The report quotes Navin Khemka, CEO, MediaCom South Asia, as saying, “Print has the ability to give a lot of information, thus enabling the reader to take an informed decision. A lot of search activity on the internet today is triggered by a stimulus on print and we see that consumers do react in a positive way after being exposed to the same.”
Proving the point, recently, Nestlé India’s ran a print campaign to reinforce the brand’s assurance of offering quality products. The ad campaign came a few days after news reports questioning the ‘healthiness’ of the company’s products surfaced.
The damage control initiative from the food and beverage giant comes following a Financial Times story around an internal company presentation. It showed that about 70% of its food products portfolio failed to achieve a rating above 3.5 (out of 5) under Australia’s health star rating system. The development caused ripples globally.
The print ad invoked the brand’s long-standing presence in the Indian market to reinforce trust. ‘We've been part of your lives for over 100 years. It feels great to be trusted like family’.
Meanwhile, according to a report by TAM AdEx, the January to March quarter saw a 9% increase in Print ad spaces, according to TAM AdEx. However, when compared to October-December 2020, the print ad space decreased by 13% in January-March 21.
Auto sector was the biggest advertiser during the quarter and SBS Biotech was the biggest advertisers.
(Courtesy: Agency)