The pandemic has brought about notable shifts across industries, and the case has been no different for marketing. Today, digital marketing has become a crucial aspect in order to acquire new customers and retain existing ones. In our weekly BrandWagon Ad Talk series, industry experts highlight what has changed over the past two years and more importantly, are these changes here to stay. Ashish Sharma, vice president- marketing and sales, Alcobrew Distilleries India, talks to BrandWagon Online, about the dos and don’ts of digital marketing, best marketing campaigns, and more.
What is the difference between launching a liquor brand in today’s digital era versus earlier?
The alco-beverage industry has always been a regulated business controlled and operated by the policies defined by the respective States / UTs and in a media dark environment. Having said that, launching and establishing a liquor brand takes a long time, most of the marketing activations used are at the BTL level with the distribution chain playing a major role in consumer choice and options. What little ATL communication took place was through brand extension advertising and a strong use of event activations to create an experience for the consumer.
While both these practices continue, the digital era has allowed brands to communicate on a one-to-one basis with consumers. Communication is quick, targeted and even customized. This allows marketers to quickly establish awareness leading to trials, which is critical to this category. Influencer marketing helps establish positioning further within the brand’s TG. AI-generated content communication is also one avenue that we have explored with Golfer’s Shot and may be a first in our industry.
What are the recent best marketing or advertising campaigns you have seen and why?
There are four campaigns which build instant connections as well as keep the message of product offering consistent –
- Cred – The retro route taken by the campaign created the differentiation and had an instant connection with the consumer albeit Millenial and Gen Z with the clear and consistent underlying message about their offering. With humour as the base of the campaign and utilising celebrities with a retro look and feel it stands out.
- Rupay – With two different campaigns “Chaos in the Museum” and “Helping Hand” having lighthearted tonality, the message of the significance of Rupay services was conveyed.
- Cadbury – #MyBirthdaySong! This was a very differentiated campaign and struck a chord by emphasising the emotional significance of birthdays, urging viewers to make those moments even more special. The campaign cleverly merges emotional resonance with modern convenience showcasing Cadbury’s commitment to heartfelt celebrations.
- Mutual Fund Sahi Hai – The campaign being launched with the message “Mutual Fund Sahi Hai” with simple, but clear messaging through interesting ads in different languages. With everyday situations at the backdrop, the campaign garners interest and curiosity in the consumers’ minds about Mutual Funds.
According to you which brands can get the maximum attention due to the campaigns?
Campaigns that resonate either emotionally with the TG (Meri Maggi and Me) and also those that have been consistent over the years (Titan Theme music/Waah Taj Boliye) despite having a fresher execution to stay with the times are the ones that stay memorable Some other examples of good campaigns that helped the brands –
- Ultra Tech Cement – Banega toh Badega India
- Astral Pipes – Mein Paani hoon, Mein kisi mein fark nahi karta
- Cred – Bharosa aur Suraksha Dono
- Havells – Wire that don’t catch fire
- Colgate – Paste hi nahi, Daaton ka Poshan
- Dabur Red Label – India’s favourite social network
In a post-covid world, what are the changes observed by you as a marketer in the consumer acceptance pattern?
Post covid the consumer has gone digital, and e-commerce has become a lifeline for most consumers. The humungous rise in digital content directed at the target audience considering specific demographic parameters, relevant to the brand, has forced marketers to create data-based content. Consumers have also become more conscious about brands that go the extra mile in health, sustainability, and ethics and are environment-friendly.
In our industry too we have witnessed a huge shift in consumption patterns – premiumisation, home consumption and ‘drinking less but drinking better” are some key trends. As an organisation, we have changed our portfolio basis these trends and have been premiumising constantly through the launch of Golfers Shot 18 Hole Whisky, Alcobrew Single Oak Whisky, One More Vodka and more premium brands in the pipeline. Removal of mono-cartons on bottles was another step that we have taken to reduce our carbon footprint. Vocal for local or Glocal is the new buzzword and the trend towards ‘Made In India” Single Malts, Gins and premium whiskies is a case in point. The attention span of the consumer has shortened hence it is critical to ensure not to have cluttered and repetitive content.
One recent campaign according to you has been a game changer?
I would choose Manyavar’s campaign “Shaddi hai, Tayyar hokar aaiye”. The thought and the tagline are powerful and the creative executions drive the point further home!