What Ticks for Indian Consumers/Women – Sunil Kumaran and Oona Dhabar

28 Aug,2014

Continuing with our extracts from the second edition of the MxMIndia Annual, we present contributions by Sunil Kumaran and Oona Dhabar


Looking beyond fiction


By Sunil Kumaran


Like women are a critical segment for the Hindi General Entertainment channels, it isn’t very different in the case of regional entertainment. Even today, most women in tier 2 and tier 3 cities are housewives and spend a lot of time watching TV in afternoon and evening bands.


The working class women in non-metros are progressive, ambitious and willing to shoulder the family’s financial as well as social responsibilities. Combine these two set of audiences, it makes for a healthy chunk for broadcasters to look into.


It is therefore seen in large numbers that content on entertainment channels have a skew towards women. But, it is not necessarily true that women watch only fiction. That is a myth. Apart from fiction, women audiences also consume a lot of reality shows, crime, sitcoms and blockbuster movies. So one has to cater to them with the right mix.


We engage with women in the Hindi speaking markets both on-air and off-air. Onair, by introducing different kinds of shows and interactive formats. Off-TV, we do heavily promote our channels on the back of the radio network strength.



Brands need to respect the discerning woman consumer


By Oona Dhabar


Condé Nast India magazines (Vogue, GQ, Condé Nast Traveller and Architectural Digest) talk to the affluent audience across the country. Within our portfolio, Vogue is more focused on the woman though all our other titles also have a healthy mix of women readers.


Using the Vogue reader as a representative of the “Modern Indian magazine reader” here is how we see her.


The woman who engages and enjoys magazines like ours is an affluent, highly educated, independent and well-travelled woman. She has a mind of her own and is seen to be the leader or key influencer among her circle of friends. She is always in the know of things related to fashion and beauty and is therefore seen to be the leader in her group of friends and asked for advice and help. She wants to dress well, be stylish and puts a premium on all aspects of looking good, she is interested in both Indian and International fashion, beauty and trends and sees it as a seamless blend in her life.




Then you have the social platforms such as Facebook, Twitter, Mobile apps etc. These are opportunities one must look at – but the most critical thing for a regional channel is to maintain a local flavor. If your audience can’t relate to the content you’re putting up, there isn’t much marketing and promotional activities can do to bolster viewership or the channel’s growth.


Big Magic – Bihar and Jharkhand are doing very well as the local connect is there-we are deeply rooted in the culture and the little nuances of the market.


Coming back to women, a lot of advertising is geared towards this TG. Having said that, we are seeing a lot of viewership coming from the 15-35 year-old TG, which includes both male and female audiences. So one cannot single out women and develop a content strategy around them.




She enjoys her independence in many ways financially as we see more and more young women enter the work force, she is responsible for her own decisions as we see young women make their own choices whether about marriage or career choices and she is definitely in the driver’s seat when it comes to her life. She is extremely discerning and not willing to accept the sub-standard in any aspect of her life and brands and marketers needs to respect that.


She is sociable and enjoys life ‘queensize’, invests in looking and feeling good and is influenced by both Bollywood as well as Hollywood. She is happy to invest in herself while young and continues to do so once married and with kids versus her mother or grandmother who would often give up all for the family.


She is savvy about technology and embraces it fully, consuming media not only in print but also on her laptop, tablet and phone. Thus the best way for magazines to engage with this audience is across multimedia platforms – through good and relevant content in the magazine, interacting with her on social media platforms, being available to her through apps on her mobile devices and tablets, creating fun and fashionable events for her to attend like Fashion’s Night Out and lastly, setting the overall brand context through above-the-line promotions and more traditional below the line initiatives.




Monday, August 31: Teens/Vineet Singh Hukmani and Ameer Ismail


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