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
India exports $2.5 billion worth of Apple components to China under ECMS push
Component push and policy boost turn India into unlikely supplier hub
MUMBAI: India’s electronics trade story is getting a plot twist. What was once a one-way flow from China is now starting to reverse, with exports of electronic components from India to China hitting a record $2.5 billion in FY26 so far, and projected to reach $3.5 billion by the end of the fiscal year.
At the heart of this shift is the growing manufacturing ecosystem built around Apple and its suppliers. Companies such as Tata Electronics, Pegatron, Foxconn, Salcomp, Motherson and Yuzhan Technology are driving the surge, transforming India into a key node in global supply chains.
Just a few years ago, exports of such components were negligible. Today, they are part of a rapidly expanding multi-billion dollar ecosystem, fuelled by scale, quality improvements and tighter integration with global production networks.
A major catalyst behind this growth is the government’s Electronics Component Manufacturing Scheme, launched in 2025. Unlike earlier incentives focused on assembling finished devices, the scheme targets high-value components such as circuit boards, camera modules and enclosures, offering both turnover-linked and capital expenditure incentives.
The logic of exporting components to China, long seen as the “factory of the world”, may seem counterintuitive. But the shift reflects a deeper realignment. As Apple scales production in India, now accounting for roughly 25 per cent of global iPhone output, local suppliers have become competitive enough to feed into global assembly lines, including those in China.
This is also part of a broader “China+1” strategy, where companies diversify manufacturing bases to reduce geopolitical risk. India-made components are increasingly being routed back into Chinese factories to maintain global supply continuity.
At the same time, India’s domestic value addition in smartphones has climbed to around 20 per cent, signalling a move beyond basic assembly towards more sophisticated manufacturing.
While India continues to import heavily from China, the emergence of a $3.5 billion export pipeline marks a meaningful shift in direction. Electronics are now joining engineering goods and agriculture as key drivers of India’s exports to China, which are expected to cross $18 billion this fiscal year.
In short, India is no longer just assembling the world’s gadgets. It is beginning to help build them, and in some cases, even supplying the very factories it once depended on.
