Brands
TAM report: SBS Biotech was the leading advertiser during Q’1, Q’2 and Q’3 of 2023
Mumbai: TAM AdEx India has released a quarterly advertising report on FMCG sector for Jul-Sept’23.
TV:
Ad volumes on television for the FMCG sector witnessed growth in Apr-Jun’23 and Jul-Sept’23 by four per cent and three per cent over Jan-Mar’23. Also, Jul-Sept’23 observed growth of two per cent in ad volumes over Jul-Sept’22 for the FMCG sector.
May’23 had the highest share of ad volumes of 12 per cent for the FMCG sector. Whereas, Feb’23 had the lowest share of ad volumes on television advertising for the FMCG sector.
Toilet Soaps, Toilet/Floor Cleaners and Washing Powders/Liquids retained their first, second and third positions respectively in Jul-Sept’23 compared to Apr-Jun’23. Tea and Mosquito Repellents were the only new entrants in the top 10 category list during Jul-Sept’23 over Apr-Jun’23. The top 10 categories collectively added 47 per cent share of ad volumes on TV for the FMCG sector.
Hindustan Unilever and Reckitt Benckiser (India) retained their first and second positions throughout first, second and third quarters of year 2023.
Together, the top 10 advertisers covered 71 per cent share of ad volumes on TV advertising for the FMCG sector. The top seven advertisers present in all the quarters of the year 2023 i.e. Jan-Sep. Britannia Industries and Nestle India entered the top 10 advertisers list and secured ninth and tenth positions compared to their 12th and 11th positions in Apr-Jun’23.
The top 10 brands collectively added the highest share of ad volumes of 17 per cent in Apr-Jun’23. Out of the top 10 brands present in Jul-Sept’23, five of them belonged to Reckitt Benckiser (India), four belonged to Hindustan Unilever and one belonged to Wipro. Dettol Toilet Soaps ascended to first position in Jul-Sept’23 compared to its fourth position in Apr-Jun’23. Santoor Sandal and Turmeric, Lifebuoy Toilet Soap and Surf Excel Easy Wash were the new entrants in the top 10 brand list in Jul-Sept’23 over Apr-Jun’23.
GEC channel genre was majorly preferred by the FMCG sector advertisers in Jul-Sept’23 with 37 per cent share of ad volumes. The top two channel genres i.e. GEC and Movies together accounted 63 per cent of the ad volumes’ share for the FMCG sector during Jul-Sept’23.
Feature films is the most commonly used genre for promoting FMCG brands on television with 28 per cent share. The top two program genres i.e. feature films and drama soap together added 43 per cent share of ad volumes on TV.
Prime time had the highest advertising share on TV followed by afternoon and morning time-bands. Prime time, afternoon & morning time bands together accounted for 72 per cent share of ad volumes.
Advertisers of the FMCG sector majorly preferred 20 – 40 secs ad size on TV with 70 per cent share of ad volumes followed by <20 secs ads.
Print:
Ad space in print medium for FMCG sector witnessed growth of six per cent and 12 per cent during both the quarters Apr-Jun’23 and Jul-Sept’23 respectively. Also, Jul-Sept’23 observed growth of seven per cent in ad space for FMCG sector compared to Jul-Sept’22.
The highest share of ad space on print medium was observed in Aug’23 with 13 per cent and the lowest share of ad space was in Feb’23 with nine per cent for FMCG sector.
During Jul-Sept’23, the range of OTC products ascended to first position with nine per cent share of ad space compared to its third position in Apr-Jun’23. Tooth pastes and range of food products were the new entrants in the top 10 category list during Jul-Sept’23 over Apr-Jun’23. The top categories together contributed 47 per cent share of ad space in Jul-Sept’23.
SBS Biotech was the leading advertiser during Q’1, Q’2 and Q’3 of Y 2023. It had 14 per cent share of ad space during Jul-Sept’23. The top 10 advertisers together added 41 per cent share of ad space in Jul-Sept’23. Divya Pharmacy was an exclusive advertiser that entered the top 10 advertiser list and secured third position compared to AprJun’23. Hindustan Unilever, Dabur India, and K P Pan Foods were the new entrants in the top 10 advertisers list in Jul-Sept’23 over Apr-Jun’23.
The top 10 brands in Jul-Sept’23 together added the highest share of ad space of 20 per cent. Patanjali Divya OTC products was an exclusive brand that entered the top 10 list and secured first position in Jul-Sept’23 over Apr-Jun’23. Dr Ortho Oil descended to the second position in Jul-Sept’23 compared to its first position in Apr-Jun’23. Patanjali range of products, Patanjali Dant Kanti and Pushp Tikha Tadka Mirch Powder were the entrants in the top 10 brand list in Jul-Sept’23 over Apr-Jun’23. Out of the top 10 brands present in Jul-Sept’23, four of them belonged to SBS Biotech and two belonged to Patanjali Ayurved.
In the period of Jul-Sept’23, Publication with the Hindi language dominated by securing a 51 per cent share of advertising space. The top five publication languages together accounted for 85 per cent share of ad space.
North Zone was the leading territory for advertising with 36 per cent share of ad space during Jul-Sept’23 for the FMCG sector. Mumbai & Kolkata were the top two cities in Pan India during Jul-Sept’23.
Sales promotion for ‘FMCG’ sector accounted for 18 per cent share of ad space in the print medium. Among sales promotions, volume promotion occupied 39 per cent share of the pie followed by discount promotion with 22 per cent share in Jul-Sept’23.
Radio:
The FMCG sector observed growth in ad volumes on Radio Medium by 12 per cent and 19 per cent during Apr-Jun’23 and Jul-Sept’23 respectively. Compared to Jul-Sept’22, ad volumes of the FMCG sector observed growth of 48 per cent in Jul-Sept’23.
May’23 and Aug’23 had the highest share of ad volumes of 13 per cent on radio medium for the FMCG sector. Whereas, Jan’23 & Feb’23 had the lowest share of ad volumes of nine per cent.
In Jul-Sept’23, Pan Masala category retained its first position with 14 per cent share of ad volumes compared to Apr-Jun’23. Range of Hair Car was a new category that entered the top 10 category list and secured seventh position in Jul-Sept’23 over AprJun’23. The top 10 categories together added 59 per cent share of ad volumes during Jul-Sept’23. Edible oil and rubs and balms were the new entrants in the top 10 category list in Jul-Sept’23 over Apr-Jun’23.
Vishnu Packaging secured first position in the first three quarters of Y 2023. Together, the top 10 advertisers added 46 per cent share of ad volumes in Jul-Sept’23. Compared to Apr-Jun’23, Vishnu Packaging and SBS Biotech retained their first and second positions with 11 per cent and 8 per cent share of ad volumes in Jul-Sept’23. DN Global Marketing and Lakshmi Snacks were exclusive brands that entered the top 10 advertiser list in Jul-Sept’23 over AprJun’23.
Vimal Pan Masala was consistent in securing the first position during the first three quarters of the year 2023. Jan-Mar’23 had the highest collective ad volume share of the top 10 brands with 35 per cent for FMCG category. There were four exclusive advertisers present in Jul-Sept’23 compared to Apr-Jun’23. Glaxo Smithkline entered the top 10 list in Jul-Sept’23 and secured third position, compared to its 34th position in Apr-Jun’23.
Gujarat was the leading state with 24 per cent share of ad volumes on Radio for the FMCG sector. The top three states occupied 56 per cent share of ad volumes for the FMCG sector.
Advertising for FMCG was preferred in the evening followed by morning time-band on the radio. Together, evening and morning time bands added 70 per cent share of ad volumes on radio advertising for FMCG sector.
Digital:
Ad impressions on Digital medium for the FMCG sector witnessed growth of 29 per cent during Apr-Jun’23 compared to Jan-Mar’23. Whereas, Jul-Sept’23 observed a de-growth of six per cent over Jan-Mar’23. Also, ad impressions decreased by 29 per cent in Jul-Sept’23 compared to Jul-Sept’22.
In digital medium, Apr’23 & Jun’23 both had the highest monthly ad impressions of 14 per cent, whereas Feb’23 and Jul’23 had the lowest share of ad impressions i.e. nine per cent.
Corporate-pharma/healthcare ascended to first position with 11 per cent share of ad impressions compared to its second position in Apr-Jun’23. Out of the top 10 categories, five of them were new entrants in Jul-Sept’23 compared to Apr-Jun’23. The top 10 categories together added 45 per cent share of ad volumes during Jul-Sept’23.
Hindustan Unilever ascended to first position in Jul-Sept’23 with seven per cent share of ad impressions compared to its third position in Apr-Jun’23. Out of the top 10 advertisers present in Jul-Sept’23, four of them were new entrants compared to Apr-Jun’23. The top 10 advertisers together accounted for 48 per cent share of ad volumes on radio in Jul-Sept’23 for the FMCG sector.
Hear.Com retained its first position in Jul-Sept’23 compared to Apr-Jun’23.
The top 10 brands of Jan-Mar’23 and Jul-Sept’23 had the maximum share of ad impressions i.e. 28 per cent. Fortune Xpert Total Balance and Britannia Nutri Choice Seeds were exclusive brands present in Jul-Sept’23. Out of the top 10 brands present in Jul-Sept’23, seven of them were new entrants compared to Apr-Jun’23.
Programmatic (86 per cent) was the top transaction method for digital FMCG advertising based on impressions during Jul-Sept’23. Programmatic and ad network transaction methods together captured 94 per cent share of FMCG ad impressions on digital.
Brands
Yes Madam taps Rajpal Yadav’s Chota Don nostalgia to power new digital campaign
Home salon platform ropes in Tanya Mittal as it bets on humour and pop culture to showcase trust and convenience
NOIDA: India’s fast-growing home salon platform Yes Madam is leaning on nostalgia and a dose of comic chaos to pitch its services. The brand has launched a new digital campaign starring Rajpal Yadav and influencer Tanya Mittal, reviving Yadav’s much-loved Chota Don character to underline the reliability of at-home beauty services.
The campaign marks Yes Madam’s first collaboration with Rajpal Yadav and revisits the quirky Chota Don persona made famous in the 2007 film Partner. Produced with Footloose Films, the film blends slapstick humour with a nostalgic callback to spotlight the platform’s promise of dependable, quality services delivered at home.
The storyline plays out like a miniature action comedy. Tanya Mittal finds herself surrounded by goons and calls for help, only for Rajpal Yadav to appear in full Chota Don mode, dispatching the attackers in his trademark comic style as Mittal cheers him on. The drama then flips abruptly to a calmer scene, with Mittal relaxing at home while enjoying a Yes Madam service and insisting the heroic episode really happened, even as posters of Chota Don decorate her house. The film ends with Yadav’s voiceover declaring that the incident may or may not have happened, but the trust and quality of Yes Madam’s services certainly have.
The collaboration also follows a broader show of support for Rajpal Yadav within the industry. In the growing wave of backing for the veteran actor, Mayank Arya, co-founder and chief executive of Yes Madam, publicly supported actor-producer Sonu Sood’s call for concrete help from the film industry and corporate brands. Arya took to the social media platform X urging companies to move beyond expressions of sympathy and instead offer tangible opportunities to the actor amid his ongoing legal and financial challenges.
He wrote, “Seconded @SonuSood. Even brands should come forward to help the great talent. @Rajpalofficial will also be a part of an ad film @_yesmadam! Have already aligned the team on it. #ComeBackStronger.”
Seconded @SonuSood. Even brands should come forward to help the the great talent.@Rajpalofficial will also be a part of an ad film @_yesmadam !
Have already aligned the team on it.#ComeBackStronger https://t.co/Q7qpJttLTs— Mayank Arya (@iammayankarya) February 11, 2026
Rajpal Yadav recently surrendered at Tihar Jail after the Delhi High Court rejected his plea seeking additional time to repay dues in a long-running cheque-bounce case. The actor had been accused in the case in 2018 after he was unable to repay a loan taken for a film project that failed at the box office. The court later ordered him to surrender after the dues remained unpaid.
The situation triggered a wave of support from several high-profile figures. Sonu Sood emerged as one of the most prominent voices, expressing solidarity and promising Yadav a role in his next film. Sood emphasised that industry support should be about dignity and real job opportunities rather than charity. Celebrities including Salman Khan, Ajay Devgn, Gurmeet Choudhary and Guru Randhawa have also publicly extended financial and professional support.
Before surrendering, Rajpal Yadav shared an emotional statement in which he spoke about feeling alone and unsupported, a remark that struck a chord with many in the industry. However, his brother later clarified that the actor would never have intended to suggest that he lacked support from colleagues or well-wishers.
Reflecting on the campaign, Mayank Arya said the film was designed to entertain while strengthening the brand’s message. “At Yes Madam, we have always believed in creating campaigns that connect with audiences in an engaging and memorable way. I had earlier spoken about the importance of extending meaningful opportunities to Rajpal Yadav, and we are glad to be the first brand to take that step forward with this collaboration. Through this film, we wanted to create a compelling narrative while also reinforcing the trust and reliability that customers associate with Yes Madam’s services,” Arya said.
Akanksha Vishnoi, co-founder, said the campaign leans on nostalgia to strike a chord with digital audiences. “Consumers today engage deeply with content that blends entertainment with relatability. With this campaign, we wanted to revisit a nostalgic moment while subtly reinforcing the convenience and reliability of at-home services. Rajpal Yadav’s Chota Don is an iconic character that instantly evokes nostalgia and humour, making it the perfect fit for this campaign. Tanya Mittal’s presence added a vibrant energy and helped us bring the vision of the campaign to life,” Vishnoi said.
Founded in 2016, Yes Madam offers salon and spa services at home through trained professionals using hygienic, single-use product formats. The platform now operates in more than 55 cities across India, pitching convenience, transparency and quality to a growing base of urban consumers.
The new campaign, rolling out across social media and video platforms, makes its pitch with a wink. The Chota Don rescue might be fiction, but the promise of a salon at your doorstep, the brand suggests, is the real deal.
