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.
MAM
From Spills to Stains: Choosing Materials That Support a Healthier Home
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.







