Chennai: In a compelling reflection of evolving consumer priorities, hygiene and personal care brands are taking center stage in the Indian advertising space. The latest data reveals that Harpic Power Plus 10X Advanced tops the list of Top 10 Brands Across Genres by Ad Volume, clocking a massive 463.11 thousand seconds of screen time.
Closely following are Lizol Shakti and Dettol Toilet Soaps, with 345.79k and 317.05k seconds respectively, cementing the dominance of home and health hygiene categories in Indian households and on television alike.
The list further features Dettol Antiseptic Liquid, Close Up Ever Fresh, and Mortein Liquid Vaporizer, underlining a persistent focus on germ protection, cleanliness, and personal care. Notably, Harpic makes a double appearance—its Bathroom Cleaner variant also secures the 10th spot, showcasing Reckitt’s aggressive multi-product strategy.
While hygiene takes up the lion’s share, the presence of Maaza (a fruit beverage) and Jio Hotstar (a digital OTT platform) signals a balanced mix of lifestyle advertising. Surf Excel Matic Liquid, another cleaning product, ties closely with Mortein, pointing to an ad market still strongly influenced by cleanliness and care.
Ad Volume Rankings (Top 3 Highlights):
1. Harpic Power Plus 10X Advanced – 463.11k secs
2. Lizol Shakti – 345.79k secs
3. Dettol Toilet Soaps – 317.05k secs
A Shift in Consumer Mindset
Marketing experts note that the continued prominence of such brands speaks to the lasting behavioral shifts post-pandemic. “People are not just buying products—they’re buying peace of mind. Hygiene has become habitual, and brands are capitalizing on that,” says a Chennai-based media analyst.
With consumers valuing cleanliness, safety, and convenience, it’s no surprise that these sectors are investing heavily in visibility and brand reinforcement. As the competition intensifies, especially among legacy hygiene giants, viewers can expect even more innovation in both products and marketing campaigns.
– by Vijay Vishwanath, Founder & CEO, medianews4u.com
