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KRAFTON, Inc, a South Korean gaming company and BGMI-maker, announced multiple Indian collaborations and gave a hint of some unique content in the pipeline. BGIS (BATTLEGROUNDS MOBILE INDIA SERIES), which is a grassroots level tournament for amateurs and professionals and one of the biggest Esports tournaments in Southeast Asia features a prize pool of Rs 2 crore with the winning team set to win Rs75 lakhs. KRAFTON has partnered with JioCinema for broadcasting BGIS.

The Road To Valor: Empires Open Championship will have a prize pool of Rs 10 lakhs.KRAFTON is also hosting a friendly India-Korea Invitational Match wherein BGMI will be played by 8 winning teams from BGIS and 8 Esports teams from South Korea.

Battlegrounds Mobile India (BGMI) had already bagged the Bronze Lion at the Cannes Lions 2022 for its “Game Responsibly” campaign which appealed to the entire gaming community, parents and regulators all without using any dialogues and conveyed the message of continuous gaming while reiterating in-gaming safeguards initiated by BGMI.

“The superstars of the future are not just going to be actors and crickets, they are going to be esports celebrities. It is a sign of India adopting digital ways and means very rapidly when you see gaming turning from niche to counterculture to culture,” says Srinjoy Das, Associate Director, Marketing, KRAFTON India, adding that KRAFTON is addressing BGMI as a cultural session for the first time.


<strong>Upcoming campaigns</strong>

KRAFTON is a fan-first or a user-first company wherein live chats from KOL streaming, community platforms and all social media forums are regularly scanned to understand user sentiment, desires, and feedback.

On campaigns in the pipeline, Das talked about India Ki Boli –which is going to be the first experimental gaming ad with 50 Easter eggs within one ad. This ad was created by the community, says Das. Krafton rolled out a questionnaire asking people what they felt about the game and other questions like which helmet they wore. In an hour, close to 30,000 answers came, which created the genesis of the upcoming campaign.

Then there is India’s first gaming documentary ‘Indian Faction’ in the pipeline. “I cannot promise something that Naughty Dog has made, but I can promise you that this is the first time this is happening. Hopefully, in the next 5-10 years we reach where Sony and Microsoft have reached in creating high-quality documentary experiences,” he says.

The launch of the Indian Faction is Road To Valor: Empires is KRAFTON’s first attempt not just within India but also globally to incorporate local culture into a global game. In collaboration with the South Korean team, the Faction was developed and brought to life through cross-collaboration. It has crossed 400,000 downloads in India.

Setting Laga Na campaign with its trademark BGMI humour, inspired by a Netflix ad, is also in the pipeline. The campaign which features a character called Jugadu Jignesh is on educating people about putting the right settings in their phones so that they worry less about lags and settings to have an enhanced gaming experience.

 All In – You can be a superstar too campaign plays on the theme BGMI is the only way if one wants to be a superstar in gaming. This campaign which chronicles the story of a young guy is expected to come before Diwali.



<strong>Earlier campaigns</strong>



Sharing his insights on some campaigns in the recent past, Das speaks about the docuseries - India Ki Heartbeat which was a challenge as the brand did not want the fans and gamers to feel bored when they were watching the documentary. Krafton went to 14 small towns spread throughout India and collected 12 really unique stories – including the story of a differently abled man who has lost all his limbs and is one of the biggest streamers in BGMI.

 “Our goal is never about getting views. A lot of digital brands say they are fans-first but it doesn’t show up in their actions. When we are generating a campaign, we go through the livestreams and check what the fans are saying. We look at the live chats and check out the inside jokes,” shares Das. BGMI’s latest Raksha Bandhan ad has a lot of inside jokes that only BGMI fans can understand and relate to and feel like they are a part of the counterculture.  

For Mother's Day, too, Krafton came out with a unique campaign for the BGMI community. To celebrate moms in India who encourage their kids to pursue gaming and streaming, Krafton got two creators and one stand-up comedian and put them on the sidelines. The campaign features their moms as the protagonists who share anecdotes about their kids and their love for the game. “These things give us organic love and this is our goal,” says Das.

Esports celebrities are going to be superstars of the future: KRAFTON’s Srinjoy Das

Dark Fantasy, the Sunfeast snack food brand that ITC launched around 13 years ago, had begun to show its age and was in need of pepping up. Towards this end, almost six months back, the brand started to go in-depth to understand how to create a piece of advertising that can help it to generate relevance with the consumer.

The idea was for Sunfeast Dark Fantasy, which has 62-63 percent market share in the cream biscuit segment to chart out its growth roadmap around a new campaign.


The brainstorming session establishing a stronger connection between the Sunfeast Dark Fantasy range of comestibles and consumers culminated in the 'Har Dil Ki Fantasy’ campaign with none other than Shah Rukh Khan.

The campaign plays with the concept of the universal yearning for a touch of fantasy in one’s everyday life. With this piece of advertising, the brand seeks to resonate with diverse consumer segments, encouraging personal flights of fantasy anytime, anywhere.

Ali Harris Shere, chief operating officer, biscuits and cakes cluster, ITC Foods Division, said, “Often consumers feel that their reality is very ordinary. The world of fantasy lets us escape and experience a little bit of the extraordinary. From an 8-year-old to an 80-year-old, everyone has the fundamental right to fantasise once in a while. The brand wanted to accompany the consumer to their dreamland where they go to live their fantasy and then come back feeling alive."

“We genuinely believe that we need to keep reinventing ourselves, refreshing ourselves with fresh consistency so that, you know, consumers find the brand exciting and relevant all the time,” he added.

<strong>SRK – the ultimate fantasy</strong>

The Sunfeast Dark fantasy team considered stars from Hindi films as well as from regional cinema, but opted to go with Shah Rukh Khan, rationalising that no one represents the fantasy of India better than the Bollywood star.

“In that sense, we felt that the two fantasies—Shah Rukh Khan, the god of romance in India  and Dark Fantasy—coming together is a magical combination and a match made in heaven,” said Shere

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Sunfeast went to consumers in the North, the West and the East to understand their needs.  Even in the South, the brand discovered that Shah Rukh Khan was really popular and with his movie Jawan now coming in, his popularity has surged even more. The brand along with its creative partner FCB Ulka leveraged Khan’s pan-India appeal and came up with an ad film aimed at connecting with consumers across the country.

<strong>Age is just a number</strong>

Sunfeast used to be aimed at the youth initially but over time the brand realised that by restricting its target demographic, it was not allowing deeper market penetration.

“We started to think about targeting consumers based on their mindset, based on their psychographics, and we realised that in India, the aspiration of the average Indian consumer is skyrocketing. Consumers want to experience things but their reality might not allow them to do so,” Shere said, adding, "And that is why we said, why should we target 18-24-year-olds? Why can't we target a mindset, which is of people who are experimentative, who want to try new things? Who are innovative and imaginative in their mind, and it could be an 8-year-old kid or an 80-year-old man or woman."



<blockquote> "We drive this category. We own this category. The onus is on us to really expand the category," Ali Harris Shere, ITC Foods Division</blockquote>



Over the last 20 years of Sunfeast, the brand understood that southern states are really the centre of adoption of premium products and new experiences, along with Maharashtra and some parts of South Bombay. “The rest of India has not been as disruptive as the south for the brand. This campaign helps us open up the north and parts of the east; we are betting on Shah Rukh Khan's appeal strengthen our connections with potential customers,” said Shere

 

<strong>A brand that pays attention</strong>

“We drive this category. We own this category. The onus is on us to really expand the category,” said Shere.

To get an edge over its competition and to propel growth, Sunfeast has launched a nut cookie with chocolate filling, a product called Vanilla Fills and Dark Chocolate Shake, in the south.



<blockquote>"why should we target 18-24-year-olds? Why can't we target a mindset, which is of people who are experimentative, who want to try new things?,"  Ali Harris Shere, ITC Foods Division</blockquote>

But it is not taking its eye off the ball when it comes to the larger picture. The country’s heartland too is premiumising, according to Shere, and there are pockets where consumers are really going for superior experiences. Consumers are explicitly stating their preferences; they are demanding an increase in the filling in the biscuits and cookies, for instance.

Accordingly, Sunfeast strategised and relaunched an improved version of the product by increasing the quantity of filling in the biscuit, and making the cookie a little thinner and crunchier.

Moreover, in a price-sensitive market like India, Sunfeast also has a portfolio strategy, with products priced at Rs 5 to Rs 10, Rs 20, Rs 40 and Rs 70, with the aim to make the brand and its products affordable and accessible.



ITC's Ali Harris Shere on combining "two fantasies" - SRK and Dark Fantasy

Tata Tea has been celebrating the rich heritage of India over the years; on special occasions like Independence Day and Republic Day, the brand comes up with campaigns that celebrate the culture and diversity of the country. Last year Tata Consumer Products celebrated special moments during Independence Day and this year the brand Tata Tea aka Desh Ki Chai decided to honour the diverse & unique art form of handlooms through a limited-edition pack collection inspired by the handlooms of India.

Each pack serves as a radiant canvas, bringing alive the artistry of Indian craftsmen and their timeless creations. From the Benarasi Silk in Uttar Pradesh to the Kanjeevaram from Tamil Nadu, from the Muga Silk of Assam to the Paithani of Maharashtra, to Phulkari of Punjab, each handloom spins a yarn of cultural pride.



<strong> Weaving the campaign</strong>

This Independence Day Tata Tea Premium (TTP) decided to leverage the historic landmark and come up with a campaign on India’s handlooms. “The campaign and film serve as a reminder of the diversity of India’s handloom legacy and we want the current generation and all Indians to cherish, promote, enjoy and celebrate this art form and hence this whole Desh Ke Dhaage campaign under the flagship of Desh ke Garv initiative,” Puneet Das said.

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The conceptualisation of the campaign began with design agency Tree Design going around the length and breadth of the country and interacting with artisans, and creative agency Mullen Lintas infusing creativity by portraying various stories from across India through motifs embroidered on to their weave via an amalgamation of animation and playful sing-song narration. The limited edition pack is currently available across outlets and e-commerce stores, including TTP’s own D2C site.

 

<strong>Choosing the right influencer</strong>

 

TTP’s goal was to bring together India’s pride and tradition with every cup of ‘desh ki chai’. Tata Tea chose celebrated singer Usha Uthup as the voice of the campaign. Uthup’s voice invokes a sense of pride and admiration for Indian handlooms; and combines her voice with the film’s depiction of the intricate artistry. The film in a visually engaging manner depicts different arts, crafts, myriad colours and kaleidoscope of Indian handlooms.

Uthup, renowned for her ability to infuse soul and passion in her performance, is a connoisseur of Indian handlooms and has a very deep understanding of the arts and crafts of the country including the artistry of Indian handlooms. “TTP thought that her powerful vocals, emotional delivery and personal commitment towards handlooms will be able to bring out the nostalgic element of the traditional craftsmanship that is an integral part of Indian culture,” says Das adding, “Her voice complements the spirit of the campaign and rekindles a pride in supporting local artisans and their timeless creations.”

 

<strong>Spreading awareness about the artisan community</strong>

 

The brand has tied up with Okhai, a platform showcasing handlooms crafted by Indian artisans. Consumers can buy handlooms from the platform; proceeds from the sales are shared with the craft persons. TTP is putting in a promotional amount to support the artisan community and revive their creations.

Das says that the challenge for Tata Tea has been to find ways to keep spreading awareness about these art forms amongst different consumers and ensuring they remain relevant throughout the times.

Through this campaign, Tata Tea’s endeavour has been to bridge the gap between the artisan and the customer. Das says, “If you are able to get some of these intricate artworks to the customers and they buy them, I think that’s the biggest compliment to the artistry community that not only takes the artwork to the next generation but supports the artisan and his family.”

 

<strong>Hyperlocalisation strategy</strong>

 

Hyperlocalisation is deeply woven into Tata Tea’s brand fabric, “It lies in the DNA of our product, Tata Tea is aligned with the larger vision of ensuring that consumers not only enjoy and savour the distinct blends but also engage with them through rich hyperlocal initiatives, thus translating into memorable brand experiences,” states Das.

In the past, Tata Tea Premium also came up with Street Chais of India range which included Kolkata Street Chai, Mumbai Cutting Chai, Purani Dilli ki Mithai Chai, and Hyderabadi Irani Chai.

Tata Tea Gold celebrated the festival of Durga Puja by launching a special series of 15 festive edition packs inspired by the state’s rich ‘Shilpokala’ crafted specially by artisans of Bengal.

Tata Consumer Products has also been mindful of health and wellness. Tata Soulfull’s Nutri Drink + Kids For Millets, a millet-based drink for kids is one such offering in the health and wellness category.

 

How Tata Tea spun a yarn of cultural pride this Independence Day with Desh ke Dhaage campaign, reveals Puneet Das

Headquartered at Bangalore, OATEY, a plant-based dairy alternative brand is the brainchild of Ankush Jamadagni and Prashant Chauhan. The brand which was founded in 2021, recently announced a strategic partnership with cricketer Ajinkya Rahane as an investor and brand ambassador. 



At the heart of OATEY's offerings lies the Millet Milk made from Jowar, Ragi, Lobia and Amaranth. For every litre consumed, OATEY spares 600 litres of water, 2,100 grams of CO2 emissions, and 90 square feet of land (vs the traditional dairy milk).  OATEY reflects Jamadagni’s commitment to create a radical shift in the way people think about and consume dairy products.



In a chat with Storyboard18, Ankush Jamadagni, Co-founder, OATEY discusses influencer collaboration, market size of the healthy beverage category, needs of the health conscious consumer and the trends, and shares how the plant-based dairy alternative has mobilised the funds raised.


<strong>Excerpts</strong>


<strong>How is the brand going to leverage this partnership with Ajinkya Rahane to grow the business? </strong>

In a category that is relatively nascent with limited awareness, influencers and icons play a crucial role in rapidly spreading education and awareness. For decades, the animal agriculture industry has been revered as healthy and sacred, but this industry stands as one of the most broken industries in terms of health quotient. It has had a severe impact on the environment, and animals. To encourage the adoption of healthier and sustainable lifestyles, we seek humble and disciplined icons who have not only excelled in their fields but also possess strong internal values.

This closely aligns with Ajinkya Rahane, whose influence and credibility can effectively inform and persuade the masses in a far more effective manner. People need to listen and get aware from someone they will believe, ten brands pouring into marketing will also not move the needle like a value-based sports icon would. 



<strong>Why has the brand chosen Ajinkya Rahane as an investor and ambassador?</strong>

 
The brand has chosen Ajinkya Rahane for several compelling reasons that align perfectly with OATEY’s vision, values, and market positioning: Rahane, being a renowned international cricketer, epitomizes fitness and a healthy lifestyle. His association with OATEY as an investor and brand ambassador reinforces the brand's commitment to promote health and wellness through plant-based dairy alternatives.

As a respected and  accomplished athlete, Rahane brings credibility and trust to OATEY'S products. Consumers often look up to influencers and sports personalities for recommendations, and Rahane's endorsement lends authenticity to the brand's message. Being an internationally recognized cricketer, he enjoys a massive fan following not just in India but across the world. His association with OATEY allows the brand to reach a wider audience, both domestically and internationally, amplifying its brand awareness and impact.

Rahane's personal values and ethics are in line with OATEY'S mission of promoting sustainable and cruelty-free living. His endorsement reflects the brand's genuine dedication to offering ethical and environmentally friendly dairy alternatives. As a popular figure, Rahane's endorsement has the potential to influence consumer choices positively. 

<strong>What’s the market size for the healthy beverage category in India? What is OATEY’s market share and where is much of the business coming from?</strong>

The Indian Dairy Alternatives Market stood at $ 94.92 million in FY2021, growing with a CAGR of 11.36 percent to reach a value of $ 175.36 million by FY2027. The market size for the healthy beverage category in India is witnessing significant growth. The demand for healthier and plant-based alternatives, especially in the dairy substitute segment, was on the rise due to increasing health awareness, sustainability concerns, and dietary preferences. - this stands around $ 3.8 billion  mark, globally.


The majority of OATEY'S business is coming from online marketplaces, B2B accounts (HoReCa sector) and some corporates. 

It would be too early to put a percentage on the market share of OATEY considering we have been commercially available for less than a year. What we can certainly disclose is that amongst all the brands in the market, we got rated as number 1 brand in oat milk in India. Here is a link of the blind tasting exercise conducted by D2P Consultancy - 


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<strong>How is OATEY bridging the current market need?</strong>

OATEY, as a plant-based brand, addresses the current market needs by offering premium grade oat milk and millet milk, which are free from lactose, hormones, and cholesterol. OATEY'S products cater to lactose-intolerant individuals, vegans, and health-conscious consumers looking for nutritious and environmentally friendly options.



<strong>What are the consumer trends in this category and how is OATEY latching on to them? </strong>

Consumer trends in the healthy beverage category include a shift towards plant-based diets, increased focus on sustainability, and a preference for clean-label and natural products. 


<strong>How is OATEY latching on to these trends? </strong>

OATEY has latched on to these trends by positioning itself as a vegan, cruelty-free, and sustainable gourmet product. By using high-quality ingredients and emphasizing environmental benefits, OATEY aligns with the evolving consumer preferences.



<strong>How has the brand mobilised the funds raised?</strong>

OATEY has raised Rs 50 lakhs through friends and family investments. OATEY'S mobilisation of funds raised through friends and family investors has been primarily directed towards product development, production, distribution expansion, marketing initiatives, and talent acquisition. Investing in these areas would be crucial for driving brand visibility, enhancing product quality, and scaling the business. The brand is registering an average growth rate of 57 percent month-over-month (MoM) and 30 percent average growth rate quarter on quarter (QoQ).



<strong>From a marketing lens, what is the brand’s current focus? Could you please highlight the key strategies? </strong>




OATEY'S current focus revolves around raising brand awareness, establishing itself as a credible player in the plant-based beverage market, and creating an emotional connection with consumers. The brand has delved deep into social media, and leveraged online ads, and influencer collaborations to reach target audiences and promote the products.



OATEY also depends on content marketing for creating engaging content to educate consumers about the benefits of plant-based beverages and the brand's commitment to sustainability. We also collaborate with retail chains and distributors to expand the brand's presence and accessibility to consumers. Moreover, we offer promotions, discounts and product sampling to encourage trial and conversion.



<strong>How much are you investing in marketing?</strong>


Marketing budgets are dynamic and can vary depending on factors such as brand maturity, expansion plans and marketing campaigns. At this stage it would be unfair to put a figure here. Having said that, we see ourselves allocating approximately 30 percent of the funding budget towards this. 


 


Will you drink oat milk if Ajinkya Rahane tells you to? OATEY's founders seem to think so

The hair colouring category is a near Rs 6,000-crore industry segment in India, and 50 percent of that can be attributed to male usage. 

Godrej, a pioneer in the hair colouring segment in India, rolled out a Rs 15 pack in 2022 to push its crème business. To gauge the impact of the product, a team of experts from Godrej Consumer Products visited certain rural areas. In a defining meeting with a farmer, the experts from Godrej Consumer Products were told that the crème pack gave the farmer’s hair a soft, shiny, and natural appearance.

This meeting sparked a conversation within Godrej Consumer Products on the relevance of male grooming among farmers. This marked the beginning of the #KisanFashion campaign, which is aimed at empowering India’s hardworking farmers and showcasing a completely different side of their personality.

<strong>Shattering stereotypes</strong>

In the first phase, Godrej Expert Rich Crème partnered with regional content creators and influencers, such as Santosh Jadhav, aka Indian Farmer, Vitthal Patil  aka Great Maharashtra, and Shark Tank fame, Kamlesh Ghumare, known as ‘Jugadu Kamlesh’ to highlight the importance of grooming among farmers. At the same time, the brand invited farmers from villages surrounding Pune, Nashik, Nagpur, and Kolhapur in Maharashtra to participate in a unique grooming and fashion photo shoot.

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With the aim of challenging stereotypes and showcasing the evolving landscape of men's grooming, this campaign reiterates the brand's commitment to providing premium and affordable grooming products to meet the diverse needs of consumers beyond metros.

Ashwin Moorthy, chief marketing officer (CMO) of Godrej Consumer Products, highlighted that the brand wanted to shatter the stereotype that farmers are hardworking and don’t care much about their appearance.
"There is a lot of pride in looking good and feeling young when one has naturally well-coloured hair. In villages, for instance, there are many social gatherings like festivals, weddings, or even a simple visit to the market. The farmer wants people at these social settings to know that he is well groomed," he points out.

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Godrej leveraged salon marketing; the brand took the campaign on the ground and visited 50 salons in 50 odd villages, where the team clicked photos, and got 10 farmers to experience an exclusive grooming session and participate in a photoshoot in Mumbai.

"We shot a print ad and released it in rural Maharashtra. The ad was an ode to the audience, and it reflected that the gentlemen’s story of male grooming is not the realm of the urban elite only," reveals Moorthy.



<strong>Marketing insights</strong>

Godrej has 40 percent share in the the crème hair colour segment. Its sales come from both urban and rural areas of Maharashtra, UP, and Punjab. Its target consumers are those who have developed grey hair early in life and who want a natural appearance. Godrej solves their need for coverage of grey hair through a product range offering a variety of shades.

Highlighting the trend of shampoo hair colour in the hair colour segment, Moorthy said that Godrej is aiming to offer convenience to its customers. Thus, the Godrej Selfie’, a five-minute quick shampoo hair colour brand, was launched recently in the southern states of Tamil Nadu, Andhra Pradesh, Karnataka, and Kerala. Considering the fact that the customer wants a quick and convenient solution for their hair, the selfie saves them the time and effort of having to visit a professional.




Male grooming is not the realm of the urban elite only, says Ashwin Moorthy of Godrej Consumer Products

The brandy category has battled unfavourable perceptions. People perceive it to be an old man’s drink or a drink that is only good to have if one is facing health issues. Or it’s a drink that is consumed mainly in winter. Needless to say, these perceptions are inhibiting the overall growth of the Brandy category.

 

Tilaknagar industries, which caters to the alco-bev industry, is a Brandy-first company. Mansion House, its mother brand, sold 7.6 million cases last financial year, recording growth of 38% over the previous year. As per the Millionaires Club report of 2023 released by Drinks International, Mansion House Brandy has been rated as the second-largest selling brandy in the world and also the second-fastest growing spirits brand in the world.


With 12 percent market share in the overall Brandy category, Tilaknagar Industries’ flagship brand Mansion House aimed to create a campaign with a distinctive, powerful narrative around the category to help the company expand the entire category.


Traditionally, the alco-bev category talks about success, achievement, bonding and fun; however, through the campaign ‘A Warm Welcome’ the brand's goal has been to position Mansion House as more than just an alco-beverage brand by celebrating genuine connections, inclusivity and compassion. 


<strong>Genesis and vision of the campaign</strong>


The 90-second digital video (DVC) challenges conventional stereotypes and transports viewers through uplifting montages, weaving a vibrant tapestry of human experiences. A woman army officer reuniting with her family in the Northeast; a chance meeting between a stranded musician and a compassionate couple; and a troubled young man being comforted by an elderly gentleman.

The campaign, which advocates for equal and diverse representation in society, is an integration of product truth along with human insight of warmth and genuine connections.



<blockquote>"Even with COVID receding, people are consuming a lot of alcohol at home. So, the traditional taboo about drinking at home is slowly disappearing," Ahmed Rahimtoola, chief marketing officer, Tilaknagar Industries</blockquote>



Ahmed Rahimtoola, chief marketing officer, Tilaknagar Industries,  shares his insights about the campaign and says that the critical objective of the brand is to get more millennials as consumers. Considering the target audience, the campaign was created with a strong social message, and the entire treatment has been about warm tones, captivating visuals, heartwarming narratives and relatable scenarios to create that strong emotional bond with consumers.

StoryBoats, the brand’s creative and brand partner, came on board for the campaign.  “I have spent countless hours with Antony, the CEO of StoryBoats, delving into the immense potential of creating a category code. We recognised the significance of capturing the authentic essence of warm welcomes, going beyond mere advertising to craft a narrative that truly reflects our organisational beliefs,” recalls Rahimtoola. “This partnership has been the driving force behind our quest to define the very code of the category, embracing inclusivity and genuine human connections at its core,” he added.

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overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/reel/CvZftiopq4a/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank" rel="noopener">A post shared by Mansion House (@mansionhousebrandy)</a></p></div></blockquote> <script async src="//www.instagram.com/embed.js"></script>

When Rahimtoola had just joined TilakNagar Industries and asked retailers and distribution partners why people drank Brandy, he was told that  people don’t drink Brandy, they drink Mansion House.


90 percent of the brand’s sales come from South India. Mansion House’s largest markets are Andhra Pradesh, Telangana, Kerala and Karnataka, in that order. Its market share in this price point is almost 80 percent. Therefore, it is  important for Mansion House as a brand to capture a share from other categories, starting from a big base of consumers drinking brandy at a price point below Mansion House, to persuading whiskey connoisseurs to make the shift to brandy.


<strong>Discerning the alcohol-beverage category</strong>


Rahimtoola highlights premiumisation as one of the key trends of the alcohol-beverage category, saying “Consumers today are drinking better, as their lifestyle is improving. Urbanisation and rising disposable incomes are clearly leading to premiumisation.”

This trend continues today. Even with COVID receding, people are consuming a lot of alcohol at home. So, the traditional taboo about drinking at home is slowly disappearing. Thirdly, the time frame for brand renovations is getting shorter. Now, every three years, there are renovations in the brand in the form of packaging, blend, and line extensions.



<blockquote>"A lot of brands and marketers are focusing on mass media; 75 percent of ad spends still go towards cricket and hence the importance of that spot only gets stronger," Ahmed Rahimtoola, chief marketing officer, Tilaknagar Industries</blockquote>

Addressing the evolving retail landscape as another important trend, Rahimtoola says,  “If you walk into a retail store it is very different from what you saw ten years back. You see these walk-in formats, browsable stores where consumer experience is very critical. And one also gets to see a lot more women. I see a lot of impactful visual merchandising, which is drawing consumer attention. Also, a lot of brands and marketers are focusing on mass media; 75 percent of ad spends still go towards cricket and hence the importance of that spot only gets stronger.”


Another important trend is the coming of age of Indian malts. “A lot of  Indian companies are launching single malts with impeccable quality, impeccable blend and an impeccable story to support its claim as well, ” says Rahimtoola. He also pointed at another trend of non-alcoholic  and low alcohol brands coming to the forefront and targeting Gen Z, hoping that they will move to the mainline.


<strong>Growth and expansion</strong>


“The brand has been dormant, and in spite of that, has been gaining volume year on year on year. With the kind of narrative that we've created, we hope to influence lot of young adults to buy from our brand,” says Rahimtoola.

Even though the brand is primarily a South focused market, over the last year, Mansion House has been eyeing the East quite aggressively. Mansion House is the second-largest brand in Sikkim and is witnessing decent growth in Odisha and West Bengal. “We've just started work in Assam as well. After the South, we're looking at trying to penetrate the East, but that will take some time as a category,” says Rahimtoola.

Mansion House has recently launched Flandy (flavoured brandy). Through Flandy which is available in flavours like Orange, Peach and Cherry, the brand is hoping to see a shift from whisky and white spirits to brandy and thus is targeting a younger demographic that will also help to increase the consumer base for brandy. 


Rahimtoola also hints at a few line extensions to expand the category. “We are looking at a premium line extension as well, at a 70-80 percent premium, to get consumers who probably today will be trading up from Mansion House as they grow in status and career.”







How an Indian liquor maker is trying to make brandy cool

Since 2017, Protinex, the flagship brand of Danone India has been spearheading the national agenda to empower Indians with knowledge and access to protein-rich diets. “Not everyone has the same disposable income, but health is important for everyone. Health has to be democratised. Protinex has different price points to help satisfy that particular need,” says Sriram Padmanabhan, marketing director, Danone India.


Protinex, the flagship brand of Danone has launched the second season of its health awareness initiative, Protinex Protein Abhiyaan, this month. This annual campaign is an attempt to educate consumers about the importance and role of adequate protein consumption for better health and well-being.

 
“The idea behind the campaign starts with our mission to bring health through food to as many people as possible. We believe that for India to progress, Indians need to be healthy. For Indians to be healthy, protein as a macronutrient is one of the components, when it comes to diet and nutrition,” says Padmanabhan.

 

Over 70 percent of Indians do not consume enough protein and are not even aware about the role and importance of protein, he says. The campaign had its genesis in this revelation.

<strong>Metamorphosis of the brand</strong>

In 2022, the Abhiyaan achieved a milestone, reaching 20 million people with 1.5 lakh pledges. This year Protinex aims to bust myths about protein and on-board more experts and dieticians as part of the programme. The brand will also take the Abhiyaan to Delhi and Bombay where experts will teach consumers on how to lead a healthy diet and lifestyle.

<blockquote>"Protinex is extending the pledge to create social impact for consumers. For every 1,000 pledges, we will be donating Protinex packs to ASHA workers," Sriram Padmanabhan, marketing director, Danone India</blockquote>


 
In a bid to make the Abhiyaan more meaningful and impactful, Padmanabhan says, “Protinex is extending the pledge to create social impact for consumers. For every 1,000 pledges, we will be donating Protinex packs to ASHA workers.”

Protinex’s agenda as a brand with strong equity and legacy is to normalise the topic of health and make it as a part of everyday conversation. The brand has undergone a major revamp and changed its visual identity, and the architecture of its packaging at the start of this year to appeal to today’s generation.

<strong>Consumer insights & trends</strong>

Padmanabhan gives a macro picture. “In the post-Covid world, there is definitely more focus on health consciousness amongst Indians. There has been an explosion of brands and categories in the health space which has led to far more conversations in everyday lives. Gone are the days when health products will only come to the house if it is recommended by a doctor. Now people themselves research and act accordingly,” he says.


He also highlights the increasing influence of friends and family in matters of health. “You listen to their advice especially if you have the same ailment,” says Padmanabhan, adding, “India is a case of AND and not a case of OR. Both truths coexist; Indians have become more experimentative whether it is traditional health solutions like Ayurveda or Western medicines and concepts and even new age practices. People are far more cognizant about their health.”

<strong>Market size and strategy</strong>


The adult nutrition category is about Rs 1,000 crores in India as per Nielsen and Protinex holds a 26 percent market share. Markets for the brand are spread across India; its market leadership is more in the Northern and Western parts of the country.



<blockquote> "Indians have become more experimentative whether it is traditional health solutions like Ayurveda or Western medicines and concepts and even new age practices. People are far more cognizant about their health," Sriram Padmanabhan, marketing director, Danone India</blockquote>



Over the last couple of years, increased awareness, rise of disposable incomes, democratisation of information and penetration of online channels and ecommerce, has made everything, including health products more accessible to people and there has been increasing contribution from tier 1 and tier 2 areas.

Consumers also no longer hold on to the fallacy that if something is healthy it will not be tasty and vice-versa. Padmanabhan reveals that as part of their strategy to increase scale and appeal, Protinex has got a range of products catering to different taste requirements. People in the East and Southern part of India prefer vanilla flavour and people in North and West prefer more chocolaty flavours and therefore the brand has specific flavour variants to cater to individual tastes.

An ideal consumer for Protinex would be above 30 who is experiencing lack of strength and energy. Padmanabhan says, “Once you are above 30, you tend to lose muscle mass and it accelerates if you don’t do anything about it. People who need strength, stamina and energy in this age group and are  looking for healthier solutions, adopt Protinex as one of their preferred solutions.”


Health needs to be democratised, made accessible: Sriram Padmanabhan of Danone India

With the rise of connected TV, and digital platforms competing with TV channels for cricket viewership, and generative AI assisting communication planning and becoming a part of regular life, Mohit Joshi, CEO of Havas Media Network India, is optimistic about increased spending on advertising in the second half of 2023, expecting “two-digit” growth.

Also, with Hotstar to stream the ICC Men’s Cricket World Cup 2023 (October-November) and the Asia Cup (August-September) free for the first time, the platform will become a gateway for small brands that may not have the budgets to afford cricket. Hotstar has introduced geo-targeting at the state/market level, making it even more lucrative for strong regional brands to advertise during the World Cup cricket despite limited budgets. This will serve as a new testing ground for small brands.

Election programming and advertising properties in the lead-up to the general elections scheduled in May 2024 will start gaining momentum. This will be an opportunity for new channels to eye additional ad spending. Political parties will spend lavishly across platforms and this will spur growth, especially in news content.
The trend of spending on conversational media platforms around cricket, leveraging super personalisation and real-time interaction will only accelerate.

Alliance Advertising experimented with this for a couple of brands during the Indian Premier League this year and the response was encouraging, according to V Narayanan, chief executive officer at Alliance Advertising & Marketing.

<strong>Ad forecast for H2</strong>

Narayanan said ad buoyancy was low in the first half of 2023 due to the surge in input prices coupled with disturbed weather patterns this summer. However, the second half looks more promising, with GDP growth estimates improving to 6.3 percent overall, especially in the October-December quarter, when it is expected to grow 8.1 percent. Overall, ad expenditure is expected to increase by at least 20 percent in the second half of 2023. 

As inflation pressures ease and input costs stabilise, many launches that were delayed are expected to take place in H2. The forecast of a normal monsoon is also expected to boost advertising spends.
Amol Dighe, CEO of investments & business development at Madison Media, acknowledged that the World Cup will drive growth in H2. 

“This H2, we have the Asia Cup and the 50-over World Cup, which will give a significant boost to spending. The World Cup is happening in India and will cover Indian prime time. More importantly, the World Cup is happening right in the middle of the festive season, which will be an opportunity for brands to capitalise on,” Dighe said.
Events such as the World Cup boost the entire media ecosystem. Print, OOH and digital also benefit as companies seek to leverage cricket and build their brands. Dighe said companies can leverage the India-Pakistan games and marquee shows such as KBC and Big Boss.

Alliance Advertising said the momentum started to pick up in July and will likely scale up during the festive season. Apart from the World Cup ODI cricket hosted in India, there are state elections in January and the build-up towards the general elections, which starts 5-6 months before.


<strong>Categories that will drive and reduce growth</strong>


As per Joshi, auto is one sector that has been quite active this year with many launches, and there will be a spike in consumer goods during the festive season. H2 ad spends are consistently driven by FMCG, travel & tourism, durables, mobiles/telecom, retail, ecommerce, cement, and wires & cables.

“New categories like electric mobility will turn out to be a big segment of advertisers. We could also expect a major shift in B2B brands to access consumers directly… and with e-commerce platforms helping them scale faster, these are green shoots for the industry and we do see this sprouting out,” Narayanan said.

Dighe said banking, electronics and appliances, and e-commerce are expected to drive ad spending growth as they look to increase sales volumes in H2.

However, the CEO of an agency said on condition of anonymity that they predict a very tough H2 for advertising because of the funding winter for startups and a freak summer. Even though big events are lined up, there is some caution this year.

“We could plausibly expect lower spending from the new-age startup brands due to the substantial drop in startup funding in 2023,” Narayanan said.

Dighe agreed, saying that online gaming, which faces higher GST, will be under stress to spend. Joshi alluded to the pressure on funding and the focus on profitability and cited them as reasons for new-age clients, edtech, fintech, gaming and crypto companies not to be as active as they were a year earlier.

With budgets being ploughed to digital, third-party ad tracking will be imperative given the increase in programmatic buying. Alliance has already noticed that 63 percent of ad impressions were driven through programmatic buying, as per the latest TAM JFM’23 report, and this trend will accelerate.




Festive quarter fuel: AdEX to increase by 20% during H2 2023

Wakefit.co, India's leading sleep and home solutions company, recently unveiled its new identity, signifying the company’s brand purpose of simplifying living for a better quality of life. As a consumer-centric brand, Wakefit.co endeavours to walk with its consumers through their various life transitions and make these transitions easy, effortless, and memorable. Developed in partnership with its brand partner, Spring Marketing Capital, the rebranding exercise by Wakefit.co is a concerted effort to create affinity towards its home solutions range and position itself as a one-stop shop for all home solutions in India.



Wakefit.co also unveiled its new brand logo, ‘The Infinity Home’. The logo symbolises that every aspect of the home - the people, the furniture, the stories, the decor - come together in infinite ways. Take the dining table for instance; a hotspot for dinnertime conversations, it doubles up as a work desk during the day. The L-shaped sofa and armchair are set in place carefully to make enough space for a side table. But at the end of a family gathering, they find themselves in a completely different room. Surprisingly, the humble-looking wardrobe swallows those extra hoodies bought last month. And the bookshelf can't decide if it should accommodate more books or more money plants.


The new colors of Wakefit.co draw inspiration from the magical colors of dawn and dusk, reminding people that Wakefit's solutions are here to brighten the mornings and make the evenings enchanting. 


The new brand identity will be visible across online and offline channels and will be reflected in brand campaigns, retail stores, packaging material, the website, marketplaces, and all other collateral. The brand aims to continue providing its consumers with maximum value through its eclectic product offerings, which include furniture, furnishings, lighting, decor, dinnerware, and more, apart from its flagship sleep solutions portfolio.  

Chaitanya Ramalingegowda, director and co-founder, Wakefit.co, said, “Our new identity perfectly aligns with our core thought of enabling individuals to make the most of their homes. At Wakefit.co, we are committed to simplifying living and providing innovative home solutions. The rebranding highlights our dedication to helping individuals navigate life stage transitions and find products that balance aspirations with practicality. We firmly believe that our offerings empower customers to create spaces that truly enhance their quality of life. "

Prateek Malpani, head of brand, Wakefit.co, said, “The rebranding is a symbol of our commitment to making people's lives easier and simpler. The Wakefit 2.0 logo, which symbolises The Infinity Home, is a bold and modern representation of a home that evolves with the needs of the people and opens up infinite possibilities for them. By simplifying the home upgrade process and providing a diverse range of innovative products, Wakefit.co empowers individuals to unlock the full potential of their homes across various life stages. I am confident that this rebranding effort will help us reposition ourselves as an innovative and loved home solutions brand propelling our entry into people’s homes beyond the bedroom.”




Wakefit.co rebrands to showcase  innovative home solutions for “Progressive Yet Practical” audience

The world likes to see women in a very particular body type and size and other shapes and sizes get ignored. Considering this, Zivame launched the H<em>ar Pal Ko Own Karo</em> (Own every moment) campaign to highlight the lack of inclusivity. 
 

The intimate wear brand wanted to showcase that a woman, regardless of her shape and size, deserves to feel recognised, cherished and appreciated every single day. The film, whose creative credits go to Leo Burnett, shows a curvy woman with absolute confidence and charm, despite what the world perceives her size to be, effortlessly navigating the world.
 

The ad film shows her in an art gallery where every single portrait is of a thin woman, and the narrative shifts to her apartment where the viewer is shown a bed size, exclusively for a particular body size in mind. The audience can also see the plus-sized woman in a gym, where she has got the confidence to flirt with a boy.
 

By 2025, the overall intimate wear category in India is estimated to be about $8.5 billion, out of which 45 percent will be in the organised sector and 55 percent will be in the unorganised sector. 
 

Khatija Lokhandwala, Head of Brand Marketing at Zivame, says that the brand mission of Zivame is to remove every taboo around this category, desensitise this topic, and make the customer understand the emotional and functional role that intimate wear plays in their lives though every campaign.

 
<strong>Progress of intimate wear category</strong>

 
A few years back, there used to be a sense of embarrassment and shame attached to intimate wear but that mindset is changing. “Consumers are now understanding how important the fit of an intimate wear is and they are conscious about the right fit and taking steps to find out the right fit. Consumers have also realised the important role intimate wear plays in functional wear and emotional wear. Wearing a great piece of active wear can transform the way they look and appear; therefore, intimate wear is refreshed a lot more often,” shares Lokhandwala.

Women are moving away from boring and mundane lingerie and moving to active shape. There is now a trend to try out new colours, patterns and prints, as per occasion, seasonality and moods.

 
<strong>Category challenges</strong>
 

The endeavour of Zivame is to make the category simpler for consumers and to help them navigate this category by ensuring that a woman, irrespective of age, body type and life stage, is able to find the right intimate wear.
 
“At Zivame, our intent is to penetrate Tier 2 and 3 markets, to ensure that consumers buying unbranded intimate wear from unorganised market shift to branded products by normalising conversations around this category in smaller towns,” says Lokhandwala.
 

Zivame is also using technology to help women find the right fit for themselves with Fitcode, which one can leverage from the privacy of their homes and quickly find out the right fit.

<strong>Post-pandemic revelations</strong>
 

According to Lokhandwala, post-pandemic, consumers are redefining channel preferences. Earlier, there were trust issues and lack of information, but now digital channels have made shopping an easy and seamless experience. 
 

Also, categories like loungewear has taken off, post-COVID, with consumers giving priority to comfort. Active wear has also picked up as consumers realised the importance of health and wellness since the pandemic.

<strong>Marketing game</strong>
 

Zivame’s marketing initiatives appear to be multifaceted and nuanced. Zivame, whose online-offline ratio is 80:20, leads on the digital platform but the brand also invests in offline channels as well. 
 

Recently, the brand did a big outdoor campaign across major cities, and used magazines effectively, thereby implying a good mix of online and offline marketing.
 

In the past, Zivame partnered with stand-up comedians, and used humour and quirk to market its products. “We learnt that when content is packaged in a humorous manner, it becomes more palatable for the audience,” says Lokhandwala.
 

Zivame also created Unhooked, a show which was about having a heart-to- heart conversation with eight women from multiple walks of life and showcasing the transformative power of intimate wear, with the right advice of Zivame’s intimate wear experts.
 

Given the sensitivities attached to this category, Zivame also indulges in influencer marketing and collaborates with both A-listed influencers as well as micro influencers. Lokhandwala explains that when a person you are looking up to is delivering a message, it helps to change the mindset and encourages conversations in this segment itself.


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