"Our spends on digital medium are growing faster than on other mediums"

Debabrata Mukherjee, VP Marketing & Commercial, Coca Cola feels brands can do multiple things on the digital platform in India, he also emphasised on the role of mobile marketing

e4m by Abid Hasan
Updated: Feb 11, 2014 9:11 AM
"Our spends on digital medium are growing faster than on other mediums"

Talking about the ‘Umeedo Wali Dhoop’ campaign that resurfaced widely towards the end of December last year, Debabrata Mukherjee, Vice President, Marketing and Commercial, Coca Cola India said, “As a marketer, I feel good this campaign got noticed. It wasn’t just a print campaign, but a comprehensive 360 degree campaign.”

Replying to a query on the importance of the digital marketing platform for the brand, he said, “We like to keep the campaigns as holistic and integrated as possible. The digital platform is core part of any campaign we do. We have a portfolio of brands and each portfolio has a strategy which decides the brand communication plans. Earlier, digital advertising and marketing was used as filler, but today they are integral to any brand plan. The digital medium is a part of an integrated marketing campaign, to me that’s a tectonic shift.”

Even though the Indian broadband system is still developing, Mukherjee feels that brands can do multiple things on the digital platform in India. He also emphasised on mobile marketing as it allows consumer interaction at a far greater level, with social connections and two-way communication. In his opinion, the mobile space is poised for a tremendous role; it is a great tool for marketers to connect with the consumers.

While moderating the session, Kirthiga Reddy, Vice Chairperson, IAMAI, and Country Head, Facebook India asked how Coca Cola analyses and defines its brands, to which Mukherjee replied, “We have created a different portfolio for all our brands. Coke Studio is to engage consumers with music, while Fanta stands for play. You could do multiple things around the theme as every brand has a role.”

Talking about e-commerce trends, he said, “E-commerce is evolving, but the space is still small for beverages. We are piloting different things. But more money is coming in through digital and I can tell you that our spends on digital are growing faster in comparison with other mediums.”

Mukherjee was speaking at a session at the recently held India Digital Summit 2014, organised by IAMAI.

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