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In programme advertising sneaks in subtly on Indian TV
MUMBAI: Product placements within programmes may have long been the norm in the West, but the idea is just percolating into desi shows.
A study conducted by TAM AdEx recently, focusing on a few shows and the products showcased therein, shows that while, for the broadcaster, it serves as an additional revenue stream and to the advertiser it offers a ‘clutterfree’ and ‘zap free’ environment. The study has chosen Dr Morepen’s products on Star Plus’ show morning health show Tango.
While the concept of subtle product placement has prevailed in India for quite some time with examples like Kaun Banega Crorepati with the camera focused on the ICICI cheques at the time of Amitabh handing over the cheques to the winners and the launch of Maruti Versa on Khulja Sim Sim, Tango takes the advertising a mite further.
For three episodes telecast on 9, 10 and 11 April 2003, the Dr Morepen brand was visible on the screen 221 times across the three episodes or 70 times on an average per episode. The brand was visible for 1352 seconds as a result of in programme promotion in addition to the actual advertising time.
This means that if this was to be converted into TV commercials of say 20 seconds each (as is during the commercial break) , 1352 seconds would actually amount to 67 TV commercials in 3 episodes, averaging 22 commercials each episode over and above the commercials during the actual commercial breaks.
TAM AdEx captured 18 different “Points of the programme’ in which the in programme placement was displayed. From the start of the programme to Health Tips, the construct displays a salient blend of the programme situation with the brand name, says the TAM AdEx study, which also captured audio mentions of the brand for the first time in India.
The brand has been able to generate a great deal of on screen visibility due to this unique advertising window, says the study.
The study also compared in programme advertising with non TVC advertising as it exists in cricket programming on Indian television and found that while In Programme promotions contribute 33 per cent of the total advertising time on Tango, the contribution of Non TVC advertising is as high as 43 per cent on cricket related shows.
According to Njoy Media GM (a group company of Dr Morepen) Dr. Chandrasekhar says, “The strategy for the programme hinges on frequency aimed at creating involvement for Tango brand which will be launched later this year. The idea is to build a community around the health and lifestyle promise of Dr Morepen and plug the Tango name indelibly in the public mind”.
With both the broadcaster and the advertiser seemingly happy about the success of the Tango story, looks like the Indian viewer will have to brace himself for some aggressive product placements in shows in the near future.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
