Brands
TAM AdEx: Rewinding 2023 for advertising in music genre
Mumbai: TAM AdEx India has released a report on television medium – reminiscing 2023 for advertising in music genre.
Trends: Ad volumes/channel in music genre: 46 per cent rise in 2023 compared to 2019
Ad volumes for movie genre per channel witnessed growth during 2021 and 2022 with 37 per cent and 42 per cent share compared to 2019. Whereas, 2023 observed growth in ad volumes by three per cent over 2022 for movie genre. Compared to Q’4 of 2023, there was growth in ad volumes of 17 per cent in Q’2 of 2023.
Share of music genre in overall TV advertising: 2019-23
Over the past five years, the music genre constituted a share of ad volumes ranging from 11 per cent to 13 per cent.
Top five sub-genres of music genre
Tamil and Punjabi Music sub-genre maintained their ranks in 2023 over 2022, with Tamil having 18 per cent share of ad volumes and Punjabi 13 per cent share in 2023. Together, the top five music sub-genres accounted for 55 per cent share of ad volumes in 2023.
Leading sectors: Top 10 sectors added 95 per cent ad volume share for ‘music’ advertising
In 2023, the F&B sector emerged as the top contributor to ad volumes within the music genre, accounting for a 26 per cent share. During 2023, the top eight sectors retained their respective positions compared to 2022.
Leading categories: Toilet soaps (nine per cent) led the music genre’s category in 2023
During 2023, the top 10 categories had a collective share of 42 per cent with Toilet Soaps leading the list. Tea entered the top 10 list of categories in 2023 with three per cent share of ad volumes compared to 2022. Out of the top 10 categories present in 2023, five of them belonged to Food & Beverages Sector.
Top growing categories: 100 plus categories registered positive growth
Toilet soaps saw the highest increase in ad seconds (55 per cent), while eye make up topped in terms of growth percent with eight times growth during 2023 compared to 2022 in music genre.
Leading advertisers: 2023 – 760 plus players were present in the music genre
Top 10 advertisers contributed 70 per cent share of music genre’s ad volumes. Reckitt Benckiser and HUL retained their first and second positions during 2023 with 24 per cent and 21 per cent share of ad volumes. ITC was the only new entrant during 2023 compared to 2022.
Exclusive^ advertisers present in music genre: Y 2023
Over 45 advertisers publicised exclusively in music genre during 2023. Juniors Fashion Week was the top exclusive^ advertiser in Music Genre followed by Jay EII Healthcare.
^ Present in music genre but not in other genres
Leading exclusive advertisers: 2023
Over 295 advertisers exclusively publicized during 2023 in the music genre. In the year 2023, Bacardi Martini India emerged as the leading exclusive advertiser over 2022.
Present in 2023 but not in 2022
Leading brands of 2023: Over 1,980 brands were present in music genre during 2023
The top 10 brands contributed 17 per cent share of music ad volumes. Dettol Antiseptic Liquid secured the first position with three per cent share of ad volumes in 2023. The top five brands retained their respective positions during 2023 over 2022. Veet Pure, Santoor Sandal, and Turmeric & Surf Excel Easy Wash were new entrants in 2023 compared to 2022. Mortein Smart Plus was an exclusive brand that entered the top 10 list and secured ninth position in 2023 over 2022.
Advertising share by time bands in music genre
Prime time garnered highest share of ad volumes of 32 per cent followed by afternoon with 27 per cent in 2023. Primetime, afternoon & morning time bands together added 74 per cent share of music genre ad volumes.
Ad size in the music genre: 2023 and 2022
Ad size of 20-40 seconds was majorly preferred by advertisers in both 2023 and 2022 with 72 per cent and 69 per cent share of ad volumes respectively.
Brands
Malaika Arora launches accessories brand Maejoy
The Bollywood star’s lifestyle brand, built with Myntra and Exceed Entertainment, promises aspirational fashion without the high price tag
MUMBAI: Malaika Arora is not the first Bollywood star to put her name on a brand, and she will not be the last. But Maejoy, the accessories label she has launched in partnership with Myntra Jabong India Private Limited (MJIPL) and talent outfit Exceed Entertainment, at least has a sharper pitch than most. The brand drops with 250-plus styles spanning handbags and lab-grown diamond jewellery, two categories that sit squarely in the sweet spot between aspiration and affordability, and lands on Myntra’s platform from day one, putting it in front of millions of shoppers without breaking a sweat.
The handbag range covers the full gamut: crossbody bags, structured shoulder bags, bucket bags, totes, workwear classics, backpacks and clutches, rendered in synthetic leather, raffia, braids, satin, rhinestone and metallic finishes. The jewellery line runs to rings, earrings, pendants, bracelets and tennis bracelets in silver, gold and rose-gold tones, set in 925 sterling silver with IGI and GCI certified lab-grown diamonds. The brand’s guiding philosophy, “The Joy of Being Me,” stakes its claim on individuality and self-expression; its three brand pillars, Authentic, Empowering, Accessible, are the usual suspects, though the lab-grown diamond bet is savvier than it sounds. Lab-grown stones now sell at a fraction of the price of mined ones, and the category is growing fast in India as younger buyers wise up to the arbitrage.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business, or through my personal style, I’ve championed the idea that fashion should be empowering yet effortless. The brand aims to democratise global fashion trends while offering women something that extends the feeling of luxury every day, be it a lab-grown diamond or a perfectly crafted handbag,” said Malaika Arora, founder of Maejoy
MJIPL, the B2B wholesale arm of Myntra, is putting its design and brand-building muscle behind the venture. Suman Saha, chief experience officer and head of house of brands at MJIPL, was bullish on the tie-up.
“Maejoy brings together Malaika Arora’s distinctive style perspective with a strong proposition in the accessible yet elevated accessories space. We believe the brand’s fashion-forward designs and thoughtful positioning will connect strongly with discerning consumers.”
Suman Saha, chief experience officer, head of house of brands, MJIPL
Afsar Zaidi, chief executive of Exceed Entertainment, the talent management firm that helped broker the deal, has worked with MJIPL before and was characteristically direct about what makes Arora an unusually bankable partner.
“Building celebrity-led brands requires a delicate balance of authenticity and market viability. Malaika is a rare talent who commands equal respect as a fashion icon and a savvy businesswoman. We are proud to facilitate this partnership that brings together her creative clout and Myntra’s brand-building excellence,” said Zaidi
Celebrity fashion brands live or die on one question: does the star actually wear it, or is the cheque the only thing they signed? Arora, who has spent three decades as one of Bollywood’s most-watched style references, has at least built a plausible case. Maejoy is live now on www.myntra.com and the Myntra app. The real test, whether shoppers buy the handbag or just the hype, starts today.
