The heat is on: Coke, Pepsi lead the pack

Brands targeting  summer sales increased advertising by as much as 27% on television in January to March 2008 when compared to the previous year, according to an analysis by TAM Media research’s AdEx India.

The categories that the study took into consideration include aerated and non-aerated soft drinks, air conditioners, air coolers, fans, hair oils (cooling), ice creams and frozen desserts, milk beverages, mineral water, prickly heat powders and lotions and refrigerators.

Not surprisingly, aerated and non-aerated soft drinks accounted for as much as 51% of the total secondage consumed by the “summer cool” categories. Coca Cola Limited and Pepsico together accounted for 50% of the consumption.

Shahrukh Khan was the celebrity in demand by the brands under consideration, edging out Thums Up’s Akshay Kumar and Pepsi’s Youngistan hero Ranbir Kapoor.