Q. As metaverse has become a trending topic in the Digital world, what are your thoughts on it?
Metaverse had some traction for a while, although their popularity was largely amongst the gaming community. Now it is slowly and surely becoming more popular, and as a marketer one can see the immense opportunity it offers to create unique and customised experiences for consumers. It is going to be a powerful platform for both content and commerce in the coming years and you will see more and more brands making the effort to understand and utilise it.
Q. What was the thought behind Eno’s metaverse campaign? How did you execute the entire show on metaverse?
While we talk to people about problems (acidity) and solutions, with ENO we have always done it in a playful way. This is a problem-solution brand that you think of more as an ally or a forgiving friend after you have possibly indulged. So when it came to the 50 year celebration for the brand we wanted to ensure we did it the ENO way. We wanted the decades of legacy represented in the most contemporary way which would also showcase how ENO would be the brand at the forefront of consumer trends and therefore around for decades to come and this is where Metaverse came in.
The campaign execution was a mega effort between us and our partners within the WPP group. The campaign entailed a host of things, from creative thought to art execution to technical requirement of building the ENO Land in Metaverse. We collaborated with 7 leading Indian stand-up comics, headlined by Zakir Khan to celebrate our 50 years by hosting India’s first stand up event in Metaverse that would talk about food, foodies in the quintessential ENO fun way. We wanted to take this opportunity to build engagement with our consumers in a way where they felt included in these foodie stories and so the actual show was preceded and followed by an interesting, high reach social media campaign on the Instagram handles of all the stand-up comics that we collaborated with, namely, Zakir Khan, Rahul Subramaniam, Kaneez Surka, Rahul Dua, Shraddha Jain, Sahil Shah and Kiran Dutta.
We have learnt immensely from this campaign and we will surely like to use both our learning and the inherent platform potential for building future consumer engagements.
Q. As Eno completed 50 years in the market, how would you define the brand’s journey over the years?
It is such a privilege to be on the brand right now and be able to reflect on its journey of 50 years. What defines these years is actually two things – consumer understanding & consistency. ENO has been absolutely consistent in terms of its efficacy promise of fast relief, it has also been very consistent in terms of how ENO stories were told. It always understood the importance of food in consumer’s lives. We understood the life moments whether they were in the form of “jamai babu ek aur laddoo” or “gadbad gadbad'' and the consistency of our fast relief claims assured the consumers that whatever be the moment ENO will get them back. So it is with decades of this understanding and consistency that the brand now sells nearly 1 billion sachets every year, and is the market leader in the antacid space.
Q. Eno recently expanded its portfolio with two new flavors, Jaljeera and Nimbu masala. How do you plan to market the new offerings? What media mix are you looking at for the promotions?
Eno has a strong portfolio of flavours, which we’re wanting to further strengthen with flavours that remind people of the home remedies they use when trying to cure their acidity episodes. We are going ahead with a multimedia approach in specific flavour salient geographies, with strong presence on TV and Digital. We are further amplifying this with strong on ground activation via sampling and in-store visibility.