Reflecting on the trends
Mumbai: Somasree Bose Awasthi, CMO, Marico Limited,“Reflecting on this past year, the FMCG landscape has underscored the importance of agility to understand and swiftly adapt to consumers’ evolving needs and expectations. Modern consumers value personalised experiences, and increasingly seek brands that resonate with their values and lifestyles. We recognised that by focusing on cultural relevance and tapping into local trends, brand can cultivate a deeper sense of loyalty among consumers. Through campaigns like #IssDiwaliChamakUtho, and #PujoReadyWithNihar, our brands were instrumental in fostering authentic connections with consumers. Aligning a brand with a clear purpose creates a further deeper emotional connection with consumers, making the brand a significant part of their lives. This purpose-driven approach fosters loyalty and long-term relationships by resonating with consumers’ shared values. A recent example of this is our ‘Step-Up For Your Heart’ campaign conducted on World Heart Day.
One of the most significant changes is the increasing emphasis on digital transformation. With growing internet penetration and the rise of e-commerce and social media platforms, advanced digital tools and data-driven insights were central to curate customised and engaging campaigns. Additionally, a blend of physical stores and online platforms has enabled consumers to engage with brands across a variety of platforms. Digitisation, whether in-store, on e-commerce sites, or on social media. Thus, brands should place increased emphasis on seamless omnichannel marketing strategies that create a unified customer experience, regardless of where the consumer is interacting with the brand.”
