MV Natarajan, Managing Director, Chocolate Business, Mars International India, talks about evaluating the space to introduce other brands in India, choosing Television as the main medium of communication and the latest Snickers commercial featuring the legendary Rekha
Q] Your latest television commercial featuring Rekha and Urmila Matondkar has garnered a lot of buzz for the brand. What was the thought process that went behind it?
Our thoughts were:
• To be consistent with the global theme
• To be distinctive and convey our brand message clearly to the consumers
• To build a better connect by ingraining local cultural codes and inspirations
• Look at all relevant touch points to communicate with Indian consumers
Q] How does the brand leverage the digital medium to reach out to consumers?
An analysis of internet usage shows that the youth are hooked to the digital medium. Therefore, we have leveraged the medium to connect with them. Just in a month’s time, the Snickers India Facebook page has more than one million fans.
Q] What is the strategy behind using Television as the main medium of communication as opposed to OOH or Print?
We believe in reach and frequency model as opposed to impact. The most cost-optimized media vehicle for reach (for all chocolate buyers and users) is Television.
Q] What are your spends on this space?
Primary spends are focused on Television, though I can’t share figures.
Q] What can we expect from brand Mars in 2013?
We are evaluating the space for other brands and we are excited about the opportunities in India.
Q] What is the brand’s presence in Tier II and Tier III cities? How different is the communication for urban and rural audiences?
So far, we have restricted presence in Tier II and Tier III cities. As we progress, we will expand and be present in more of them. Presently, we are focused on urban consumers and cities.
Q] Given the diverse brand portfolio, what are the insights behind the positioning of each of your products?
Since we have communication only on Snickers as of now, let me talk about insights for Snickers - its positioning is on the hunger platform. Hunger has physical and psychological effects on you. It not just affects you, but your friends, who are around you.
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