Q] What was the idea behind ‘Achhe Se Soya Hai’ campaign?
Our constant endeavour has been to uncover unfulfilled consumer needs and create products that can meet those needs. Nowadays, we are seeing that occasional sleeplessness is a big problem that people are experiencing. Study suggests that 60% of Indians face occasional sleeplessness, and can certainly have some repercussions on the next day. When you get a good night’s sleep, you feel energetic and fresh the following morning. You are ready to take on the day, what it throws at you, and you are able to focus a lot more on your work. So, this was the intent behind the campaign.
Q] How will P&G amplify the campaign to increase its reach among the masses?
In terms of marketing mix, we are continuously evolving our strategies. But from a touch point perspective, we are looking at Connected TV, Digital and Social Media. There will be a lot of other activities involved as well because there is a continuous need to drive awareness. We are looking at multiple activities that are lined up for the next few months to drive awareness for the need of quality sleep.
Q] What is the rationale behind using CTV as a medium for this particular campaign and product?
We believe in all touch points. But the consumers that we are targeting are those who consume a lot of content on these platforms. It is the right platform for us to drive this message, and we will be leveraging our commercial here, along with some of the other activities that are being planned as well.
Q] Looking at the current market sentiments, have you changed your marketing strategies for your products?
Yes, after all, consumer habits are evolving, just look at the way content is being consumed now. We saw during the pandemic, pre-pandemic and now in the post-pandemic phases, how consumer habits can constantly evolve. What we believe is obviously based on our current learnings. We plan our media mix by evolving every time we launch a new product or enter into a new category. There is always a learning process, which I believe will continue for the next six to nine months. We will continue to evolve, and change the media mix to reach consumers between the ages of 25 to 55.
Q] Today, consumers are quite skeptical about the intake of sleeping pills, and other products that affects the body’s routines. How will P&G convince them to purchase Vicks ZzzQuil Natura?
There is a need to create awareness because people don’t know a lot about such products. Our intent is to create awareness about the situation, and more importantly, empower them with this product that can address the occasional sleeplessness. We are continuously communicating two very important points – ZzzQuil Natura is non-addictive, and it does not make you drowsy the next day. Furthermore, we want people to share their experiences and stories, which will have a positive impact on consumers who are curious about the product, and will find the confidence to try it.
Q] Could you tell us about other innovative marketing strategies that P&G Health is using to reach out to people?
Our strategies differ from product to product. But if you ask me about about Zzzquil in particular, we had recently partnered with the Mumbai Marathon to drive awareness, and offered free samples of the product.
