Mumbai: The International Advertising Association (IAA), a unique strategic institution that addresses the common interests of all the disciplines across the full spectrum of marketing communication organised the sixth edition of its flagship IAA Leadership Awards 2018. Presented byZee Entertainment Enterprises Ltd (ZEEL), the event brings together great minds in business, marketing, advertising and media to celebrate the best in the industry.
As part of the award evening, a panel discussion was conducted to offer an open platform for exchange of ideas amongst the industry stalwarts. The panellists comprised of Mr. Shashi Sinha, CEO- IPG Media Brands India, Ms. Prathyusha Agarwal, CMO- ZEEL and Mr. Sanjay Behl, CEO- Raymond Ltd.The session was moderated by Mr. Partho Das Gupta, CEO – BARC India.
All the Panlists reitrated sentiments favouring the role and power of TV as a Medium for Mass Reach with high assurance for Rutun on Investment and stated that still TV has a long way to go.
Key highlights of the panel discussion:
Ms. Prathyusha Agarwal, CMO- ZEEL said “TV has been the source of entertainment for every Indian household for decades and continues to be so. As the entertainment powerhouse of the country we believe only when we come together across platforms, extraordinary happens. Hence, we are here to provide the best solution to the advertisers. We are also witnessing huge growth in the regional markets and connecting with people in their own language is invaluable. Fundamentally, TV is and will always be relevant, but it is also a glorious time for marketers with digital and working together to effectively reach out to consumers”
Mr. Sanjay Behl, CEO- Raymond Ltd. said “Properties that are being watched in India right now are at an all-time high beating world numbers. Fundamentally,there are two questions in context of media, firstbeing brand position and second which medium helps me build my brand. I feel brands are working towards influencingimmediatepurchase rather than analysing which medium helps in the long run. No doubt, that the reach of TV is high, it is also quick as product life cycles are short and TV gives you a wide reach within a 30 second Ad duration. It is also intense as TV as a broadcast medium builds passive engagement vs Digital disengagement. I also feel quality innovations have been happening in consumption of the mediaas TV remains the second highest return on investment after paid research. I truly believe TV is a and will remain a powerhouse medium in our country.”
Mr. Shashi Sinha, CEO- IPG Media Brands India said “In the media agency ecosystem, there is a lot of discussion on ratings. I appeal that we must look at first impressions to make actual comparison and what comes easily to traditional advertisers may not appeal to the youth today. I feel TV has a long way to go and is a under nourished medium. However, for people to build brands, India still has a long way to go so one needs to advertise using TV as a medium.”
Mr. Partho Das Gupta, CEO – BARC India said “TV today reaches 836 mn individuals across India, we as Indians still are TV fanatics. People are spending 4 hrs on TV in the South of India. Almost 12 hours of advertising gets telecasted in India. Hindi content is still ruling, 688 mn viewers are watching GEC serials while at a similar number 680mn are watching movies which is a higher number than people who watch movies in the theatre. Sports as a genre is also going up. Overall, I would say TV is the biggest dominant medium today and will continue to grow.”
