Digital gives us reach, frequency and ability to always be on: Siddarth Menon, Epigamia

The CMO shares insights on their #YourHappyBalance campaign, marketing strategy and growth plans

e4m by Noel Dsouza
Updated: Sep 20, 2019 9:38 AM
Siddarth Menon

Greek Yogurt brand Epigamia recently launched digital campaign #YourHappyBalance. The campaign was conceptualised by the brand’s creative agency SpringMarketing Capital. Going forward, the brand plans to promote itself heavily on digital.

Epigamia has roped in Deepika Padukone as its brand ambassador for this new campaign. Padukone’s endorsement is a part of a partnership with Epigamia. The investment has been done through the actress’ strategic initiative arm KA Enterprises Llp.

Parent company Drums Food International launched Epigamia in 2016. The Greek yogurt brand now aims to reach 25 towns and 50,000 stores in the next 2-3 years. Epigamia contributes to a large part of the company’s total revenue.

We at e4m spoke to Siddarth Menon, CMO, Epigamia, about the latest campaign, the marketing mix, marketing strategy and the growth of Epigamia.

Edited excerpts

Insight & brief given to the agency for the #YourHappyBalance campaign

We love food. It’s a huge part of our lives. But when it comes to knowing what is good or bad for us, there is a counter view to every view. Shall I skip breakfast? Should I eat low carb or no carb? Endless contradictions and theories have made the world of food a noisy place.

What we realised is that everyone’s choices are different, as are their preferences and limitations. When we spoke to our consumers, that’s what they played out as well. For some, they were having Greek yogurt because of protein, while others loved it because it was fresh and tasty, and for some, yogurt is just inherently healthy.

Clearly, food choices are not about strict rules and guidelines. They are about striking a balance that works for you personally. It is about finding Your Happy Balance!


Deepika Padukone’s role

Deepika believes in ‘Your Happy Balance’, and has worked closely with us in crafting our brand philosophy. She has come on board as a shareholder and strategic advisor and we are working with her and her team to build plans for the future. We are also very excited about bringing to life some product ideas that she has.

While we expect our consumer base to increase manifold over the next few years, what we are excited about is her coming on board as an investor. As I said, the early idea-sharing session have already thrown out a few business ideas which we hope to bring to life soon.

Marketing strategy for Epigamia
First is to drive awareness of our products and brand message. Second is to create super tasty products across multiple functional platforms, thereby giving consumers their happy balance.

Marketing mix for the campaign
The campaign is a digital-only campaign. Keeping our communication TG in mind, digital gave us reach, frequency and the ability to be always on.

ROI of the previous campaigns
This is our first full-fledged brand campaign. Our earlier spends were focussed on sampling and digital content.

Growth and progress of brand Epigamia

We have grown leaps and bounds since we launched. From 1000 stores in the first year, we have increased our footprint to 10,000 stores in the country in a span of two and a half years. We have doubled our growth every year and have the ambition to continue growing at the same pace. We have aggressive goals to reach 25 towns and 50,000 stores in the next 2-3 years.

Impact that ‘Happy Balance’ campaign has created for the brand
We have managed to increase awareness and reach out to a large number of people. The ad has connected with the audience and we are looking forward to sharing more brand content with them in the coming months.


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