TV viewing at home is the experience of the recession. That’s because participation in alternatives has dropped: Family coffee dates—late-night trips to coffee shops with the whole family, a weekly/fortnightly tradition in Indian metros—are down, as are visits to restaurants. Shopping trips for fancy stuff have been reduced. So people are spending more time sitting down to watch TV or films at home, and weekend viewing has become more prevalent than normal.
People are now making the home theater experience a little special—often the whole family will sit together with steaming cups of coffee or homemade dessert. And folks don’t mind splurging on little treats to enjoy while they watch: chips, colas, coffee, special teas, etc. So this is a great time for beverage, snack and biscuit brands to align themselves with this cocooning trend and promote in-home consumption as a way to make TV watching a more comfortable and enjoyable experience. (In India, snacking is usually done out of home in street cafes, college canteens, etc.) A new commercial from popcorn brand ACTII, for example, says TV was invented for taking a break and enjoying popcorn.
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