In 2024, co-branded advertising experienced a significant boost, with the films ‘Pushpa 2’ and ‘Fighter’ leading the charge. Collectively, these movies contributed over 770 hours of television advertising time, underscoring the growing trend of brand collaborations with blockbuster films.
Co-branded advertising, where brands partner with movies to create synergistic marketing campaigns, has gained substantial traction in recent years. In 2024, this sector saw a 5% growth compared to the previous year, with brands associating with over 60 films, including ‘Pushpa 2’ and ‘Fighter’.
Among the brands leveraging co-branded advertising, Spotify emerged as the leader, contributing 7% of the total ad volumes. Other notable brands included Dr Ortho Strong Oil and Comfort Fabric Conditioner. Brands associated with ‘Pushpa 2’ accounted for 21% of the total co-branded ad volumes in 2024.
The surge in co-branded advertising contributed to a 14% increase in television advertising volumes in 2024, rising from 7,188 seconds per day in 2020 to 8,210 seconds per day. Fast-Moving Consumer Goods (FMCG) brands were the largest contributors, accounting for 45% of the total ad volumes.
Key Highlights:
- Co-Branded Advertising Growth: In 2024, co-branded advertising saw a 5% increase, with over 770 hours of TV ad time contributed by films like Pushpa 2 and Fighter.
- Leading Brands: Spotify led co-branded advertising efforts, followed by Dr Ortho Strong Oil and Comfort Fabric Conditioner.
- Television Ad Volume Increase: Television advertising volumes rose by 14% in 2024, with FMCG brands accounting for 45% of the total ad volumes.