MAM
HUL tops personal care & hygiene advertisers on TV, print: TAM AdEx 2020 report
MUMBAI: The TAM Adex overview of advertising in the personal care and hygiene sector across TV, print, radio and digital media for the year 2020 has thrown up some significant insights. All four media witnessed a thumping recovery in Q4 advertising over Q1. The trends also reflected the growing importance of handwashing and sanitisation due to the Covid2019 scare.
The personal care/hygiene sector witnessed 38 per cent growth in television ad volumes in Q4 of 2020, compared to Q1, according to the TAM AdEx overview of the segment across TV, print, radio and digital in 2020. Compared to Q1 of 2020, Q4 witnessed 3X ad insertion growth on digital, while ad space in print witnessed double digit share from November 2020 onwards. Ad volumes for the personal care and hygiene sector grew by 4X on radio in Q4 over Q2 of 2020.
Television
Ad volumes of the personal care/hygiene sector on TV increased by seven per cent in 2020 over 2019. Compared to Q1 of 2020, Q4 witnessed 38 per cent growth in ad volumes of this sector. Due to Covid2019, the lowest ad Volumes were observed in Q2, which includes the lockdown period. A drop recorded in personal care and hygiene sector advertising was seen during April 2020 over March 2020 due to the lockdown. However, during September-December 2020, ad volumes on television witnessed a double digit share. The GEC genre topped preference list of personal care/hygiene players during 2020.
The top three product categories contributed more than 55 per cent to the ad volume share of the personal care/hygiene sector. Top 10 Advertisers accounted for more than 80 per cent share of ad volumes in 2020 with FMCG major Hindustan Unilever (HUL) topping the list. Among the Top 10 brands, five belonged to the toilet soaps category. Top 10 brands accounted for more than 30 per cent share of ad volumes in 2020 with Dettol Toilet Soaps topping the list.
Ad space in print witnessed double digit share from November 2020 onwards. Compared to the first quarter of 2020, Q4 witnessed 45 per cent ad space growth in print publications.
Ad space of the personal care/hygiene sector in print decreased by 19 per cent in last year over 2019. Compared to Q1 of 2020, Q4 witnessed 45 per cent ad space growth. Print ad space recovered to pre-lockdown level within four months of post lockdown period. Ad space in print witnessed double digit share in the months of September, November and December of 2020.
Fairness creams leads the list of top 10 categories under the personal care/hygiene sector. Top 10 advertisers accounted for more than 65 per cent share of ad space in 2020 with HUL leading the list, followed by SBS Biotech.
Among four zones, north topped for personal care/hygiene advertising with 41 per cent share in print during 2020. Mumbai and Kolkata were the top cities in the west and east zone respectively as well as in overall India.
Radio
Ad volume for the personal care/hygiene sector on radio dropped by 11 per cent last year over 2019. Q3 of 2020 registered the highest advertising of personal care/hygiene on radio. Due to Covid2019, lowest ad volumes were observed in Q2 which includes the lockdown period. Highest share of ad volumes for personal care/hygiene sector registered during August to October of the previous year.
Ad volumes for the personal care/hygiene sector grew by 4X in the fourth quarter over second quarter of 2020. On radio, ads for tooth pastes and toilet soaps ruled with more than 45 per cent of the total ad volumes.
Maharashtra was the top state with 16 per cent share of ad volumes followed by Gujarat with 15 per cent share. Top 10 advertisers accounted for 74 per cent share of ad volume in 2020 with Vicco Laboratories leading the list.
Digital
Ad insertions of the personal care/hygiene sector on digital decreased by 24 per cent in 2020 over 2019. Compared to Q1 of 2020, Q3 and Q4 witnessed 2X and 3X growth in ad insertions, respectively. The highest share on digital was observed during the festive period, that is, October-December 2020, which had 40 per cent share of total ad insertions on the medium.
On the digital medium, tooth pastes and face wash were the top personal care/hygiene categories, with 24 per cent and 13 per cent share, respectively. The top 10 advertisers accounted for more than 75 per cent share of ad insertions in 2020, with GlaxoSmithkline leading the list.
The top 10 brands accounted for 47 per cent share of ad insertions on digital in 2020. Sensodyne Rapid Relief topped the list with 11 per cent share of the total ad insertions for the personal care/hygiene sector.
Brands
Adobe CEO Shantanu Narayen to step down after 18 years in role
Board begins CEO search as Narayen prepares to move to chair role
SAN JOSE: After nearly two decades at the helm, Adobe’s long-serving chief executive Shantanu Narayen is preparing to pass the baton.
The company announced that Narayen will transition from his role as chief executive officer once a successor is appointed, ending an 18-year run that reshaped Adobe from a boxed software seller into a global cloud and AI powerhouse. He will remain chair of the board following the leadership transition.
Adobe’s board has formed a special committee to oversee the succession process, led by lead independent director Frank Calderoni. The committee will evaluate both internal and external candidates.
“Shantanu’s leadership has been instrumental in Adobe’s transformation and in positioning the company for the AI-driven era,” Calderoni said in a statement. “As we begin the next phase of succession planning, our focus is on identifying the right leader for the company’s next chapter while ensuring a smooth transition.”
In a note to employees, Narayen described the moment not as a farewell but as a pause for reflection after a long journey with the company.
“I love Adobe and the privilege of leading it has been the greatest honour of my career,” he wrote, adding that he will continue to work closely with the board over the coming months to ensure a seamless leadership change.
Tributes from the technology industry quickly followed the announcement. Microsoft chairman and chief executive officer Satya Nadella congratulated Narayen on what he described as a “legendary run” at Adobe.
“Congrats Shantanu, on a legendary run at Adobe! You’ve built one of the most important software companies in the world, and expanded what’s possible for creators, entrepreneurs, and brands everywhere,” Nadella wrote on LinkedIn.
“What has always stood out to me is the empathy you’ve brought to the creative process and the example you’ve set as a leader. Grateful for your friendship, mentorship, and for all you’ve done for Adobe and for our industry.”
Narayen’s career at Adobe spans nearly three decades. He joined the company in 1998 as vice president and rose steadily through the ranks before becoming chief executive officer in December 2007.
During that time, he orchestrated one of the most significant reinventions in the software industry. In 2013, Adobe made the bold decision to abandon traditional boxed software sales and move its flagship creative tools such as Photoshop to a subscription-based Creative Cloud model. The shift initially rattled investors but ultimately transformed Adobe into a predictable recurring revenue business and a case study in digital reinvention.
Narayen also pushed Adobe beyond creative tools into the world of marketing technology and data-driven customer experience, spearheading acquisitions such as Omniture and Marketo. Those moves helped build Adobe’s digital experience division and broaden its reach far beyond designers and photographers.
The numbers tell the story of that transformation. When Narayen took over in 2007, Adobe generated roughly $3 billion in annual revenue. Today the company reports more than $25 billion. Over the same period, its workforce expanded from around 3,000 employees to more than 30,000.
In recent years, Narayen has steered Adobe into the generative AI era with the launch of Adobe Firefly, aiming to keep the company ahead in a rapidly evolving creative technology landscape.
Born in Hyderabad in 1963, Narayen studied electronics and communication engineering at Osmania University before moving to the United States for a master’s degree in computer science from Bowling Green State University. He later earned an MBA from the Haas School of Business at the University of California, Berkeley.
Widely regarded as one of Silicon Valley’s most steady and effective leaders, Narayen has earned multiple honours during his career, including India’s Padma Shri in 2019.
For Adobe, the upcoming leadership change marks the end of a defining chapter. For Narayen, however, the story is far from finished. As he told employees, the company’s next era of creativity, powered by AI and new digital workflows, is only just beginning.
