MAM
HUL top advertiser, Tata Play most advertised brand in week 4: Barc
Mumbai: With ad volumes of 4940.62 (‘000s) FMCG giant Hindustan Unilever Ltd (HUL) was the top advertiser in the fourth week of 2022 (22 to 28 January), according to Barc’s weekly data. Reckitt Benckiser was second at 3449.43.
While Cadbury’s India, ITC, Godrej Group, Procter & Gamble, LIC India, GSK, and Colgate Palmolive were at number four to ten, the highlight of fourth week was Tata Group making a direct entry at number three with ad volumes of 1188.69.
The company has launched an advertising blitz to promote the new identity and rebranding of its content distribution business Tata Sky (a joint venture between Tata Sons and TFCF Corp) as Tata Play.
The high-decibel, celeb-heavy campaign has also catapulted Tata Play to the top spot in the most advertised brands list this week with ad volumes of 672.02.
Harpic Power Plus 10X Max Clean (477.26) slipped to the second position, while Republic Day Greetings (397.85) was the new entrant at the third position.
Dettol Antiseptic Liquid, Vanish Oxi Action, Ultratech Cement, Lizol, Harpic Bathroom Cleaner, Horlicks, and LIC-Coprorate grabbed the rest of the spots.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
