Tag: festive season

2024: The year that was – A snapshot of the snacks & sweets segment

MUMBAI: Snacks are some small nibbles you munch on just to satisfy your cravings sometimes. But it’s no surprise that consumption has surged in a big way – in fact the growth has been unprecedented – in 2024. The increasing population, growing incomes of people, and the shifting priorities of consumers are increasing the demand for snacks.

According to a report by global market research group, Imarc the Indian snacks market was valued at ?42,694.9 crore in 2023. It is expected to swell dramatically by more than doubling by 2032, reaching ?95,521.8 crore.

This impressive growth is being driven by consumers’ love for convenience, the increasing role of e-commerce, and improved food safety standards.

Festivals Lead to Increased Demand

The festive season brings joy not only to consumers but also to the FMCG brands. During this time of the year, gifting, celebration, and indulgence in snacks and sweets are synonymous.

Many brands launched new products this year and created special hampers to meet the festive demand with variety and innovation.

According to logistics intelligence platform for online retailers Clickpost’s report, online sales in this year’s festival season surged by as much as 49 per cent through tier-2 and tier-3 cities. And for brands, it’s probably the perfect opportunity in recent times to garner new customers, boost sales, and even better their market reach in those relatively smaller towns and cities.

Rural Growth and online expansion

Rural areas are now an important part of the growth of FMCG brands. NielsenIQ data reports that rural markets expanded by six per cent in the Q3 of 2024, a rate greater than that of urban areas, which grew at 2.8 per cent. Small producers, however, also appeared to recover, playing a big role in the overall growth of the industry.In the meantime, the e-commerce expansion has shaken the snack and sweets industry. In the past three years, India has acquired 125 million online buyers and expects to add 80 million more by end-2025. This trend is increasing the accessibility of snacks and sweets throughout the country by improving convenience and availability more than ever.

Consumer Trends Shaping the Industry

Consumer preference is one of the major drivers of innovation in the snacks and sweets segment. Younger generations (Genz, Gen Alpha), along with the influence of western eating patterns, are raising the demand for quick, ready-to-eat options. Sustainability too is gaining priority. On the other hand, brands are adopting eco-friendly packaging using recyclable materials, compostable, and biodegradable materials as well. This is being done to protect the environment as well as to satisfy the so-called woke younger segments sensitivity to sustainability.

Looking Ahead

The Indian FMCG industry, especially the snacks and sweets category, has shown resilience in a challenging economic environment. From festive sales and rural growth to online expansion and sustainable packaging, the sector continues to evolve to meet consumer demands. Brands are not just satisfying cravings but also creating delightful experiences, making snacks and sweets a key part of India’s dynamic food landscape.

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December 26, 2024
Jim Sarbh becomes face of Hush Puppies ‘PartyReady’ festive collection

Mumbai: Hush Puppies, a globally acclaimed footwear brand exclusively retailed by Bata India, has introduced its first-ever ‘PartyReady Collection’—a festive lineup merging style with comfort, just in time for Diwali and the wedding season. Showcasing Bollywood’s Jim Sarbh, celebrated for his modern, chic aesthetic, the collection brings comfort to every celebration with deep comfort technology.

The women’s metallic range features embellished mules, kitten heels, and slingbacks, while men’s options include premium leather oxfords and loafers. Available at Hush Puppies stores and online at bata.com, this festive footwear starts at Rs 3,999, blending style and comfort seamlessly.

“We’re thrilled to have Jim Sarbh, the true suave style icon of Bollywood, as the face of Hush Puppies’ first-ever Party Ready Collection,” said Bata India, head of marketing, Deepika Deepti. “Jim, with his effortlessly cool style, perfectly embodies the blend of style and comfort our collection offers. We’re excited for our customers to experience his approved festive footwear styles at Hush Puppies and Bata stores!”

Expressing his excitement, Sarbh added, “I am someone who doesn’t like to compromise on style or comfort and take my festive looks very seriously! I absolutely love the latest Party Ready collection by Hush Puppies that features some of my favourite styles. Excited for customers to experience the sophisticated designs packed with Ultimate comfort by Hush Puppies at the stores!”

Stay stylish and comfortable with Hush Puppies ‘PartyReady’ collection—available at Hush Puppies retail stores and online at bata.com.

November 4, 2024
One click, big impact: Click-to-WhatsApp ads power India’s small business boom

Mumbai: Click-to-WhatsApp Ads are reshaping India’s digital marketing landscape, offering small businesses a direct line to engage customers at scale, which has proven particularly valuable in a digitally diversified market like India. This trend has seen significant growth as WhatsApp, with over 500 million users in India, is deeply embedded in the country’s communication culture. From mom-and-pop stores to artisans and niche e-commerce brands, click-to-WhatsApp ads have become a cost-effective, accessible gateway for customer interaction, facilitating direct messages, product inquiries and conversions, making them especially effective during the festive season.

For India’s small businesses, click-to-WhatsApp ads provide more than just visibility; they offer a real-time conversational channel to drive sales. Many small retailers and artisans operate with limited budgets, and traditional advertising channels often don’t yield the immediate, measurable responses that click-to-WhatsApp ads can generate. Through this format, businesses can engage customers quickly, answer queries, share catalogues, and even process orders within the app. This direct connection has empowered small businesses to extend their reach to new customers and engage returning ones, allowing them to scale operations without heavily investing in elaborate e-commerce setups or dedicated customer service teams.

The feature has also fostered trust with consumers, as it enables personal, real-time conversations with brands. For businesses, this results in lower customer acquisition costs and better conversion rates, particularly during high-traffic periods like the festive season when consumers are actively seeking personalised products, services and exclusive offers.

On the question of content that works best in the favour of Click-To-WhatsApp Ads to engage potential customers, White Rivers Media group head – media, Tejas Maha said, “Click-to-WhatsApp Ads work best with clear, personalised, and action-driven content. Messaging that quickly highlights key benefits paired with engaging visuals like images or videos grabs attention fast. Interactive elements like polls or quick-response options invite immediate interaction.”

As for festive ad spends, he replied, “As festive ad spends increase, brands will double down on digital strategies, with Click-to-WhatsApp Ads leading direct consumer engagement. Personalisation powered by AI and automation will speed up response times, while omnichannel marketing ensures a seamless experience across platforms. This approach has the potential for higher engagement and conversion rates, setting the stage for a more dynamic and responsive digital marketing environment.”

On the question of challenges, Gupshup senior director- marketing Vartika Verma said, “One of the biggest challenges that marketers face is the lack of or the need for more First-Party Databases. As businesses grow, marketing leaders must look to increase their customer base while also trying to increase return on ad spends. This is where Click-to-WhatsApp comes into play wherein every click on the ad can lead to a conversation on WhatsApp. The two-way conversations on WhatsApp can be automated to qualify and convert leads, with an added advantage of having a 72-hrs retargeting window for CTW Ads.

To effectively manage the growing volume of inbound customer conversations, brands need an intelligent automation platform to effectively turn conversations into conversions. Gupshup’s Conversation Cloud has rich capabilities such as personalisation and AI-powered conversations that increase the efficiency of Ads that click to WhatsApp.

To optimise Click-to-WhatsApp ads, we are helping brands create compelling ad campaigns with high quality visuals, concise messaging and a strong call to action. Once the customer enters the chat, brands are bringing in personalization and are leveraging automation to offer immediate responses, collect preliminary data and even guide users through a series of questions to better understand their needs. We’ve also seen brands offer value driven incentives such as exclusive discounts, special offers, which helps accelerate the lead generation process.

Businesses are leveraging the personalise feature of our platform to tailor their campaigns and conversations based on customer history and real-time actions from their website, app, or any other owned asset. This drives more efficiency and intuitively guides marketers to identify the right audience, who has a higher propensity to respond, and above all what they would be most likely to engage with or buy.”

For building stronger relationships with customers during major sales events like Diwali or Christmas, she replied, “According to the global “Seasonal Holidays Study” by YouGov, 61 per cent of holiday shoppers say they spend more time online during the holiday season compared to other times. The increased media consumption correlates with intensified shopping activities, such as the discovery and purchase of a wider range of categories.

Another trend that we observed in 2023 was that holiday shoppers are open to discovering new brands and products online. They enjoy personalised shopping experiences and relevant messaging more than ever.

Today, customers expect to reach out to brands like they reach out to their friends – on social messaging channels, via natural language input, at their convenience. Ads that Click to WhatsApp layered with automated conversational workflows have been instrumental in sparking that instant conversation that leads to more engagement and conversions.

Brands can create festive-themed chatbots that not only provide instant responses but also share personalised product recommendations based on customer preferences and past behaviours. This level of customization helps brands stand out in a crowded marketplace, as customers appreciate the effort made to cater to their individual needs and interests. Moreover, by leveraging WhatsApp’s high engagement rates—where messages boast a 98 per cent open rate—brands can ensure that their festive offers are seen and acted upon promptly.

Additionally, these Conversational ads enable brands to build anticipation for upcoming sales by sending teasers and exclusive previews of discounts directly to customers’ chats. This approach not only keeps customers informed but also creates excitement around the brand’s offerings. By blending promotional content with engaging interactions, brands can create a memorable shopping experience that goes beyond mere transactions.

Here are some examples where brands have used Gupshup’s platform to build superior customer experience at a lower cost-

-An IPL team was able to drive down cost per fan acquisition to 1/4th of traditional ads. They were able to generate 28 per cent more leads as compared to traditional ads.

-An e-commerce company in India leveraged Ads that Click to WhatsApp to drive app downloads. The company saw 1/10th of the cost per install with gamification.

-A leading wearables brand created excitement and built first party data prior to product launch and saw 1.6X sign-ups on WhatsApp compared to web forms.

-A leading home furnishing brand saw 75 per cent reduction in cost per qualified lead compared to traditional digital ads.”

She again emphasised a bit on challenges before concluding, “For many years, shoppers have allocated a significant portion of their Mega Sales Days budget towards Black Friday and Cyber Monday, particularly in Europe, Middle East, Africa and North America. The trend in India is not very different. Shoppers are spending more time online, discovering new brands, shopping for themselves, and purchasing gifts. Amidst all this, the biggest challenge for marketers is not to only market right but also to stand out from the other advertisers.

Personalised offers make customers feel valued and increase the likelihood of interaction. Businesses often use Click-to-WhatsApp ads to share exclusive holiday discounts or personalised offers directly with users, addressing them by name and referencing their past interactions or purchases. This targeted approach can drive more engagement, encouraging users to initiate a conversation with the brand.

To make the most of Ads that Click to Whatsapp, our advice for brands is to test and scale their conversational journeys. By preparing journeys in advance, brands can automate lead qualification, give AI-powered product suggestions, and automatically trigger nudges based on customer activity, such as abandoned carts and more. This not only adds to customer delight but also deflects the workload on human agents.”

Runway Realty group marketing chief officer Rima Kirtikar said, “For the upcoming festive season, we’re focusing on curating unique experiences in terms of big spike events like Music concerts, stand-up comedy acts & food fest. To name a few – we have Biswa Kalyan Rathi performing on the 13 October, and Masters of Scene performing ABBA TRIBUTE on the 18 October. Seedhe Maut concert – India Tour is on 20th October, we have the Indian navy perform band on 24th October and we close the action-packed October with Bhukkad Flea – Food fest on 26 & 27 October. In addition to the above, we have Diwali décor coming up by mid-October which will form a lovely backdrop to all the social pictures. There will be an array of engagement options and workshops for all our visitors. Our aim is to provide a holistic shopping experience that captures the festive spirit while offering a wide range of choices.

This year, we’ve noticed a shift in consumer behavior where shoppers are more inclined towards premium products and experiences. There’s also a growing interest in sustainable and locally-sourced products, which we are actively supporting by offering a selection of such brands in our stores.

She further stated on how R-City supports its retail partners in maximizing sales and creating festive offers to which she said, “At R-City, we are deeply committed to supporting our retail partners in maximizing their sales, especially during the festive season. To enhance their reach, we are rolling out high-impact pan-Mumbai print advertisements along with dynamic digital campaigns that aim to drive footfall from across the city. Additionally, the exciting lineup of events we have planned will attract customers from all corners of Mumbai to the mall.

We are actively encouraging our brands to focus on creating memorable festive experiences for customers. While they work on offering attractive discounts, promotions, and gratification, we are collaborating with them on joint marketing initiatives. These include customized promotions and prime space allocations for festive product displays, ensuring that our brands connect with the right audiences and see a significant boost in sales this festive season.”

On leveraging technology and digital platforms to enhance the festive shopping experience, she concluded by saying, “At R-City, we recognize the importance of technology in enhancing the customer experience, especially during the festive season. While our primary focus remains on creating vibrant, on-ground experiences at the mall, we are also leveraging digital platforms to keep our customers informed and engaged. Through targeted digital campaigns, social media interactions, and online festive offers, we are connecting with our audience to ensure they stay updated about the exciting promotions and events happening at the mall. This approach keeps the focus on your existing efforts while acknowledging the role of digital platforms.”

October 29, 2024
OPPO unveils Reno12 Pro 5G Manish Malhotra edition for festive season

Mumbai: OPPO India has launched the limited-edition Reno12 Pro 5G Manish Malhotra Edition just in time for the festive season. This special edition smartphone, inspired by Manish Malhotra’s iconic world collection, captures the richness of India’s cultural heritage with intricate gold filigree and floral embroidery over a sleek black backdrop.

Manish Malhotra expressed his enthusiasm about the collaboration, stating: “I have always endeavoured to fuse tradition and opulence, and this collaboration with OPPO India captures that vision perfectly. The OPPO Reno12 Pro Limited Edition melds my passion for intricate detailing with the fine craftsmanship that OPPO brings to the table. With its luxurious design, this phone is the perfect companion for the festive season, combining beauty, elegance, and celebration. Together, we have created something that looks beautiful and feels luxurious to hold and flaunt.”

OPPO India’s “Crafted from Culture” campaign draws on India’s artistic traditions, such as Mughal floral motifs and embroidery styles from Rajasthan and Uttar Pradesh. The black-and-gold colour scheme represents beauty, luxury, and the festive spirit of India, making the Reno12 Pro 5G a luxurious companion for Diwali celebrations.

OPPO India, head of product marketing, Karan Dua added: “At OPPO India, we believe in the power of collaboration to create something truly special. Partnering with Manish Malhotra for the Reno12 Pro 5G Limited Edition has been an exciting journey of blending tradition with modernity. Manish’s iconic design sensibilities, rooted in India’s cultural aesthetic, have brought a unique artistic vision to life in this edition. Together, we have crafted a celebration of craftsmanship and creativity, making this festive season even more special for our consumers.”

This limited-edition phone combines OPPO’s cutting-edge material science with Malhotra’s intricate artistry, featuring advanced double etching, eight-layer construction, and high-precision annealing for superior craftsmanship.

The Reno12 Pro limited edition with 12GB RAM and 256GB storage is priced at Rs. 36,999 and will be available for purchase across the OPPO e-Store, Flipkart, and retail outlets. Pre-orders start today, with the first sale on 3 October 2024.

Special Offers:

– Instant cashback of up to 10 per cent with leading bank cards

– Flexible payment options, including 3 and 6-month no-cost EMI plans

– Zero Down Payment schemes available

Additionally, OPPO presents the My OPPO Exclusive Rs 10 Lakh Raffle, running from 1 October to 7 November 2024, with exciting rewards like Rs 10 lakh, OPPO Find N3 Flip, and more for My OPPO app users.

September 26, 2024
Jingle All the Way to KidZania’s Winter Wonderland: A Festive Spectacle for the Whole Family!

Mumbai: KidZania India is delighted to announce the anticipated arrival of the festive season with enchanting Winter Wonderland, taking place at KidZania Delhi NCR and Mumbai from 15 December 2023 to 7 January 2024. Families and children are warmly invited to immerse themselves in the timeless charm and joyful spirit of the holidays. KidZania’s Christmas celebration goes beyond being just a holiday; it’s a special time for families to unite, craft beautiful memories, and bask in the wonder of the holiday spirit. KidZania transforms into a winter wonderland, resonating with the jingle of bells and the warmth of holiday cheer, creating an experience for all.

Event Highlights:

Giant Snow Globe:

● Step into the spectacular Snow Globe, pose and capture the joy and memories of the festive season, and let the spirit of Christmas shine in every snapshot!

Tinkle Mega Collection Box:

● The mega launch of Tinkle Mega Collection in KidZania —the ultimate pack for every comic lover! The collection boasts over 500 stories that feature every toon in the Tinkle universe. Calling all Tinkle fans to unveil the life-size grand box, meet the characters, participate in Kool activities and immerse themselves in the joy of the season!

Nestle Ceregrow Christmas Art Challenge:

● Dive into the festive spirit with ‘Nestle Ceregrow Christmas Art Challenge’. A heartwarming competition, as you create and present your nutritious Christmas art bowls using Ceregrow, fruits and vegetables of your choice. The selected winners get a chance to win delightful Ceregrow goodies and hampers.

FSM Carol Singing Workshop:

● Professional music teachers guide you through the art of Carol Singing, harmonizing with musical instruments. Learn, practice, and shine and showcase your newfound skills in a heartwarming performance before a captivated audience – a festive experience that resonates with joy and musical cheer!

Santa Parade with RightZkeepers:

● Delight in a spirited parade led by Santa, Suppandi and our lovable RightZkeepers, adding extra merriment to the Christmas Party!

Christmas DIY:

● Get creative with Paper Plate Christmas Wreath, DIY Popsicle Xmas Hanging, Xmas Bookmark Making, and more festive DIY activities

Games:

Ballistic Bingo Blast

● Aim and toss – with five chances, can you master the art of precision? Give it your best shot and win exclusive KidZania vouchers!

Arctic Pin Tumble

● Can you topple the icy pins in just two tries? Keep the excitement alive, score big, and unlock exciting prizes.

Jolly Ring Toss Challenge

● Take your chances, toss the ring, aim for victory, and become the ultimate ring-toss maestro. Are you up for the challenge?

Each visitor will get a free Santa hat, that’ll help spread warmth and holiday cheer throughout the party!

KidZania India chief marketing officer Rahul Dhamdhere, said, “It’s a season when hearts are filled with goodwill, and the joyful tunes of carols echo in the atmosphere. At KidZania, our aim is to introduce the enchanting charm of Christmas, particularly to children, providing them with an unforgettable experience through our planned activities”

KidZania invites everyone to join in the Christmas celebration to enjoy exciting activities & games with family and friends, infusing the season with merriment, creativity, and the magic of Christmas!

December 11, 2023
Festive spirit with Dolby: Top trends for India’s festive season

Mumbai: The festive season in India is just around the corner, and it’s that time of the year when joy, celebrations, and the spirit of giving take centre stage. With people looking to make the most of this season, Dolby is here to elevate your festive experiences with top audio and visual trends. Here are the trends to watch out for as you gear up for the festive season:

1. Immersive audio is a must-have:

Festive celebrations include music and movie nights. This season, it’s all about embracing immersive audio experiences with Dolby Atmos. Enjoy rich, three-dimensional sound that makes you feel like you’re right in the action. Dolby Atmos creates a captivating audio environment, perfect for enjoying classic festive songs or watching your favourite holiday movies with unparalleled clarity and realism. Also watch out for curated festive playlists in Dolby Atmos across streaming platforms. For the sports fan in you, host a watch party & enjoy this festive season with live sports in Dolby Atmos with your family & friends.

2. Relax and Unwind with Dolby Vision:

Festivals are a feast for the senses, and your eyes deserve the best treat. Dolby Vision brings movies and TV shows to life with stunning brightness, contrast, and colour, ensuring an unparalleled visual experience. Dolby Vision technology enhances the nitty-gritty, making every detail pop and leaving you in awe. And you don’t necessarily need to be in your living room near a TV, watch or record & share content in Dolby Vision on your smartphone, tablets etc while on the go as you step out to soak in the festivities…

3. Home Theater Extravaganza:

For the ones who opt for stay-at-home festivities, a dedicated home theatre setup is a must-have. Create your own festive cinema with a Dolby-enabled home theatre system or simply a soundbar or even a standalone smart speaker. A Dolby Atmos-enabled living room device will immerse you in the celebrations, bringing the sounds of fireworks, music, and laughter right into your living room.

4. Streaming Delights:

Streaming services take the lead in festive entertainment. Enjoy a wide array of content, from movies, TV Shows, live sports & news, music or even vernacular content, and make it an unforgettable experience in Dolby. International AV streaming platforms like Netflix, Amazon Prime Video & Apple TV+ to Indian streaming platforms like Disney+Hotstar, Zee5, SonyLIV, JioCinema, SunNXT, Hoichoi etc offer a plethora of content in Dolby Atmos and Dolby Vision. Experience your favorite content in your preferred Indian language now in the best experience available.

5. Gift the Magic of Dolby:

Gifting gadgets or simply recommending an unforgettable experience is a popular festive tradition in India. This season, make the magic of Dolby a part of your gifting tradition. Gift your loved ones Dolby-enabled, TVs, speakers, soundbars, smartphones, tablets or even headphones/TWS for a memorable and thoughtful present that enhances their entertainment experiences. For the ones wanting to share their favourite content experience in Dolby, can gift a subscription of their favourite AV, music or podcast streaming service in Dolby.

6. Watch Party – Bring Stadium home:

Transform your living room into a stadium-like atmosphere and invite friends over for an exhilarating live cricket watch party. Engage yourselves in the immersive audio experience of Dolby Atmos, enhancing the vivid visuals on Star Sports1 HD and Star Sports1 Hindi HD. Feel the excitement as if you’re in the stadium, passionately cheering for your favorite team. It’s a thrilling experience that brings the game to life right in the comfort of your own home.

October 26, 2023
“Ice creams has some catching up to do before it can replace traditional sweets”: Baskin Robbins’ Mohit Khattar

Mumbai: As the festive season approaches in India, the consumer dessert market experiences a significant surge in demand, with households eagerly seeking delightful treats to celebrate. This period presents a unique opportunity for dessert brands to cater to the tastes and preferences of Indian consumers. The consumer market for ice cream is primed for significant growth. With an estimated value of nearly ₹18,000-₹20,000 crore, the ice cream industry has been experiencing a consistent annual growth rate of 15-17 per cent.

In this context, several key trends and approaches are shaping the landscape. These include a nuanced understanding of the Indian palate, expansion plans to cater to seasonal demands, and the integration of technology to streamline supply chains and meet customer expectations.

Indiantelevision.com in conversation with Graviss Foods Pvt Ltd (Baskin Robbins) CEO Mohit Khattar spoke on how brands like Baskin Robbins gearing up this festive season, key strategies on establishing a presence in Tier 2 and Tier 3 markets, understanding the needs of the Indian audience, and much more.

Mohit Khattar, with nearly three decades of experience, has been with Graviss since 2017 as CEO. During his tenure, he has accelerated business growth, strengthened management, improved brand image across various channels, and fostered a strong social media presence. Since 2017, he has focused on creating a cohesive team and positioning Baskin Robbins as an industry leader through strategic partnerships, opportunity identification, and innovative product, packaging, and marketing initiatives.

Edited Excerpts:

On Baskin Robbins’ journey in India for three decades, adapting to meet the evolving tastes of Indian consumers, particularly during festive celebrations

Baskin Robbins has been around in the world since 1945 and in India for the last three decades. In these last 30 years in India, a lot of things have changed. Just as the country has grown in every aspect, so has the brand Baskin Robbins. The flavours have evolved; the range of products has grown from mere ice creams to a wide range of ice cream-based desserts; the style of communication as well as the platforms on which we reach out to consumers, has undergone relevant changes. The parlours too look quite different from the parlours even a decade ago. The brand logo itself has undergone two radical changes in these 30 years.

On Baskin Robbins preparations for the upcoming festive season in India

The festive season is a time for merriment, bonding and indulgence. Though from an ice cream industry perspective, this coincides with the onset of winter in India. Yet Baskin Robbins has been actively bringing newness to its offering irrespective of season every year. For the upcoming season, Baskin Robbins will be introducing very exciting new flavours targeted not just kids but also we have something for adults. Additionally, there will be seasonal specials. We will talk about everything closer to the actual launch of these products. We will be creating awareness about all our new launches through social and digital platforms and of course through in parlour and in-market activations.

On the company’s efforts to understand the Indian palate and introduce flavours that resonate with local tastes while maintaining global quality standards

Just to give you an example, on one hand, very recently we introduced a blueberry with white chocolate flavour and on the other we introduced a caramel milk cake. On the one hand, we introduced cheesecake sundaes and on the other, we brought in Gulab Jamun sundaes. We have done this consistently over the last couple of years and balanced out our offering. The core guidance that we create and serve products with only the finest ingredients from qualified sources as well as quality and quantum of dairy fat stays constant. So, we are able to maintain the same creaminess and mouth feel that consumers can get pretty much anywhere in the world and expect from Baskin Robbins – while giving them a fairly wide range of exotic flavours to choose from. Also, I must add that we operate a very modern and well-equipped manufacturing facility that enables us to offer and maintain global quality standards. From this facility, we also supply to other parts of the world too.

On Baskin Robbins’ response to the rising health consciousness among consumers, particularly in the context of festive offerings

We do believe that while customers are beginning to veer towards healthier options when it comes to the festive season, customers are clear that they would rather enjoy without compromise of any kind. And if they do have to compromise, they would rather exercise portion control rather than consume a healthier version of their favourite. Keeping the above in mind, Baskin Robbins will be introducing two fabulous new bite-sized innovations for its customers. There are also other attractions lined up. We shall speak about it closer to the actual launch timelines which is around mid-October.

On the key strategies to enter and establish a presence in Tier 2 and Tier 3 markets during the festive season

And given the pace we maintain for our new stores, we open 8-12 every month. This is not specific to any season but is our broad strategy going forward to take the brand to where there is potential and demand. There are of course, still areas of opportunity in many pockets and a few states and we aim to plug these gaps as we go along. We intend to add another 60-80 cities over the next two years to our network.

On Baskin Robbins’ approach to pricing its products in comparison to its nearest competitors in the ice cream industry

Honestly, we have rarely followed any specific brand in the competitive set for the pricing of our products. Our approach has been to follow our customers instead. We price our products at affordable premium kind of pricing levels. This allows us to offer superior product quality while maintaining our aspirational brand appeal.

On Baskin Robbins’ approach to innovation in creating unique and appealing flavours for the festive season

This approach continues through the year. We have defined two launch windows wherein we introduce new products. One is to coincide the onset of summers in India and the other coincides with the festive period.

On the possibility of ice creams serving as a compelling alternative to traditional sweets during the festive season and Baskin Robbins’ exploration of this in its festive offerings

Ice creams has some catching up to do before it can replace traditional sweets. But with the kind of work happening across the industry, in terms of product innovation as well as distribution, etc., I do strongly believe that it will happen in the foreseeable future. We have over the last one year introduced a few products with traditional roots. One of them is the Gulab Jamun sundae – a modern take on an iconic Indian sweet and more recently we brought in the caramel milk cake flavour – again a new version of a very popular Indian sweet. While this just highlights a few cases, we are primed to do a lot more and to create excitement in myriad new ways going forward. Watch this space for our festive specials that are bound to warm your heart.

On Baskin Robbins India’s approach to leveraging technology for efficient logistics and timely delivery during the festive rush and the strategies are being employed to optimize its presence across online and offline channels to reach consumers during this season

We also operate a digital loyalty cum rewards program that identifies and segments customers to enable us to manage and drive sales performance. Additionally, we have more recently moved to e-bills and an option is given to customers to choose between paper or e-bills. On e-bills customers are served information on new products as well as we track their satisfaction levels with their last transaction and experience. Our website for e-commerce is already live and customers can chose to buy not just from aggregator platforms like Swiggy or Zomato or E-com and quick-com platforms like Blinkit or Instamart but also directly from the company’s own website. The approach is to make products available across channels.

On Baskin Robbins’ outlook for sales growth and customer engagement during the upcoming festive season, and the KPI being monitored

The season with Rakshabandhan has begun well. While it may be too early to say this, I expect it to be another strong season for us with a growth of around 20 per cent over the same period last year. We track growth in volumes, average revenues, growth in number of outlets as well as in share of offline and online revenues as performance indicators.

On Baskin Robbins’ agenda for the festive season, anticipated promotions, collaborations, or unique offerings to engage with customers

The short answer is yes. We have a very interesting cross-category collaboration in store based on which we have developed several products for our portfolio. There will also be Indian as well as international favourites coming up. We will have something of a very Insta-friendly product version too!

September 12, 2023
Lights, lamps and food this festive season

Mumbai: The festive season brings along with it a basket full of hope, happiness, smiles, lights, and, of course, food! We Indians have a fetish for scrumptious food, and for us, any occasion is incomplete without good food—the festive season, therefore, isn’t any different. Just like most of the other product categories, the food category also saw a slump during the pandemic but has obviously risen from it. With the onset of the festive season, I tried to get a glimpse of how the festival of lights has turned out to be for food brands, the trends and innovations that we witness in this category and much more.

Discussing the revival of the food category this festive season, Greendot Health Foods (manufacturers of the snack brand, Cornitos) managing director Vikram Agarwal is of the opinion that the last two years have been crucial for the food industry. Due to the pandemic, consumers were spending less because they had fewer options. “Now, the spending has increased, which has further increased the demand. The growth is expected for festive season gifting due to the rise in digitisation and an increase in socialisation among individuals as well as corporates,” he brings out.

Consumers’ spending on food

Agarwal is positive about the consumer spending this festive season. “The Cornitos’ product portfolio encompasses a whole range of gift packs for people across all demographics, and this festive season we are expecting an increase in sales by 15 to 20 per cent,” he reveals.

4700BC’s (the gourmet popcorn brand) founder, Chirag Gupta, quips that the season has been phenomenal for them. In comparison to the previous two years’ holiday seasons, they are seeing a 60-70 per cent increase in 2022.

“Usually, the average order value (AOV) is Rs 600 – Rs 700. But during Diwali, since a lot of bulk gifting happens, the AOV is about Rs 1,400. Other than this, 25 per cent of all our sales came from the B2B sector, with partners like Google, Microsoft, Discovery Network, Lufthansa, Amazon, and Samsung. So, we can proudly say that the country has been looking at us as a clutter-breaking gift,” he exclaims.

Who are these consumers?

Agarwal points out that the youth love Cornitos. “We assure our consumers that their health and taste are not compromised. Consumers have adopted a more health-conscious lifestyle post-pandemic and are also interested in healthy snacking. Cornitos stands out among its competitors in terms of its unique flavours and healthy ingredients. It is a gluten-free snack that is cooked in healthy corn oil and is cholesterol-free,” he says. Cornitos’ reach was previously only in the metropolitan cities, but now the demand in tier II and III cities has also increased.

Gupta mentions that the consumers for 4700BC range from the age group of 18 to 40 years. There is an equal proportion of males and females. Purchases come from tier I locations and the rest of the country in equal proportions. They segment their customers into netizens, early adopters, and hedonistic shoppers.

The netizens are the constant scrollers and brand advocates. The early adopters are experimenters, who are always the first group of consumers to cross the chasm and try new offerings. They also include connoisseurs—they believe that food is not just an essential need but an element of pleasure—and, thirdly, trendsetters.

The hedonistic shoppers include, firstly, self-pamperers—it has always been about pleasure attainment for them and the ones who know how to celebrate themselves. Secondly, affluent achievers—they keep looking for a new form of expression to motivate and appreciate their team; and thirdly, blue-bloods.

Although the number of consumers has increased, the purchasing audience of 4700BC has remained the same.

Show me the money!

Talking about the growth in numbers as compared to the festive season of the last two years, Agarwal explains that companies are motivating employees by offering them gifts to celebrate the festivities. He is expecting a 20 per cent rise in demand for corporate gifting over 2021.

Gupta of 4700BC brings out that their revenue growth in the gifting segment was at Rs 21 million and had been increasing. FY’ 22 saw a 1.6x YOY growth to Rs 67 million. He expects a similar trend for FY’ 23, that is, the revenue should reach about Rs 120 million.

“We usually see a jump of 40 per cent in festive sales, and we expect a similar jump this year as well at the minimum level. Last year was also good, but the number of orders was relatively lower in relative growth. This year we are expecting and clocking a lot more,” he says.

He goes on, “As per the current data, since the last two years were relatively low due to covid, we are seeing 60-70 per cent growth this year. All we can say is that we are overwhelmed by the response this gifting season and all the efforts in building a distinct tone and narrative have paid off.”

Advertising and marketing spends and strategy

Gupta reveals that 15-20 per cent of their revenue is targeted to be spent on marketing during festive times. “The spending has always been defined based on the sales and offtake of the year. We are always known to be wise spenders. We are very mindful of our growth, and we frugally spend to always keep the top line healthy,” he adds.

This year, 4700BC wanted to build its long-term narrative of how Mr. BC makes the most of the present. A character whose madcap personality could carry this gifting narrative for many more years to come. “We intended to create a distinct space in the entire gifting culture of the country. Over the years, the advertisements we saw across festive seasons became monotonous and non-experimental. So, we were like, we want to start a new narrative,” Gupta says.

However, he is quick to say that they did not want to be specific to Diwali or any festive occasion and wanted to create something that could have longevity all year round. “Essentially, cost optimization. Those intriguing content building blocks were the gangster party and then the divorce party. Also, it helps us stay true to our core—international,” he states.

Over the last two years, 4700BC has built its gifting range. Even for Diwali, they had beautiful packaging for The Pataka. Over the last few years, they have shared information about the products and built awareness about them.

Agarwal of Greendot Health Foods elucidates that they have a media plan in place and marketing spend is going on during the festive season. They have utilised social media, print ads, in-store branding, and festive exhibitions to reach their consumers.

Trends and innovations

The challenge this season, according to Gupta, is clutter—the number of product options available to consumers and the amount of communication each brand uses. These are the innovations that we will see this festive season. Brands should develop new and unique products and communicate to get the consumer’s attention. The gifting market’s size from FY’ 22 to FY’ 25 is expected to grow at a compound annual growth rate (CAGR) of 20 per cent, from Rs 12 billion to Rs 21 billion.

This year, with the return of the festivities and the pandemic receding to a great degree, the ceremonial festival exchange of gifts in larger numbers has been anticipated, says Agarwal. Consumers have adopted a healthy lifestyle in the past two years. Cornitos offer healthy and flavourful festive packs that are always in demand.

With the rise in digital usage, our everyday life starts with our phones and ends with them too. Everything has become so much easier with e-commerce sites, through which customers can explore and shop for their favourite products without leaving their houses. Cornitos also launched their own shopping website in 2020—https://shop.cornitos.in/—for the convenience of our consumers and are getting festive packs ordered through it.

Cornitos has launched festive packs called “boxes of joy,” themed specially crafted gourmet selections. The brand differentiators are attractive packaging and combinations of exciting flavours and products for delightful munching moments in the festive season.

Agarwal wraps up, “This festive season we see innovative food products. More healthy products will be on the retail shelves. Easy-to-cook/packaged food is more preferred these days due to a busy and active lifestyle.”

October 27, 2022
GUEST ARTICLE: Mobile OEM advertising solutions are helping D2C brands ace their performance marketing game this festive season

Mumbai: Due to conservative market behaviour since March 2019, covid-19 has restricted businesses from taking a full-scale marketing approach. However, mobile user penetration has grown enormously since the same period in India due to the increase in usage of internet services and the affordability and economic viability of smartphones. The upsurge in the use of mobile technology has led to an accelerated growth in the consumption of D2C mobile apps. Moreover, with mobility and in-person interactions returning to life in 2022, consumer behaviour toward D2C brands is also drastically growing.

As the festive season in India is about to hit the roof, D2C brands are expected to garner significant attention and demand, and consumer sentiment looks upbeat, particularly in tier I & II cities. For these brands, the expectation of such seasonality means growth in revenue through performance marketing, as consumer brands during special promotions and festivals in India are proven to generate more business.

Boom expected in the post pandemic era…

As per the ‘Second Festive Pulse Survey by The Trade Desk/Nasdaq: TTD,’ there will be a 68 per cent increase in Indian shoppers this festive season with nearly seven in 10 shoppers intending to shop on D2C sites. While observing the current trends, there is increased competition between D2C brands as they become more focused on their ad spends to maximise growth during this festive season despite the concerns over rising inflation.

App marketing opens up avenues to acquire loyal users for D2C brands…

Indian D2C brands are thriving with an omnichannel marketing avatar that includes a mix of DOOH, TV, and digital ads using search and social, print, and more. While measuring the success of traditional marketing methods is difficult, one can effectively measure the ROAS (return on ad spend) with performance marketing through mobile OEM (original equipment manufacturer) app marketing.

Leveraging OEM app marketing strategies to acquire users during this peak festive period can give D2C brands a more lucrative ROAS and increase user engagement. In addition, with mobile OEMs, D2C marketers can tap into untapped audiences and help them unlock a newer and more efficient revenue stream.

Mobile OEM advertising offered by mobile OEMs such as Xiaomi, Huawei, Oppo, Vivo, and Samsung can help D2C brands with enabling app discoverability: D2C brands can leverage appographic targeting to target users with similar apps and unique app interests beyond the category during the festive season.

Appographic targeting with mobile OEMs is potent in providing high-value users and acts as a powerful strategy for app marketers.

Better Visibility: To increase ad visibility during special promotions or festivals like Diwali in India, D2C mobile apps can take full advantage of “app store featuring” with display formats such as Splash and Interstitial ads. In addition, mobile OEMs offer unique ad placements for special shopping and discount cards during the festive season.

Increased re-engagement: Few mobile OEMs offer down-the-funnel re-engagement for m-commerce apps with special placements during the festive season to regain static users who have been inactive on the app. For such occasions, featured custom placements are highly recommended for increased brand awareness. In addition, D2C apps can also get consultations about the kinds of creatives that best work for the festive season to get the maximum reach and engagement.

Getting the most of your app marketing strategy for ‘22 festive season…

While developing creatives for display ads, app marketers must be highly attentive to ensure that their brand resonates with the colour scheme and fonts. It best helps the users identify and engage with the brand. Secondly, since mobile media buying inventories get increased bidding from app advertisers during the festive period, D2C marketers need to book high-impact branding placements on a timely basis. Before the pricing increases, D2C marketers need to plan media buying effectively. Equally important is to explore PMP deals at private marketplaces with mobile OEMs where app marketers can bid on high-performance-based suggested inventories.

As consumers buy more from brands directly from the brands’ websites or apps, D2C brands should rightfully leave no stone unturned to scale their app marketing efforts and get some fresh eyeballs with a positive outlook on engagement and retention.

The author of this article is AVOW co-founder Ashwin Shekhar.

October 24, 2022
Reviews and recommendations dominate 70% of shopping conversations on Twitter

Mumbai: Shopping is a hot topic in the social space, and especially so during the festive season in India. While shoppers turn to services like Twitter to discuss their big splurge plans, do these conversations about brands and products actually impact sales? With the festive season in full swing, microblogging platform Twitter’s latest #LetsTalkShop report finds out how marketers can engage the festive shopper more effectively.

Twitter partnered with Publicis to study 2,400 consumers in India on leading social platforms. The study reveals the sentiment that is driving conversations and shopping decisions today, while also throwing light on content consumption patterns and, most importantly, expectations from brands, both in terms of customer service and content.

Through these insights, Twitter has revealed how brand conversation powers shopping. Twitter wants to help marketers lean into shopping conversations and drive festive success this season.

Moreover, Diwali conversations on Twitter also open doors for Indian brands to connect and engage with the leaned-in shoppers who are looking to spend during the festivities. The service witnessed more than 3.1 million tweets about Diwali in the festive week (30 October 2021 to 6 November 2021).

As we head to the festive highs this year, Twitter India country lead-large client solutions, Kanika Mittal said, “Shopping has always been a social experience and the festive season is one of the busiest times of year on Twitter. Today, online brand conversation has become a trusted, everyday part of the shopping process. Our data reveals that 97 per cent of people surveyed seek comments and opinions from others on the service, with reviews and recommendations dominating 70 per cent of shopping conversations. Trust, too, plays a major role. 9 out of 10 consumers are more likely to consider a purchase after seeing someone else’s opinion about a brand or product. In fact, for the majority of shoppers, these spontaneous conversations are as impactful on purchase decisions as traditional reviews. So yes, talk matters.”

Reviews and recommendations on Twitter take a front-seat during festive shopping

Connecting with other shoppers to share experiences and make decisions based on these exchanges forms a significant part of today’s tech-savvy consumers’ purchase decisions. As a testament to this, the report indicates that 9 in 10 consumers are more likely to consider a purchase after seeing someone else’s opinion about a brand or product.

Reviews and recommendations dominate 70 per cent of shopping conversations on Twitter today. For consumers, Twitter has been one of the go-to services for them to help them in their purchase journey, as more than half (51 per cent) of Indian online shoppers agree that ads or tweets on Twitter help them discover new products or brands.

55 per cent state that reviews and comments on Twitter are more trustworthy than on any other social media platform.

Consumer Excitement And Buying Inclination During Diwali

The study reveals that the build-up to the festivities is the most exciting for consumers as 50 per cent of the Diwali conversation on Twitter takes place before the festival, whereas 35 per cent of the conversation happens on the day of the festival.

92 per cent of festive conversations around Diwali are mostly positive or neutral in tonality, with 75 per cent of mentions of Diwali on Twitter being linked to ‘joy’.

As brands increasingly tap into the power of click ‘play’ to engage with their audiences, the report notes that 64 per cent of people on Twitter enjoy watching video ads to see what brands have to offer.

Four in 10 shoppers are on the lookout for deals and promotional offers from brands around Diwali.

Brand conversations: A beaming opportunity for businesses

Brand conversation is increasingly becoming influential at every stage of the purchase journey and has the power to influence shopping decisions. As a matter of fact, 93 per cent of Indian shoppers recall brand conversations online before making a purchase.

In fact, shoppers on Twitter consider 4 out of 5 (80 per cent) of the brand conversations as “trustworthy.” 88 per cent of brand conversations made people feel differently about the brand. Among consumers that made a purchase, 62 per cent said that their experience with brand conversation made them much more likely to consider the purchase.

Evidently, consumers are increasingly seeking meaningful dialogue with brands. This festive season, engaging audiences beyond ‘clicks’ and moving towards ‘conversations’ is the route that brands must take to drive consideration and purchase behaviour.

October 20, 2022