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Our Bureau

Chennai, Nov. 7

The shampoos/conditioners category has witnessed a 65 per cent growth in TV advertising during January–July 2008 compared with January-July 2007.

Hindustan Unilever Ltd with a 36 per cent share was the top advertiser in the category during this period, according to a survey by Adex India. It was followed by Procter & Gamble and L’Oreal India Pvt Ltd with 21 per cent and 13 per cent share, respectively.

TV advertising in the category was tilted in favour of the national audience with the advertising in the national to the regional zones being in the ratio of 53:47 during January–July 2008. Punjab, Andhra Pradesh and Tamil Nadu accounted for a major share of the overall advertising on the regional channels, the study said.

Dove Therapy Conditioner was the top new brand in the shampoos/conditioners category during this period followed by Set Wet Gentle Everyday Shampoo and Dove Shampoo.

Bollywood actor Kareena Kapoor had the maximum ad volumes of celebrity endorsement of shampoos/conditioners accounting for 31 per cent share of the overall ad volumes. She was followed by actors Sushmita Sen and Priyanka Chopra with 22 per cent and 20 per cent share, respectively, the study added.

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