India Shining has become one the biggest ad campaigns in Indian television history.

In the print medium, the campaign came second in the first 15 days of January after the government's pulse polio campaign.

Analysis by media monitoring agency Tam says the India Shining advertisement is the second most frequently telecast brand on television between December 2003 and January 2004 with the ad being aired 9,472 times.

The top slot went to mosquito repellent brand All Out which had been aired 10,396 times.

However, the India Shining ads bought more time as the ads were longer in duration than the All Out ones -- around 80 per cent of the ads were of 60-second duration. The state-owned Doordarshan channels got the largest share of the India Shining ads.

According to Tam analysis, 75 per cent of the total advertisement duration was on Doordarshan channels. Twenty-nine non-Doordarshan channels got just 25 per cent of the ads.

In print ads, for the first 15 days of January, the India shining campaign ranked fourth among the top brands in terms of insertions in newspapers.

As per the analysis, there were as many as 392 India Shining insertions in over 450 newspapers, which monitoring firm AdEx India monitors.

The number one spot in terms of insertions goes to the Pulse Polio campaign with 1,015 insertions, followed by the Life Insurance Corporation with 543 insertions and Tata Open with 501.

However, Tam analysis shows that due to the big advertisements placed by the government for the India Shining campaign, it ranked number two in terms of space bought during the first 15 days of January, with the Pulse Polio campaign being the number one in terms of advertisement space.