Q] Can you shed some light on your brand journey and how it has strengthened over the years? Also, what innovative marketing strategies do you use to reach out to the masses?
In our 95-year journey, the DS Group has evolved into a house of brands with different categories. Some of the well-known household names of DS Group include Catch, Pulse, Pass Pass, Silver Pearls, and Rajnigandha, among others. We have consistently prioritised quality and building trust in the consumers’ minds, thereby crafting a successful journey. Presently, we are dedicated to providing a seamless omnichannel experience, and we leverage technologies like AI and ML for focused targeting of consumers, fostering deep consumer engagement. To reach broad audiences, we utilise strategic partnerships, data-driven marketing optimization, and innovative experiences like AR.
Q] Which medium do you aggressively target for your brand visibility and why? Can you elaborate on how you allocate your marketing budget on various platforms?
While the focus is undeniably shifting towards Digital advertising’s sharp targeting capabilities, television remains an important tool for building mass reach and doing impactful campaigns.
Our marketing strategy leverages both Television and Digital for maximum reach. While TV provides impact, digital offers us targeted engagement and moment marketing options. We incorporate OOH advertising and, in select areas, Print media. The Connected TV segment is also growing to reach premium audiences in the NCCS A and B+ categories. This multi-channel approach ensures consistent brand messaging and a seamless customer experience across all touchpoints.
Q] What trends are you observing related to the slowdown? What is the way ahead?
Despite an overarching slowdown in the FMCG sector, we are optimistic about a forthcoming revival that promises increased consumption. Notably, we have observed a surge in demand for premium products among consumers, a trend that we are strategically leveraging to our advantage. Additionally, we are capitalizing on the growing presence of consumers on modern trade, e-commerce, and quick commerce platforms.
Q] What is the marketing mix of your brand campaigns? Do you think post-pandemic, the brand messaging and propositions in India have changed?
The Pandemic has preponed India’s Digital journey by 4-5 years. Hence, India’s post-pandemic landscape spurred a shift in brand messaging. Brands leveraged digital platforms to reach an online-savvy audience. Social connection and value propositions also became key themes, reflecting a changed consumer mindset. Consumers moved towards on-demand content and online shopping, presenting a golden opportunity for brands. By shifting to OTT advertising and building robust online sales channels, brands are now tapping into this growing trend for wider reach and an engaged audience.
Q] Do you still advertise on TV despite the slowdown? Can you share some insights on how you market your brand via TV?
TV advertising remains a valuable tool for impact and wide reach in India. Its extensive penetration across the country ensures that commercials can be seen by millions, regardless of internet access or digital literacy. This unmatched reach is particularly beneficial for building brand awareness and recognition. Furthermore, television’s bigger screen size can create more impact, making TV advertising an important asset in any marketing strategy, though budgets are shifting to digital nowadays. Also, Connected TV is picking up pace.
Q] What is your media spending like at this point? How much of your marketing budget goes to TV and Digital?
For the fast-moving consumer goods (FMCG) sector, Television advertising retains its pivotal role. Despite the Digital surge, TV advertising continues to offer unparalleled reach and impact, particularly for brands targeting a broad consumer base. Its ability to create mass awareness and drive immediate consumer action remains unmatched.
Q] What is your advertising strategy for the upcoming General Elections in India and which are the mediums that you shall specifically target?
Our advertising strategy for the upcoming General Elections in India is still under evaluation. TV and Digital will be a focus for us with an eye on the news genres to reach a wide audience. We would like to leverage high visibility in the news genre on TV and Digital platforms, utilizing both FCT and non-FCT options.
Q] What is your roadmap for future growth?
Our roadmap for future growth is centred on targeted expansion strategies, with a focus on tapping into the potential of Tier II and Tier III markets, integrating omni-channel approaches that are working very well for the Group, engaging with Gen Z preferences, and enhancing rural penetration. Through tailored offerings, localized marketing, and strategic partnerships, we aim to establish a stronger presence in Tier II and Tier III markets, while our omni-channel integration will ensure seamless customer experiences across various touchpoints, driving sales and loyalty. By leveraging Digital technologies and interactive marketing, we will effectively engage with Gen Z consumers, meeting their preferences for authenticity and personalized experiences. Additionally, our continued commitment to rural penetration involves specific initiatives to address the unique needs of rural consumers, fostering brand loyalty and unlocking new growth opportunities in these underserved markets. We also plan to further increase our focus on modern trade, e-commerce and quick commerce.
