It has been a year of uncertainty so when the festive came, brands unleashed marketing blitzkrieg on the other hand this time the tactic followed was a tad diverse — from collaborating with celebrities, influencers to rolling out specially curated offerings, amongst other folks. “Each year, consumers look forward to unique offerings and experiences from brands during the festive season. This year, consumers wanted brands to stick to the form of messaging that empathetic with the current situation and therefore build trust,” Dilen Gandhi, senior director and category head – Foods, PepsiCo India, told BrandWagon Online.
PepsiCo thus undertook numerous initiatives for numerous of its brands. For instance, for its snack brand Kurkure it unveiled a restricted-edition festive hamper, exclusively curated by designer Masaba Gupta. As for its crisp brand Lay’s, the enterprise rolled out a 18 unique restricted-edition Lay’s Kholo packs this festive season. The brand had tied with telecom operator Airtel and by way of its packs it provided free of charge information to buyers. “The idea behind these initiatives is rooted in two key insights. First, data is the most important currency today and people across generations are spending more hours indoors than ever before. Second, that in-home consumption is witnessing a significant uptake. As people continue to spend more time at home with their families, there is an increase in demand for snacks and beverages,” he elaborated.
Given the rise in consumption of content material on-line, these initiatives have been promoted by way of digital-initial campaigns aimed at driving customer engagement by way of celebrities, cricketers, and social media influencers. As per Gandhi, the company’s promoting spends are governed by exactly where its buyers are, with methods becoming created following cautious evaluation of the target audience such as the time spent on the Internet. “Our insights suggest that digital has been very effective. While our campaigns have seen presence across other channels such as TV, most of it have had a successful digital leg. Hence, we will continue to follow the digital approach in the future as well,” he added. The enterprise claims to have engaged with about 2,500 micro-influencers for the Lay’s Khol campaign, resulting in an engagement of 10 million. The restricted-edition Kurkure and Masaba hamper resulted in driving engagement with much more 1.2 million customers more than a period 3 days.
Further post current tie-ups with platforms such as Swiggy and Dunzo, the enterprise expects to see a important improve in the consumption of these snacks’ brands. “Consumers prefer indulging in last-minute shopping and look at stocking-up on snacks and beverages for their families and friends. We expect this trend to continue till the New Year,” Gandhi added.
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