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Q3-2015: United Spirits marketing spends up 15.8 per cent
BENGALURU: United Spirits Limited (USL) spent 229.75 crore (9.9 per cent of Total Income from Operations or TIO) in Q3-2015 (quarter ended December 31, 2015, current quarter) towards Advertising and Sales Promotion (ASP, marketing). This was 15.8 per cent more than the Rs 198.40 crore (9.1 per cent of TIO) that the Vijay Mallya led UB group company had spent in the immediate trailing quarter (previous quarter, Q2-2015, q-o-q) and 2.3 per cent more than the Rs 225.06 crore (also 9.9 per cent of TIO) in the corresponding year ago quarter (Q3-2014).
During the nine month period ended 31 December, 2014 (YTD, 9M-2015), USL spent Rs 647.98 crore (10.1 per cent of TIO) towards ASP, which was three per cent more than the Rs 629.15 crore (9.8 per cent of TIO) in the corresponding nine month period of the previous year.
Note: (1) 100,00,000 = 100 lakh = 10 million = 1 crore
(2) All numbers in this report are standalone, unless stated otherwise
(3) The UB group owns Indian Premier League (IPL) cricket team Royal Challengers (RCB) Bangalore and the I-League teams (I-League is an Indian professional league for Men’s Association football clubs) Mohun Bagan A. C and the East Bengal F. C. and is the co-owner of the Formula One team Sahara Force India. Mallaya is a member of the World Motor Sport Council representing India in the FIA (Fédération Internationale de l’Automobile).
Over the previous eight quarters starting Q4-2013 until Q3-2015, ULS’s ASP spend had been the highest in terms of absolute rupees in the current quarter. As mentioned above the company had spent approximately the same per centage of TIO in Q3-2014. During the eight quarters under consideration, the highest spends by the company in terms of per centage of TIO is 11.4 per cent (219.83 crore) in Q1-2015, while lowest has been in the previous quarter.
During the eight quarters under consideration in this report, USL’s ASP shows a sharp upward linear trend in absolute rupees and a slight linear downward gradient to flat in terms of per centage of TIO. Please refer to Fig 1 below.
The company reported TIO of Rs 2318.23 crore in Q3-2015, which was 6.4 per cent more than the Rs 2178.58 crore in the immediate trailing period and was 2.3 per cent more than the Rs 2266.26 crore in the year ago quarter. During 9M-2015 USL’s TIO at Rs 6420.71 crore was almost flat (lower by 0.3 per cent) than the Rs 6441.93 crore in 9M-2015. Refer Fig 2 below For the 8 quarter period under consideration, TIO shows an upward linear trend.
USL reported PAT for Q3-2015 at Rs 78.81 crore, which was 21.4 per cent more than the Rs 64.92 crore in Q3-2014. The company had reported a loss of Rs 27.83 crore in the immediate trailing quarter.
The company’s Earnings before interest, depreciation, tax and amortization (EBIDTA) for Q3-2015 was Rs 238.1 (10.3 per cent of TIO), which was 2.1 per cent more than the Rs 233.29 crore (10.7 per cent of TIO) in Q2-2015 and 7.3 per cent more than the Rs 222.07 crore (9.7 per cent of TIO) in Q3-2014. For 9M-2015, EBIDTA at Rs 616.49 crore (9.6 per cent of TIO) was 16.6 per cent more than the Rs 739.18 crore (11.5 per cent of TIO) in 9M-2014.
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Myntra revives ‘Fashion ki Adalat’ to put social judgments on trial for International Women’s Day
Courtroom satire stars Lisa Ray and Archana Puran Singh
NATIONAL: Ahead of International Women’s Day, fashion e-commerce platform Myntra has revived its social campaign Fashion ki Adalat, expanding the idea of societal judgment beyond clothing choices.
The latest instalment of the campaign features actor and model Lisa Ray in a satirical courtroom drama that puts everyday scrutiny of women’s choices on trial. Veteran actor Archana Puran Singh reprises her role as the presiding judge, delivering the verdict in a humorous yet pointed narrative.
Set inside a stylised courtroom, the campaign frames the case as “Society vs Her Choices,” turning familiar criticisms into formal accusations. Through humour and satire, the film examines how women’s decisions, ranging from fashion and career to marriage and identity, are frequently judged across different stages of life.
The narrative traces three phases of Lisa Ray’s life. At 18, her independence is framed as defiance. Later, after marriage, her decision not to change her surname is questioned. In midlife, her ambition and bold self-expression are again scrutinised. Each moment is met with sharp retorts that challenge social expectations and reinforce the campaign’s central message: personal expression should not be subject to public approval.
With Fashion ki Adalat 2.0, Myntra is attempting to broaden last year’s conversation from defending individual fashion choices to questioning the impulse to judge them altogether.
“Self-expression is often met with unsolicited scrutiny,” said Myntra head of social media marketing and creator ecosystem Monalisa Panda. “Through this campaign we wanted to spotlight that reality and celebrate individuality across life stages.”
Created and produced by Ideaz Farm, the film was directed by Yash Danak, with creative direction by Katya Mohan and Rishi P Ekta Taak and Prasanna Shetty served as producers, while P Kalyani Sunil handled cinematography.
The campaign forms part of Myntra’s wider push to position fashion and beauty as tools of personal identity and self-expression for younger consumers across India.
