Brands
TAM report: TV sports genre ad volumes surge by 53 per cent in Apr-Jun ’23
Mumbai: TAM AdEx India has released a quarterly advertising report on the sports channel genre for Jul-Sept’23.
Advertising on television for the sports genre witnessed growth in ad volumes of 53 per cent during Apr-Jun’23 over Jan-Mar’23. Whereas, Jul-Sept’23 observed a de-growth of 10 per cent in ad volumes for the sports genre over Jan-Mar’23. Compared to Jul-Sept’22, ad volumes in the sports genre witnessed growth of five per cent in Jul-Sept’23.
During Jul-Sept’23, services and food & beverages sectors retained their first and second positions with 50 per cent and seven per cent share of ad volumes over Apr-Jun’23. Together, the top 10 sectors covered 88 per cent share of ad volumes on television advertising for the sports genre. Durables was the only new sector that entered the top 10 list during Jul-Sept’23, compared to its 12th position in Apr-Jun23.
Ecom-media/entertainment/social media retained its first position with 39 per cent share of ad volumes in Jul-Sept’23 over Apr-Jun’23. During Jul-Sept’23, four categories entered the top 10 list compared to Apr-Jun’23.
Ecom-pharma/healthcare was the only new category that was present in Jul-Sept’23 compared to Apr-Jun’23. The top 10 categories collectively added 64 per cent share of ad volumes in Jul-Sept’23.
International Cricket Council, GCMMF and Vini Product were the new entrants in the top 10 advertiser list in Jul-Sept’23 over Apr-Jun’23. During Jul-Sept’23, One8 Trion and Flipkart.com were the exclusive advertisers that entered the top 10 list compared to AprJun’23. The top 10 advertisers contributed 62 per cent share of ad volumes in Jul-Sept’23.
JioCinema app retained its first position throughout the first three quarters of year 2023. During Jul-Sept’23, the top 10 brands covered 53 per cent share of ad volumes on television advertising for the sports genre. A total of five brands were new entrants in the top 10 brand list in Jul-Sept’23 over Apr-Jun’23. Also, there were two exclusive brands present in Jul-Sept’23 compared to Apr-Jun’23.
‘Associations/social/cultural organisation’ categories saw the highest increase in ad seconds with eight times growth on television advertising in the sports channel genre. In terms of growth percentage among the top 10 categories, Hair oils witnessed the highest growth of 34 times during Jul-Sept’23 over Apr-Jun’23.
The cricket program dominated the sports channel genre for four consecutive quarters, holding over 50 per cent of the ad volumes, making it the most prominent program genre.
Brands
Malaika Arora launches accessories brand Maejoy
The Bollywood star’s lifestyle brand, built with Myntra and Exceed Entertainment, promises aspirational fashion without the high price tag
MUMBAI: Malaika Arora is not the first Bollywood star to put her name on a brand, and she will not be the last. But Maejoy, the accessories label she has launched in partnership with Myntra Jabong India Private Limited (MJIPL) and talent outfit Exceed Entertainment, at least has a sharper pitch than most. The brand drops with 250-plus styles spanning handbags and lab-grown diamond jewellery, two categories that sit squarely in the sweet spot between aspiration and affordability, and lands on Myntra’s platform from day one, putting it in front of millions of shoppers without breaking a sweat.
The handbag range covers the full gamut: crossbody bags, structured shoulder bags, bucket bags, totes, workwear classics, backpacks and clutches, rendered in synthetic leather, raffia, braids, satin, rhinestone and metallic finishes. The jewellery line runs to rings, earrings, pendants, bracelets and tennis bracelets in silver, gold and rose-gold tones, set in 925 sterling silver with IGI and GCI certified lab-grown diamonds. The brand’s guiding philosophy, “The Joy of Being Me,” stakes its claim on individuality and self-expression; its three brand pillars, Authentic, Empowering, Accessible, are the usual suspects, though the lab-grown diamond bet is savvier than it sounds. Lab-grown stones now sell at a fraction of the price of mined ones, and the category is growing fast in India as younger buyers wise up to the arbitrage.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business, or through my personal style, I’ve championed the idea that fashion should be empowering yet effortless. The brand aims to democratise global fashion trends while offering women something that extends the feeling of luxury every day, be it a lab-grown diamond or a perfectly crafted handbag,” said Malaika Arora, founder of Maejoy
MJIPL, the B2B wholesale arm of Myntra, is putting its design and brand-building muscle behind the venture. Suman Saha, chief experience officer and head of house of brands at MJIPL, was bullish on the tie-up.
“Maejoy brings together Malaika Arora’s distinctive style perspective with a strong proposition in the accessible yet elevated accessories space. We believe the brand’s fashion-forward designs and thoughtful positioning will connect strongly with discerning consumers.”
Suman Saha, chief experience officer, head of house of brands, MJIPL
Afsar Zaidi, chief executive of Exceed Entertainment, the talent management firm that helped broker the deal, has worked with MJIPL before and was characteristically direct about what makes Arora an unusually bankable partner.
“Building celebrity-led brands requires a delicate balance of authenticity and market viability. Malaika is a rare talent who commands equal respect as a fashion icon and a savvy businesswoman. We are proud to facilitate this partnership that brings together her creative clout and Myntra’s brand-building excellence,” said Zaidi
Celebrity fashion brands live or die on one question: does the star actually wear it, or is the cheque the only thing they signed? Arora, who has spent three decades as one of Bollywood’s most-watched style references, has at least built a plausible case. Maejoy is live now on www.myntra.com and the Myntra app. The real test, whether shoppers buy the handbag or just the hype, starts today.
