Television in India: Experts decode potent force in building brands

Adgully’s premier Marketing event, CMOs’ Charcha – Delhi Chapter 2024, took place on January 23, at Radisson Blu Plaza in Mahipalpur, New Delhi. The theme for this edition of CMOs’ Charcha was ‘Future roadmap for pursuing growth in new ways’.

The event saw an engaging panel discussion on “The Relevance of Television as a Media of Choice for Reaching Indian Consumers”. In the ever-evolving landscape of media and advertising, the relevance of television as a preferred medium for reaching Indian consumers has undergone significant shifts. From the dominance of television ads in the past to the emergence of new categories in recent times, the perspectives shared by industry experts can provide valuable insights into the evolving landscape.

Session chair Shubho Sengupta, Marketing Consultant, along with Sushrut Pant, Head - Marketing, Shree Cement, and Gaurav Nagar, VP – Revenue, Head –Content Business, Times Network, engaged in a thought-provoking discussion on the relevance of television in reaching Indian consumers.

Shubho Sengupta commenced the discussions by reminiscing about the early days when television was the primary medium for advertisers. He reflected on the transition from a time when TV scripts were the coveted projects for ad agencies, to the current era where the efficacy of television is under scrutiny. Sengupta introduced the key topics that unfolded during the conversation – ranging from the journey of Stock Market Today to the impact of television on diverse industries.

Delving into the unique advantages that television offers to the cement industry, Sushrut Pant highlighted the medium’s ability to provide both width and depth of visibility, crucial for a pan-India player targeting diverse markets. Secondly, he emphasised on the social nature of the home-building process, highlighting television’s role in initiating and sustaining social conversations, a key factor in consumer decision-making. Lastly, he underscored the creative impact of television, especially for brands undergoing revamps, where the big screen enhances the visual appeal of powerful communication.

Meanwhile, Gaurav Nagar shed light on the upcoming trends for 2024, foreseeing a significant focus on the Lok Sabha elections. With a historical 34% growth from 2015 to 2023, television remains a growing medium, attracting brands aiming for extensive audience reach. Auto launches, e-commerce, and the dominance of FMCG are expected, with SMEs leveraging television as a powerful tool for their growth journey, a trend amplified by the introduction of Hindi channels.

As we look ahead to 2024, the journey of television as a medium of choice for advertisers in India continues to evolve. The insights provided by Sushrut Pant and Gaurav Nagar offered a nuanced understanding of how television remains a potent force in building brands and influencing consumer behaviour across diverse industries. The interplay of television’s wide reach, social nature, and creative impact underscores its enduring relevance in the ever-changing landscape of advertising.

These are edited excerpts. For the complete panel discussion at CMOs’ Charcha, watch below: