MAM
Life OK achieves its all-time high ratings
MUMBAI: Life OK, the second Hindi general entertainment channel (GEC) from the Star Network stable, has recorded its highest rating of 167 GRPs. The channel, which had opened with 87 GRPs in December 2011, has come a long way and its popular mythological show ‘Mahadev‘ has contributed immensely in its journey.
As per TAM data (HSM, C&S, 4+) provided by Hindi GECs, though there is no change in Life OK‘s position on GEC ladder (at No.5 in the hierarchy) but it added 26 GRPs to its last week‘s tally. The success can be attributed to the telecast of ‘Mahaepisode‘ of ‘Mahadev‘ on 9 September. The special episode of the show ran for an hour and garnered 8.2 TVR, highest recorded rating of any show in this year. The show averaged around 3.1 TVR as compared to 2.9 TVR in the previous week.
Star Plus is back as the leader of the flock. The channel has maintained status quo with 250 GRPs in the week ended 15 September. Its fiction shows continue to garner good numbers as ‘Diya Aur Baati Hum‘ (5.3 TVR) continues to be the most watched show on Indian television.
Despite the loss of 11 GRPs, taking the second leadership position is Zee TV. The fiction shows of the channel like Sapne Suhane Ladakpan Ke (2.1 TVR), Rab Se Sona Ishq (1.4 TVR), Mrs. Kaushik Ki Paanch Bahuein (2.2 TVR) have seen a marginal drop in their ratings. However, ‘Dance Ke Superkids‘ (4.6 TVR) continues to fetch increased eyeballs and is the highest rated show on the weekend prime-time.
There is a tie at the No. 3 position of GEC ranking. Both Colors and Sony Entertainment Television (Set) have notched 230 GRPs each. Colors added a GRP while Set ended the week with a loss of 14 GRPs.
Colors‘ ‘Balika Vadhu‘ has been holding onto its No.2 position in the ‘Top 10 shows‘ with 4.7 TVR (last week 5.1). It replaced ‘Saas Bina Sasural‘ on the channel; its last rating was recorded 1 TVR. The new season of the channel‘s laughter reality show Comedy Circus titled ‘Comedy Circus Ke Ajoobe‘ opened with 3.3 TVR on 9 September.
Set‘s new fiction property ‘Honge Juda na hum‘, which launched on 10 September, opened with a 1 TVR. It replaced ‘Saas Bina Sasural‘ on the channel, last rating of which was recorded 1 TVR. The new season of the channel‘s laughter reality show Comedy Circus titled ‘Comedy Circus Ke Ajoobe‘ opened with 3.3 TVR on 9 September.
‘Kaun Banega Crorepati 6‘ saw a drop in its ratings in the following week. Though it opened with a 6.1 on 7 September (Friday), it clocked 3.9 TVR on 14 September (Friday). The Saturday (15 September) episode of the show rated 4.8 TVR while the Sunday episode (9 September) fetched 4.2 TVR.
The next in the GEC ladder is Sab that added a GRP to close the week with 137 GRPs.
Sahara-One with 34 GRPs (last week 36 GRPs) follows.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
