785 ABP News 1002,11 ENGLISH Republic TV 613 DD India 540 Times Now 452 India Today TV 323 CNN News18 316 Hindi : HSM (U+R) : NCCS All : 15+ Individuals English : All India (U+R) : NCCS AB : Males 22+ Individuals Week: May 11-17 SOLUTION TO #2750 > BS SUDOKU # 2751 Very easy « Solution tomorrow HOW TO PLAY Fill in the grid so that every row, every column and every 3x3 box contains the digits 1 to 9 12 BRAND WORLD > AHMEDABAD | FRIDAY, 24 MAY 2019 NEHA ALAWADHI NEW DELHI, 23 May Experts may be divided on the role Twitter played in the just concluded general elections, but going by the numbers, the medium was certainly used extensively during the period. According to Twitter, about 396 million tweets were made “around the Lok Sabha elections” between 1 January and 23 May, 2019. On Thursday, the counting day, 3.2 million tweets were made, one- third of these were recorded between 3 and 4 pm, when Prime Minister Narendra Modi also tweeted. The microblogging platform saw a 600 per cent rise in conversations over the elections. The #LokSabhaElections2019 emoji fea- tured hashtag for not just English and Hindi, but also for Tamil and Gujarati. Between 11 April and 19 May, national security emerged as the most talked about election-related topic on Twitter, followed by religion, jobs and employment, agriculture, and demonetisation, Twitter said in a statement on Thursday. According to a research carried by the Indraprastha Institute of Information Technology Delhi and Hyderabad, the number of election- related tweets on Thursday was 407,000, the number of retweets was 252,000, with about 164 unique hashtags. The profiles were mentioned the most were that of Narendra Modi (@narendramodi), mentioned 54,344 times; BJP's official handle @BJP4India, mentioned 18,834; Rahul Gandhi (@RahulGandhi), mentioned 9,997 times; and BJP President Amit Shah (@AmitShah) mentioned 9,099 times. Other pro- files that were mentioned a lot were @smritiirani (8,658), @SirJadeja (6096), @INCIndia (5420). The most popular hashtags were #ElectionResults2019, #Verdict2019, #LokSabhaElections2019, #VijayiBharat, #ModiAaRahaHai, #Amethi and #ModiAaGaya. Tsu-NaMo... Congratulatory messages poured from leaders across the world, including Chinese President Xi Jinping, Japanese PM Shinzo Abe, Russian President Vladimir Putin and Pakistan PM Imran Khan. The PM is set to visit Bishkek to attend the Shanghai Cooperation Organisation summit in mid-June where he is set to meet Xi and Khan. The PM’s immediate chal- lenge would be to revive both consumption and investment in the economy, and appoint his council of ministers. However, there would be immediate as well as long- term ramifications of the BJP’s win. The Janata Dal (Secular) – Congress government in Karnataka could face trouble, as could Congress’ Madhya Pradesh government that has a slim majority in the state’s Assembly. In his speech, BJP chief Amit Shah congratulated Odisha CM Naveen Patnaik and Andhra Pradesh’s YSR Congress Party for their respective wins in the Assembly polls in the two states. He, however, warned that the BJP would soon con- quer West Bengal. While the BJP now has a brute majority of its own in the Lok Sabha, it still needs the support of its allies in the Rajya Sabha to get the key bills passed. But the BJP by 2022 could be in a position to push through constitution amend- ment bills, which require pas- sage by two-thirds of the mem- bers of the two Houses. It remains to be seen how steadfastly the BJP pursues its core agenda of abolishing Article 370 of the Constitution that gives Jammu and Kashmir special status, con- structing a Ram temple in Ayodhya and implementing a uniform civil code. The situa- tion in Jammu and Kashmir clearly remains a challenge for the new Modi government. Shah may... In Gujarat, Shah had served as home minister in govern- ments led by Modi. However, Rajnath Singh, who has retained his Lucknow seat, is one of the senior-most party leaders and served as home minister in the first Modi gov- ernment. It remains to be seen if Nirmala Sitharaman, who ably defended the government on the alleged irregularities in the Rafale fighter jet deal, would continue to remain defence minister, and whether Railway Minister Piyush Goyal, who has emerged the government’s crisis manager, gets a more high-profile port- folio. However, there are con- cerns on Finance Minister Arun Jaitley’s health. He was discharged from New Delhi’s AllMS on Thursday and did- n't attend the party's victory celebrations at the BJP head- quarters in the evening. Given the challenges on the economic front in the months to come, the concern in the party is if Jaitley’s health will permit him to join the ministry at the current juncture. Jaitley has not been attending office for about three weeks now. He had the finance portfolio, and briefly the defence portfolio, for most of the duration of the Modi government but for two interregnums, when Goyal handled finance. Jaitley had undergone surgery in the US on January 22 for a reported soft tissue cancer in his left leg, an illness that led to him not being able to present the Modi govern- ment's sixth and final Budget of its current term. Goyal had presented that Budget. Sushma Swaraj, who has served as external affairs minister, decided not to con- test the Lok Sabha polls. Currently, Swaraj is not a member of either of the two Houses. She recently attend- ed the Shanghai Cooperation Organisation (SCO) meeting in Bishkek. The PM is set to attend a key SCO meeting in Bishkek on June 14-15, where he would be meeting not just Chinese President Xi Jinping but Pakistan PM Imran Khan. Textiles Minister Smriti Irani, who proved to be a giant- killer by defeating Congress President Rahul Gandhi from the Amethi seat, could be ele- vated. The PM and Shah would also find it difficult to ignore the claims of such leaders as V K Singh, who has won his seat by a huge margin from Ghaziabad. Senior leader Ravi Shankar Prasad has also debuted in the Lok Sabha after years spent in the Rajya Sabha. The Modi government would need to factor in the upcoming Assembly polls in Maharashtra, Haryana and Jharkhand and give MPs from these states representation in the council of ministers. Party sources said some ministries, particularly the agriculture ministry, could see a change. Some of the younger MPs could also be inducted in the council of ministers. Record election-related activity on Twitter > FROM PAGE 1 Printed and Published by Himanshu S Patwa on behalf of Business Standard Private Limited and printed at M/S Bhaskar Printing Press, Survey No 148-P, Near Nagdevta Mandir, Bavla Highway, Sanand Dist. Ahmedabad and published at Office No. 207, Sakar-II, Ashram Road, Ahmedabad-380006 Editor : Shyamal Majumdar RNI NO. GUJENG/2001/4577 Readers should write their feedback at [email protected] Ph. 079-26577772, Fax :+91-79-26577728 For Subscription and Circulation enquiries please contact: Ms. Mansi Singh Head-Customer Relations Business Standard Private Limited. 3rd & 4th floor, Building H, Paragon Condominium, Opp Century Mills, P B Marg, Worli, Mumbai - 400 013 E-mail: [email protected] “or sms, SUB BS to 57007” DISCLAIMER News reports and feature articles in Business Standard seek to present an unbiased picture of developments in the markets, the corporate world and the government. Actual developments can turn out to be different owing to circumstances beyond Business Standard’s control and knowledge. Business Standard does not take any responsibility for investment or business decisions taken by readers on the basis of reports and articles published in the newspaper. Readers are expected to form their own judgement. Business Standard does not associate itself with or stand by the contents of any of the advertisements accepted in good faith and published by it. Any claim related to the advertisements should be directed to the advertisers concerned. Unless explicitly stated otherwise, all rights reserved by M/s Business Standard Pvt. Ltd. Any printing, publication, reproduction, transmission or redissemination of the contents, in any form or by any means, is prohibited without the prior written consent of M/s Business Standard Pvt. Ltd. Any such prohibited and unauthorised act by any person/legal entity shall invite civil and criminal liabilities. No Air Surcharge Business Standard AHMEDABAD EDITION
Transcript of 12 BRAND WORLD AHMEDABAD | FRIDAY, 24 MAY 2019 Brands … · URVI MALVANIA Mumbai, 23 May O n a day...
URVI MALVANIAMumbai, 23 May
On a day that hadnearly every Indianglued to a screen,
advertisers made hay. Brandsstepped in for a slice of theaction with cheeky celebrato-ry messages, careful to com-pliment the voter withoutraising a toast for the victorwhile television channels, dig-ital news portals and socialmedia timeliness boiled overin cacophonous frenzy.Experts said that this is theevent to beat all events in thecountry and no advertiserwants to be left behind. At thesame time, they want to stepcarefully around party align-ments, without antagonisinga single consumer.
“Big brands with nationalpresence and deep pocketswill look at events like elec-tions and the counting daywith keen interest. The generalelections result in the nationengaging in one conversation,which then they try and lever-age for their advertising goals,”says Saurabh Uboweja, CEOBrands of Desire.
Over the past month-and-a-half through the nine phasesof the election, a large numberof brands such as KFC,Zomato, McDonald’s,Samsonite, Benetton have
waded into the electoral arenausing humour to get theirmessages across. As the D-daydrew closer, more and morecitizens were drawn deeperinto conversations aroundpolitics, providing whatexperts say, the best opportu-nity for brands to strike.
On social media it led totrending Twitter hashtags andon television, increased view-ers. In April for example, theviewership on news channelssaw a 60 per cent growth yearon year, a trend which contin-ued into the month of May.And on counting day, newschannels were estimated tohave clocked in numbers sur-passing that of the IndianPremier League finals.According to one media plan-ner, the average rates(throughout the day) on a typ-ical Thursday would be in therate of ~3000 to ~7000.However on May 23, rateswere in the range of ~2.5-3
lakh, he said. Avinash Pandey, CEO, ABP
News Network says, “Chan -nels are selling just one thirdof the inventory on electionday since the focus is on pro-viding as much in-depth cov-erage as possible. Moreover,with a fairly decisive result,viewership is expected totrickle over into the weekendsince there may be some com-munication from PM Modi.”
With the time available forads going down, brandssought out innovative ways tomake their presence felt. Onticker boards flashing at thebottom of the screen, labels onstate-wise breakdowns of elec-toral results and of course viaads on social media. The ratesfor a flashing band on thechannels was going foraround one lakh rupees, saidindustry sources.
On television, brands tooka fairly routine form of mes-saging, keeping it simple and
straightforward with just aname being flashed or run-ning an old commercial.However on social media,many brands took a humor-ous swipe at the results. Theairline IndiGo tweeted a photoin its trademark blue back-ground and the copy read,“We have seats for everyone”.SpiceJet didn’t couch its mes-sage, congratulating the PrimeMinister and declaring that itwas time for ‘Saffron on theground, red in the sky’.
Uboweja says that brandsought to be cautious at suchtimes, more than what theywere when Article 377 wasstruck down or the World Cupfinal is played. “When itcomes to a political event,especially the general assem-bly elections, brands have tobe very careful. They couldend up alienating a part of theconsumer base, employees orcommercial partners other-wise,” he adds.
TOP 5 NEWS CHANNELS
Brands join the frenzy, stepgingerly around poll politicsAd rates soar on television, Indian elections top the trend lists on social media,even as brands step in with celebratory messages
Top L to R: Amul and SpiceJet congratulated thePM; (Bottom L to R) Kingfisher and IndiGo usedhumour to convey an inclusive message
Channels Impressions (000s) sum
HINDIAaj Tak 141,950India TV 119,927Republic Bharat 113,526News18 India 110,785ABP News 1002,11ENGLISHRepublic TV 613DD India 540Times Now 452India Today TV 323CNN News18 316Hindi : HSM (U+R) : NCCS All : 15+IndividualsEnglish : All India (U+R) : NCCS AB :Males 22+ IndividualsWeek: May 11-17
SOLUTION TO #2750
> BS SUDOKU # 2751
Very easy«Solution tomorrow
HOW TO PLAYFill in the grid sothat every row,every column andevery 3x3 box contains the digits 1 to 9
12 BRAND WORLD>
AHMEDABAD | FRIDAY, 24 MAY 2019
NEHA ALAWADHINEW DELHI, 23 May
Experts may be divided on the roleTwitter played in the just concludedgeneral elections, but going by thenumbers, the medium was certainlyused extensively during the period.
According to Twitter, about 396million tweets were made “aroundthe Lok Sabha elections” between 1January and 23 May, 2019.
On Thursday, the counting day,3.2 million tweets were made, one-third of these were recorded between3 and 4 pm, when Prime MinisterNarendra Modi also tweeted.
The microblogging platform sawa 600 per cent rise in conversationsover the elections. The#LokSabhaElections2019 emoji fea-tured hashtag for not just Englishand Hindi, but also for Tamil andGujarati.
Between 11 April and 19 May,national security emerged as themost talked about election-relatedtopic on Twitter, followed by religion,
jobs and employment, agriculture,and demonetisation, Twitter said ina statement on Thursday.
According to a research carriedby the Indraprastha Institute ofInformation Technology Delhi andHyderabad, the number of election-related tweets on Thursday was407,000, the number of retweetswas 252,000, with about 164 uniquehashtags.
The profiles were mentioned themost were that of Narendra Modi(@narendramodi), mentioned54,344 times; BJP's official handle@BJP4India, mentioned 18,834;Rahul Gandhi (@RahulGandhi),mentioned 9,997 times; and BJPPresident Amit Shah (@AmitShah)mentioned 9,099 times. Other pro-files that were mentioned a lot were@smritiirani (8,658), @SirJadeja(6096), @INCIndia (5420).
The most popular hashtags were#ElectionResults2019, #Verdict2019,#LokSabhaElections2019,#VijayiBharat, #ModiAaRahaHai,#Amethi and #ModiAaGaya.
Tsu-NaMo...Congratulatory messagespoured from leaders across theworld, including ChinesePresident Xi Jinping, JapanesePM Shinzo Abe, RussianPresident Vladimir Putin andPakistan PM Imran Khan. ThePM is set to visit Bishkek toattend the ShanghaiCooperation Organisationsummit in mid-June where heis set to meet Xi and Khan.
The PM’s immediate chal-lenge would be to revive bothconsumption and investmentin the economy, and appointhis council of ministers.However, there would beimmediate as well as long-term ramifications of the BJP’swin. The Janata Dal (Secular)– Congress government inKarnataka could face trouble,as could Congress’ MadhyaPradesh government that hasa slim majority in the state’sAssembly. In his speech, BJPchief Amit Shah congratulatedOdisha CM Naveen Patnaikand Andhra Pradesh’s YSRCongress Party for theirrespective wins in theAssembly polls in the twostates. He, however, warnedthat the BJP would soon con-quer West Bengal.
While the BJP now has abrute majority of its own in theLok Sabha, it still needs thesupport of its allies in the RajyaSabha to get the key billspassed. But the BJP by 2022could be in a position to pushthrough constitution amend-ment bills, which require pas-sage by two-thirds of the mem-bers of the two Houses.
It remains to be seen howsteadfastly the BJP pursues itscore agenda of abolishingArticle 370 of the Constitutionthat gives Jammu andKashmir special status, con-structing a Ram temple inAyodhya and implementing auniform civil code. The situa-tion in Jammu and Kashmirclearly remains a challenge forthe new Modi government.
Shah may...In Gujarat, Shah had served ashome minister in govern-ments led by Modi. However,Rajnath Singh, who hasretained his Lucknow seat, isone of the senior-most partyleaders and served as homeminister in the first Modi gov-ernment. It remains to be seenif Nirmala Sitharaman, whoably defended the governmenton the alleged irregularities inthe Rafale fighter jet deal,would continue to remain
defence minister, and whetherRailway Minister PiyushGoyal, who has emerged thegovernment’s crisis manager,gets a more high-profile port-folio.
However, there are con-cerns on Finance MinisterArun Jaitley’s health. He wasdischarged from New Delhi’sAllMS on Thursday and did-n't attend the party's victorycelebrations at the BJP head-quarters in the evening.Given the challenges on theeconomic front in themonths to come, the concernin the party is if Jaitley’shealth will permit him to jointhe ministry at the currentjuncture. Jaitley has not beenattending office for aboutthree weeks now. He had thefinance portfolio, and brieflythe defence portfolio, formost of the duration of theModi government but for twointerregnums, when Goyalhandled finance.
Jaitley had undergonesurgery in the US on January22 for a reported soft tissuecancer in his left leg, an illnessthat led to him not being ableto present the Modi govern-ment's sixth and final Budgetof its current term. Goyal hadpresented that Budget.
Sushma Swaraj, who hasserved as external affairsminister, decided not to con-
test the Lok Sabha polls.Currently, Swaraj is not amember of either of the twoHouses. She recently attend-ed the Shan ghai CooperationOrgani sation (SCO) meetingin Bishkek. The PM is set toattend a key SCO meeting inBishkek on June 14-15, wherehe would be meeting not justChinese President Xi Jinpingbut Pakistan PM ImranKhan.
Textiles Minister SmritiIrani, who proved to be a giant-killer by defeating CongressPresident Rahul Gandhi fromthe Amethi seat, could be ele-vated.
The PM and Shah wouldalso find it difficult to ignorethe claims of such leaders as VK Singh, who has won his seatby a huge margin fromGhaziabad. Senior leader RaviShankar Prasad has alsodebuted in the Lok Sabha afteryears spent in the Rajya Sabha.
The Modi governmentwould need to factor in theupcoming Assembly polls inMaharashtra, Haryana andJharkhand and give MPs fromthese states representation inthe council of ministers. Partysources said some ministries,particularly the agricultureministry, could see a change.Some of the younger MPscould also be inducted in thecouncil of ministers.
Record election-relatedactivity on Twitter
> FROM PAGE 1
Printed and Published by Himanshu S Patwa onbehalf of Business Standard Private Limited and
printed at M/S Bhaskar Printing Press,Survey No 148-P, Near Nagdevta Mandir, Bavla
Highway, Sanand Dist. Ahmedabadand published at Office No. 207,
Sakar-II, Ashram Road,Ahmedabad-380006
Editor : Shyamal Majumdar
RNI NO. GUJENG/2001/4577
Readers should write their feedback [email protected]
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DISCLAIMER News reports and featurearticles in Business Standard seek to presentan unbiased picture of developments in themarkets, the corporate world and thegovernment. Actual developments can turnout to be different owing to circumstancesbeyond Business Standard’s control andknowledge. Business Standard does not takeany responsibility for investment or businessdecisions taken by readers on the basis ofreports and articles published in thenewspaper. Readers are expected to form theirown judgement.Business Standard does not associate itselfwith or stand by the contents of any of theadvertisements accepted in good faith andpublished by it. Any claim related to theadvertisements should be directed to theadvertisers concerned.Unless explicitly stated otherwise, all rightsreserved by M/s Business Standard Pvt. Ltd.Any printing, publication, reproduction,transmission or redissemination of thecontents, in any form or by any means, isprohibited without the prior written consent ofM/s Business Standard Pvt. Ltd. Any suchprohibited and unauthorised act by anyperson/legal entity shall invite civil and
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