We're creating relevant messaging to connect with consumers: Anil Viswanathan
On the Pitch BrandTalk Virtual Series, Viswanathan, Director – Marketing (Chocolates), Mondelez India, shared how the brand maintained its connection with the audience in these adverse conditions
The change in the tone of campaigns is key during this global pandemic of COVID-19. Purpose-led marketing will be more impactful rather than commercialisation. Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India, shared how the brand Mondelez maintained its connection with the audience in these adverse conditions on the Pitch BrandTalk webinar.
Mondelez has always opted for marketing which creates an emotional connection with the audience and in times of this pandemic, Cadbury took some essential steps to show solidarity during COVID-19. The session was moderated by Neeta Nair, Assistant Editor, Impact Magazine.
Starting off the virtual session, Viswanathan shared, “What we have been doing with the brand Cadbury for the last couple of years is actually taking our proposition of ‘Kuch Meetha Ho Jaye’ a few logical steps forward. We have seen that the category has expanded and found relevance within Indian households. I think over a period of time we have tried to see what is the emotional connection that we can try beyond celebrating and being an alternative to traditional Indian sweets. That is where we have pivoted and gotten closer to our global brand proposition which is around ‘generosity’. In the last couple of years, we have been trying to figure out the right articulation of generosity which is relevant for our culture. I think there is a natural relationship between goodness and sweetness that is the bit we are trying to leverage in our messaging. That is when we got into a new strategy of messaging: ‘Kuch Acha Ho Jaye Kuch Meetha Ho Jaye’, that is the proposition of Cadbury Dairy Milk.”
From the consumer’s perspective, Viswanathan remarked, “In today’s time comes a crisis where we actually realize what are core values are. I think the country is feed with a feeling of generosity and gratitude towards those who are making our lives simpler braving the situation so that we are comfortable at our homes. Hence for the brand, it is now talking about purpose and inspiring people to be generous in this current situation.”
Talking about the broad learnings from the consumer side during this pandemic Viswanathanwith said, “We saw that consumers are looking for reassurance and positivity. A feeling that this too should pass and we will come across at the end of this dark tunnel. They are looking for positivity and I think what better positivity can the brand bring by creating a set of messages that are inspiring and bringing back the tone which is to evoke the feeling of positivity and nostalgia. That is what we have linked nostalgia to ‘Happy, Good feelings’. That is what has triggered the thought for our brand messaging.”
The brand for the first time in 70 years replaced its logo with the words ‘Thank You’. Sharing why the brand decided to tweak that Viswanathan remarked, “We want to stand for something and inspire people to do something. We have realized that we need to do something ourselves. In a way, it is a brand trying to say that we are also out there and not just asking consumers to do something. We want to stand before the emotion that we talk about. Cadbury chocolate bars say ‘Thank You’, in 8 languages, to COVID-19 unsung heroes are our small efforts to be meaningful in this situation.”
“Our core objective is to service the consumer. Understanding consumer needs in this situation is really important. Don't go on sales mode. We need to work harder to reestablish the Brand connect”, remarked Viswanathan.
Brands who will reach the selves fastest will be picked up first. Viswanathan commented, “People are going towards what is available. The biggest change is we need to step back, reflect, and reconnect. We found various ways to connect with our consumers.”
The brand launched ‘Madbury for Cadbury’, a campaign giving consumers an opportunity to create a Cadbury of their taste and choice. Another campaign, 5StarDoNothing campaign focused on don't go outside and stay inside. Viswanathan shared, “We are coming up with relevant messaging to connect with consumers.”
Signing off Viswanathan said, "One of the reasons why the category has grown now and in the past has been because of innovation. Innovation not just in terms of completing our products but also on our core brands. We are currently focused on addressing the disruptions we have gone through on the supply and demand side. That is what is going to get things back on momentum. We are going to use our brands to continue to reinforce our consumers and offer them the kind of support that we are there in it together and celebrating the wonderful support we are seeing in the country.”
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