MUMBAI: Tam India has reason to celebrate. At the fourth Esomar Asia Pacific Conference which concluded yesterday in Shanghai, Tam's paper on Product Placement was selected as the best paper amongst the 22 papers presented from across the region.

The announcement was made by Nestle - Switzerland head market intelligence and Esomar president Fredrik Nauckhoff.

TAM VP Atul Phadnis and S-Group marketing manager Akash Chawla at the Esomar conference in Shanghai

The paper titled 'Evaluating Soft Brand Advertising on Television' was a joint effort from two of Tam's divisions - Adex India and the S-Group.

For the best paper slot Tam competed with other research and strategy papers from Japan, China, Hong Kong, Australia and New Zealand and shared the honors with another paper from Hong Kong. By virtue of being the best paper in this conference, Tam's paper automatically qualifies for the Annual Esomar 'John and Mary Goodyear Award' which will be announced later this year.

The winning paper deals with monitoring techniques for Product Placement within TV programs and sports telecasts that have been developed indigenously by Adex India as also the fusion of this data with peoplemeter viewership data which has been brought about by the S-Group.

The paper was presented in Shanghai by TAM VP Atul Phadnis and S-Group marketing manager Akash Chawla.