The Indian Broadcast environment is best summed up in a single word: Cluttered.

The media sector in India continues to grow rapidly, year on year. Television which continues to be the main source of entertainment with mass reach, grew at 12% in 2012-2013

Viewers have a menu of over 750+ channels to surf and thousands of newspapers and magazines to read. Bollywood continues to make more films than Hollywood.

Each of these channels is customising content to cater to the taste of the young, progressive Indian viewer. The viewer who is particular about the content he consumes.

For advertisers, this is both boon and bane.

Content consumption is increasingly fragmented, with consumer habits spread across TV as well as newer online platforms like mobiles and tablets.

The government regulator has recently mandated a cap of 10 mins/ hour of commercials. Decreased inventory and increased choice for viewers together is compelling advertisers to innovate and go beyond traditional advertising.

Advertisers are now focusing on product placements in films, using celebrities and creating compelling content that highlights the brand/s positioning.

Branded entertainment is beginning to take off.

Indians idolise and hero-worship celebrities. We savour minute details of their life, drawing parallels and seeking inspiration.

Audiences were drawn to the rags to riches story of “people just like us” where celebrities "triumph against all odds".

What was unique was that in all strife that celebrities underwent, there stood rock solid, a place they called home – a haven from which they drew strength & support over their memorable journeys.

Audiences identified the program theme with that of the brand communication, “People living in the house make it a home, and the home in-turn adds colour to their lives”.

IMPROVED HEART SHARE - The heart share rose by a staggering 30% from 50% (pre) to 80% (post). To top it up, we attained this at a cost-per-engagement under $0.02.

HIGH BONDING & RETENTION: HGKKH delivered significantly high retention among the audiences - 73% among males & 68% among females. Proving that the show had sticky content over other shows in the same timeband – other shows had retention of 60%

There was a significant improvement in perception strength, grew from by 18% from 59% (pre) to 77% (post) not only across key emotional parameters (AP makes home attractive & beautiful, finish looks beautiful, category leader) but also across functional imageries (All weather, affordable paints).

Market Share Grew: A category leader was able to gain over 1% point of the 18,000 crore organised paint market, despite the testing times on account of various macro-economic deviations. Market share that had grown in mere decimals in the last 5 years saw a growth of more than 1% in 13-14.

POSITIVE AFFINITY (RELEVANCE): With average 7 minutes of time spent on the program, it clocked an impressive 368 million minutes of content consumption, reaching over 53 million audiences.