60% of budget to be allocated to digital, OTT advertising: Anirban Sen, Godfrey Phillips

Sen, Business Head, Chewing and Confectionery, Godfrey Phillips India, on the new Pan Vilas Premium Elaichi ad, the brand’s marketing plans and association with brand ambassador Manoj Bajpai

e4m by Nafisa Shaheen
Updated: Aug 9, 2019 8:29 AM



With a turnover of approximately Rs 6400 crores, Godfrey Phillips India has expanded its product portfolio to chewing products, mouth fresheners, confectionery and retail. It has brands like Pan Vilas, Funda Goli and Twenty Four Seven. 

On August 5, Pan Vilas Premium Elaichi released their new advertisement campaign with a set of TVCs starring Manoj Bajpai, Jameel Khan and Elli Avram.

Anirban Sen, Business Head, Chewing and Confectionary, Godfrey Phillips India, spoke to exchange4media on the new ad campaign, the company’s marketing plans and their association with brand ambassador Bajpai.

When asked about the concept behind the new campaign, Sen said, “Pan Vilas Premium Elaichi is an embodiment of ‘ShaukBadiCheezHai’ (passion drives you). The tagline of the brand underlines the inherent promise of highest quality. ‘ShaukBadiCheezHai’ has proved to be a powerful message and has helped us differentiate from the ordinary. It has managed to break the clutter of the category and connect with the target audience. This new campaign allows us to reinforce this message and create a greater and lasting impact in the minds of the audience.”

With a pan India distribution network comprising over 800 exclusive distributors, a 6000-plus strong secondary sales team, and 800,000 retail outlets, the International Business Division of GPI successfully exports and markets its own brands and cut tobacco along with product support, professional expertise and tailor-made services to leading global companies in the industry.

Talking about the marketing mix of the company, Sen said, “Our marketing strategy would be focussed majorly on spending on media. Around Rs 165 crores per year would be spent on media. It is a premium product. It is top of the line. So in terms of our strategy, we always keep the best premium product and packaging.”

Sen stressed on the shifting focus of the youth towards digital and OTT platforms. According to him, in the coming year, the company will focus their advertising plans on digital. Around 60 per cent of the budget would be allocated to digital and OTT advertising in the coming years as compared to the current spend of around 30 percent.

Sen revealed that the company is in the process of developing some platforms for their consumers where they can have a continuous interaction with the company. Significant development is going on in that area.

How much has the mouth freshener and chewing industry expanded over the years? “This is a multinational industry with Rs 10,000 crores. The company has been witnessing a double digit growth every year. We are doing pretty well in the area,” he said.

When asked how the association with Bajpai will benefit the brand to reach its target audience, Sen said, “Manoj Bajpai is a very genuine person with excellent audience reach and acting skills. With his association, our brand will reach new heights."

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