"For February, Silk becomes a really big brand", Prashant Peres, Mondelēz India
Mondelēz India is going all out to promote its new special Silk edition this Valentine’s Day and has even come out with an Augmented Reality-enabled gift box on Amazon.in
Like every year, Mondelēz India enhances the gifting experience for Valentine's Day. It has the right reason to do so since February is the time when its premium chocolate brand Silk reaches its maximum market share. Prashant Peres, Director - Marketing (Chocolates), Mondelēz India reinstated, "For February, Silk becomes a really big brand." As a result the brand has come out with a new special edition pack with a heart pop. It's available for Rs. 275 for 250 gm.
Mondelez India has rolled out a new thematic TVC focusing more on the heart pop which is supported by 360 degree marketing campaign that includes multiple TV associations, digital, outdoor activations, exciting in-store activations and samplings modern trade and colleges. Peres offered, "In outdoor, there will be innovations in the forms of installations which will be moved around in colleges and malls. There will be balloons with hoardings, something we will try for the first time. We are also doing a partnership with Café Coffee Day. We have definitely gone to more towns almost 1.2x than last year. In terms of scale, digital is significantly scaled up compared to what we were doing before." On that note there are integrations with ticketing platform BookMyShow and Saavn among others.
Without divulging the figures on the budget, Peres shared that it's a significant step up than previous year. He said, "It's definitely double than the double digit growth versus what we did last year. That's the kind of growth we are expecting as well."
On social media they are using Facebook, Instagram and Snapchat. Especially with the latter, they are integrating it for the first time and coming out with special filters. "We will put out communication on Facebook and Instagram in large numbers. It's a reach medium for us. We are reaching out to millions of people in target groups," Peres shared.
This year they are flexing their muscles on e-commerce where they are coming out with a special limited edition on its Cadbury Store on Amazon.in. For the same they have designed a gifting innovation using augmented reality in partnership with Blippar. This Amazon exclusive pack is currently being priced at Rs. 720. Peres added, "There are more initiatives that will come down the line. We want to refine the proposition and scale it up. "
Peres is confident this this packaging will be the key differentiator in future. He added, " This entire journey of personalization as well as enhancing the gifting experience will keep us ahead in the game in the years to come."
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