‘Social media platforms ensure two-way communication’

Janhvi Kapoor helps target the primary audience of Mint ChocOn, says S K Jain, CEO & MD, Mahak Group

e4m by Sanstuti Nath
Published: Apr 5, 2020 3:00 AM  | 3 min read
Jahnvi Kapoor

Digital is the key to connect with consumers today, says S K Jain, CEO & MD, Mahak Group, which most recently strengthened the presence of its brand Mint ChocOn by getting on board Janhvi Kapoor for its latest ad campaign.

According to Jain for connecting with the youth, social media platforms play an important role because they ensure a two-way communication.

Edited excerpts from the conversation with Jain:

Tell us about the new campaign with Janhvi Kapoor? Who is the primary target audience of the campaign?

Mahak Group is introducing a whole new, innovative offering called Mint ChocOn candy that is fresh, chocolaty and cooling. This unique candy has a mint favoured outer shell coupled with a delicious chocolate filled centre. For this initiative, we have roped in Janhvi Kapoor for our latest TVC that beautifully captures emotions of a young couple and how Mint ChocOn helps them break the ice.

The primary target audience of this campaign is people in the age group of 16-35 years and that is based on a survey.  

Why was Janhvi chosen as the face of the brand for the new product?

Janhvi is a rising young star and popular with the Indian youth and given how we are targeting youngsters, she fits the bill. 

Mahak has been a key player in the category for the past 25 years. According to you, what has been the role of communication in building the brand?

At Mahak Group, we have always believed in the power of communication in telling the right stories. Innovation happens to be our bedrock and we often emphasise on communicating about our innovative products. We ensure our customers are well informed about our product portfolio through new and distinct ways that are relatable and relevant.

What’s the core marketing proposition for Mahak Group?

At Mahak Group, we consider Quality, Innovation and Gratification as the pillars our core proposition. It is by virtue of this that we succeed in bringing smiles to on the faces of kids as well as adults by providing them with sweet delicacies that brings them joy and creates a feeling of nostalgia even among adults. The idea is to ensure a diverse reach.

What’s your media mix, and how has it evolved over the years?

Our media mix used to primarily be focused around traditional media, wherein we did a lot of ATL campaigns through TV, cinema and print. However, over the years we have shifted our approach from only traditional to a healthy balance with new age media. In today’s times it has become imperative to be present on digital platforms to connect with consumers.

What is the percentage of your ad spends? Are you looking to up them?

We have huge plans for Mint ChocOn, the ad spends will do justice to the product. The brand plans to increase its advertising spends this year through TVCs, Digital and Strategic BTL.

Other than this campaign, what are the other ways through which you are connecting with the consumers, particularly on the digital platform?

The consumer space and the media landscape have both witnessed a mammoth revolution. The consumer today is as much a brand co-owner and communication is two way, which is where the relevance of social media platforms come in and hold utmost importance, especially when connecting with the youth. The idea is to fully utilise the digital platform so that we would extend our campaigns to all our social media platforms such as Facebook, Instagram, and Twitter and connect to our users through contests and TVCs.  The campaign will involve a 360-degree brand stewardship approach when it comes to media.

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