What Ticks for Indian Consumers/ Women – Anita Nayyar and Vikkas Nowal

26 Sep,2014

Continuing with our extracts from the second edition of the MxMIndia Annual, we present contributions by Anita Nayyar and Vikkas Nowal


‘Though easy to target, women audiences are also most vulnerable’


By Anita Nayyar


Irrespective of gender and age, to target audiences is and will always be a great challenge for media professionals. Women with their natural tendency towards media consumption, wherein viewing TV tops the list, have been easy to target as compared to male audiences who are constantly on the move and consume less TV.


However, here the easy target (prey) for advertisers is the most vulnerable housewife. Learning through years of work on trying to reach this audience as a media professional is that they are the ones that are reached out to most efficiently. In media parlance, the CPRP’s are not high in female audiences. While, the housewife is glued to ‘Balika Vadhu’, it is not necessary that the working women who has lesser time to spend in front of the screen, also does the same.


Many a traits in working women are common with working men in terms of media consumption though not necessary the same genre. Both of them travel, read, surf and use gadgets. While men are known to have affinity for sports, movies and music, working women may be more skewed towards movies and music and not as much sports. Hence, the mistake most of us media planners make is to treat women as females, 25+ etc and do not effectively use the filter of “working”.



‘Look at giving clients big bang for their bucks’


By Vikkas Nowal


Like any other form of media, simple logic dictates that OOH’s effectiveness in reaching a certain audience is dependent on how it is used. And for that we need to understand the nature of the beast. History has shown that OOH is predominantly for the big boys (the expenses and logistics involved) and hence has become the medium to establish three ‘A’s – authority, authenticity & awareness.


The key aspect of OOH is its sheer physical size, which gives this medium the capability to dominate the most dominant element of nature – the sky. It is not confined by the boundaries of a television or a newspaper and hence can appear larger than life, if the intention is to do so. By now, it should be clear that targeting women by choosing OOH sites, which are located around nodes of higher female skew, is simple logic. But the understanding of its true effectiveness comes a step after that, as we contextualize the brand message with the nature of the medium.


For instance, ask yourself – which product or service categories, targeted at women need the highest value for all three A’s – cosmetics, fashion, health & wellness ( for self or for the family), financial and perhaps all brands targeted at kids come to mind – women aren’t adopting your brand unless it has first penetrated television to capture their emotion (women spend more time on television than men in the country), print to capture their rationale, and finally OOH to establish authority, authenticity and reenforce awareness.


Being one myself, I realize that it’s been some time since I watched ‘Balika Vadhu’ or for that matter ‘Bigg Boss’ for one is home only around 8:30pm late for ‘Balika Vadhu’ and early for the ‘Bigg Boss’ fighting. So one prefers some bit of recent news, it is great to admire the guts of Arnab Goswami or watch ‘The Hangover’ or a ‘Bhaag Milka Bhaag’ post dinner. Also, while Femina and Cosmopolitan are doing their best to entice the women audience for some time now they are sensitive to the reading appetite of the working women and have fairly included them as a subset of the large women universe.


There is affinity towards specific consumption of reading material and the same is carefully provided. Meow did try that in the radio domain. While there may be enough research to prove that working women being a subset of the women universe do consume the same media and genre, it is the affinity towards a certain genre which is important and engages her the most. So it is important to look at women beyond just a woman!!!.



And this is just a bird’s eye view of the subject matter, we can very easily start slicing away demographic segments of women by age and markets and start micro contextualizing brands to the medium. But since the market is still unorganized and a lot of processes still need to be put in place, we are aggressively working and looking forward to giving our client the biggest bang for their buck.



Next: Monday, September 29: Teens – Anil Nair and Rajan Narayan


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