We want to engage with consumers in their language: Nikhil Chand, Nestle India
Nikhil Chand, Director, Food and Confectionery, Nestle India, talks about the brand’s latest TVC, the rationale behind it, his expectations from it and more
Published - 16-April-2019
Nestle Munch has announced the launch of its new campaign by taking forward the earlier commercial fearing actor Ishaan Khattar and wrestler The Great Khali. The last campaign released in 2018 was aimed at inspiring confidence among the youth while capturing the desi quirk. The unique combination of starring The Great Khali, an icon amongst teens, with Ishaan, a budding star, caught the attention of the youth. This year again, Munch has collaborated with both the celebrities for the ‘googly’ campaign.
We spoke to Nikhil Chand, Director, Food and Confectionery, Nestle India, about the brand’s latest TVC, the rationale behind it and his expectations from it. We also asked him how engagement helps in boosting the overall revenue of the brand and more.
Tell us about the rationale behind the latest campaign of Nestlé?
This campaign continues to strengthen the core proposition of Munch’s ‘confidence ka crunch’ while bringing to life the quirky world of the brand. It continues to keep teens and their behaviour at the center of the story while building on the play of googly and confidence between Ishaan Khattar and The Great Khali. The campaign also brings to life the latest innovation from the Munch Nuts franchise, Munch Crunch O Nuts, a multi-sensorial experience with explosive crunchos in each bite.
The first TVC with Great Khali and Ishaan Khattar was a great success. What are your expectations from this new campaign?
With ‘confidence’ at the core of its messaging, the last campaign highlighted how teens today feel the need to think on their feet when faced with the many googly moments, bringing to life the need for confidence. The simple yet quirky humour resulted in very high likeability and the campaign was among the most viewed campaigns on YouTube.
The new campaign for Munch Crunch O Nuts builds on that thought and the humour. Quick thinking is what the teens will like and relate to. Moreover, Ishaan Khattar’s popularity has been growing among youths. Also, The Great Khali has been portrayed in the most unique manner in the latest commercial.
How does engagement help in boosting the overall revenue of the brands?
Nestlé Munch is one of the most loved brands in the category, with innovative variants such as Munch Nuts and Munch Crunch O Nuts. A large part of our consumption is impulse based, more so among teens who are always on the move. With uniqueness, quirk and desi cool at its core, with Munch, we are always looking out to engage with consumers in their language and their medium. Done right, engagement in an impulse category always creates excitement amongst teens, who are looking to try new experiences and products.
What is your prime focus for retaining audience/customers?
At a time of dropping attention spans, increasing number of options to choose from and the need for instant gratification amongst teens, an approach of continuous engagement through the right channels on traditional and digital media and keeping up the excitement in the category with new offerings across segments is a strategy that has worked for us. At Nestlé, we also continue to prioritise product innovation in a responsible manner while offering engaging experiences to our consumers.
Will we witness any more campaigns? What's in the store?
We continue to build the core proposition for Munch through storytelling that is engaging, light and exciting-- all the attributes that that make Munch an exciting light treat. We will continue to build on this thought in the signature Munch style.
How important is Generation Z for a brand today and what are the key factors to be kept in mind when marketing to them?
Gen Z is an important segment for our brands and we communicate with them in their language and across platforms wherever they are present. Munch continues to play the lead in innovating not only via product but also communicating by collaborating with popular and unique platforms. In the past, we have collaborated with India’s mega movie franchise Baahubali for the release of Baahubali 2, The Conclusion. We have leveraged the MyT20 platform, giving consumers a dose of ‘free ka attitude’ and announced the ‘Munch Macha’ campaign with Shruti Haasan as the brand ambassador along with the famous musical trio of Shankar, Ehsaan and Loy. We extended the current campaign through the Munch Smilee activation, bringing stickers inspired by desi cool life on packs and on WhatsApp, a medium extensively used and loved by the youth.For more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK