MAM
Jump in ad inventory as lockdown relaxes in some parts: BARC-Nielsen
NEW DELHI: The week 5 data of BARC-Nielsen, covering media behaviour during the COVID-19 lockdown, recorded a jump of seven per cent in the overall ad FCT as compared to the past week, giving positive indications towards the crawling back of inventory as some essential services begin in some of the states.
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The data also showed the mammoth growth that Ramayan and Mahabharat, which are aired on the DD network, have witnessed in terms of advertisers. The shows started with three and two advertisers, respectively, now have 42 and 24 brands taking their ad spots, respectively.
The overall advertiser count on TV also climbed up from 1017 to 1021 in week 15, but still stands drastically lower than 1378 of pre-covid period (11 January — 31 January).
The top 10 advertisers — HUL, R&B, Govt. of India, Colgate, GSK, GCMMF, Wipro, govt of MP, ITC, and P&G, increased their inventories by 18 per cent in week 15 over the past week. The next 40 top advertisers grew their inventory by 10 per cent.
Of those continuing to advertise on television, 14 per cent are using COVID-19 as a theme of communication. Brands like Cement Manufacturing Co Ltd, Thyrocare Technologies Ltd, and Paragon Polymer Products Pvt Ltd have 100 per cent of their ads based around the theme of the pandemic.
The contribution of essentials grew from 42 per cent in week 14 to 46 per cent in week 15. Social witnessed a slight drop in share, from 34 per cent to 32 per cent.
MAM
PropertyPistol appoints Hemant Bajaj as chief marketing officer
Proptech firm taps global marketing leader to sharpen brand and growth strategy.
MUMBAI: In the fast moving world of proptech, building homes may be the business, but building the brand is just as crucial. Propertypistol, the proptech driven real estate advisory platform, has appointed Hemant Bajaj as its chief marketing officer (CMO) as the company looks to strengthen its brand narrative and accelerate growth across markets. Bajaj will lead the company’s marketing operations across multiple geographies, overseeing brand strategy, integrated marketing initiatives and revenue aligned growth programmes as Propertypistol prepares for its next phase of expansion.
The appointment comes at a time when the proptech sector is seeing rapid digital adoption, with companies increasingly focusing on leadership talent capable of combining technology, data driven marketing and customer experience.
Bajaj brings experience spanning India, South East Asia and the Middle East, where he has worked on scaling brands and leading digital transformation initiatives across multiple industries. His work in the marketing and media ecosystem recently earned him recognition as a ‘Powerhouse Leader’ at the Mastermind Awards in Dubai, highlighting his track record in managing high impact marketing mandates.
Propertypistol founder and managing director Ashish Narain Agarwal said the appointment comes at a pivotal stage in the company’s journey as it looks to strengthen its market presence.
“Hemant’s appointment comes at a defining moment for us. As we scale our market position, it is vital to have leadership that blends strategic vision with executional depth. Hemant’s deep understanding of brand and business alignment will be instrumental as we redefine the proptech landscape,” Agarwal said.
Bajaj said Propertypistol’s technology first approach to real estate advisory was one of the key reasons behind his decision to join the company.
“Propertypistol has established itself as a technology first platform that is redefining how investors navigate the property market. Having led marketing transformations across international borders and fast paced industries, I recognise the exceptional strength of the foundation built here,” he said.
He added that his focus would be on accelerating the company’s digital marketing capabilities while building strategies that deliver sustained value for customers and partners worldwide.
The leadership move reflects Propertypistol’s broader effort to strengthen its executive team as the proptech industry evolves rapidly. With property search, advisory and transactions increasingly shifting online, companies in the sector are investing heavily in marketing intelligence and digital platforms to stay competitive.
By bringing Bajaj on board, Propertypistol is betting that sharper brand positioning and technology led marketing will help it stand out in an increasingly crowded digital real estate marketplace.
