Storyboard18 | Summer advertising heats up as temperatures soar

Actor Allu Arjun is spearheading redBus' summer campaign across TV, cinema, digital, social media and OOH platforms. (Image: screen grab)

After a tepid 2020 and 2021, owing to Covid-19 led disruption, summer category brand campaigns are back with a bang this year. From colas, coolers and air-conditioners to travel companies, brands are leaving no stones unturned to attract customers.

In a conversation with Storyboard18, Navin Khemka, CEO South Asia at MediaCom, says that it is the first time in the last three years that we are having a normal Q2 (second quarter), a normal summer quarter.

“The last two quarters were badly affected by Covid-19 which also impacted media spends in a big way across categories. Therefore, a lot of the growth of media spends this year will be dependent on this quarter and if it continues to go the way it is going right now, then the real growth in the adex will return in 2022,” he adds.

As per the GroupM TYNY 2022 report, ad spends are estimated to reach Rs 107,987 crore in 2022 in India, registering an estimated growth of 22 percent for the calendar year 2022.

“Q2 will account for 26-27 percent of overall adex. The big change we have seen in the last two years is that we are seeing all summer category brands are back with a huge activity be it soft drinks, hospitality, travel and consumer durables. Of course, the new age brands continue to aid this category further,” Khemka adds.

Summer category brands have already mounted big scale campaigns across media platforms and flagship properties such as Indian Premier League (IPL).

Parle Agro said that this is the first time it has four high-octane campaigns being rolled out which also tap into IPL media property and premieres of movies. The company’s fruit-based beverage brands Frooti, Appy Fizz and B Fizz and flavoured milk brand, Smoodh will be showcased in its summer campaigns this season.

“Capitalising on the high reach and visibility of big-ticket events, our brand communication will also be promoted across mass pillars like entertainment and sports. Out-of-home mobility resuming to pre-Covid levels has given a massive boost to out-of-home consumption. We have implemented a high impact and innovative OOH strategy with eye catchy hoardings at places of commute and points of purchase,” says Nadia Chauhan, joint managing director and CMO, Parle Agro.

When compared to last year, this season comes with much-awaited optimism with markets opening up to nearly 100% and brands are geared up to capitalize on this opportunity that this season offers.

Travel and tourism ads are also gaining visibility. Online booking platform RedBus, for instance, brought Pushpa actor Allu Arjun to spearhead its summer campaign across TV, cinema, digital, social media and OOH platforms.

Symphony Ltd has launched a new campaign to promote its newest air cooler offerings. Electronics firm Voltas Ltd, for instance, has already rolled out its summer campaign in March which will be promoted through June. The company has invested in omni-channel platforms such as digital, electronic, and print to communicate and engage with the consumers.

“Additionally, our association with IPL for the past decade has consistently given us incremental gains, as it reaches out to multiple consumer segments and provides wide reach and scale. And this year we will continue to leverage this opportunity,” says Deba Ghoshal, vice-president and head of marketing, Voltas Ltd.

Ice-creams, another key summer category, is also back as more ad campaigns by brands gain momentum with soaring temperatures. Havmor Ice Cream is advertising during the IPL with Disney + Hotstar as the lead on OTT in addition to the other OTT platforms. The company has introduced bite-sized ice creams called Shotties and a premium range of TUBS in various flavours.

“Our TV spending has gone up by 2X ensuring we have a prolonged presence during the summer months. In addition, we continue to build on our IP, The Coolest Summer job which will be in its 5th edition and will start accepting entries from 22 April,” notes Vincent Noronha, vice-president, marketing, Havmor Ice Cream.

IMD's prognosis of a hot summer, high vaccination coverage and low case load might turn out to be the right mix for brands to redeem themselves this summer season.