Brands across categories are looking to increase their advertising spends during the festive season and the Indian Premier League (IPL) to boost consumer demand with the government opening up various sectors under Unlock 4.
Top marketers at packaged foods and personal care companies unanimously agreed, at Mint’s fast-moving consumer goods webinar “ÇMO Dialogues" on Thursday, that their marketing budgets will rise across media platforms with a heavy focus on digital to boost consumption.
As live sports resume and popular content programmes, such as Kaun Banega Crorepati, return on television, marketers will tap into increased viewership and engagement to motivate consumers to buy products and start the consumption cycle.
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Mondelez India Foods Pvt. Ltd had started airing ads in June after supply chain disruptions were removed post-lockdown, according to the company’s senior director, marketing (chocolates), insights and analytics, Anil Viswanathan. It plans to scale up investment in marketing promotions. “With out-of-home impulse purchase going away, we do realize that significant investments in advertising will be required to make up (for this) through other opportunities."
PepsiCo India also launched a campaign to promote its co-branding pact with Bharti Airtel where prepaid users get up to 2GB of free 4G data on purchase of Kurkure, Lay’s, Uncle Chipps and Doritos snack packs from 1 September.
“We definitely will be advertising and we are back on air. However, the nature of investment will be different as our target group is spending a lot of time online. Therefore, our media mix will now be re-purposed," said Dilen Gandhi, senior director and category head, foods, PepsiCo India.
Digital will also be the focus for beauty brand L’Oréal India as it promotes value-driven offers during the festive season, said Pankaj Sharma, director, consumer products division, L’Oréal India. “With the onset of the pandemic and subsequent lockdowns, there has been a huge change in consumer behaviour with faster adoption of ecommerce channels. We are doing virtual tours, online sessions with beauty experts, content and influencer marketing to stay connected with consumers."
Out-of-home consumption will be muted as people follow social distancing norms during Durga Puja celebrations, and digital is likely be the go-to platform for RSH Global Pvt. Ltd, which retails the Joy Personal Care brand range, said Poulomi Roy, the company’s chief marketing officer.
However, many firms, which had cut promotional spends as the lockdown disrupted supply chains, are trying to get stocks back on shelves.
saumya.t@livemint.com
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September 03, 2020 at 10:19PM
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