MAM
eComm players among top 10 television advertisers in BARC week 40
BENGALURU: Quite like their brick and mortar counterparts, eCommerce players in India offer discounts galore during the run-up to Navratra-Duhserra. This year also, the three big payers – Flipkart, Amazon India and Snapdeal ran television campaigns to grab as much of the online rupees as they could during the five or six special days. Flipkart’s sale’s moniker was ‘Big Billion Day 2016, Amazon called it ‘The Great Indian Sale’, while Snapdeal called its offering ‘Unbox Sale’
Note: This paper is on the changes in the pecking order in terms of television ad spots among the top 10 brands, and does not reflect the performance of a particular industry or genre per se.
As per Broadcast Audience Research Council of India (BARC) data top 10 brands *Across Genre : All India (U+R) : 4+ Individuals,for week 39 (24 to 30 September 2016), of the total 164,881 television ad spots shared by the top ten brands, as many as 119,314 (72.4 percent) spots were by the seven FMCG brands that included beauty,oral care and healthcare, food beverages and confectionary;27,390 (16.6 percent) ad spots were booked by two automobile players – Honda and TVS; and 18,177 spots (11 percent) by one eComm player – Snapdeal.
Comparatively, in week 40 (1 October to 7 October 2016), the number of television ad spots by the top 10 brands increased 12.6 percent to 185,593. The break up in week 40 was: 108,088 (58.2 percent) spots by six FMCG brands (down 9.4 percent in terms of absolute numbers); 23,554 ad spots or 12,7 percent were by the sole representative from the auto mobile industry – TVS; and 53,951 (29.1) spots by the three eComm players mentioned above.
In week 39, Patanjali was numero uno with a massive28,949 in terms of spots, which fell 24.7 percent to 21,785 spots in week 40 and brought the brand down to fifth position in the pecking order of ad spots. In week 40, it was healthcare brand Dettol that moved to pole position with 25574 spots. Please refer to Fig A for ad spots for week 39 and 40. Please refer to Fig A below for the top 10 ranks in terms of TV ad spots.
Snapdeal has another mini festival sale in the period between 12 and 14 October, while Amazon has announced 17 to 20 October as the Great IndianFestival days. Ad blitzkrieg’s by these two eComm players are on and data for next few weeks could yet see some interesting movements among the top ten brands in terms of ad spots on television.
MAM
Adbhoot weaves AI magic into CottonKing Aura linen campaign
Subtle AI craft brings premium linen’s texture, fall and finesse to life in cinematic film that feels tangibly real.
MUMBAI: Adbhoot has threaded the needle perfectly using AI so invisibly that the real star of Cottonking’s new premium linen range, Aura, gets to shine. The campaign, built around the insight that premium clothing isn’t merely worn but experienced, puts the fabric itself centre stage. Instead of flashy drama or exaggerated styling, every frame focuses on what truly defines Aura: its visible weave, natural drape, soft finish and effortless movement. The result feels so tactile you almost want to reach out and touch the screen.
What sets the work apart is its quiet confidence in technology. There is no “look at our AI” fanfare. Adbhoot treated the tool as a precision filmmaking instrument ensuring consistent model features, accurate proportions, natural lighting behaviour and real-world physics so the film feels polished, controlled and unmistakably premium rather than artificial.
Adbhoot, founder & creative director Vaibhav Pandit explained, “AI is powerful only when it doesn’t announce itself. For Aura, our intent was clear. The fabric needed to feel tangible, the lighting needed to behave naturally, and the model had to remain authentic throughout. We shaped AI around the brief, not the other way around.”
Cottonking director Koushik Marathe added, “With Aura, our vision was clear: to create a premium linen range that feels elevated not just in look, but in experience. Linen is a fabric of character, it breathes, it moves, and it carries a distinct elegance that can’t be replicated. This campaign captures that essence beautifully.”
The campaign marks another step in Adbhoot’s thoughtful approach to modern storytelling, innovation supports the narrative rather than stealing the spotlight. In an era when AI is often used to grab attention, this one stands out by staying quietly honest letting the linen do the talking and the craft do the work.
From weave to wind-blown drape, Aura doesn’t just look premium, it feels it. And thanks to Adbhoot’s restrained touch, viewers are left with the impression of real fabric, real movement, and real emotion rather than pixels and prompts. In the world of fashion advertising, that’s the kind of seamless finish that really leaves a mark.
