Brands
‘Credible’ soap stars sell better detergent
No longer the film stars, not even an original ‘Lalitaji‘. The common protagonist in a TV ad these days is the ubiquitous hausfrau from your favourite daily soap. From soap to paint, they help sell it all. Agnes Sebastian talks to a cross section of the industry to know what makes these ads tick…
What is common to Kkusum, Mihir, Tulsi, Parvati, Om and Babuji apart from being popular characters of hit TV serials?
These are characters who, apart from having carved a niche for themselves in the hearts of their audiences, have become hot favourites with advertising agencies as well
For the last few months, there has been a spurt in the frequency and number of ads featuring television artistes. Be it Tulsi and Parvati playing dandia in the Nerolac ad, the C.I. D. team being frozen by a sudden streak of Tide detergent or Tulsi endorsing Milton appliances, the list grows every day.
| Earlier the domain of film and sports stars, ads increasingly feature the hardworking housewife and the endearing grandfather to promote products that project the ‘family image‘. Agencies have begun to realise that in order to tug the strings of the target audience, it is essential to capitalise on the popularity of these artists who have become an integral part of every household. They even go to the extent of blending the scripts of ads with the characters played by the artistes. Not surprisingly, Balaji serials like Kyunkii , Kahaani and the artistes therein are the ideal candidates for pushing several products, be it tea, detergent or paint. | ||||||
“We signed Ketki Devi (Daksha chachi of Kyunki Saas Bhi Kabhi Bahu Thi) for the Rin Shakti ad as our target audience were housewives who encounter such pestering neighbours on a day to day basis. Thanks to her image, they were able to relate to her and not surprisingly the ad was a success,” says J Walter Thompson, Creative Director, Reuben Samuel.
On being asked why it was no longer possible to create the popular Lalitaji like character to sell Rin, he explains: “Due to the fragmentation of media, it is easier and more economical to cast television artistes. They are approachable and do not belong to a different planet altogether as is the case with some Bollywood stars. Moreover , the audience is able to relate to them and attach a certain kind of credibility to them because of the exemplary character portrayed by them,” he adds. Most of the ads featuring these artistes are those selling products which are of interest to the housewife, the one member of the family who is in tune with all serials/soaps on air. “If a person has already struck a chord with the audience then it becomes easier for that person to sell a product. The simple logic is that people begin to identify with the character and thus begin to trust him /her. Thus the brands take mileage out of their name.” comments a Lowe Lintas official.
For the tele stars, ads are a boon as it ensures quick money and recognizes their popularity and influence on their audience. “I have appeared in about 12 to 15 ads. There‘s no denying the fact that I have bagged ads because of my image. When the audience sees Parvati , the ideal Bahu, use certain products it encourages them to do the same. It definitely helps boost sales figures,” says Saakshi Tanwar ( Parvati of Kahaani Ghar Ghar Ki). However , there are certain artistes who believe that acting in serials, featuring in ads are all media to achieve higher goals. “Brands approach us because they want their products to sell.
Barring shampoos and soft drinks, I have endorsed everything else. The brands trust me and my ability to perform and gel with people . I am somehow able to convince them into buying the product. Though I admit that Kyunki Saas Bhi Kabhi Bahu Thi has given a boost to my popularity, I featured in the Whirpool ad much before it happened,” says Aman Varma who believes that the serials and ads have helped him achieve his ultimate goal in life which is to act in movies. He has signed five movies so far. Interestingly, with the increase in ads featuring such small screen artists, the production houses face the obvious problems of rescheduling dates when they clash with those of ads. “Woman characterization has worked. It is a compliment to us when we see our artistes endorsing top brands. However, it does become a wee bit difficult when the shooting schedules for ads and the serials begin to clash. However the artistes realize that if it weren‘t for our serials, which gave them the identity there would be no ads,” says Balaji Telefilms, COO, Rajesh Pavithran.
All this simply reinstates the fact that the small screen is still the most powerful medium of communication today and that the soaps cannot be written off as simple modes of entertainment alone. Soaps not only spell the success of a channel but also that of certain products and the advertising world. With Bollywood stars like Karisma Kapoor and Sridevi all set to make their debut on the small screen, the power of the idiot box and its many characters is only going to increase. |
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Brands
Kwality Wall’s reports standalone losses following strategic HUL demerger
Ice cream major faces Rs 64 crore Ebitda loss amid commodity inflation and muted Q3 sales
MUMBAI: Kwality Wall’s (India) Limited (KWIL) has released its first set of financial results as a standalone entity, revealing a challenging start to its independent journey. Following its successful demerger from Hindustan Unilever Limited (HUL) on 1st December 2025 and its subsequent listing on 16th February 2026, the company is navigating a transition period marked by structural changes and high input costs.
For the quarter ended 31st December 2025, the company reported revenue of Rs 222 crores. Despite the revenue base, the bottom line was impacted by several factors, resulting in an Ebitda loss of Rs 64.2 crores. When calculated on a Pre-IND AS 116 basis, the Ebitda loss stood at Rs 83.8 crores.
Organic Sales Growth (OSG) declined by 6.5 per cent year-on-year during the quarter. Volume growth, however, saw a marginal increase of 1.2 per cent. The company reported a gross margin of 41.5 per cent. Additionally, exceptional expenses amounting to Rs 94 crores were recorded, primarily linked to non-recurring costs during the transition phase.
Performance across portfolios and channels was mixed. Within the impulse portfolio, brands such as Magnum and Cornetto recorded mid-single digit volume growth, indicating steady demand in on-the-go consumption. However, the in-home portfolio, which includes take-home packs, experienced muted consumption. The company is planning a relaunch of this category with improved offerings ahead of the 2026 season.
Quick commerce (Q-Com) continued to emerge as a strong growth driver, delivering robust double-digit growth during the quarter. Meanwhile, the company also expanded its physical distribution network by increasing the number of company-owned cabinets across markets.
Margin pressure during the quarter was driven by a combination of one-off factors and broader cost inflation. Gross margins were impacted by around 600 basis points due to trade investments made for stock liquidation. Additionally, cocoa price inflation contributed to another 400 basis points of pressure on margins.
Deputy managing director Chitrank Goel attributed the muted performance partly to prolonged monsoons and transitional challenges linked to the GST framework. Operating expenses also increased as the company invested in establishing its standalone supply chain, operational systems and corporate infrastructure following the demerger.
Looking ahead, the management remains focused on a volume-driven growth strategy. To restore profitability, the company has initiated a cost productivity programme aimed at reducing non-consumer-facing costs. It is also working on building regional manufacturing networks to optimise logistics expenses and improve operational efficiency.
The commodity outlook for the near term remains mixed. Dairy prices are expected to remain firm due to tight supply conditions and rising fodder costs. Sugar prices may also move higher following increases in the Minimum Selling Price (MSP). While cocoa prices have moderated recently, currency depreciation has offset some of the potential cost relief for the company.
