The rise of regional brands: Local advertisers bet big on advertising

Small and regional brands grow because they are often close to the market, respond faster to the changes and are willing to learn from their past.
  • According to various media reports, there has been an increase in the number of regional advertisers in India, since 2014.
  • The regional brands are selling FMCG goods locally with aggressive advertising, brands such as Bovonto in Tamil Nadu, Jayanti Cola in Alwar etc.
  • The first half of the year was merely affected due to the implementation of GST and lag effect of demonetisation.
  • The consumers, on both demand and supply side, are expected to be optimistic and higher advertising spending would make up the temporary causes of the GST transition.
  • Festive seasons in India are accounting for almost 40% of the overall advertising expenditure and India Inc. is expected to spend Rs. 24000 crore on advertising and promotions this year.
  • This year regional advertisers along with the traditional advertisers are expected to contribute to the growth of advertising industry during the festive season.
The lower pricing and the emotional connect with consumers by understanding the local tastes and preferences are the contributory attributes to the rise of regional advertisers.


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