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<ul><li>Neilsen’s latest report takes us inside the minds of Indian consumers. </li><li>It reveals how different demographics are prepared if the lockdown extends beyond July and how they are currently dealing with the pandemic-induced lockdown. </li></ul>Nielsen India’s latest report gives us an insight into the consumer’s brains and how they are dealing with the current situation. The research was conducted online between April 17 to April 28 in 12 cities and included 1900 respondents. It highlighted how people above the age of 35 are feeling more optimistic than millennials as they have a reference point where the normal was on-hold during the emergency period and riots that broke out in Mumbai and Gujarat. They are viewing the current phase as temporary and millennials are finding themselves feeling more anxious as people around them are losing their jobs, they are re-evaluating their future plans. <div type="image" title="neilsen 1" msid="75893873" hostid="261"></div> However, consumers are healing now and moving towards a new normal: <div type="image" title="neilsen 2" msid="75894039" hostid="261"></div> The report further predicts that if <keyword id="8763838" type="UNKNOWN" weightage="20" keywordseo="covid-19">COVID-19</keyword> lasts for more than 6 months, Techno Maladies Growing Disorder will emerge from the hyper-integration of technology into our lives. Roti, Kapda and Technology will become an absolute essential for survival. <div type="image" title="neilsen 3" msid="75894092" hostid="261"></div> Sixty per cent of the respondents in the study claimed to have decreased income as compared to pre COVID-19 thus managing liquidity at the cost of investment. Proportion of regular expenses have increased among lower (earning less than INR 50k per month) and mid income (50-100k) households, however they are maintaining their savings proportion intact.. <div type="image" title="neilsen 4" msid="75894170" hostid="261"></div> After a three per cent decline in Mar ‘20 (versus Mar ‘19), FMCG industry clocked a 34% decline in April -Traditional Trade channels led this sharp drop, while Modern Trade continued to grow in April 2020.The sharp degrowth of traditional trade channels can be attributed to area/ shop closures - on an average, a traditional retail shop was closed for 12 days in April due to various restrictions and constraint - this number was significantly higher for outlets other than Chemists (4 days) and Grocers (8 days). <div type="image" title="neilsen 5" msid="75894221" hostid="261"></div>

Decoding consumers' mindset amid COVID-19: Nielsen Report

<ul><li>As per Neilsen’s survey conducted in 22 cities among 1725 respondents, two in three consumers intend to buy more ‘Local’ brands going forward.</li><li>43% of the respondents said they consider brands who use Ayurveda/ natural ingredients Indian. </li></ul>After the Government of India ordered a ban on 59 <keyword id="6022999" type="UNKNOWN" weightage="20" keywordseo="chinese-apps">Chinese apps</keyword> that included <keyword id="6762469" type="UNKNOWN" weightage="20" keywordseo="TikTok">TikTok</keyword>, Likee, Bigo Live, the <keyword id="9213530" type="UNKNOWN" weightage="20" keywordseo="Vocal-for-local">Vocal for Local</keyword> sentiment has witnessed a steady growth in the country. As per Neilsen’s COVID-19 evolving consumer trends report, two in three consumers intend to buy more ‘Local’ brands going forward. The survey was conducted in 22 cities among 1725 respondents. Factors that are impacting consumer’s purchase decision: <div type="image" title="vocal local" msid="77020198" hostid="261"></div> Consumers are also becoming cautious about buying products at a store. 62% intend to increase online shopping by more than 20% and prefer contactless delivery. 54% of them said they are paying more often via payment apps. Consumers also exhibited the urge to step out but only if all safety and immunization measures were followed. <div type="image" title="report" msid="77020297" hostid="261"></div>

Vocal for Local consumer sentiment continues to grow. Here are the factors that are impacting consumer’s purchase decision

<ul><li>HUL, Reckitt Benckiser and Govt of India continue to remain at the Top 3 positions during week 17.</li><li>Godrej and P&amp;G were the new entrants amongst Top 10 advertisers in HSM as compared to Week 16. </li></ul><keyword id="2801660" type="PERSON" weightage="20" keywordseo="BARC-India">BARC India</keyword> and Nielsen Media’s latest report on ‘Crisis Consumption on TV and Smartphones’ revealed that week 17 saw a 10% increase in the count of brands advertising on Television. HUL, Reckitt Benckiser and Govt of India were the top 3 contributors. <div type="image" title="fct week 17" msid="75602463" hostid="261"></div> Total <keyword id="659577" type="PERSON" weightage="20" keywordseo="TV-viewership">TV viewership</keyword> grew by 29% in the week 17 over pre-covid-19 period and recorded 1.14 trillion viewing minutes. GEC growth was higher at HSM Urban as compared to All India level. Some of the other key highlights of TV and Smartphone consumption during the sixth week of lockdown are as follows: Considerations: <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;background-color:#ffff00;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"> </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;background-color:#ffff00;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">BARC India </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:middle;background-color:#ffff00;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Nielsen Smartphone Panel </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Coverage </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">All India (Urban + Rural) </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">All India (Urban 1 Lakh plus) </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">TG </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">ALL NCCS 2+ years </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"><ol><li>NCCS ABC 15-44 years</li><li>Android Smartphone Users</li></ol></td></tr><tr></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Time Period </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:middle;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">PRE COVID - 11th Jan 2020- 31st Jan 2020 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:middle;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">PRE COVID - 13th Jan 2020 - 2nd Feb 2020 </td></tr><tr><td colspan="2" style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">COVID DISRUPTION Week 6 – 18th April 2020 to 24th April 2020 Week 7 – 25th April 2020 to 1st May 2020 </td></tr></tbody></table> <ol><li>Total TV viewership grew over the Pre-COVID period by 29% &amp; the week recorded 1.14 Trillion Viewing Minutes</li><li>News &amp; Movies continued to drive the growth for TV</li><li>Mythological shows witnessed a huge increase across GECs – the re-runs of classics like Mahabharata and Ramayana on other channels continue to attract significant viewers and helped the channels increase the slot viewership.</li><li>Retro music on TV seems to be playing more, with the 41+yr olds increasing time spent on music</li><li>10% increase in the count of brands advertising on Television, with 395 new brands coming into play </li><li>Internet Penetration in India is now at 40%, with 504 Mn Active Internet Users (5+yrs)</li><li>Time spent on Smartphone increased by 16% versus Pre Covid, the highest usage since the COVID-19 lockdown - resulted in 18.7 Bn minutes on the smartphone/day in the recent week. </li><li>Gaming, Education Apps, Social Networking continue their trailblazing increase!</li></ol>

Week 17 sees a 10% increase in the count of brands advertising on Television: BARC India & Nielsen

<ul><li>In week 18, overall <keyword id="5217629" type="ORGANIZATION" weightage="20" keywordseo="FCT">FCT</keyword> dropped by 9% &amp; there has been a 7% decrease in advertiser count.</li><li>Smartphone consumption continues to be at ~4 hours per day, 14% higher than pre-COVID period. </li></ul><keyword id="2801660" type="PERSON" weightage="20" keywordseo="BARC-India">BARC India</keyword> and Nielsen Media’s latest report on ‘Crisis Consumption on TV and Smartphones’ revealed that <keyword id="659577" type="PERSON" weightage="20" keywordseo="TV-viewership">TV viewership</keyword> grew by 24% in week 18 and recorded 1.10 trillion viewing minutes. The highest viewership for TV was recorded in week 13, post which there has been a gradual drop, though it’s still significantly higher than pre-COVID period. <div type="image" title="Tv viewership" msid="75740035" hostid="261"></div> Markets with lower penetration of red zones showed a significant drop in viewership in week 18, in comparison to peak-COVID &amp; COVID weeks 11-17. <div type="image" title="red zones viewership" msid="75740091" hostid="261"></div> While TV viewership continues to rise, there was a 9% and 7% drop in FCT and Advertisers count respectively in week 18 as compared to week 1. <div type="image" title="fct decline" msid="75740102" hostid="261"></div>

TV viewership grew by 24% in week 18; recorded 1.10 trillion viewing minutes: BARC India and Nielsen Report

<ul><li>Some of the top brands in week 13 (starting from March 28) are Dettol, Lifebuoy soap, Harpic, Lizol, Hotstar VIP. </li><li><keyword id="1736818" type="PERSON" weightage="20" keywordseo="Social-Advertising">Social advertising</keyword> from the Government and NGOs on television grew by 244% and 628% respectively. </li><li>Apart from that, non-essentials such as cement, paints, fairness creams, hair removers, and digestives continue to advertise on television. </li><li>Toiletries (190X), Social organisations (66X), ice cream (11X) were the highest contributors. </li></ul>In the 13th week of <keyword id="8763838" type="UNKNOWN" weightage="20" keywordseo="covid-19">COVID-19</keyword> disruption starting from March 28, a report by BARC India and Nielsen called 'Crisis Consumption on TV and Smartphones' revealed that advertising Free Commercial Times (FCT) increased by 9%. Sports, social advertisements, toiletries, ice cream were the highest contributors. Social advertising from the Government and NGOs on television grew by 244% and 628% respectively. Some of the top brands that contributed to FCT in week 13 were Dettol, Lifebuoy soap, Harpic, Lizol, Hotstar VIP. Apart from that, non-essentials such as cement, paints, fairness creams, hair removers, and digestives also continued to advertise on television. The same trend of social messaging followed on digital platforms. Creatives specifically designed referencing COVID-19 are seeing a rise across multiple sectors. Top brands like Amul, Godrej, Audi, Zomato, Lifebuoy played their part to reinforce and support social distancing. They changed their logos and spread awareness around the precautions that need to be taken to stay away from Coronavirus. BARC’s data also revealed that the return of classics on Doordarshan made it the most watched channel across India. PM Narendra Modi’s video message on #9PM9Min, released on April 3, was the biggest news event ever as it garnered 1 million viewing minutes. During the nine minutes blackout period, TV viewership recorded was the lowest since 2015 as it dropped by 60%. The decline started by 08:53 PM and came back to current trends only after 9:30 pm. <div type="image" title="9 mins impact" msid="75060694" hostid="261"></div> Some of the Key Highlights of TV and Smartphone consumption during the third week of Lockdown are as follows: <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;background-color:#ffff00;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"> </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;background-color:#ffff00;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">BARC </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;background-color:#ffff00;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Nielsen Smartphone Panel </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Coverage </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">All India (Urban + Rural) </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">All India (Urban 1 Lakh plus) </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">TG </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">ALL NCCS 2+ years </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"><ol><li>NCCS ABC 15-44 years </li><li>Android Smartphone Users </li></ol></td></tr><tr></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Time Period </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:middle;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">PRE COVID - 11th Jan 2020- 31st Jan 2020 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:middle;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">PRE COVID - 13th Jan 2020 - 2nd Feb 2020 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">COVID DISRUPTION Week 2 - 21st March 2020 to 27th March 2020 Week 3 – 28thMarch 2020 to 3rd April 2020 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">COVID DISRUPTION Week 2 - 21st March 2020 to 27th March 2020 Week 3 - 28thMarch 2020 to 3rd April 2020 </td></tr></tbody></table> <ol><li>India divided on various emotions of feeling Happy, Anxious, Frustrated, Scared and Peaceful – missing out on me-time indulgences and office time </li><li>The Prime Minister’s request on #9PM9MINS garnered the lowest ever Total TV viewership for those 9 mins since 2015 </li><li>India follows the global trend in showing continued increase in TV (43%) and Smartphone consumption(13%) this week vis-à-vis the Pre COVID period </li><li>The growth in TV consumption this week driven by the Movies Genre(77% growth). Significant increase in Time spent on watching Movies (52% growth) on the Smartphone </li><li>Return of the Classics makes DD National the most watched channel this week across India. </li><li>While the return of the Old Classics improves viewership on DD National and Pay GEC Channels, Smartphone viewers increase consumptions on Original Series with 32% growth over the Pre COVID period </li><li>Non-Primetime continues to be the growth driver for TV (81% over the Pre COVID period) with early morning and late night slots also showing a growth </li><li>Social Connectivity stabilizing as people get used to the new normal while the surge in time spent on Digital News consumption stays </li><li>Gaming continues to show growth (44% over the Pre COVID period) - categories like Virtual Education and Virtual Drives increased consumption </li><li>Free Commercial Time (FCT) on TV advertising grows by 9% on the back of social advertising </li><li>On Digital Advertising, no drop in the count of creatives for 11 out of 19 categories – drop seen in Retail, Travel and Auto</li></ol>

Advertising FCT grew by 9% in week 13 of COVID-19 disruption on the back of social advertisements: BARC-Neilsen

<ul><li>Reckitt’s Durex has launched its first-ever product innovation for the Indian market, thin flavored condoms.</li><li>It got around 12 influencers to spark conversations on social media about bedroom distancing to create interest around the launch of its new product and advertisement.</li><li>The brand is trying to expand its reach in Tier II and III markets with its latest innovation.</li><li>Dilen Gandhi, Regional Marketing Director, South Asia – Health &amp; Nutrition, Reckitt talks to us about the campaign, larger marketing strategy that has helped Durex become one of the category leaders in less than six years, focus areas for H2 2021, and larger vision for the brand.</li></ul>When Reckitt’s Durex launches a new product in the market, it is hard to miss it because there’s a massive conversation on the social media universe involving multiple A-list influencers and celebrities. The brand knows how to build curiosity and hold consumers’ attention till the very end. Durex usually starts its campaign by giving its consumers a little sneak peek with a poster. To build on this buzz further, the brand shares some intriguing data points which encourage consumers to talk about their own stories. It is followed by a teaser, influencer collaboration, and finally the big reveal - the product advertisement. In the past, Durex had used a similar strategy for its product Durex Mutual Climax Condoms and Invisible Condoms. For the former, it started by telling people on social media that nearly 70% of women in India don’t orgasm every time they have sex. It eventually announced the launch of its product with a campaign. It spoke on the issue of orgasm inequality by normalising conservations and providing product solutions for both men and women so that they #ComeTogether, thereby helping reduce the orgasm gap. For the second product launch, Durex’s Invisible Condoms, it used a counter-intuitive approach and asked consumers to forget condoms. The idea was to create interest around its thinnest condoms. For the launch of Thin Flavoured Condoms that come in Chocolate, Strawberry and Bubble gum, Durex followed a similar route. It divided its campaign into three legs: get people talking on social media about #EndBedroomDistancing, launch the TV spot that employs a metaphor to demonstrate how Durex Extra Thin Flavoured condoms can help end it and the third act of the campaign continues the conversation with memes and influencer posts. The campaign is conceptualised by <keyword id="7001513" type="General" weightage="20" keywordseo="havas-group-india" source="Orion">Havas Group India</keyword>. The first leg of the campaign saw participation from celebrities and influencers like Harshvardhan Rane, Badshah, Abhijeet, Prateek Babar, with posts on their profiles wondering what’s bedroom distancing. Two days later, Durex announced India’s thinnest condoms. The same influencers also posted a second set of videos on their respective profiles, revealing what the buzz was all about, and then came the final commercial unveiling the product. <div type="Youtube" id="10fRuRwzAMg" title="Durex Extra Thin Flavoured Condoms | #FeelTheFlavour" thumbUrl="https://i.ytimg.com/vi/10fRuRwzAMg/mqdefault.jpg"></div> According to Durex’s consumer survey, over 60% of condom sales in India are in the flavoured condoms category. However, it identified a gap: the focus in the category has primarily been on flavours and not on product innovation addressing intimacy issues faced by the consumers in this segment. And that’s how the idea of launching thin flavoured condoms was born. This is Durex’s first product which is primarily made for India. Sharing the insight behind the campaign, Dilen Gandhi, Regional Marketing Director, South Asia – Health &amp; Nutrition, Reckitt said, “The objective of the campaign was to get everyone talking about it. This is the first time we have created an innovation specifically for the Indian market. To make people aware of this innovation, we decided to take the ‘classic Durex route’ -- create a campaign that could actually lead to a lot of conversation. The difference between Durex’s advertising and many other brands is that we put consumers at the heart of our marketing. Our campaigns always have something intriguing, which pulls the consumer in and this time, this whole notion was bedroom distancing. We take something that is topical, this time, unfortunately, it is the notion of social distancing and combine it with something unexpected, which is what leads to conversation. Reduction of distancing here is in with the promise of the product to bring both partners, physically and emotionally, closer.” Durex partnered with 12 influencers and celebrities to create buzz around its launch. It followed a simple filtering system: how popular is the influencer among its target audience, how well does their market image fit with Durex and how credibly will the influencer convey the message. It is due to the brand’s partnership with influencers that there’s a lot of chatter on social media around its campaign and Gandhi is hoping that this would translate into ROI and sales on the ground. <cmsannotation type="cmsannotation" annotationid="Becoming the second largest player in 6 years" text="Becoming the second largest player in 6 years">Becoming the second largest player in 6 years</cmsannotation> Condoms are still a hush-hush concept in India and condom marketing is an equally tricky business. So it is important for condom brands to create conversations that are risque and yet tasteful, and Durex has mastered it over the years. It is because of its strong marketing strategy that the brand has grown from strength to strength. Six years ago, when Reckitt launched Durex, it was competing against Manforce with a 32.4% market share, followed by Moods, Skore, Kamasutra and Kohinoor. In 2017, it onboarded Ranveer Singh to cater to India’s youth. In 2019 came its revolutionary campaign, Orgasm Equality and Durex started working on building an inclusive conversation in the category. With its Bees and the Birds campaign in 2020, Durex upped its marketing strategy by catering to adolescents through art and literature. When most brands in the category objectified women, Durex spent huge marketing dollars changing the narrative, targeting them and establishing itself as a brand that cares about making a difference. Its active moment marketing has also helped Durex stay on top of the mind. According to Neilsen, the condom category is dominated by Manforce with a 32.4% share in value, followed by Durex at 13.8%. So we asked Gandhi about what worked for the brand, it's larger marketing strategy and success mantra. He said, “The most important metric for us is, obviously, business results. We are very focused on ensuring that every marketing dollar that we spend gives us a return in terms of business results. The leading indicator for us is driving conversations, sentiment, reach, and frequency. Ultimately, we are looking at equity.” “Our marketing objective has always been to normalise talking about sex in India. Now, the challenge for us is how do we keep getting better,” added Gandhi. For the rest of 2021, Durex would be focusing on making its Thinnest Flavoured condoms more available in our country and working on campaigns that redefine pleasure “It is more than just a market share game for us. It is about shaping the category, we try to offer the unexpected to our consumers. While we are focused on business results, we believe results will come not just from market share but by redefining the category which is far more equal, inclusive and pleasurable. We want condoms to be something which is normal for everyone, something that is used for pleasure and not just for protection. Apart from that, making sure that our Thinnest flavoured condoms are available more and more is definitely a big focus area. The smaller towns are going to be a big focus area too. This innovation was created for the non-metros,” shared Gandhi.

How Durex cleverly uses influencer marketing to trigger conversation around its new product launches

<ul><li>Credit rating agency CARE ratings has given the retail sector in India a ‘Negative’ outlook. </li><li>With supply chains disrupted, retailers have to innovate quickly and come up with new ways of keeping the supply up. And it’s not going to come for free.</li><li>That’s why <keyword id="10926" type="CITY" weightage="20" keywordseo="Reliance">Reliance</keyword> Retail is betting on the O2O model with its association with Facebook.</li></ul>The Indian <keyword id="188491" type="PERSON" weightage="20" keywordseo="retail-industry">retail industry</keyword> has seen a massive setback because of the coronavirus pandemic. It was already suffering from a consumption slowdown. But ever since the Coronavirus pandemic spread, malls and stores have been shut for over a month indicating worse times ahead. And the situation isn’t getting better anytime soon – not even after lockdown, say experts. Credit rating agency CARE ratings has given the retail sector in India a ‘Negative’ outlook. “The impact on demand, which is expected to remain muted at least for the next three or four quarters, will be more in case of players with presence in non-essential items and luxury segments,” said the ratings agency in its report. However, it believes grocery will prevail as king. “The retailers with presence in essential commodities continue to have some cash flows to support their fixed costs,” said the report. Low consumer spending even after lockdown Because of the coronavirus pandemic, stock markets across the world have crashed, oil prices have seen a record low, and organizations across the world are taking cost cutting measures. So, as the global economy worsens even after the lockdown lifts, consumers are going to be cautious about their spending.In lieu of a global recession, people aren’t going to loosen their purse strings. “After the control of the spread of the coronavirus and post the lock-down period, the spending as well as shopping patterns of the consumers are expected to change significantly. The consumers are likely to curtail their discretionary spending with reduced income in their hands as well as tendency to preserve cash,” said the CARE report. According to a report by Nielsen, here’s how spending will decrease across sectors post Covid-19. <div type="javascript" title="Custom" contenttype="Image"><cdata><![CDATA[<div class="flourish-embed flourish-chart" data-src="visualisation/2054940" data-url="https://flo.uri.sh/visualisation/2054940/embed"></div>]]></cdata></div> Supply chain issues The biggest problem that the retail industry faced with the coronavirus lockdown is the complete disruption of their supply chain. With borders sealed and passes required for movement, trucks were seen to be turned off and lined up across highways. So, retailers have to innovate quickly and come up with new ways of keeping the supply up. And it’s not going to come for free. “Operating costs will go up by 30-35% easily for small stores, larger stores will see costs going up by 10-15%,” said <a href="https://www.cnbctv18.com/retail/future-retails-rakesh-biyani-says-new-coronavirus-sop-to-inflate-retailers-cost-up-to-35-5751931.htm">Rakesh Biyani</a>, Future Retail’s Managing Director. He also spoke about how maintaining social distancing at physical stores will also inch up costs. Who will survive the crash? As people are staying in, the demand for groceries are going up. Even after lockdown lifts, people will avoid public spaces and will continue to order online. Online apps are raking in the orders – Bigbasket is currently processing almost 3 lakh orders a day. So, for retail industries to survive they will have to have the “agility to recognize new consumer behaviour and adapt to meet the altered needs,” said the Neilsen report. And how do they go about it? By creating a balanced approach of online and offline. “In such times, the retailers with presence across the retail segments (grocery, apparel, appliances, accessories) as well as who have an omni-channel strategy with presence in both offline and online channels are expected to have a quicker recovery,” said the CARE report. And interestingly, this is what Reliance Retail is betting on after its deal with social media giant Facebook – the O2O model. Jio has made a quiet entry into e-commerce with <keyword id="8506093" type="UNKNOWN" weightage="20" keywordseo="Jiomart">JioMart</keyword>. With the association with Facebook, JioMart now aims to use WhatsApp to reach out to consumers, while using kirana stores and its retail prowess for supply. As Reliance chairman <keyword id="3820" type="PERSON" weightage="20" keywordseo="Mukesh-Ambani">Mukesh Ambani</keyword>, he and Facebook founder Mark Zuckerberg are betting on growth in a post-corona world. And both of them have deep pockets to do so. Reliance Retail has over 10,901 stores across the country, and is facing a crisis because of people not visiting stores. Reliance Retail also sells jewellery, apparel and accessories which have come to a stop now. However, even with the consumption slowdown over the past year, Reliance Retail in the third quarter of FY20 posted a 62.32%jump in its pre-tax profit at Rs 2,727 crore. Meanwhile Jio reported ₹13,968 crore standalone revenue from operations, and a standalone net profit of ₹1,350 crore. “The recent tariff hike should still allow Jio’s EBITDA (earnings before interest, tax, depreciation and amortization) to rise 78% YoY [year-on-year] in FY21. Strong telecom and a weaker rupee will offset big cuts in petrochemicals, refining and retail as FY21 EPS rises a small 1.6% YoY,” estimates capital market and investment group, CLSA. Experts too believe that this deal makes for an interesting combination for growth. "The Facebook and Jio deal is the marriage of two superpowers. With the reach and deep pockets that both of them have, it will be a transformational partnership for India. Over the past years Facebook has acquired some very interesting assets like Whatsapp and Instagram. These assets combined with Jio's existing infrastructure make it a very interesting combination,” said Viram Shah, CEO and Co- Founder, Vested Finance, an investment firm. See Also: <a href="https://www.businessinsider.in/india/news/the-ceo-of-54-billion-mahindra-mahindra-pawan-goenka-says-these-four-things-will-be-normal-in-the-post-covid-world/articleshow/75316936.cms">The Managing Director of $54 billion Mahindra &amp; Mahindra, Pawan Goenka, says these four things will be ‘normal’ in the post- COVID world</a> <a href="https://www.businessinsider.in/india/news/home-delivery-of-alcohol-is-illegal-anyone-telling-you-otherwise-is-probably-trying-to-run-a-scam/articleshow/75315790.cms">Home delivery of alcohol is illegal — anyone telling you otherwise is probably trying to run a scam</a> <a href="https://www.businessinsider.in/business/ecommerce/news/from-reliance-jiomart-to-unicorns-and-other-startups-all-line-up-to-serve-kiranas-indias-mom-n-pop-stores/articleshow/75324026.cms">From Reliance’s JioMart to unicorns and other startups all line up to serve kiranas – India’s mom n pop stores</a>

India's retail industry will struggle far beyond the lockdown – but Reliance’s JioMart has the ‘muscle’ to power through

<ul><li>Amazon and Flipkart accounted for 90% of the e-tailer market share during the Great Indian Festival and the <keyword id="3093683" type="PERSON" weightage="20" keywordseo="Big-Billion-Days-sale">Big Billion Days sale</keyword>.</li><li>Amazon India claims it saw the highest sales across all online shopping platforms, according to a Neilsen report.</li><li>Flipkart market share during the sale season was higher than Amazon at 60-62% as per a Redseer report.</li></ul>The festive season sales split the e-tailer market share between Amazon India and Flipkart. Their combined market share was 90% in terms of merchandise volume, with Flipkart leading at 60-62% and Amazon India coming in at 28-30%. Flipkart and Amazon achieved sold a record ₹19,000 crore of goods in 2019 -- a growth of 30% over the previous year, according to a Redseer report. Where Flipkart leads in volume, Amazon claims to have the highest sale transactions across all online shopping platforms, according to a Neilsen report. Great Indian Festival "The first wave of the Great Indian Festival was our biggest celebration ever with Amazon.in — witnessing highest share of transacting customers and purchases across all marketplaces in India," said Amit Agarwal, senior vice president and country head of Amazon India. The company states that customers from 99.4% of India’s postal codes placed an order during the sale. On the busiest day of the sale more than 600 flights were in transit delivering Amazon products. Despite the economic slowdown, Amazon claims that there was growth in customers availing credit options on the site. There were 1.5 times as many customers opting for EMIs during this year’s sale as compared to last year. Every one in two customers was availing a credit option was doing so for the first time, doubling the amount of new-to-credit customers. The fashion category brought in the most amount of new customers for Amazon. More than 1 million fashion items were sold within the first 24 hours of the sale going live. Overall, nearly 15,000 sellers on Amazon India saw their sales double and thousands of them recorded their highest sales ever during the first day of the Great Indian Festival. Big Billion Days Smartphone sales were the secret to Flipkart dominating the market share, according to the Redseer report. The company claims that this has been the biggest festive season for the mobiles category on their platform. More 20 different smartphone sold more than 100,000 units each during the Big Billion Days sale. Where mobile phone sales contributed to volume, the fashion category brought in new customers. It saw a 70% growth in sales over last year and brought in 40% of the new users that logged onto Flipkart. Overall, Flipkart clocked in 70 billion views across all categories. Note: This article has been updated to include the results from the Redseer report.

Amazon and Flipkart took 90% market share during the Great Indian Festival and Big Billion Days sale

Winning streak for Aditya <keyword id="118437" type="CITY" weightage="80" keywordseo="Birla-group">Birla Group</keyword> continued as it yet again topped Neilsen’s Corporate Monitor (CIM) 2014-15 survey that measures reputation of leading companies in India. 
 While, the Birla conglomerate retained the top spot for three years in a row now, <keyword id="42747" type="CITY" weightage="60" keywordseo="Tata-Motors">Tata Motors</keyword> bagged the second spot, followed by ITC, <keyword id="6355975" type="CITY" weightage="60" keywordseo="Axis-Bank">Axis Bank</keyword> and Tata Steel. 
 
The survey, shared exclusively with Economic Times, was conducted across 42 companies with over 2,000 respondents in eight metros. 
 
"As a high-performance driven group, we are constantly focusing on building our talent pool to support our business vision. To this end, substantive initiatives taken earlier have since materialised. These include focused endeavours to build a robust talent pipeline; extending the employer brand of our group beyond India; achieving the distinction of becoming the most aspirational employer for professionals and augmenting talent on the technical side," Kumar Mangalam Birla, Chairman of Aditya Birla Group, told ET. 
 
This year, Axis Bank and Reliance Communication broke into the top-10 list. 
 
Some of the parameters for the survey were trust, transparency, demonstration of vision and leadership, financial performance, perceptions of company product and services, workplace environment. 
 
While the Birla Group came up on top for vision and leadership, financial performance and operating style, Tata Steel bagged the top position on product and service quality and workplace management. 
 
"A strong corporate image is one that effectively communicates the company's brand and philosophy. In order to recruit top talent, a company needs to be able to project itself and provide a good idea of what it really represents," a Tata Motors spokesperson told the financial daily. 
 
Meanwhile, Executive Director of Nielsen India, Ajay Macaden, said this year they saw interesting trends. 
 
"With increasing awareness that both the consumer and company have about the concept of reputation, this year saw some interesting trends based on the study. Most of the companies that have made it to the top ten are very visible in the media and have high involvement among large set of stakeholders," said Ajay Macaden, executive director, Nielsen India. 
 
He added that an increasing focus on ad spends, communicating via technology and innovation have helped consumers spontaneously recall and talk about certain banking and finance sector companies, an improvement from last year. 
 
Meanwhile, ITC topped in corporate social responsibility. 
 
"Stakeholders, investors and consumers continue to look for quality and talent within the top companies in India. They have also upped the ante on judging companies on the basis of their CSR activities, with sanitation and healthcare education being of critical importance,” Macaden told ET.

Aditya Birla Group is reaching new heights. Here is how

<ul><li>After Doordarshan brought back its two epics <keyword id="6373819" type="PERSON" weightage="20" keywordseo="ramayan">Ramayan</keyword> and <keyword id="6366669" type="LOCATION" weightage="20" keywordseo="mahabharat">Mahabharat</keyword>, Star TV and Sony followed the trend by taking us back to the golden era. The channels are airing some of its most watched shows like Sarabhai VS Sarabhai, Khichdi, CID, and Aahat. </li><li>Amul played its trump card by delighting us with some of its old advertisements that were broadcasted during Ramayan and Mahabharat’s airing time -- back in the 90’s. </li></ul>After the reruns of Ramayan and Mahabharata on Doordarshan, Amul is the first brand to take the netizens on a nostalgia ride -- by throwing us back to some of its iconic advertisements like Amul Manthan. <div type="twitter" handle="Amul_Coop" handlename="Amul.coop" image="http://pbs.twimg.com/profile_images/651028295425765376/1qJVp6Eu_normal.jpg" favoritecount="1989" retweetcount="518" status="On Popular Demand, we are pleased to share with you the #Amul advertisement from the 1990's during #Ramayan and… https://t.co/BALcXfCTSz" createdat="1586103300000" id="1246833727352614915"></div> Remember the popular ‘Mero gaam katha parey, Dhudh ki nadiya wahe ja’ song? Titled Amul Manthan, inspired by Shyam Benegal’s film called Manthan, was based on White Revolution that took place in the heart of Gujarat. It celebrated India’s women farmers and their economic independence. The campaign became memorable for its use of the song. It ended by showcasing the model of co-operative organization of milkmaids and farmers with a narrative that said, “Every morning 17 lac women across 9,000 villages, bringing in milk worth Rs.4 crores, are now celebrating their economic independence thanks to the co-operative movement called Amul.” It was one of the first campaigns to bring women to the forefront. Amul has truly played its trump card by taking us on its rich advertising journey, that was way ahead of its time. According to BARC-Neilsen’s recently released report, the Ramayan re-telecast garnered the highest-ever rating for a Hindi GEC show since 2015. Amul is smartly targeting the older demographic here to remind them of simpler days. Here are some of the ads that the dairy giant uploaded from its wide portfolio on social media: <div type="twitter" handle="Amul_Coop" handlename="Amul.coop" image="http://pbs.twimg.com/profile_images/651028295425765376/1qJVp6Eu_normal.jpg" favoritecount="235" retweetcount="49" status="On Popular Demand, we are pleased to share with you the #Amul advertisement from the 1990's during #Ramayan and… https://t.co/WEqzhqO1NW" createdat="1586095200000" id="1246799753087602692"></div> <div type="twitter" handle="Amul_Coop" handlename="Amul.coop" image="http://pbs.twimg.com/profile_images/651028295425765376/1qJVp6Eu_normal.jpg" favoritecount="280" retweetcount="56" status="On Popular Demand, we are pleased to share with you the #Amul advertisement from the 1990's during #Ramayan and… https://t.co/mI10peDhtG" createdat="1586104986000" id="1246840801721610241"></div> <div type="twitter" handle="Amul_Coop" handlename="Amul.coop" image="http://pbs.twimg.com/profile_images/651028295425765376/1qJVp6Eu_normal.jpg" favoritecount="658" retweetcount="127" status="On Popular Demand, we are pleased to share with you the #Amul advertisement from the 1990's during #Ramayan and… https://t.co/jauTeqlKti" createdat="1586071232000" id="1246699226198708224"></div> <div type="twitter" handle="Amul_Coop" handlename="Amul.coop" image="http://pbs.twimg.com/profile_images/651028295425765376/1qJVp6Eu_normal.jpg" favoritecount="265" retweetcount="55" status="On Popular Demand, we are pleased to share with you the #Amul advertisement from the 1990's during #Ramayan and… https://t.co/kaMCir7eWV" createdat="1586071092000" id="1246698638937473024"></div> <div type="twitter" handle="Amul_Coop" handlename="Amul.coop" image="http://pbs.twimg.com/profile_images/651028295425765376/1qJVp6Eu_normal.jpg" favoritecount="557" retweetcount="132" status="On Public Demand, we are pleased to share with you the #Amul advertisement from the 1990's during #Ramayan and… https://t.co/XXnvC7sDZS" createdat="1586063070000" id="1246664991966498816"></div> Amul also uploaded some of its iconic print advertisements that were run in top newspapers to leverage the buzz around Ramayan and Mahabharat. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div>

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