MAM
Airtel Cellular continues as largest TV advertiser in week 46
BENGALURU: Airtel Phone Services (Airtel Cellular) has been the largest advertiser on television for 4 weeks in row, starting from BARC week 43 (22 October 2016 to 28 October 2016) until BARC week 46 (12 November 2016 to 18 November 2016).
The brand had 9,229; 9,370; 10,387 and 9,444 spots or television ad insertions in BARC weeks 43; 44; 45 and 46 respectively, the highest during all the four weeks.
It may be noted that BARC weeks 43,44 and 45 could be termed as festival or Diwali weeks for India in 2016, the period during and after which Airtel Cellular continues to top the charts. In weeks 41 (8 October 2016 to 14 October 2016) and 42, (15 October 2016 to 21 October 2016) food and confectionary brand Cadbury had topped the charts and stood at second place in week 40 (1 October 2016 to 7 October 2016). Dettol had stood at the numero uno position in week 40.
While Auto, jewellery and food brands have been conspicuous by their absence from the top ten brands list in terms of TV ad spots since week 45, the central government made an appearance at ninth (Ministry of Health and Family Welfare) and tenth (Ministry of Drinking Water and Sanitation) places in list in week 46. Please refer to Figure A below for data on the list of top 10 brands in terms of television ads (top 10list).
As indicated in the figure above, FMCG brands continue to rule the top ten list in week 46 with five brands and 51.80 percent of the sum of the insertions by the top 10 brands. FMCG was followed by two mobile services brands Airtel Cellular and Vodafone Flex (22.94 percent of the sum of the insertions by the top 10 brands. The Central government with two ministries among the top 10 list and with 16.38 percent of the sum of the insertions by the top 10 brands was next with the sole Online entry – Amazon.in with 6,536 insertions and 8.89 percent of the sum of the ad spots by the top 10 brands.
As homes evolve to reflect a growing focus on wellness, hygiene, and long-term durability, the materials we choose are coming under sharper scrutiny. It’s no longer just about how a space looks, but also about how it performs under daily use. From accidental spills in the kitchen to everyday wear in living spaces, the right materials can make the difference between a home that simply appears clean and one that actively supports healthier living.
Across categories like paints, surfaces, and furniture, there is a clear shift towards solutions that minimise toxins, resist stains, and are easier to maintain. Here’s how thoughtful material choices can help create a home that is both beautiful and better for everyday life.
Cleaner Walls: The Shift to Low-VOC Paints
Walls cover the largest surface area in any home, making them a critical factor in indoor air quality. Traditional paints often contain high levels of Volatile Organic Compounds (VOCs), or chemicals that can release harmful fumes long after application. These emissions are known to contribute to headaches, respiratory irritation, and long-term health concerns, particularly in enclosed spaces.
This has led to a growing preference for eco-friendly paints, which are formulated using natural, non-toxic, and sustainable materials. With low to zero VOC content, these paints significantly reduce indoor air pollution and create a safer environment for families, especially children and the elderly. Water-based formulations are another key advancement, as they limit the use of hazardous solvents without compromising on finish or durability. Brands like Nippon Paint have introduced eco-friendly, child-safe paint ranges that align with this shift towards healthier interiors.
Beyond composition, finish also plays a role in maintenance. Satin, eggshell, and semi-gloss emulsions are increasingly preferred for interiors, as they are less absorbent and more resistant to stains, making walls easier to clean and maintain over time.
Hygienic Surfaces: Where Performance Meets Everyday Living
If walls influence air quality, surfaces, especially in kitchens and children’s bedrooms or play areas, directly impact hygiene. Interestingly, studies have shown that kitchen surfaces can sometimes harbour more bacteria than bathrooms, largely due to frequent exposure to food, moisture, and spills.
This makes the choice of countertop and surface material particularly important. Porous materials can absorb liquids, leading to staining and potential bacterial growth over time. In contrast, non-porous surfaces offer a more hygienic alternative, as they prevent absorption and are easier to clean.
Engineered quartz surfaces have emerged as a strong solution in this space. For instance, offerings from Specta Quartz Surfaces are designed to address both hygiene and durability concerns. Being non-porous and impenetrable, these surfaces do not absorb liquids, making them resistant to common household stains such as tea, coffee, turmeric, or juice. They also offer ease of maintenance, as most spills can be cleaned with a damp cloth, and occasional use of mild soap is enough to restore the surface.
Additionally, they are NSF and GreenGuard certified, proving that these surfaces are safe for direct food contact and do not support the growth of bacteria, mould, or mildew. This is particularly relevant in Indian kitchens, where cooking often involves heavy use of spices, oils, and frequent cleaning.
Smart Furniture Choices
Furniture is another area where material choice plays a crucial role in maintaining a clean and healthy home. Sofas, chairs, and wardrobes are constantly exposed to dust, spills, and daily wear, making durability and stain resistance key considerations. Fabrics like microfiber, leather, and synthetic blends like polyester or olefin are becoming popular for upholstered furniture. These materials are designed to repel liquids, resist scratches, and withstand regular use, making them ideal for households with children or pets.
Brands like Orange Tree offer furniture that combines aesthetic appeal with practical material choices. Laminates from companies like Century Ply are now designed to be stain-resistant and durable, making them suitable for wardrobes, cabinets, and seating. These finishes not only enhance longevity but also reduce the effort required for daily upkeep.
Designing for Long-Term Well-Being
What ties these material choices together is a broader shift in how we think about our homes. Cleanliness is no longer just about routine maintenance, it begins with selecting materials that are inherently easier to maintain, safer to use, and more resistant to wear.
Low-VOC paints contribute to better air quality, non-porous surfaces improve hygiene, and performance-driven furniture materials reduce the stress of everyday living. Together, they create an environment that supports both physical health and peace of mind.
As modern lifestyles become more fast-paced, the demand for homes that are low-maintenance yet high-performing will only continue to grow. By choosing materials that can handle spills, resist stains, and stand the test of time, homeowners can create spaces that are not just visually appealing, but also fundamentally healthier to live in.
