Q] Iodex is almost 100 years old now. How has advertising evolved for Iodex over the years, especially from the pre-COVID-19 to the post-COVID-19 era?
The pandemic has impacted the way brands advertise, and market their products, forcing businesses and brands to re-evaluate their marketing strategies. Iodex has embraced digital transformation. The strategy continues to evolve in order to stay relevant with today’s fast-evolving consumers.
Q] What is the idea behind the ‘‘Thodi Himmat, Thoda Iodex’ campaign?
We know that every 5th person is likely to be suffering from pain, according to a study done by World Health Organisation’s (WHO) Global Burden of Disease. Muscular pain is a frequent condition that can hamper one’s spirit, and prevent a person from going that extra mile. Through this campaign, we aim to be people’s everyday ally by helping them stretch further, and explore their true potential.
Q] Please take us through your marketing strategy at this moment.
In the recent past, the growth of Digital marketing has been drastic, and it is really important to align marketing strategies in accordance with the ongoing trends. We are trying to maximise our focus to strengthen our Digital marketing footprint, so as to reach a much wider consumer base that we can engage with.
Q] What kind of a role does social media marketing play for the brand? Which platform works the best for you, and what is the content strategy for the brand at the moment?
Social media is certainly crucial, and forms an integral part of our marketing mix. We harness the strengths of each platform to cohesively communicate our brand message to our target audience. Hence, we have a new strategy for each social media platform. On Instagram for example, we leverage influencer marketing, while on YouTube the focus is on reaching the masses. Our strategy on social media is to create brand awareness, interact, and engage with our target consumers through interesting content.
Q] We have noticed that influencers were roped in for your last campaign. How do you leverage influencers as part of the content marketing strategy for the brand?
Influencer marketing is fundamentally word-of-mouth, and it helps us to engage with our target consumers effectively. Recently, we roped in Sunil Chettri and VJ Bani for our campaigns, and the response has been positive. Partnering with influencers helps us to develop trust and connect with the Millennials and Gen Z. We will continue to engage with influencers who have shared values with the brand.
Q] What is your media mix at the moment? Please take us through your overall marketing spends?
Iodex is present in multiple formats now, so on one hand we have the traditional Iodex Balm, and on the other there are the new-age offerings, such as Iodex Ultragel, and Iodex Rapid Action Spray. Our media mix is deployed on the basis of the core target audience for each of the offerings. Iodex Ultragel leverages TV to build mass awareness, and Iodex Rapid Action Spray has a strong presence on Digital, and connects well with the youth.
Q] What are the top marketing trends in this category, and which are the top consumption patterns that you are observing in the sector currently?
One of the key marketing trends we see today is how marketers adapt to the evolving Digital landscape. Another noticeable trend is that a lot of them are using influencer campaigns to engage with their audience. Topical pain relief like Iodex is no longer just a household item. It is now being actively used by sports and fitness enthusiasts. With the emergence of online retailers, there is a shift among consumers to buy our products online. One major trend that we have been witnessing in the pain management category is specialisation coupled with product innovation, thereby, offering more need-based solutions for specific ailments.