MAM
Ormax Media predicts bumper opening for Gulaal, modest for Pratha
MUMBAI: The media research and consulting firm, Ormax Media, has predicted a bumper opening for Star Plus’ Gulaal and a modest opening for Colors’ Pratha.
As per Ormax’s awareness tracking product Showbuzz, Star Plus’ new fiction show Gulaal, which is launching today at 9 pm, is likely to average about 4.8-5.2 TVR in its first week.
The company has noted two primary reasons for such high viewership numbers. Firstly, Gulaal is replacing Bidaai, and hence has a slot with ready audiences waiting for it. Secondly, the awareness scores for Gulaal have been quite healthy, touching 21 per cent ‘Unaided Awareness‘ and 84 per cent ‘Total Awareness‘ on the Friday before launch.
Meanwhile, on Colors, Rishton Se Badi Pratha is likely to open at an average first week TVR of about 1.9. Ormax said that the programme’s awareness scores were exceptionally good, at 36 per cent ‘Unaided‘ and 91 per cent ‘Total Awareness‘ on Friday. However, weak viewer base for Colors in the 7.30 pm slot would come in the way of a higher opening.
The show is replacing Thoda Hai Bas Thode Ki Zaroorat Hai, a 1-TVR show. Pratha seems set to double the slot performance because of its successful campaign.
Showbuzz tracks awareness of new programmes across six markets. Data over the last 20 months has been used to create a predictive model for fiction shows. The model predicts the opening week reach of the launches, which can then be used to arrive at indicative TVR, assuming a certain level of content.
The model takes into account the marketing buzz created by the show, the performance of the slot, competitive scenario and overall channel performance. Ormax claims that the error margins have been less than 15 per cent in most predictions done using the model so far.
MAM
Catch launches TVC for iodised pink rock salt push
DS Group expands beyond spices with campaign going live April 20
MUMBAI: A pinch of salt just got a personality and a prime-time slot to match. Catch Salt & Spices, part of the Dharampal Satyapal Group, has rolled out its first television campaign for Catch Premium Iodised Pink Rock Salt, signalling a clear step beyond its core spices and sprinklers play. Conceptualised by Dentsu Creative Webchutney, the campaign leans into a product-led narrative, aiming to build awareness in the relatively less-explored salt segment. The film goes live from April 20 across television and digital platforms, including social media and OTT, as the brand seeks scale and visibility.
Set in a neighbourhood play area, the TVC swaps hard selling for a slice-of-life moment. Two mothers chat while their children hover nearby until a young girl takes centre stage, confidently breaking down the origins and benefits of pink rock salt. The message lands softly but clearly: even everyday ingredients now come with a story.
The creative pivot reflects a broader shift in consumer behaviour. Salt, long treated as a commodity, is being reframed as a conscious choice part health cue, part lifestyle signal. By placing a child at the centre of the narrative, the film plays on the idea that awareness is no longer confined to adults; it’s trickling down, reshaping household decisions.
For DS Group, the campaign marks more than a product launch, it’s a category expansion. With Catch already established in spices, the move into salt positions the brand to tap into adjacent kitchen essentials, while reinforcing its long-standing thought that food is more than just fuel.
In a market where differentiation is often hard to sprinkle in, Catch is betting that storytelling and a dash of everyday relatability can do the heavy lifting.
