Brands
TAM report: Top 10 sectors contributed 95 per cent of Jan-Jun’23 music genre ads
Mumbai: TAM India has released a report on advertising on music genre for the period Jan-Jun 2023.
Both H1 2023 observed nine per cent growth compared to H1 2022, but while comparing with Jan-Jun’21, the ad volumes dropped by two per cent in H1 2023 in the music genre.
Food & beverages, personal care/personal hygiene & household products retained their first, second & third positions respectively during Jan-Jun’23 compared to Jan-Jun’22.
‘Auto’ was the only newly entered sector in the top 10 list of sectors during Jan-Jun’23.
The top 10 sectors together contributed 95 per cent share of ad volumes in music genre during Jan-Jun’23.
Toilet/floor cleaners ascended to first position during Jan-Jun’23 compared to Jan-Jun’22. Antiseptic creams/liquids & hair removers were the only new entrants in Jan-Jun’23 over Jan-Jun’22. Three out of the top 10 categories belonged to the food & beverages sector in Jan-Jun’23.
Reckitt Benckiser (India) & Hindustan Unilever switched their positions during Jan-Jun’23 with Reckitt Benckiser (India) leading the list and had 27 per cent share of ad volumes. The top 10 advertisers together added 70 per cent share of ad volumes during Jan-Jun’23. Wipro & Colgate Palmolive India were the only new entrants in Jan-Jun’23 over Jan-Jun’22. Apart from Hindustan Lever, Pepsi Co & ITC all the advertisers in the top 10 list observed positive rank shift in Jan-Jun’23.
Apart from Maaza, all the brands mentioned in the top 10 list belonged to Reckitt Benckiser (India). The top 10 Brands contributed 18 per cent share of television ad volumes.
During Jan-Jun’23, the toilet soaps category experienced the most substantial increase in ad seconds, doubling its growth, followed by toilet/floor cleaners with a 77 per cent growth compared to Jan-Jun’22. Among the top 10 growing categories, Home Insecticides recorded a remarkable surge, growing by six times, while antiseptic creams/liquids and condoms each saw their growth triple, with a three-fold increase.
During Jan-Jun’23, (Hindi + English) music was the leading subgenre for advertising with 34 per cent share of ad volumes. The top five channel subgenres accounted 80 per cent share of ad volumes during Jan-Jun’23.
Brands
Rakesh Menon joins Paytm as avp – lending
Fintech product leader takes on new role after building digital lending, payments and credit products across fintech ecosystem
MUMBAI: Rakesh Menon has joined Paytm as assistant vice president – lending, taking on a new role focused on strengthening the company’s lending and credit products.
Prior to this, Menon worked at Profectus Capital Pvt Ltd as chief manager – payments based financing and digital lending.
At Profectus, he designed and launched digital credit products for merchants with variable cash flows, including overdraft-linked and revenue-share lending models. He led end-to-end LOS–LMS API integrations with payment partners and aggregators, enabling real-time underwriting, disbursal and repayment workflows.
He also worked on funnel optimisation initiatives using journey analytics, improving onboarding, KYC and disbursal conversion by 35 per cent. He developed ecosystem partnerships for transaction-data-based credit assessment and automated settlement systems, and collaborated with credit and data science teams to strengthen risk models and early delinquency detection.
Menon standardised partner onboarding and API frameworks, reducing go-live timelines by 40 per cent and improving digital scalability.
Before Profectus Capital, he worked at PayU as senior manager – presales lead – enterprise business from August 2022 to August 2023. He set up a national presales function for fintech and digital commerce clients, aligning solutions such as EMI, BNPL, BBPS and offer engines to merchant requirements.
He also helped improve conversion rates by around 15 per cent through merchant persona mapping, demo frameworks and structured sales playbooks, working closely with product and go-to-market teams.
From April 2019 to July 2022, Menon served as business unit head – SMB – direct acquisitions at Worldline, where he built the SMB online payments vertical from scratch. The business scaled to Rs 2,500 crore in annual transaction volume, growing at 45 per cent year-on-year.
During this period, he introduced paperless onboarding processes including eKYC and eSign, developed partner dashboards and CRM automation systems, and integrated platforms such as Shopify, WooCommerce and Tally to expand merchant adoption.
Across roles, Menon has worked across digital lending, payments and merchant financing, with experience in product development, ecosystem partnerships, API integrations and fintech-led growth strategies.
At Paytm, he will focus on scaling lending products and strengthening digital credit infrastructure within the company’s financial services ecosystem.
His appointment comes as fintech firms continue to expand their lending and embedded finance offerings in a competitive market.
