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April marks not just the start of the financial year, but is the time for several Indian states to celebrate their ‘new year’, including the Tamil New Year in Tamil Nadu and Vishu in Kerala (to be celebrated on April 15). The advertising and marketing spends during this period are seen as a harbinger for the year to follow.
Varghese Chandy, Vice President, Marketing, Advertising and Sales, Malayala Manorama says, “This year is special, in Kerala, as we have Easter, Vishu and Eid ul-Fitr being celebrated in a span of three weeks. The festivities are a positive boost to the consumer sentiment. Retail is actively advertising. Within retail, consumer durables is most active followed by textiles.”
Adds Satheesh, “The Kerala market has always seen huge traction for textile, retail and jewellery. This continues this year too. Jewellery is a major segment as April and May are the traditional months for marriage related purchases in the State. Also FMCG players – national and local – are very active during this season. So, textile and jewellery and FMCG have done well. Consumer durables have been fairly active and the large retail chains, electronic chains have been active.”
The increased demand for gold was also pointed out by Raju Menon, Managing Director, Maitri Advertising Works Pvt Ltd. “The market sentiment is good and overall retailers are happy with their sales. Due to the extreme summer heat, air-conditions are selling like hotcakes. With gold prices going up, marriage customers are shopping as early as possible.” Menon adds, “In Kerala, Print and Television have seen the biggest traction. This has been backed up by Radio and Outdoor. Small-time investors are looking at digital platforms. In this backdrop, we believe, we at Maitri, will see growth above 20%.”
On a final optimistic note Chandy says, “We are on a growth this year. Three major festivals coming together in a short span along with the start of the wedding season in Kerala has definitely helped.”
