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Retail sector eyeing space in TV ads
Published on Mon, May 01, 2006 at 19:36 in 
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New Delhi: The retail sector is out to grab more airtime in the commercial space. After Shopper's Stop and Big Bazaar, Globus and Pantaloons will launch TV ads and are roping in celebrity endorsers.
CNN-IBN reports that this sector is spending 40 per cent more on advertising and its expected to keep growing.
IF you go to any busy road in Delhi you will find five malls and more than 250 retail outlets - all within a kilometer. With 220 new shopping malls expected to come up across the country within the next two years, the organised retail industry in India is expected to triple in size by 2010.
With all those numbers, it is not surprising that the ad spends from this sector are multiplying too.
The marketing team at Pantaloons is gearing up for competition. Hoping to build its brand, it will soon launch a commercial with the three Miss Indias. Its ad budget is up three and half times this year to close to Rs 100 crore, much of which will be on TV.
Sanjeev Agrawal, President-Marketing, Pantaloons says, "We have 27 stores across 19 cities, so TV is the most effective way to reach out to people. Since women are our target group, and not many women in the middle class read newspapers."
Globus, which has signed on Soha Ali Khan, will also be out with a commercial in six months. While retail has been a prominent spender in the print category for the last two years, this year will see the shift to TV. That's because most of the chains have now got a national footprint
“I do see therefore advertising and brand building. Especially try to get early advantage in brand building; knowing the fact big players are coming in, once they come in it might become difficult to do so, “ says Santosh Desai, president McCann-Erickson.
Serious about brand building, retail chains are now recruiting advertising professionals for creative and below the line solutions, which is adding to the attrition woes of the ad industry.
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