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India's FMCG brands embrace YouTube

News, 04 October 2016

NEW DELHI: Hindustan Unilever and Procter & Gamble have gained almost half a billion views for their FMCG brands in India, figures which underpin YouTube's launch of new features aimed at the Indian market.

A study by video intelligence company Vidooly, conducted across five leading FMCG businesses in India, found that videos from Hindustan Unilever (HUL) and Proctor & Gamble (P&G) were by far the most viewed on video-sharing platforms, with figures of 238.7m and 238.1m respectively.

Nestle India was third (74m views), followed by ITC (23m) and Godrej Group (18m), Afaqs! reported.

Many of these views will have taken place on YouTube, which claims to have seen an 87% increase in overall watch time in India over the past year.

"Younger audiences are increasingly consuming video content on YouTube, hence, FMCG brands are directing a major chunk of their digital ad spends to YouTube with engaging and original content," said Nishant Radia, CMO and co-founder of Vidooly.

Around two thirds of YouTube watch time in India now comes from mobile and the platform is making it easier than ever for users of all incomes and in all places to tap into the possibilities it offers.

"We realised that for the next generation of YouTube users to fully discover all that YouTube has to offer, we had to re-imagine the YouTube mobile app from the ground up," said explained Johanna Wright, VP/Product Management at YouTube.

A newly launched app, YouTube Go, allows users to preview videos and choose the video's file size before they save it offline to watch later. They can also share videos with nearby friends and family without using any data.

"We're bringing the power of video to mobile users in a way that is more conscious of data and connectivity, while being relatable and social," Wright explained.

And it may also significantly extend potential reach for advertisers across the country.

Data sourced from Afaqs!; additional content by Warc staff