In a significant endorsement of the public broadcaster’s new digital venture, Prasar Bharati’s WAVES has successfully onboarded major national and multinational brands as advertisers. The list of prominent companies coming on board includes the Fast-Moving Consumer Goods (FMCG) giants Procter & Gamble (P&G) and Hindustan Unilever Limited (HUL), alongside leading financial services company Kotak.
The inclusion of these industry leaders—P&G and HUL, known for their mass-market reach and strategic advertising spends, and Kotak, a key player in the finance sector—signals strong confidence in the reach and audience profile of Prasar Bharati’s WAVES platform. This move positions WAVES as a formidable new avenue for brands aiming to connect with diverse and expansive audiences across India.
This collaboration is crucial for both the public broadcaster and the advertisers. For Prasar Bharati, securing advertisers of this calibre validates its strategy to revitalize its offerings and expand its presence in the competitive digital media landscape.
For the advertisers, the investment is a strategic alignment with a platform backed by the public broadcaster, which typically guarantees wide, trusted reach and high adherence to audience standards. By bringing P&G, HUL, and Kotak together, WAVES immediately establishes itself as a premium space for brands seeking credibility and scale. The participation of these blue-chip companies is expected to encourage further advertising interest, driving high traffic and enhancing the platform’s revenue potential.
The advertising revenue generated from these partnerships will play a vital role in supporting Prasar Bharati’s continued push for innovation and quality content creation for WAVES. Media analysts suggest the commitment from such brands, particularly in the competitive FMCG and BFSI sectors, underscores a growing appreciation for the public broadcaster’s comprehensive strategy in the evolving media consumption ecosystem.
Key Highlights:
- Key Advertisers Secured: Prasar Bharati’s new platform, WAVES, has successfully secured major advertisers, including P&G, HUL, and Kotak.
- Market Confidence: The commitment from these FMCG and financial sector giants reflects strong market confidence in the reach and credibility of the public broadcaster’s latest media offering.
- Strategic Endorsement: The move validates Prasar Bharati’s strategy to expand and revitalize its digital presence, positioning WAVES as a key advertising platform for brands seeking a trusted, mass-market audience.
- Revenue and Growth: The advertising revenue from these top-tier brands is essential for supporting WAVES’ continued content innovation and fostering its growth in the competitive Indian digital landscape.