MAM
HUL tops personal care & hygiene advertisers on TV, print: TAM AdEx 2020 report
MUMBAI: The TAM Adex overview of advertising in the personal care and hygiene sector across TV, print, radio and digital media for the year 2020 has thrown up some significant insights. All four media witnessed a thumping recovery in Q4 advertising over Q1. The trends also reflected the growing importance of handwashing and sanitisation due to the Covid2019 scare.
The personal care/hygiene sector witnessed 38 per cent growth in television ad volumes in Q4 of 2020, compared to Q1, according to the TAM AdEx overview of the segment across TV, print, radio and digital in 2020. Compared to Q1 of 2020, Q4 witnessed 3X ad insertion growth on digital, while ad space in print witnessed double digit share from November 2020 onwards. Ad volumes for the personal care and hygiene sector grew by 4X on radio in Q4 over Q2 of 2020.
Television
Ad volumes of the personal care/hygiene sector on TV increased by seven per cent in 2020 over 2019. Compared to Q1 of 2020, Q4 witnessed 38 per cent growth in ad volumes of this sector. Due to Covid2019, the lowest ad Volumes were observed in Q2, which includes the lockdown period. A drop recorded in personal care and hygiene sector advertising was seen during April 2020 over March 2020 due to the lockdown. However, during September-December 2020, ad volumes on television witnessed a double digit share. The GEC genre topped preference list of personal care/hygiene players during 2020.
The top three product categories contributed more than 55 per cent to the ad volume share of the personal care/hygiene sector. Top 10 Advertisers accounted for more than 80 per cent share of ad volumes in 2020 with FMCG major Hindustan Unilever (HUL) topping the list. Among the Top 10 brands, five belonged to the toilet soaps category. Top 10 brands accounted for more than 30 per cent share of ad volumes in 2020 with Dettol Toilet Soaps topping the list.
Ad space in print witnessed double digit share from November 2020 onwards. Compared to the first quarter of 2020, Q4 witnessed 45 per cent ad space growth in print publications.
Ad space of the personal care/hygiene sector in print decreased by 19 per cent in last year over 2019. Compared to Q1 of 2020, Q4 witnessed 45 per cent ad space growth. Print ad space recovered to pre-lockdown level within four months of post lockdown period. Ad space in print witnessed double digit share in the months of September, November and December of 2020.
Fairness creams leads the list of top 10 categories under the personal care/hygiene sector. Top 10 advertisers accounted for more than 65 per cent share of ad space in 2020 with HUL leading the list, followed by SBS Biotech.
Among four zones, north topped for personal care/hygiene advertising with 41 per cent share in print during 2020. Mumbai and Kolkata were the top cities in the west and east zone respectively as well as in overall India.
Radio
Ad volume for the personal care/hygiene sector on radio dropped by 11 per cent last year over 2019. Q3 of 2020 registered the highest advertising of personal care/hygiene on radio. Due to Covid2019, lowest ad volumes were observed in Q2 which includes the lockdown period. Highest share of ad volumes for personal care/hygiene sector registered during August to October of the previous year.
Ad volumes for the personal care/hygiene sector grew by 4X in the fourth quarter over second quarter of 2020. On radio, ads for tooth pastes and toilet soaps ruled with more than 45 per cent of the total ad volumes.
Maharashtra was the top state with 16 per cent share of ad volumes followed by Gujarat with 15 per cent share. Top 10 advertisers accounted for 74 per cent share of ad volume in 2020 with Vicco Laboratories leading the list.
Digital
Ad insertions of the personal care/hygiene sector on digital decreased by 24 per cent in 2020 over 2019. Compared to Q1 of 2020, Q3 and Q4 witnessed 2X and 3X growth in ad insertions, respectively. The highest share on digital was observed during the festive period, that is, October-December 2020, which had 40 per cent share of total ad insertions on the medium.
On the digital medium, tooth pastes and face wash were the top personal care/hygiene categories, with 24 per cent and 13 per cent share, respectively. The top 10 advertisers accounted for more than 75 per cent share of ad insertions in 2020, with GlaxoSmithkline leading the list.
The top 10 brands accounted for 47 per cent share of ad insertions on digital in 2020. Sensodyne Rapid Relief topped the list with 11 per cent share of the total ad insertions for the personal care/hygiene sector.
Brands
Abhinav Rastogi named global marketing director for YouTube Shopping
Google veteran to scale creator commerce and expand shopping across global markets
SINGAPORE: Abhinav Rastogi has stepped into a new role as global marketing director for YouTube Shopping, marking the latest chapter in a more than decade-long career at Google.
Rastogi, who took on the position in February and is based in Singapore, will lead global marketing for YouTube Shopping, a platform designed to connect creators, viewers and merchants in a single ecosystem. His remit includes expanding the service into new markets and strengthening its positioning as a growth channel for both creators and brands.
In a reflective note on the transition, Rastogi pointed to a simple but powerful idea driving the role. For years, creators have quietly built trust with audiences through consistent and authentic content, and that trust often shapes purchasing decisions. What is changing now, he said, is the infrastructure around that behaviour. YouTube Shopping aims to make it easier for viewers to discover and buy products recommended by creators they already follow.
The scale is already significant. More than half a million creators have joined the programme, with recent expansion into Japan through a partnership with Rakuten signalling further global ambitions.
Rastogi believes the future of shopping on YouTube will be driven by a blend of creators, content and communities. In his view, it is the human voice behind the screen, not just the product, that ultimately builds trust and drives discovery.
Prior to this role, he served as director of marketing, YouTube Asia Pacific, where he led regional marketing across creator engagement, brand building and reputation. During that time, he played a key role in launching and scaling YouTube Shopping across eight markets in the region.
Earlier stints at Google include group product marketing manager, consumer apps, overseeing growth for products such as Search, Maps and Assistant across India and Southeast Asia, and product marketing manager roles spanning consumer apps and YouTube, where he contributed to launches including YouTube Music, YouTube Originals and YouTube Shorts.
Rastogi began his career in consulting with Boston Consulting Group and A.T. Kearney, before moving into the technology sector. He is an alumnus of Indian Institute of Management Calcutta and Indian Institute of Technology Kanpur.
Alongside his corporate role, he is also an active angel investor, backing early-stage startups in consumer technology and electric mobility across India and Southeast Asia.
As he settles into the new role, Rastogi is betting on a future where every video can double up as a storefront, and where commerce feels less like a transaction and more like a recommendation from a trusted voice.
