|Media Ad Revenue by platform. Source: Aurora|
Digital media spending rose 27% in 2015-16 over prior year, the fastest of all the media platforms. It was followed by 20% increase in radio, 13% in television, 12% in print and 6% in outdoor advertising, according to data published by Aurora media market research
HUM TV channel had the highest revenue at Rs. 3.84 billion, followed by ARY Digital's Rs. 3.802 billion, PTV Sports Rs. 3 billion, Geo Entertainment Rs. 2.93 billion, Geo News Rs. 2.6 billion, Urdu1 2.5 billion, PTV Home Rs. 2.5 billion, Samaa Rs. 1.9 billion, and Dunya News, ARY News and Express News Rs. 1.8 billion each.
The television channels with the highest revenue increases in 2015-16 were: Samaa (88%), Geo News (82%), Geo Entertainment (81%) and ARY News (76%).
|Global Advertising Growth 2016. Source: Magna|
The current media boom in Pakistan started in early 2000s when Pakistan had just one television channel, according to the UK's Prospect Magazine. Today it has over 100. Together they have begun to open up a country long shrouded by political, moral and religious censorship—taking on the government, breaking social taboos and, most recently, pushing a new national consensus against the Taliban. The birth of privately owned commercial media has been enabled by the Musharraf-era deregulation, and funded by the tremendous growth in revenue from advertising targeted at the burgeoning urban middle class consumers.
Pakistan has managed to significantly reduce poverty and rapidly grow its middle class since 2001 in spite of major political, security and economic challenges. The foundation for the rise of the middle class and the electronic media boom was laid on President Musharraf's watch by his government's decisions to invest in education and infrastructure projects and deregulate the media that led to the expansion of both human and financial capital. My hope is that the continued improvement in security situation and implementation of China-Pakistan Economic Corridor (CPEC) related projects will bring in higher long-term investments and accelerate Pakistan's progress toward prosperity for all of its citizens.
Credit Suisse Wealth Report 2016
Pakistan: A Majority Middle Class Country
Pakistan Mass Media Boom
State Bank: Pakistan's Actual GDP Higher Than Officially Reported
College Enrollment in Pakistan
Musharraf Accelerated Development of Pakistan's Human and Financial Capital
China-Pakistan Economic Corridor
#WorldBank sees #Pakistan FY17 #GDP #Growth at 5.2%, best in 9 yrs. Forecasts 5.5% in FY18, 5.8% FY19 http://reut.rs/2pW7072 via @Reuters
May 20 The World Bank on Saturday forecast Pakistan's GDP growth in fiscal year 2017 to climb to 5.2 percent, the highest expansion rate in nine years, boosted by consumer confidence and fiscal reforms.
Growth is expected to accelerate to 5.5 percent in FY18 and 5.8 percent in FY19, according to a World Bank report released on Saturday.
But it warned that weakening trade and fiscal balances made it crucial to continue reform efforts and to develop skills to find jobs for the country's growing youth population.
"Pakistan's accelerating growth is good news and reflects the country's success in building confidence. But the pace of reforms has slowed and it is important for the structural reforms to accelerate," said Illango Patchamuthu, World Bank country director for Pakistan.
The World Bank forecast came the same day as Pakistan's central bank estimated slightly higher real GDP growth in FY17 of 5.3 percent, which would represent a 10-year high.
Private sector credit showed a net expansion of 503 billion rupees ($4.81 billion) during the nine months through April, well above the 334 billion-rupee expansion recorded in the corresponding period of last year, the central bank said in a statement.
The World Bank's twice-yearly report was released in Lahore on Saturday in collaboration with Lahore School of Economics.
It said a moderate increase in investment was expected to supplement growth, driven primarily by public and private consumption.
The report said there need to be more technical and vocational training programme to boost job prospects for the "youth bulge". Sixty percent of Pakistan's estimated population of 190 million is under the age of 30.
It emphasized that federal and provincial governments must work together on reforms, since many policies are handled at the province level.
"Effective collaboration between federal and provincial governments will be crucial if Pakistan has to deliver on its growth potential" said Muhammad Waheed, World Bank senior economist for Pakistan. (Editing by Andrew Roche)
Ad spending seen growing at 15.5% in 2016, driven by digital
GroupM estimates show digital advertising will account for 12.7% of all ad spending in 2016, up from 9.9% in 2015
Print advertising will expand 6%, compared to 5.2% last year. Photo: Priyanka Parashar/Mint
New Delhi: Ad spending in India will grow 15.5% in 2016 to Rs.57,486 crore ($7.5 billion) with digital advertising expanding at the fastest pace of 47.5%, media agency GroupM, part of global advertising group WPP Plc., said in its This Year Next Year report released on Tuesday.
Last year saw ad spending grow by 14.2%, higher than GroupM’s estimate of 12.4%, to Rs.49,758 crore.
Digital advertising will account for 12.7% of all ad spending in 2016, the agency estimated, up from 9.9% in 2015. Print media’s share will shrink from 32.4% to 29.7%. And TV will remain the dominant medium with a 47.1% share, up from 46.3%.
“India is the fastest growing ad market among all the major markets of the world. 2015 was the best year for ad spend growth we’ve had in the last five years,” said C.V.L. Srinivas, chief executive at GroupM South Asia. “While global headwinds are building up in the new year, there are a number of positive factors that will help the Indian ad sector grow at higher levels in 2016.”
Consumer product, automobile and e-commerce companies will continue to drive growth (as they did in 2015) and telecom, banking and finance, and the government sector will join the party, according to Srinivas. Growth is also expected to get a fillip from events such as the T20 World Cup cricket tournament, Indian Premier League (IPL) and state elections. “While digital media will remain the fastest growing platform, India is one of the few large markets where all traditional media platforms will show positive growth,” added Srinivas.
The overall total minutes of advertising in 2016 decreased by 17.75% compared to 2015.
Comparing the quarter-wise total minutes spend; the trend remains mostly similar across Q1, Q2 and Q4. Whereas Q3 of 2016 witnessed an increase of 4% over 2016.
Top 10 categories have maintained their positions in year 2016 with minor change in % share in total minutes of advertising in each category.
The top advertisers on TV for 2016 were Unilever (20%), P&G (7%), Reckitt Benckiser (6%), Pepsi Cola (6%), Coca Cola (5%) and Nestle (4%). There is a increase of 6% seen in advertising of Unilever brands in 2016.
Coca Cola remained the top brand in 2016 with increased of 1% as compare to 2015.
In both years top three channels including Abb Takk (4%), News one (4%) and Tv one (4%) remains at the top.
The most significant increase of share of advertising across news channels is witnessed by Express News by 2%. Abb Takk has dropped its first position in 2015 and secured third position in 2016.
Similarly, for Entertainment channels, major change is seen across Express Ent which came from 10th place in 2015 (4%) to 2nd place in 2016 (8%).
In 2016, channel Jalwa remain the top position and increased its advertising spend share by 14% compared to 2015.
Health Tv and Nickelodeon has visibly lost its % of share spent while Filmazia has maintained a top spot position with an increase of 8%.
News and entertainment segments remain most popular with their share of 40% and 42% respectively throughout 2015 and 2016.
The most popular time band for both 2015 and 2016 remains prime time slot (7pm to midnight) and afternoon (12pm to 5pm).
From your comments the ad revenue comparison between two countries is more than 10 fold in India's favor. $727 million and $7.5 billion - what do you attribute the difference to because population is approximately 6.5 fold.
Srini: "From your comments the ad revenue comparison between two countries is more than 10 fold in India's favor. $727 million and $7.5 billion - what do you attribute the difference to because population is approximately 6.5 fold."
To me it says that the Pakistani companies are spending their ad budgets more effectively to reach more people with fewer dollar per customer.
Facebook and Google will eat up 70% of advertising revenue by 2020
Press Gazette, a UK-based trade website for newspapers and magazines, is launching a campaign to stop Facebook and Google from destroying the journalism industry.
According to Press Gazette, Facebook and Google have created a strong monopoly in the advertising industry of UK. Owing to this monopoly, the journalism industry is badly affected as a major chunk of advertising revenue is going to this duo.
The advertising industry of UK was 20 billion pounds in 2015. In the past decade, the revenue sharing to the newspapers has gone from half to one-tenth. This is an alarming situation for publishers.
Press Gazette said, “The Government would not allow such a duopoly to stand. Campaigners would call for them to be broken up in the name of media plurality.”
Due to dip in revenues, a major chunk of news publishers are slashing the salaries of employees and the number of journalists being employed has been thinning down as well.
In the past one decade, the newspaper has increased their reach and readership but this scale hasn’t positively affected their revenue graphs.
Ad spending in India to grow at 10% in 2017, says GroupM report
Digital media continues to be the fastest medium registering a 30% ad spending growth rate, while television remains the medium with a growth rate of 8%
Advertising expenditure in India is expected to grow at 10% to reach Rs61,204 crore in 2017 over 2016, according to a forecast by WPP-owned media agency GroupM in its report This Year Next Year (TYNY).
This is lower than the revised estimates of 12% that GroupM put out for 2016. The ad spending stood at Rs55,671 crore last year.
The report, released on Tuesday, stated that the ad spends in 2017 will pick up from March and April, fuelled by a stable recovery post demonetization. Sectors such as auto, media and e-wallets will contribute to this growth in conjunction with government and political parties increasing their ad spends in view of elections in several states.
In terms of media channel growth, digital continues to be the fastest medium registering a 30% growth rate to reach Rs9,490 crore, while television remains the largest advertising medium with a growth rate of 8%.
With internet speeds rising and over-the-top (OTT) video-streaming businesses gaining popularity, ad spends on these platforms will grow.
As more and more advertising money shift to digital, there will be a high emphasis on making the medium more accountable with viewability metrics and outcome-based optimization.
India is one of the few large markets where all traditional media platforms will grow, the report said. Television advertising is expected to grow 8% with Free to Air (FTA) channels adding more inventory and high definition (HD) content gaining ground. The market will also see a consolidation of niche channels.
This mean government is the biggest commodity in Pakistan as PMLN lead government is spending minimum of 60% of total money spent on advertisement in Pakistan.
Anon: "This mean government is the biggest commodity in Pakistan as PMLN lead government is spending minimum of 60% of total money spent on advertisement in Pakistan."
Given that in the FY 2015-16, the Government of Pakistan was the fourth largest advertiser in the print media in terms of product categories (source: Aurora Fact File November-December 2016), the importance of the Government as a client for newspapers cannot be overestimated.
Traditionally, governments have always advertised heavily in the print media, particularly during the 80s and 90s. A major reason is that tender advertising, as per the Public Procurement Regulatory Authority (PPRA) rules must be published in print, and tenders constitute a considerable chunk of the total government advertising. However, since the late 90s, the share of government advertising in print has reduced considerably. According to Umer Mujib Shami, Secretary General, APNS, “the television-print break-up at one point used to be about 50-50; however, in recent years it has changed, with print’s share going down to 25 to 30%.”
There have been ongoing negotiations between the APNS and the Government to rectify this situation. Dr Tanvir A. Tahir, Executive Director, APNS, believes that the importance of newspapers as a medium cannot be ignored. This is particularly true when it comes to information dissemination and influencing opinions of key decision-makers in diplomatic and bureaucratic circles. It is on this basis that the APNS has asked that the Government increase the share of the pie by fixing its advertising spend at two percent of the cumulative development budget. Furthermore, the APNS has asked that the budget allocation between media should follow a 50-40-10 proportion, for electronic, print and digital respectively, as is done in other countries such as India. The APNS stance is that this will ensure that these policy changes will continue to allow the print media to play its role in informing, educating and influencing public opinion.
From Seeking Alpha by Bader Al-Hussain
Global digital marketing would grow to $335 billion.
Facebook has a market share of 14%.
Base case warrants for 23% upside.
(Facebook) Revenue would lead the valuations
My narrative for double-digit growth in the future revenue of FB stems from the following arguments:
The ability of the company to pursue aggressive growth by partnering with local mobile network companies of large developing nations such as Indonesia, Pakistan, India, and Brazil.
For instance, in India, which is one of the largest populations with an increasing broadband penetration rate, Facebook has partnered with Reliance Communications and Airtel to offer basic Facebook internet services for free. Similarly, in Pakistan, Facebook partnered with Telenor, which is the second largest operator in the country. In Indonesia and Brazil, FB has partnered with XL Axiata and Oi respectively. Further, Facebook has similar arrangements with TMN in Portugal, Three in Ireland, Vivacom in Bulgaria, Bakcell in Azerbaijan, SMART in the Philippines, STC in Saudi Arabia and much more.
It is to be noted that more than 3 billion people of the world reside in these countries, accounting for ~40% of the world population. I expect a large portion of expected growth would come from South Asia and Asia-Pacific region.
#Pizza Hut set to open 75 new outlets to double its restaurants in #Pakistan - The Express Tribune #FastFood
KARACHI: American fast food giant Pizza Hut has decided to double its presence in Pakistan, the company and its local partner announced on Friday, adding that they would open 75 new outlets at an approximate investment of $3.4 million.
During a ceremony at the US Consulate in Karachi, a new franchise agreement was signed between Yum! Brands – a Fortune 500 company that owns Pizza Hut – and its local partner MCR. The deal was aimed at expanding Pizza Hut’s presence in Pakistan and adding to its network of 75 outlets over the period of next five years.
Robot waiter serves food in Multan’s pizza outlet
While the official press release stated that the agreement commits to an expansion of “150 new Pizza Hut units in Pakistan”, Pizza Hut (Middle East) General Manager Randall Blackford confirmed that the company is targeting a total number of 150 outlets across the country.
“We are currently operating at almost 75 units in Pakistan and we are going to double this number in the next four to five years,” he told The Express Tribune.
“Pizza Hut has a long list of first milestones, which include the first food product to be sold over the internet and the first food product to be delivered to outer space. Therefore, it is natural that we want to reach the milestone of first restaurant chain to have 150 outlets in Pakistan,” he added.
Inaugurated in December 1993, Pizza Hut was the first international franchise to enter Pakistan and also the first one to expand its presence in all four provinces of the country. It currently operates under MCR, a Pakistani company that is part of the services sector for the past 25 years.
“Pakistan is a great market for us and we have made so much progress over the years that we want to double it again,” said Blackford, when asked about the motivation behind expansion. “Additionally, Pizza Hut is a massive revenue-generating brand especially in this part of the world, hence our eagerness to capitalise on the market.”
Meanwhile, MCR President Aqueel Hasan said that the agreement presents a massive opportunity for Pakistan, adding that the country was looking at approximately $3.4 million on average in investment alone from the deal. “The amount of investment varies between the size of the proposed outlets, but the figure is anywhere from $300,000 to $600,000 per unit,” he said. Moreover, the agreement has been slated to generate around 3,500 jobs, excluding the spill-over effects from the expansion.
Social media battle erupts over pineapple on pizza
“This is a huge investment not only in monetary terms, but also it terms of skilled labour force available in the economy,” said Blackford. “Each outlet has a couple of dozen people working, so hiring them and training them – that is a massive investment in time.”
Ogilvy #India, #Pakistan co-create #Ramzan ad for spice #brand #Shan Foods. #advertising #Ramadan
Shan Foods, Ogilvy India and Pakistan will also set up ‘neighbourhood tables’ in two cities of Pakistan where people will be invited to share a meal
Food opens the door to people’s hearts, breaking barriers of language, culture and nationality. Ogilvy India and Ogilvy Pakistan highlight this in a heart-winning campaign for Shan Foods, one of Pakistan’s biggest brands of spices and recipe mixes. Set up in 1981 by Sikander Sultan, Shan now has a presence in over 65 countries, including India.
The campaign, rolled out weeks before Ramzan, aims to bring new neighbours together using the power of food. Shot in Lahore, Pakistan, the film opens with a Chinese couple who has recently moved into the neighbourhood. The wife, still adjusting to the new place, complains she cannot make new friends locally considering they don’t even eat the same food. Minutes later she asks the husband to drop her off at the supermarket where she buys biryani masala and prepares the flavoured rice dish to break the ice with her neighbours. Surprised at her skill (aided by Shan, of course), the women in her neighbourhood open their homes and hearts to her with great warmth.
“The neighbourhood comes alive by sharing food. It was a nice concept to bring back in today’s busy world that we live in. There are many Chinese expats living in Lahore hence we decided to tell the story from their perspective. The product is weaved in the story beautifully and highlights how Shan Foods brings out the ease of cooking. We collaborate on lot of projects with Ogilvy Pakistan and the credit also goes to the client (Shan Foods) to believe and own the work we do,” said Sukesh Nayak, executive creative director, Ogilvy Mumbai.
Apart from television and digital, the campaign will look at on-ground activation. The brand along with its agency will set up “neighbourhood tables” in two different cities of Pakistan where people will be invited to share a meal.
Noting that the space of food eliminating cultural differences has been explored, Deepak Singh, chief creative officer, The Social Street, said, “The insight of neighbours connecting over food is quite true and relevant to us Indians as well. I also quite like the plot, the cast and particularly the music.” Singh also noted that since food is an integral part of any festival, and Ramzan being the holy month followed by Eid which is one of the biggest festivals in Pakistan, the on-ground activity to set up “neighbourhood tables” will connect the brand with consumers.
Top ads in Pakistan
Basking in the spotlight
Updated Apr 24, 2017 09:43am
By Amber Arshad
The winners of the PAS Awards 2017.
The big winners were Adcom Leo Burnett who received six awards, Soho Square got five, while J. Walter Thompson, IAL Saatchi & Saatchi and MullenLowe Rauf bagged four awards each.
Here are the winners of the PAS Awards:
Category: Agriculture & Related Industries
Campaign: Lambay Aur Mottay Gannay!
Company: Evyol Group
Agency: Aray Wah
Category: Automotive & Transport
Brand: Shell Rimula
Campaign: Shell Rimula Real Destinations
Company: Shell Pakistan
Agencies: J. Walter Thompson, Azaad Films
Category: Banking & Financial Services
Brand: Bank Alfalah Islamic
Company: Bank Alfalah Limited
Agencies: MullenLowe Rauf, Azaad Films
Category: Beverages - Cold
Campaign: Zalima Coca-Cola Piladay
Company: The Coca-Cola Export Corporation
Agencies: Soho Square, Starcom, Digitz, Kinetic, The Vision Factory
Category: Confectionary & Snacks
Brand: Oye Hoye!
Campaign: Oye Hoye! launch campaign
Company: United Snacks
Agencies: Ogilvy & Mather, Hashtag tribe, Maxus Global, Addynamics, Stimulus Productions, Soho Square
Category: Construction, Real Estate & Allied Industries
Brand: Diamond Paints
Campaign: Dil Deewar Saaf
Company: Diamond Paints
Agencies: Adcom Leo Burnett, Adcom ZenithOptimedia, Echo Digital Marketing, ID Creations
Category: Cosmetics and Personal Care (Men, Women and Children)
Campaign: LUX White ReLaunch
Company: Unilever Pakistan
Agencies: J. Walter Thompson, TML Activations, Mindshare, Creative Chaos, Arrows
Brand: Mezan Cooking Oil
Campaign: Mezan Ramadan 2016
Company: Paracha Textile Mills
Agencies: Adcom Leo Burnett, Adcom ZenithOptimedia, ID Creations
Category: Office Furniture
Brand: Interwood – Office Furniture
Campaign: Space Workstation Launch
Company: Interwood Mobel
Agency: IAL Saatchi & Saatchi
Brand: FPCCI FocusPK 16
Campaign: Focus PK 16 Entertainment & Production Conference
Company: FPCCI Focus PK
Agencies: Bond Advertising, Aikman Studios, Talking Point, Mind Map Communications
Category: Fabric Care, Home Care and Furnishing
Brand: Surf Excel
Campaign: Madad Ek Ibadat
Company: Unilever Pakistan Limited
Agencies: Lowe Lintas, Mindshare Pakistan Limited, Mullen Lowe Rauf, Kinetic Pakistan
Category: Food and Dairy
Campaign: Nurpur Corporate Thematic
Company: Fauji Foods Limited
Agencies: Fishbowl, Stimulus Productions
Category: Hospitals, Healthcare and Hygiene
Brand: The Indus Hospital
Campaign: Rishta Nahi Ehsaas Zaroori Hai
Company: The Indus Hospital
Agency: Manhattan Communications
Category: Ice Creams and Desserts
Campaign: Cornetto 2016
Company: Unilever Pakistan Limited
Agencies: BBPR, Empact Activations, Mindshare
Category: Public Service & CSR
Brand: UN Women Pakistan
Company: UN Women Pakistan
Agencies: BBDO Pakistan, The Videographers, Azad Film Company
Category: Telecommunication Hardware & Consumer Electronics
Campaign: Sirf DC Nahi, Haier Ka Mukammal DC Inverter
Company: Haier Pakistan
Agencies: Synergy Dentsu, Marketing Works
Category: Telecommunication Service Providers
Campaign: Sacha Saath
Company: Telenor Pakistan
Agencies: Adcom Leo Burnett, OMD Pakistan, Stimulus Productions
Category: Textile, Fashion & Accessories
Campaign: Join the Fashion Walk
Agencies: Adcom Leo Burnett, Adcom ZenithOptimedia, 9.8 Films
Telecom Revenues Reach to Rs 234.9 Billion (US$2.24 Billion) During Last Six Months...about $5 billion a year
The telecom sector of Pakistan has witnessed a huge boom after the launch of 3G & 4G services in the country. In 2004, Pakistan had just 5 million mobile phone users whereas presently the figure has exceeded to around 139 million. Who could have thought of such a mind blowing increase in this figure? Today, Pakistan has over 39 million 3G/4G subscribers and an annual 70% cellular tele-density rate, according to PTA. Telecom Revenues Reach to Rs 234.9 Billion During Last Six Months.
Due to the increasing demand and potential of telecom services in the Pakistan, the telecom revenues from the sector have reached around Rs. 234.9 billion during first two quarters of current fiscal year.
Telecom Revenues Reach to Rs 234.9 Billion During Last Six Months
As the availability of 3G/4G services has enabled the development of new applications and m-services for the people of country. Additionally the public is also quickly adapting these new technologies and services.
Similarly, during first two quarters of 2016-17, telecom sector contributed estimated Rs. 53.76 billion to the national exchequer in terms of regulatory fees, taxes, initial and annual license fees, activation tax and other charges.
International publishers forced to re-write approach in India
Copyright infringement and mercurial regulation prove hurdles to lucrative market
Dharam Pal Singh Bisht stoops to pick up a fresh stack of hot paper from the out tray of his photocopy machine and hands it to a student, who gives him Rs50 — less than $1 — for 100 pages of material.
With this transaction and hundreds like it every day, Mr Bisht has single-handedly defeated three international publishers, slashed costs for students at Delhi University, and threatened an entire industry.
Mr Bisht runs Delhi University’s photocopy shop, a crowded room crammed with photocopiers and computers where students queue to get their entire course material copied for a fraction of what it would cost to buy the books.
Following the decision in March of three international publishing companies — Oxford University Press, Cambridge University Press and Taylor & Francis — to drop their legal case against Mr Bisht, his business is functioning with impunity.
The trio claimed his photocopying business undermined their intellectual property, but the Delhi high court ruled that it was not in students’ interests to shut him down. The companies appealed but later dropped the case, citing “longer-term interests”. Executives say they had given up hope of winning, but believed they could still make money in the country long term.
India is potentially very lucrative for English-language academic publishers. These include privately owned companies such as McGraw Hill Education of the US and Macmillan Education, which is owned by the German company Springer Nature, as well as publicly listed ones such as Informa — through its Taylor & Francis division — and Pearson.
The country is the sixth-biggest publishing market in the world, and the second-largest English-language market behind the US.
India has 25m students in 3m schools and, as of 2012-13, 700 universities and 35,000 affiliated colleges. That market is growing quickly, with the population increasing at 1.2 per cent per year and economic output by about 7 per cent annually.
Though the companies do not declare how much they make in India, figures from Nielsen, the research group show, that overall revenues in the academic publishing sector have rocketed.
In 2013-14, about $2.9bn worth of academic books for schoolchildren were sold in India, and $860m worth of higher education books. By 2015-16, these figures had risen to $4.1bn and $1.2bn, respectively.
“Every publisher wants to come to India; there is a huge opportunity here,” says Vikrant Mathur, director at Nielsen.
But while the opportunities are significant, so are the hurdles — none more so than the perception of weak intellectual property protection.
“Access to knowledge will be reduced if this ceases to happen, which we believe is detrimental to the interests of India’s knowledge economy.”
Suprahmanian Seshadri, managing partner at the publishing consultancy Overleaf and a former executive at Oxford University Press, says: “For the publishers, this is already a low-margin market, and it is going to become increasingly difficult for them to make money.”
According to Mr Seshadri, international publishers can expect to make 45 to 50 per cent gross profit margins in India, which translates into 10 per cent earnings before interest, tax, depreciation and amortisation. That compares with gross margins of 65 to 75 per cent and ebitda of 15 to 20 per cent in more developed markets such as the UK.
Copyright infringement is not the only hurdle in India. Academic publishers saw their market abruptly shrink by about 18,000 schools in February when the government decided all schools affiliated to the Central Board of Secondary Education should use only state-published textbooks.
Meanwhile, ministers have also decided to impose a 12 per cent tax on paper as part of the new national goods and services tax due to come into force on July 1.
Market Overview: Pakistan’s Emerging Publishing Industry
One of the most striking features of the publishing sector in Pakistan—this country which has witnessed more upheavals than many others—is that many of the country’s literary authors who write in English are well known in the West. But there is very little literary publishing in Pakistan: while literary writers from Pakistan publish in the UK, the US, in India and elsewhere, there’s no dedicated literary publishing house for English language-literature in Pakistan.
Writers including Bapsi Sidhwa, Kamila Shamsie, Muneeza Shamsi, Daniyal Moenuddin, Bilal Tanweer, and Uzma Aslam Khan often have double citizenship. Some of them live in two countries, some spending more time in the West than in Pakistan.
Nevertheless, literary festivals are thriving in Lahore, the center for publishing, as well as in Karachi and in Islamabad. The 2016 Literary Festival in Karachi, an event founded six years ago, drew approximately 200,000 visitors and awarded four literary prizes.
The major book fairs are likewise very well attended. The Karachi International Book Fair hosted 327 exhibitors and 450,000 visitors in five days. In contrast to the literary festivals, the book fairs concentrate almost exclusively on educational publishing, with academic and children’s publishers in the mix.
Very little data is currently available about Pakistan’s book publishing industry. Khalid, Aziz, chair of the Pakistan Publishers and Booksellers Association, says that part of the problem is the key players’ reluctance to expose their business reports.
“Also, although every publisher is supposed to hand in two copies of each title to the National Library—and there’s the ISBN agency, as well—these laws are not enforced and therefore many publishers just don’t bother.”
Ejaz Shah, business development advisor for the Karachi International Book Fair, says that the situation is improving “because of exposure to the major book fairs, and in particular the Frankfurt Book Fair. There seem to be more publishers, and they’re doing good business.
“The new publishers are reaching out to the international publishers community for rights transactions and even joint ventures in the long run. Every change takes time, and we’ll need the support of the international publishing community in making this happen.”
With its challenged public educational system (only 2.5 percent of the gross domestic product is invested in education and 57.9 percent of the population is illiterate), Pakistan’s private school sector is booming.
There are de-centralized textbook boards for every province that create textbooks for public schools. These textbooks are then edited, laid out, and printed by the publishers. All government schools in a given province use this content, which frequently is of poor quality.
Private schools are more independent. Imports, reprints, and new content are high in demand, but the state school sector is closed to private sector publishers. Most publishers use material from the UK to reprint or model new work, but there are a few publishers who take a different approach.
One of them is Rehan Saeed, at Kifayat Publishers, established by his father. With his brother, Saeed is testing educational products from German publishers—Cornelsen Verlag and Oldenbourg—and from Turkey.
Of course, book prices are low and not all Western publishers are keen on the deals, but as turnovers are increasing, Saeed says, it gets more worthwhile. He’s also importing a science kit, and margins on that, he says, are better.
“In the beginning,” Saeed says, “the publishers were not very interested in this market, as print runs and prices are low and piracy is huge. But the market has a good future, with a growing number of quality schools for the middle class, and a population of almost 200 million.”
Media Advertising Spend
An overview of Digital, OOH and Radio spend in Fiscal Year 2015-16.
AURORA UPDATED MAY 24, 2017 10:21AM
Digital spend (Rs. 4.5 billion or $43 million)
Big Brands Stage Raves in #Pakistan to Attract Young Money. #EDM #Art #Music #Coke #Telenor #Zong
Electronic dance music pulsates as revelers wave their arms in unison and colored spotlights crisscross the ceiling of a lakeside wedding hall. It’s Saturday night in Islamabad.
Armed guards stand at the entrance to the Elements Music Festival, an invitation-only affair sponsored by wireless carrier Zong. They frisk guests and sniff bottles for traces of alcohol, which is banned among the nation’s Muslim majority. Inside, local DJs Faisal Baig and Fuzzy Nocturnal play sets of bass-heavy, looping music that end Sunday morning to chants of “One more song!”
China Mobile Communications Corp., which owns Zong, is one of several foreign brands trying to grab Pakistan’s young consumers by their ears. Coca-Cola, Telenor, and PepsiCo have also sponsored raves. About two-thirds of the population is under 30, and the economy is projected by the International Monetary Fund to grow at more than 5 percent annually over the next five years. Household consumption’s contribution to gross domestic product hit 80 percent in 2015, higher than the global average of 58 percent, according to the World Bank. A July 11 report by Moody’s Investor Services said that while Pakistan’s medium-term growth outlook is strong, the economy is also showing signs of vulnerability, noting “the government’s debt burden is high, and fiscal deficits remain relatively wide.” Fallout from a probe into corruption allegations against Prime Minister Nawaz Sharif could also dampen growth. Sharif has denied any wrongdoing.
Although annual GDP per capita is just $1,561, according to the Pakistan Bureau of Statistics, the country of more than 200 million is home to a sufficiently large cohort of young, liberal, and affluent consumers willing to pay the 2,500-Pakistani-rupee admission (about $24) to the Elements festival. “There’s no nightlife here, there’s no clubs,” says Bilal Brohi, 30, a Karachi-based DJ and producer. Pakistanis “want to just have a crazy night out. They just want to disassociate.”
Many young Pakistanis developed a taste for house music, techno, and other Western genres while studying abroad. They’ve been able to support their habit after returning home thanks to the growing availability of cell phones, coupled with better internet service. Smartphone shipments increased 28 percent in the first quarter from a year earlier, says International Data Corp.
China Mobile’s Zong says it has a 20 percent share of the smartphone market. The company declined to comment on its involvement in the April 1 Elements festival. Djuice, the local mobile phone brand of Norway’s Telenor ASA, sponsored the Liberate Music & Arts Festival on May 6; more than 4,000 people were drawn to a Lahore water park by European DJs such as Nick Muir and Teenage Mutants. Coca-Cola Co. and Alphabet Inc.’s Google were co-sponsors. Telenor’s goal was to reach 18- to 29-year-olds with limited entertainment choices, said Saad Warraich, an Islamabad-based spokesman, in an email.
And sometimes popularity gets in the way of the music. Police shut down the Liberate festival at midnight—before some of the acts could perform—because of concerns about the size of crowds gathering outside the venue. —
Baskin Robbins appoints creative agency in Pakistan Shortly after signing a master licensing agreement with Baskin Robbins, AHG Flavours has hired Ogilvy & Mather to help develop the brand in Pakistan.
Read more at: http://www.campaignasia.com/article/baskin-robbins-appoints-creative-agency-in-pakistan/440192
Baskin Robbins has named Ogilvy & Mather as its creative agency in Pakistan, charged with its go to market strategy and launch campaign. AHG Flavours Limited has a master licensing agreement with Baskin Robbins to develop the brand in Pakistan and launch 35 shops across the country, with the primary focus on the city of Lahore. Ogilvy & Mather was tasked to aid in the brand awareness across the portfolio of classic ice cream flavours as well as the range of custom ice cream cakes, frozen beverages, ice cream sundaes, and takehome ice cream treats. According to Asim Naqvi, the CEO of Ogilvy & Mather in Pakistan, his agency was tasked with creating the digital strategy and create a campaign deployed with outdoor media, social media, and the upcoming launch event. "We are pleased to be collaborating with Irfan, Harris and their team to begin developing the Baskin-Robbins brand in Pakistan by bringing our wide range of delicious ice cream flavours, cakes and other treats to Pakistani customers," said John Varughese, Vice President, Dunkin' Brands International. According to a study by Euromonitor in 2016, the ice cream and frozen desserts market in Pakistan was valued at US$152 million, with Unilever and Engro Foods categorized as market leaders from a volume perspective, due in large part to their low price point. Brand marketers distinguish ice cream brands into three distinct categories based on consumption behaviour: in-home, impulse, and out of home. The in-home ice cream category refers to the large tubs of ice cream that are purchased for family consumption in a home or large gathering. The impulse ice cream category refers to those sold in sticks, cups, and cones. The out of home ice cream category refers to what is consumed in HoReCa, recreational areas, and cinemas. Baskin Robbins effectively operates in all three categories with its own retail presence with a dine-in option, a distribution presence in major retail outlets, and as an option on the dessert menu. In Pakistan, the impulse category makes up roughly 70 percent of the category according to Falak Jalil, the former brand manager for Walls at Unilever. She says that in Pakistan half of ice cream consumption consists of kulfi (a local delicacy) with the majority being flavoured. The impulse category in Pakistan is dominated by Unilever's Walls and Engro Foods' Omore. On the international modern trade retail side, Baskin Robbins will be competing with London Dairy, Ben & Jerry's, Haagen Dazs, and Movenpick. On the dine-in side within its price points, Baskin Robbins will compete for the share of the throat with Johny Rockets, Movenpick, and Cold Stone. The first store of Baskin Robbins will open tomorrow in Lahore.
Read more at: http://www.campaignasia.com/article/baskin-robbins-appoints-creative-agency-in-pakistan/440192
135 Million Millennials Drive World's Fastest Retail MarketMiddle class expected to surpass U.K., Italy over 2016-21
September 28, 2017, 1:00 PM PDT
Nearly two-thirds of Pakistan population under 30 years old
Pakistan’s retail stores forecast to grow by 50% in 5 years
Pakistan’s burgeoning youth and their freewheeling attitude toward rising incomes have turned the nation into the world's fastest growing retail market.
The market is predicted to expand 8.2 percent per annum through 2016-2021 as disposable income has doubled since 2010, according to research group Euromonitor International. The size of the middle class is estimated to surpass that of the U.K. and Italy in the forecast period, it said.
Pakistan's improving security environment, economic expansion at near 5 percent and cheap consumer prices are driving shoppers to spend up big. Almost two-thirds of the nation's 207.8 million people are aged under 30, according to the Jinnah Institute, an Islamabad-based think tank.
“We have a new millennial shopper at hand. They don’t mind spending to have the kind of lifestyle they would like,” said Shabori Das, senior research analyst at Euromonitor. “It’s not like the Baby Boomer generation where savings for the future generation was important.”
Pakistan is bucking the trend in the U.S. -- where stores are closing at a record pace as e-commerce undermines bricks-and-mortar. It's also attracting foreign operators: Turkish home appliance maker Arcelik AS and Dutch dairy giant Royal FrieslandCampina NV entered the market last year via acquisitions. Meanwhile, Hyundai Motor Co., Kia Motors Corp. and Renault SA are all building plants in the South Asian nation.
Pakistan’s retail stores are expected to increase by 50 percent to 1 million outlets in the five years through 2021, Euromonitor said. Its three biggest malls, Lucky One in Karachi and Packages Mall and Emporium Mall in Lahore, opened in the past two years.
Pakistan is mirroring what India went through about four years ago. Both countries have young populations with more income and less inclination toward saving which is a distinct difference to what retailers elsewhere are dealing with, said Das.
Hush Puppies hires Pakistan digital agency The Lahore-based digital agency will enhance consumer engagement experiences and digital marketing efforts through an innovative application of advanced engagement and marketing performance analytics.
Read more at: http://www.campaignasia.com/article/hush-puppies-hires-pakistan-digital-agency/439996
Hush Puppies has named Wakhra Studios as its digital agency in Pakistan. Firhaj Footwear has the manufacturing and marketing licence for Hush Puppies in Pakistan and hired Wakhra Studios to for its knowledge of digital platforms and marketing experience. "I strongly believe that in today's world, digital marketing is becoming more and more important and content is the backbone that drives your digital strategy," shared Meshaal Danish, senior brand manager for Hush Puppies at Firhaj Footwear. She cited the depth of Wakhra Studios in understanding the brand and helping to create the branding positioning and strategy as a key differentiator. "We are extremely excited to be partnering with them and can't wait to show the work we will do together," she added. Established in 2013 by Daniyal Noorani, Wakhra Studios has leapt into the spotlight for using emotional messaging in campaigns around products normally marketed for their technical benefits. "I think the reason why Wakhra won is that we work to ensure that each and every piece of content that we create for digital is well thought out and designed." shared Noorani, founder and CEO of Wakhra Studios. "In addition, we really work closely with clients to understand their needs and also work with them to improve their marketing strategy." Danish Hasan, creative director at Wakhra Studios, said the digital strategy outlined for Hush Puppies includes Facebook, Instagram, Twitter, and digital videos. "We will be looking after Hush Puppies complete digital presence from social to media buying," he said. "Our goal is that with Hush Puppies we generate content that starts more conversations around the brand and that people want to engage more and more with Hush Puppies on digital platforms."
#US State Department buying #Facebook ads to influence opinion in #Indonesia, #Pakistan, #Iran and #Russia.
Sure, America’s top spies are convinced the Kremlin unleashed legions of fake Facebook accounts and booked $100,000 in ads on the social media giant to tamper with the 2016 presidential election, but “likes” cut both ways.
American agencies have turned Facebook into a battleground for the hearts and minds of Russians, too.
In a pair of information campaigns that spanned 2010-2011 and 2015-2016, federal agencies that aim to spread America’s message abroad spent $59,541 in ads wooing Russian speakers, according for federal spending records.
That was part of a $1.6 million spending pool used by the State Department, the Voice of America and the U.S. Agency for International Development over the past eight years on overseas social media campaigns linked to Facebook. The Russian ad buys may have been a small portion, but that nation was one of the Washington’s top foreign policy targets, according to an analysis of government purchase orders by The San Diego Union-Tribune.
Moscow trailed only Indonesia ($136,217), Pakistan ($127,684), Iran ($87,381) and Afghanistan ($61,176) in Facebook-related spending by the agencies.
But there the similarities end. While American spy agencies insist that Russian attempts to alter the 2016 presidential elections involved hacking Democratic Party computers and mobilizing an army of bots to amplify often anti-immigrant and racist messages, U.S. agencies mostly use Facebook to promote diplomatic initiatives or drive readers to consume Voice of America and other media outlets sponsored by Washington.
Although State officials declined comment, the agency’s $3,166 worth of ad purchases in Russia appear to have been designed to raise awareness about the American consulate in Yekaterinburg, the nation’s fourth-largest city.
And Voice of America spent $56,375 promoting Russian-language television, radio and digital programming in Russia.
The agencies also used Facebook to reach audiences in the former Soviet republics of Armenia ($33,187), Uzbekistan ($19,275) and Georgia ($40,100).
Voice of America, run by the Broadcasting Board of Governors, is blocked on Russian news outlets so the overseas propaganda network employs what it calls a “digital-first strategy” to provide viewpoints rarely heard on Moscow-controlled media.
The agency and its consulting firm that appears to have purchased many of the ads — Washington, D.C.-based Chaise Management Group — did not return messages seeking comment, but experts in internet messaging say the investment is worthwhile.
“I think western governments should spend on advertising in ways like these — advertisements for news services, consular services, humanitarian assistance programs, etc.,” said Philip N. Howard, a professor of internet studies at the University of Oxford. “Election interference, and backing particular candidates, should be against the rules. The government is not allowed to advertise for political candidates in our elections; it shouldn’t advertise for its favorites overseas.”
In a written statement, USAID said that nearly $25,000 spent on Facebook and other social media-driven campaigns over the past six years in the Balkans, Afghanistan, Indonesia and Southeast Asia were successful because they matched the agency’s global mission, raising awareness of its public health initiatives, humanitarian assistance programs, scholarships and research opportunities.
For example, a three-month campaign this year targeting Cambodians created 25,000 new followers on USAID’s Facebook page. The featured ad was a Cambodian pop song that celebrated International Women’s Day.
A $30,000 Facebook ad blitz in 2015 that focused on war-torn Libya boosted social media posts for six civil society organizations there and helped the “broader effort to promote peaceful dialogue and reconciliation during the political transition in Libya,” according to the statement.
#Pakistan Investigates #Corruption Through #Advertising Agencies Which Received Government Money From Sharjeel Memon
Pakistan's National Accountability Bureau in Karachi said in a statement to local media that the government officials favored themselves and certain ad agencies in awarding over-priced contracts. Corruption in government and business is a major problem in Pakistan.
Local media named Masood Hashmi, CEO of Orient Communications, which runs Orient McCann Pakistan, as one of the agency executives detained. Orient is McCann's local partner in Pakistan in an affiliate relationship that doesn't involve any equity. Global networks often have non-equity local partners, who pay a fee to use the network's name, in smaller markets where they do little business.
McCann's New York office says the company "is investigating the situation" and declined to comment.
Ad Age's phone and email messages to Orient Communications in Karachi weren't returned, and no one answered the phone at Pakistan's National Accountability Bureau.
Executives from other ad agencies, including Asim Amir Khan Sikander, senior executive director at Evernews Concepts; Gulzar Ali and Salman Mansoor, directors of Adarts Karachi; and Syed Naveed, owner of Media Power Link, were also named as being detained. The most senior government official accused is Sharjeel Inam Memon, the former Minister for Information and Archives Department, along with a former secretary, deputy director, information officer and section officer from the same government department.
The press reports said the agency executives and former government officials would appear before an "accountability court" this week.
Meet the Martha Stewart of #Pakistan: Domestic Diva Zubaida Apa knows how to run a family household http://www.slate.com/articles/news_and_politics/roads/2017/11/zubaida_tariq_is_the_martha_stewart_of_pakistan.html
Zubaida Tariq has been answering questions for over two decades. Watch her beloved cooking show and she’ll tell you how to cook everything from biryani to liver, or a summertime dessert of kulfi. Call in, and she’ll tell you how to strengthen your hair (vegetables in your diet), how to cure diaper rash (corn flour), how to spur a child’s growth (patience, though maybe he has worms), and how to fix Granddad’s broken leg (take him to a doctor).
Zubaida Aapa—the Urdu honorific for elder sister—is a homemaker, turned TV star, turned domestic goddess, and the closest thing Pakistan has to Martha Stewart, but with Stewart’s fame dialed up to 11. Since the ’90s, when she made her television debut on a cooking show called Dalda Ka Dastarkhwan, loosely translated as “Dalda’s spread,” named for its cooking oil company sponsor, Tariq has taught generations of homemakers how to raise their children, clean their homes, and make parathas. She has authored at least six cookbooks, doled out countless home remedies (totkas in Urdu) for kitchen, home, and child, and left satire in the wake of her outsize celebrity.
The first time I saw Tariq on TV was in the mid-’90s; the first time I saw her in person was in 2002, when she came to judge a cooking competition at my college; and the first time I met her was this summer, when she said I could come watch a taping of her show. So on a warm Monday evening in August, I came to the studios of Masala TV where Tariq was on set, preparing to film an episode of her current show, Handi, named after a cooking vessel common in northern South Asia.
Bowls of chopped coriander and turmeric powder were lined up on the counter. Tariq looked calm in a lilac sari and gold blouse and matching glass bangles, an encouraging contrast to the rush hour traffic choking the streets of Karachi outside. Her thin lips were painted in dark lipstick, her hair scraped back into a bun. She looked skinny, almost frail. At 72, Tariq could be a grandmother. She could be your grandmother.
Tariq never wears an apron over her impeccably ironed saris, and she doesn’t test her recipes anymore. When you’ve been cooking for the better part of your adult life, she says, “You have enough confidence that whatever you cook will turn out fine.”
It was almost 5 p.m.—prime time for the cooking channel, when home cooks start planning out their dinners—and Tariq was about to go live. She checked the burners. The studio went silent. Tariq’s co-host, Abeel Khan, greeted her and they started talking about the day’s recipes: badaami dahi baray—lentil fritters in yogurt, topped off with almonds—and Mangalorean chicken curry from India’s southwestern coast.
About 10 minutes into filming, she looked at the pan, where the fritters were separating and turning into behemoths. She realized that her cook at home—who preps her ingredients—had put baking soda in the batter. “This girl came to see me today and that’s the day I’ve had: a disaster,” she lamented genially to her audience and her co-host.
Later in the show, she answered a call about cleaning marble with good-natured exasperation. One viewer called to ask for tips on breast-feeding. Women in much of the world might save that particular topic for home, but Pakistani women can ask Zubaida Aapa anything. She knows things. She’s your 3 a.m. call.
Evolution in Digitising OOH
Published in Nov-Dec 2017
Uzma Khan, Head of Media, Unilever Pakistan, on why the industry needs to adopt and invest.
The most innovative change has been the incorporation of digital technologies in OOH, particularly in Lahore, where many digital screens, streamers and pole signs have been installed. Internationally, this is a common phenomenon, but in Pakistan, most billboards still use static images and skins and this is something Unilever would like to change.
AYESHA SHAIKH: What prompted Unilever to organise the vendor convention platform?
UZMA KHAN: There was a realisation across the industry that there is a lot of clutter in Out-of-Home (OOH); it was static, run-of-the-mill, boring and no campaign was really standing out. In fact, this was defeating the purpose of OOH. Unilever began speaking to their agencies to encourage them to start thinking digitally. The big idea in OOH is to develop synergies with digital because conventional OOH practices have become redundant. Digital OOH breaks the clutter by engaging customers with experiential marketing. Since the last two years, there have been ongoing conversations about revisiting OOH and this led to the first vendor convention platform in September.
AS: What purpose does this platform serve?
UK: This is an initiative Unilever Media have undertaken to educate OOH vendors, advertising agencies and technology providers about the international trends so that they start thinking and doing things differently. This is an ongoing process and we will be meeting with the stakeholders again to discuss new developments that have taken place and analyse what progress has been made.
AS: Who are the stakeholders and what was their response?
UK: Initially, there was a lot of reluctance and resistance. However, once we won a PAS Award for the LUX Style Awards (LSA) billboard with Mahira Khan inviting people to be a part of the event, the stakeholders realised that conventional OOH is no longer enough to generate talkability for brands. Digital OOH had become the new focus and it was then that we invited the stakeholders in OOH to come together on one platform. In addition to Unilever (representing the advertiser), there were technology providers, OOH vendors and advertising agencies, making it a four-party platform. The agenda was to listen to everyone’s side of the story, understand the issues and convey our vision that OOH has to go digital because soon, there will not be another choice. Expecting the entire OOH advertising industry to be structured and digitised overnight is unrealistic, but the planning process for this shift needs to start now.
Ogilvy India and Ogilvy Pakistan collaborate for this brand
The ad is centred on two characters - a working mom and her school-going son.
What is it with Indian creative agencies making ads for Pakistani brands? Lowe Lintas Mumbai has been making ads for Surf Excel Pakistan for quite a while now. In the past O&M India and O&M Pakistan have collaborated to make ads for Shan Foods (Ramzan Mubarak and Food opens the door to our hearts). This time around, the two agencies have collaborated to make an ad for EBM's (a Pakistan based company) cupcake brand, Peek Freans Cake Up. One would also notice that the actors in this ad are all Indians. The digital ad was released on YouTube on February 16. The same ad is also being run as a TVC in Pakistan.
The ad film has been produced by Curious and directed by Vivek Kakkad.
The ad is centred on two characters - a working mom and her school-going son. The mother teaches her son good values via small letters that she keeps in his tiffin box along with the cake. The son ends up leaving half the cake with a letter of his own to his mother indicating that he is following the values she has taught him. It ends with one value that stands out - 'when you share a dessert with someone, it becomes even sweeter'. This puts a smile on the mother's face as the ad ends with both the mother, at her clinic and son at his school, each eating a share of the cake.
Talking about the collaboration on this particular ad and how it came to be, Sukesh Nayak, chief creative officer, Ogilvy West (India), says, "Ayesha Janjua, the marketing head of EBM (promoter of Peek Freans Cake Up), was the marketing head of Shan Foods when we made two ads for them and when she moved here, she just wanted to continue the relationship."
Adding about how a good piece of content can become borderless and get shared, Nayak says, "Content has to be inspiring enough to reach out to the people. The context of the storyline is just like something that comes across the world to us and we see it and say "wow!" I presume a film like this will reach out to a whole lot of people because this story is true for anybody. The story is beautiful and inspiring. It is about humanity and about what we want to achieve in life as a parent and that's the cultural truth they have gone after. Over the weekend, the ad was circulated among mothers in Mumbai and it just shows that a good piece of content is borderless and it will go from one mother to the other and people will talk about it and share it."
Sharing a little about the client's brief to the agency, Nayak says, "They were launching something for the first time, a unique product and they wanted to be in the world of relationships because it is a product that is consumed. They wanted to find strategic insights and we came up with real goodness inside, which exactly describes the product and human emotions that we are trying to capture in the ad."
In the past, ads focusing on family sentiments have been overdone. So we asked our experts if it is a well-executed ad and could the branding have been done subtly?
Veneet Bagga, an ad film director, founder and creative head, Onions Creative Media, says, "Sure, it seems done to death, if you look at it as a formula, but I won't discredit the sentiment itself. One emotion that drives every human is that of belonging somewhere and a film on family tugs at that very emotion and puts a smile on your face. So, yes, overall it's a good film and well executed but predictable in bits and a tad overstretched. Having said that, credit must be given to the finer details that got through to me, like the casting, unobtrusive music and the lovable kids."
#Pakistan: #Male #beauty salons boom despite strict notions of masculinity. #grooming #middleclass #men #salon https://www.thenational.ae/world/asia/pakistan-male-beauty-salons-boom-despite-strict-notions-of-masculinity-1.707356 … via @TheNationalUAE
Nails are buffed, blackheads scrubbed and coffee sipped to the sound of clipping scissors inside the "Men's" salon in Pakistan's capital Islamabad, where a growing number of male patrons are set on revamping their style.
Pakistan has strict notions of masculinity, with men often expected to be austere and flamboyant styling to be avoided.
But savvy entrepreneurs in urban centres have latched on to a new metrosexual trend: male beauty salons.
While women in urban Pakistan have long enjoyed access to the care of beauticians and stylists, expensive facials and mani-pedis for men are becoming more common as disposable incomes in the nation's swelling middle class grow — per capita income jumped by 6.4 per cent in 2017.
A vibrant social media culture has also fuelled the desire to be selfie-ready at any time, with male influencers like Adnan Malik and Osman Khalid Butt attracting hundreds of thousands of followers online with their fashion-conscious posts.
At Tauseeq Haider's "Men's" salon, customers usually fork out a minimum of 1,400 rupees (Dh79) for a visit — a far cry from the 200 rupees spent at traditional barber shops.
"Men have equal right to be groomed and times have changed. It's no more just getting your haircut," says Mr Haider.
"Senior citizens, bureaucrats, they don't feel ashamed of saying that I need a facial, massage, my nails need to be done, please suggest what should I get," he adds.
In rural Pakistan, men have traditionally taken their fashion tips from Islamic dictates, with the Koran specifying the length of beard and moustache along with hygiene guidelines.
And in the cities, Bollywood and western entertainment have long driven fashion trends for conscientious groomers.
But times are changing fast in the rapidly developing country, with social media setting and wrecking trends in urban centres at the speed of a swipe.
According to Lebanese salon owner Michael Kanaan, who has been based in Pakistan for more than a decade, rising wages and greater exposure to global culture is fanning the burgeoning demand.
"The Pakistan male is becoming more metrosexual. It is all due to the internet and the age of satellites and TVs," he says.
Economist Minhajul Haque agrees, saying Pakistani men are also subjected to a new slew of online advertising campaigns that have reinforced the trend.
"There is this whole lot of clever marketing of male beauty products which is spurring demand," he adds.
Humayun Khan, 49, says he is fine with spending more money to look good and his wife is supportive of the new passion.
"I … get my nails done, get my haircut, get my facial and I am done for the day and after two weeks I come again," he says.
"If I don't look good, my wife wouldn't like me," he adds, laughing.
Stylist Ghulfam Ghori says Pakistani men are also now more concerned with skincare, opting for blackhead removal, acne treatments and even the occasional brush with make-up before major events like weddings.
"Men are very conscious about their skin now … and consider it essential to get facials. Previously it was not common, but now the trend is increasing among men to get themselves groomed," he says.
But it's not just the salons that are cashing in on Pakistani men's blossoming cosmopolitan predilections.
"I can say there is a revolution coming up in Pakistan in the male psyche that they are becoming very much conscious about their beauty, about their face, about their hair, about their dress," says Zafar Bakhtawari, chairman of the D Watson Group, one of Pakistan's biggest pharmacy chains.
Pakistan Radio Pioneer FM100 Continues Growth
The country’s first commercial FM station now covers 80 million people in nine areas of the country
WILL JACKSON9 HOURS AGO
From its beginnings as one of Pakistan’s pioneers of FM radio, with broadcasts in three cities, FM100 has grown to now cover nine separate cities and continues to innovate across multiple platforms.
The station was founded in 1994, launching on-air in March 1995 as the country’s first commercial FM station, bringing a new, more youthful style of radio to listeners. Prior to this, only the national public broadcaster, Radio Pakistan, had begun FM transmissions.
FM100’s General Manager Operation Qazi Ahmed Mateen explains: “Initially we launched FM radio in three cities — Karachi, Lahore and Islamabad — on 100 MHz. The medium wave and shortwave radio industry was almost dead in our country. We were going to launch FM radio, which was very tough. At the time, there were no smartphones, and no in-car radio — only transistor sets at home. Our station grew more popular day-by-day, and gradually FM radios were installed in cars by auto makers, and also on public transport.”
With new licenses issued by the local regulator, the Pakistan Electronic Media Regulatory Authority (PEMRA), FM100 now broadcasts in nine cities, adding Hyderabad and Rahim Yar Khan in 2012, followed by Gujrat, Abbottabad, Multan, and Jhelum. Around 80 million people can now receive the station, and in total, there are around 145 licensed commercial FM stations across Pakistan, and a further 45 noncommercial.
Mateen believes they brought a completely new style of broadcasting for Pakistan. “The entire package and style of the shows on FM100 was catered towards the new generation of listeners in the country,” he said.
As well as traditional FM transmission, the station’s audio is available via phone lines. Mateen explains this service is popular in the areas where there are no radio signals and no internet. “Different mobile and landline operators provide these services through their IVR (Interactive Voice Response) services; the user has to dial the number provided by the operators and they can listen to the live radio. The station must have the contract with the operators and the service is not free — the user has to pay the charges at a set rate per minute. It also provides revenue to the radio station and the operator.”
Alongside this, the station has now expanded its reach through the internet. “FM100’s social media activities aim to engage the maximum audience. We update Facebook and our web pages to provide all the information to the audience and clients about the station — daily schedules, presenter profiles and archives. Live streaming is available to those who are not in the range of the airwaves making the radio station global, where it can bring the station and Pakistan to the world,” he concluded.
Hair Removal Ad Makes Pakistani Women Go 'Wow' — But Not In A Good Way
On the face of it, it was just another hair removal ad aimed at women in both Pakistan and India But this ad, like the others, would have slipped by unnoticed were it not for a social media uproar led by none other than Sana Mir, the former captain of the Pakistan women's cricket team.
First uploaded on the product's YouTube channel on April 5, the ad for Veet Perfect Silk hair removal cream shows Pakistani actress Mahira Khan slinking onto a basketball court on a college campus. Even though she's wearing a tight pink dress and high heels, she handles the ball with ease and sinks it into the basket. As she accomplishes this feat, her arm brushes up against one of the other players, in athletic garb, who declares "wow" and then exclaims breathlessly, "So smooth!"
"Not smooth," replies Khan. "Perfect!"
Skin lightening and hair removal creams are some of the subcontinent's best-selling products, playing on the familiar insecurities South Asian women share on both sides of the border about body hair and the color of their skin. But when Sana Mir commented on the ad in a Facebook post on April 22, her post went viral — shared over 700 times from her official page and liked 28,000 times at last count.
Mir opened her statement with a strong salvo: "To all young girls out there who aspire to take up sports. Make no mistake: you need strong arms, not smooth arms, on a sports field." She related how she'd refused to endorse similar beauty products because they objectify women "in different professional settings." Because this one involved sports and was clearly aimed at a younger crowd, Mir decided to speak up.
"The worst thing is that instead of sending a message to young girls that the colour or texture of their skin does not matter, we are promoting body shaming and objectification," Mir wrote. She ended her post by requesting companies and the celebrities who endorse products to try and give girls the confidence to fulfill their dreams rather than making them feel self-conscious about their bodies.
Both Indian and Pakistani women reacted enthusiastically to Mir's post, which she paired with jubilant images of the Pakistani women cricket's team performing on the field. Women called her a strong role model and bemoaned the pressure that women feel to look "perfect", thanks to advertisements for beauty products like these. Others lauded her for refusing sponsorship deals in the name of resisting body-shaming. "You're a real hero for refusing to compromise on values for sponsorship money," said Shahbano Aliani, from Karachi.
Mir's protest comes at a time when Pakistani women are becoming increasingly aware of the sexism that keeps them in a position of lesser status. But there has been backlash. Some media painted Mir's statement as "slamming" Mahira Khan, predictably pitting two of Pakistan's most recognizable celebrities against each other.
The dawn of advertising in Pakistan (1947-2017)
THE 21ST CENTURY: THE AGE OF THE MILLENNIAL
HARMONISE OR GO BUST
Throughout Pakistan’s tumultuous 70-year history, the advertising sector has undergone significant changes, reflecting changing global consumer patterns as well as the development and evolution of local trends. Indeed, as a developing economy poised at the intersection of South and Central Asia and the Middle East, Pakistan’s changing advertising landscape is a witness and an archive of changing mindsets and practices, as well as of wider socio-economic trends.
Throughout these changes, Pakistan’s oldest advertising medium – Pakistan’s print industry – has continued to maintain its position not only as the source of record for news and analysis, but as a medium of choice for advertisers seeking high-impact and high-visibility solutions.
In addition to changing consumers, Pakistan’s advertising landscape has been transformed by the introduction of new media. From 1947 to date, Pakistan has witnessed the growth of radio stations and outdoor advertising options, in addition to the mushrooming of private TV stations in the last 20 years, as well as the more recent explosion of digital advertising. Indeed, as internet penetration continues to grow, particularly on mobile devices, Pakistani consumers are now irrevocably linked to the wider world.
Throughout these tectonic shifts in the media industry, the ability among audiences to access content relevant to their interests (and increasingly on the go) continues to expand further, facilitating the flow of information and ideas.
Despite the introduction of new media for content delivery, Pakistan’s print media has continued to flourish, with advertisers placing their faith in a medium that will gain them visibility and deliver results. The resilience of print advertising can be attributed to three main factors. The lack of advertisement clutter versus other media, the higher attention and engagement rate of readers and the prestige and permanence attached to advertising in print versus other media.
As print publications focus on providing easy-to-read designs centred on providing readers an engaging reading experience, newspapers and magazines are increasingly limiting the quantum of advertising per page, focusing their efforts on delivering high-quality content and maximising the visibility of insertions.
Indeed, the clutter in advertising in other media further enhances the effectiveness of print advertising – while TV commercials or radio spots may be aired a few times, their impact is limited to those moments during which they are aired. As a result, print emerges as the place of record for advertisers to announce new products or lines, driven by the permanence of a print insertion.
A large part of the resilience of print advertising can also be attributed to the dynamics of print readers compared to radio or TV audiences, because print remains (in a world increasingly focused on multi-tasking) a high-engagement medium, requiring the full attention of readers compared to more passive media. For advertisers, print advertising thus provides an opportunity to reach consumers while they give their undivided attention and focus.
As Pakistani consumers have evolved over the last 70 years, the advertising industry has kept pace, providing brands with new and innovative opportunities to target consumers. Throughout all this, with the introduction and mass availability of TV (initially restricted to a few terrestrial channels but now expanding to a multitude of cable channels) as well as the growth of digital advertising options, Pakistan’s oldest advertising medium continues to flourish.
Leveraging the hallowed relationship between readers and their morning newspaper, print continues to provide advertisers across Pakistan the opportunity to reach out and leave an impact on an engaged and loyal readership.
The dawn of advertising in Pakistan (1947-2017)
THE 21ST CENTURY: THE AGE OF THE MILLENNIAL
HARMONISE OR GO BUST
A new dynamic
According to a study conducted by Standard Chartered Bank last year, between 2011 and 2015, the size of the retail pie in Pakistan jumped from $96 to $133 billion, a 38.5% increase.
The current value of Pakistan’s retail sector is estimated at $152 billion, as per Planet Retail (a global retail consultancy). It is the third largest contributor to the economy (after agriculture and industry), accounts for 18% of the total GDP and is the second largest employer (after agriculture) providing jobs to more than 16% of the total labour force. (NB: As most of retail in Pakistan is unorganised, therefore undocumented, industry analysts agree that the on-ground figures are much higher).
With an annual growth of eight percent, retail sales are expected to cross the $200 million mark by the end of 2018. The main factor fuelling this, apart from increasing urbanisation, is an improving employment-to-population ratio which has led to higher disposable incomes, thereby expanding the middle class and increasing consumer spending manifold (estimated at $293 million in 2017 and projected to cross $333 million by 2018).
The other trend disrupting traditional retail is e-commerce. Although still at a nascent stage, internet retail is expected to become a significant complement to brick-and-mortar grocery and non-grocery retailing in the coming years.
The morphing of ‘mall’ culture
Dolmen Centre in Tariq Road (established in the nineties), was the first vertical shopping complex in Pakistan built on a multiple floor layout. Before that the concept of indoor air-conditioned shopping areas was alien in Pakistan. If people wanted branded products, Zainab Market or Panorama and Rex Centres were the go-to places.
However, the mall did not turn out the way it had been envisioned. There were not enough local brands because many did not want to assume the high rents Dolmen Centre demanded. It was almost a decade later that Pakistan had its first shopping mall, when Park Towers opened in Karachi.
The mall morphed into a social venue, where people went to enjoy the amenities rather than to buy. The opening of Dolmen Mall Tariq Road in 2002 proved to be a game changer. Dolmen Group’s prior experience had taught them that the only way to convince the big names to come onboard as tenants was to ensure customer traffic.
The two strategic decisions that paid off were the establishment of Sindbad’s Wonderland and a food court. Positioned as a family recreational spot, the mall began to bustle with activity convincing retailers to invest in space. Over the next 15 years, a number of malls were established (mostly in Karachi), redefining the shopping experience. The entry of Hyperstar in 2012 (operated by the Carrefour retail chain) as an anchor tenant at Dolmen Mall Clifton was another game changer.
Hyperstar became a retail success, prompting other mall operators to adopt the idea of having anchor tenants. North Pakistan is now at the forefront of the retail race and several multipurpose malls are under construction in Bahawalpur, Faisalabad, Gujranwala, Islamabad, Lahore, Multan and Rawalpindi.
The dawn of advertising in Pakistan (1947-2017)
Pakistan’s first digital companies were born from small departments, developing websites within larger software development companies. From thereon, until as late as 2006, two years after the entry of Facebook and a year after YouTube came into existence, it never occurred to anyone how user-unfriendly these websites were.
They were fully functional, but they lacked aesthetics and did not even attempt to make the user experience easy. The flaw was that technology people are very good with coding but useless at design and communication.
In 2008, the multinational companies began to wake up to the opportunity and did the smart thing – they asked their advertising agencies to develop their websites or at the least, design them so that the software houses could build a better user experience.
Oddly, most agency owners failed to spot the opportunity this presented. However, along the way, something happened independently that forced the advertising agencies to look at digital as a viable source of revenue.
Between 2000 and 2010, agency revenues had started to shrink. Revenues from print jobs had gone as clients preferred to work directly with the printing presses. Then came the media buying houses and the agencies lost their commission revenue on media. Finally, as more and more film directors started to work directly with clients, TVC production also went, resulting in the closure of in-agency AV departments.
Desperate, the agency owners looked for anything that seemed like an opportunity and the fact that the software houses were so bad creatively, was a good way to generate some revenue.
Of course, in typical Pakistani agency tradition, they did it in the most unprofessional way. Interns, fresh out of college, were hired to handle their clients’ digital requirements. By 2010, blue-chip companies began to take an interest in social media.
Although the first digital agencies had started popping up in early 2000s, it was not until 10 years later that they began receiving serious business propositions. Along the way, clients experienced many frustrating moments, not least because if the software houses lacked creativity, the agencies lacked technological know-how in equal measure.
It has been a long journey. However, today, the frustration has shifted from the client end to the digital agency end, which, to their credit, eventually managed to evolve at a breathtaking speed. It was the clients that were lagging behind.
Even as late as 2015, 26 years after the birth of the World Wide Web, most clients still thought a digital presence meant only having lots of ‘likes’ on Facebook posts; quite astonishing, considering that the version of the software I am using to write this article will be outdated in less than six months. So imagine the frustration digital agencies experience when their clients are still living in 2006.
So, while during the late nineties and early 2000s, agencies spent much of their time trying to catch up with their clients’ digital requirements, today, the clients are the ones who need to catch up with global trends. And they must do so quickly. There was a time when each country could conceivably choose to adopt technology at their own pace; today, this is no longer practical, simply because the speed in the evolution of technology does not permit this any longer.
What is required is the rapid synchronisation in the digital capabilities of the digital agencies and of their clients in Pakistan.
AdAsia to come to Pakistan after 30 years
This was announced here Sunday at the unveiling ceremony of event's logo and creative identity. AdAsia is the largest and most prestigious advertising congress in Asia, organised bi-annually by the Asian Federation of Advertising Associations (AFAA). Started off in 1958, AdAsia 2019 is the 31st advertising congress that is being hosted by Pakistan in Lahore from December 2-5 this year. It is the second AdAsia to be held in Pakistan. In 1989, Pakistan hosted the 16th AdAsia, which was a roaring success.
Speaking at the unveiling ceremony, Sarmad Ali, Chairman, Organising Committee, AdAsia 2019 and Secretary General, All Pakistan Newspapers Society (APNS) said it is an honour for Pakistan to host AdAsia 2019 after 30 years. We have had a tremendous event 30 years back which is still talked about in the advertising circles and we hope to bring the same magic back but in a bigger and better way, he added. AdAsia 2019 will be a motivating and stimulating Congress with diverse topics and speakers from all walks of life, each sharing their experiences and helping others to learn from those, said Ali who is also President of Pakistan Chapter of International Advertising Association.
Sarmad Ali was of the view that AdAsia is almost a 60-year-old brand and the first event was held in Tokyo. In midway through this journey, 30 years back, this mega event came to Pakistan in 1989 for the first time. Now, after another 30 years, again something very big in communication world is going to showcase developments happening at Asian advertisement arena in the country. While holding this event successfully by putting all efforts, he opined, it is time to pay back what we have gained from the media and marketing & advertising industry of the country. Let us all come together, whether it is advertisement agencies, media organisations, print and electronic media, and make this event a great show. This is an opportunity for all of us to display Pakistan advertising and marketing industry. Let world know Pakistan for the right reasons through holding of such mega event, he said. Sharing his memories of attending the event, he said, the role played by Javed Jabbar in highlighting contribution of Pakistan at Asian advertisement scene was commendable. He especially had made tireless effort in the establishment of Asian Federation of Advertising Associations (AFAA). About choosing Lahore for holding event, Ali said that Lahore is cultural capital of the country and we thought that advertising and culture go hand in hand. So the celebration of advertising and culture should be held in Lahore.
Talking about present advertising scenario of the country, Ali said that with recent measures announced by Federal Finance Minister Asad Umar for revival of economy, we hope that economic growth would improve and consequently there would be positive development in advertising industry as well. The advertising industry is barometer of economy. We are optimistic that the downward trend of economy would be arrested as a result of steps taken by the present government, he expressed the hope. The mega event of AdAsia 2019 is an
opportunity for all of us to display Pakistan advertising and marketing industry.
Sharing his views about the Congress, President PAA, Ali Mandviwalla observed "AdAsia Lahore will focus on technology and communication in the new world. It will serve as a platform for global leaders to share the practices that lead industries in their regions so that we can benefit from it and help them in areas of our strength. The congress will be a great learning experience for not just the creative industry but for all. The logo of AdAsia 2019, which has been designed by well-known Pakistani communication practitioner Shahzad Nawaz, was unveiled by the AdAsia Organising Committee and Pakistan Advertising Association (PAA) to the creative and marketing communication industry of the country.
Pakistan: Newspapers fight for survival as sales plunge
Jamila Achakzai Islamabad
11/22/2022November 22, 2022
Print journalism subscriptions and readership have been plummeting as people increasingly get their information from digital sources.
Mujahid Hussain, a news hawker in Islamabad, says he is afraid of losing his job amid a downturn in newspaper sales in Pakistan, where people are increasingly getting their information from digital and social media platforms.
"My employer often talks about a slump in newspaper sales and a possible business shutdown. So even if he doesn't close shop, my job is definitely on the line," the 42-year-old father of three told DW.
Hussain pointed out he has already experienced massive pay cuts over the past three years and that his family is struggling to make ends meet.
Many other news vendors in the South Asian country share similar woes.
It was not always like this, however.
Even until a decade ago, the newspaper industry thrived in the country. Daily newspapers, weeklies and magazines used to be a must in offices, living rooms and cafes.
But print publications were first eclipsed by the dozens of private TV news channels that were launched during the presidency of General Pervez Musharraf between 2001 and 2008.
Then came affordable smartphones, social media networks and widespread internet connectivity, which further dented newspaper sales as more and more people began to consume news on online platforms.
Hawkers' lives hit hard
Since the downturn in the newspaper industry has particularly affected hawkers, who mostly work part-time for meager wages, these low-paid workers are taking on other informal jobs to make ends meet.
"Successive governments haven't taken interest in the welfare of newspaper hawkers, so they are generally disheartened, insecure and always on the lookout for better options to make money," said Aqeel Abbasi, the general-secretary of the Newspaper Hawkers Union.
He explained that before Musharraf's government liberalized the broadcast media and telecom sector, Rawalpindi had around 1,600 newspaper vendors and Islamabad 700.
But with the plunge in sales, the number of vendors has dropped to 900 and 480 respectively, he said, stressing that the COVID-19 pandemic and ongoing economic crisis had accelerated the trend.
Another problem compounding the woes of newspapers is their reliance on government advertizing for economic survival.Outlets that are critical of government and military policies have had a tough time generating enough advertizing revenue in recent years.
Will they survive?
News hawker Hussain warned that if the fall in sales did not stop, the print media would have no other option but to get rid of most of its workforce.
Some senior journalists share a similar view.
Salim Bokhari, who once edited the leading English-language newspapers The News and The Nation and currently heads the digital media team at the City News broadcast network, said that "no one wanted to spend time reading through newspaper columns" given "the ocean of information available on mobile phones."
He said newspapers might disappear if the trend continued, although he did not believe that this would happen that soon.
"The electronic media era will ultimately make newspapers' doom. The advertizers have diverted their money to TV channels and even the government prefers electronic media for advertisements," he pointed out.
Hassan Gillani, a media development professional, was more optimistic.
"Newspaper readership might have declined after the emergence and development of electronic media but it's unfair to suggest that print media could soon become a thing of the past," he said.
Ad revenue in Pakistan
Total Ad Revenue Rs. 88.73 billion in 2021-22
Total ad spend (revenue) has increased by Rs 13.09 (17%); in FY 2020-21, it increased by 17.04 (29%).
In FY 2020-21, the combined revenues of Facebook, Google and YouTube accounted for 85% of the total ad spend on digital; this year, they account for 87%.
TV ad revenue increased by Rs 4.64 billion (14%).
Digital ad revenue increased by Rs 3.15 billion (19%).
Print ad revenue increased by Rs 0.21 billion (2%).
OOH ad revenue increased by Rs 3.7 billion (44%).
Brand Activation/POP ad revenue increased by Rs 1.26 billion (50%).
Radio ad revenue increased by Rs 0.07 billion (5%).
Cinema ad revenue increased by Rs 0.06 billion (60%).
TV percentage share decreased by 1.4.
Digital percentage share increased by 0.27.
Print percentage share decreased by 2.19.
OOH percentage share increased by 2.51.
Brand Activation/POP percentage share increased by 0.93.
Radio percentage share decreased by 0.17.
Cinema percentage share increased by 0.05.
TV percentage share decreased by 1.4.
Digital percentage share increased by 0.27.
Print percentage share decreased by 2.19.
OOH percentage share increased by 2.51.
Brand Activation/POP percentage share increased by 0.93.
Radio percentage share decreased by 0.17.
Cinema percentage share increased by 0.05.
Compared to FY 2020-21, the rankings of the Top Three newspapers remain the same.
Most newspapers have registered slight increases in their revenues.
Compared to FY 2020-21, the Top Five channels have retained their positions.
In FY 2020-21, Radio Awaz Network was #7; this year it is #9.
In FY 2020-21, FM 105 was #9; this year it is #7.
Compared to FY 2020-21, the rankings of the Top Seven channels remain unchanged.
In FY 2020-21, PTV Home was #8 and Samaa was #9. This year, their positions are inverted.
In FY 2020-21, PTV Sports was #14. This year, it is #10.
In FY 2020-21, the combined revenues of Facebook, Google and YouTube accounted for 85% of the total ad spend on digital; this year, they account for 87%.
Compared to FY 2020-21, the rankings of Lahore (#1), Karachi (#2) and Hyderabad (#8) remain the same.
In FY 2020-21, Rawalpindi, Faisalabad, Gujranwala, Islamabad and Multan were #3, #4, #5, #6 and #7, respectively. This year, they are #4, #5, #7, #3 and #6.
Product categories that were introduced this year are Real Estate (#1) and Retail/Online (#5).
In FY 2020-21, Beverages, FMCGs and Telecoms were #1, #2 and #3, respectively. This year they are #2, #3 and #4.
In FY 2020-21, Fashion and Electronic Appliances were #4 and #5 respectively. This year, they are #6 and #7.
Compared to FY 2020-21, the rankings of all the elements remain the same.
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