Big brands bypass Indian TV

Major brands are increasingly turning to online video in India, with more campaigns using only this channel or making connected devices the primary screen with TV being relegated to second place.

Afaqs noted that spend on video ads was expected to increase from Rs 330 crore in 2013-14 to Rs 500 crore in 2014-15 and observed that many brands, including the likes of Lenovo, Durex and Pepsi had developed video campaigns that had not been preceded or followed by TV advertising.

For an automotive brand such as Honda, there is a clear logic in targeting digital, as Jnaneswar Sen, svp/marketing and sales, Honda Cars India, explained that around 70% of the brand's consumer base first carried out research online before taking the next step.http://www.warc.com/LatestNews/News/EmailNews.news?ID=34107&Origin=WARCNewsEmail&CID=N34107&PUB=Warc_News&utm_source=WarcNews&utm_medium=email&utm_campaign=WarcNews20150105