In the business of advertising, 2009 belonged to the Fast Moving Consumer Goods category. The BTTAM People Meter System's ranking of "India's Most Watched Ads," from January to November, proves just that.Though state-owned Bharat Sanchar Nigam Ltd. (BSNL) managed to grab the top spot, thereafter it was FMCG brands almost all the way. Among the top 25 brands that grabbed maximum eyeballs as per their gross rating points, 10 were from the Hindustan Unilever stable. The others included the likes of Colgate, Complan, Idea Cellular, Cadbury 5 Star, Airtel, and Castrol. The downturn has obviously put the consumer durables category on the back foot. Interestingly enough, even the noise made by new telecom players in the latter half of the year is not reflected in this list. Insurance, another segment that has been fairly active, is also absent.
The message from all this is clear: come boom or bust—life needs to go on. We all need to eat, clean our teeth and look better and the FMCG category is pushing all the buttons.