FMCG firms are trying their luck with the digital space to promote their brands and to give a push to their marketing efforts. The companies are pulling their socks and logging on to the digital space with their brand new campaigns and contests. Advertising in digital space is a bid to reach customers directly.
Some brands are still working to enter digital advertising while some have already started off. Marico for instance is working on its online modules while Dabur has already started off. The company has started promoting its juice brands Real and Active through the digital medium.
Coca Cola, the soft drinks major is leveraging on its brand ambassador, Salman Khan, the Bollywood king. The company had launched a campaign for its brand Thums Up in social media with a tag line that reads “Aaj Kuch Toofani Kartey Hain” which translates to let’s do something thunderous today. The campaign was launched on the social media pages of Salman Khan even before it went on air.
“Baati Jalao” is another campaign that is gaining attention. The advertisement is launched for Mentos by Prefetti Van Melle India. A contest has been launched along with the ad-campaign where the audience can solve a murder mystery.
Social and digital media is seen by the companies as a platform to connect urban and rural youth. The FMCG majors have realized the growth potential of digital space in India and are banking on it to reap benefits. The investment the companies are making in advertisements is higher compared to earlier days and it is primarily to woo young customers. The companies are revamping their digital spending strategies to promote their brands.
The sector analysts say that the spending rates of FCMG sector is 2-4 percent on marketing, but with the penetration of digital marketing the spending rates on advertisements are expected to reach 7-10 per cent. Breaking brand teasers on social media platform these days help companies create a brand buzz and it is also a good way to engage people directly.