Consumption Of Mass Media Unruffled
Indian Consumers are concerned about the impact of Covid-19, as much from a health perspective as much as economic. Their consumption behaviour is being reshaped and rewired by the Covid-19 outbreak. The factors influencing brand decisions are also changing as the “buy local” trend gains momentum. e-commerce is emerging as the go-to shopping channel, a trend that is here to stay and grow.
Consumer media consumption has also been rewired by the pandemic. The consumer no longer consumes media in silos. It’s all connected. It’s all integrated. It’s all seamless. Consumption journeys are no longer linear. Consumers need to be engaged at multiple points via multiple media, using multiple platforms. Add to this the fact that attention spans are dwindling with every click, tap and swipe. Marketing has never been more exciting and challenging.
Video content has gained immense popularity in the recent past a new driver for growth. India has the 2nd highest per capita consumption of online video in the world.
Amidst these changes, we would like to believe that the consumption of mass media has remained constant. While, Print, Radio, Cinema & Out of home mediums were severely affected for a brief period, consumers are starting to revisit these mediums gradually. As per studies, the Indian Advertising market estimated approximately INR 55,000 Cr by the end of 2020 - TV spending by advertisers continues to contribute over 40% thus indicating the strength and penetration of the medium into Indian households. Digital adds to 30% of the overall pie with 10% increase.
The FMCG, Auto, Education and Ecommerce advertisers continue to be the big spenders. Content on TV continues to evolve to cater to the changing consumer affinities. As a result, the daily average time spent on TV viewing is about 4 hours- an encouraging statistic for TV advertisers. We believe that the impact of TV will remain intact for the near foreseeable future. The meteoric rise of digital media and its stronghold over the consumer’s mindshare will continue to grow.
A bit about our business. N. Ranga Rao & Sons was established in 1948 and is today a successful family business that has transitioned into its 3rd generation. Our Founder N Ranga Rao was a man of great vision, foresight and courage to match. He envisioned a value-driven business, by doing the right thing, every single time. Cycle pure is India’s first fully carbon neutral FMCG company. Cycle pure cares for the environment, supports women empowerment, provides livelihoods to tribals and plants sacred trees in temples along with many other initiatives that support the society.
Cycle Pure was the first incense brand to advertise on TV. We were also the first to adopt digital technology as an enterprise. From the time of our founding father, we have led innovation in the agarbathi industry. Our packaging, products and marketing have been adopted widely and have become the industry standard. We are the first and only incense brand to offer custom incense.
The organised incense stick industry in India is valued at Rs 4500 crore. Cycle Pure Agarbathi has the highest market share in India and has a vast global export footprint extending to over 65 countries.
Consumer involvement and brand loyalty are low in this sector. But we believe in the timeless vision of our founder that “quality products backed by values will succeed”.
Consumers and trade are the key pillars of our business. Our media strategy is constantly mapped to the ever-changing market landscape. We maintain a sustained presence in the consumer high-affinity genres such as general entertainment, movies and address trade via news channel associations along with product and media innovations. We maintain a consistent presence on social media that helps us create and grow our own community of like-minded consumers.
Irrespective of the law of constant change, a brand’s purpose, product and process will remain relevant.
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