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The Co-Founder & Chief Marketing Officer, of Tata Consumer Soulfull, spoke at Pitch CMO Summit about the strategy to bring millets into the Indian diet

by exchange4media Staff Published - Mar 28, 2023 11:34 AM | 2 min read

Millets is the now most talked about foodgrain in India with the government pushing the consumption of millets in the country along with increasing exports of the same. Hence, many brands are now making their conversations relevant and agile with bringing millets into their brand strategies.

Sharing more on this was Rasika Prashant, Co-Founder & Chief Marketing Officer, of Tata Consumer Soulfull Private Limited. She spoke at Pitch CMO about weaving an effective communication strategy for bringing millets into the Indian diet.

This year has been registered as the International Year of Millet by the UN. Speaking about the strategy that the company is using, she said, We come from a generation who wants the grounding and the good from the old but also in a format which is modern and today, and that where we made millets mainstream.

While there are already legacy brands in the category, Tata Soulfull has still managed to be a part of childrens daily snack which is not only interesting but also healthy. Chiming in the idea of making tasty and interesting snacks to cater to the Indian consumers, Prashant said, We are in a country which is absolutely paramount about taste, it's the most important thing. So our communication is that we are delivering health benefits while making it look cool. That's how India rolls - you give them something tasty, you give it to them at accessible places and then you start talking about health.

Prashant also spoke about making a premium product and keeping it affordable for mass consumption, rather than just focusing on premium stores, mall outlets and e-commerce platforms. Where is the consumer is shopping? the consumer is shopping at the next-door store and that's what you really need to do to meet them. We believe that you do not ask the consumer to make a shift for what you are doing, you go into their lives, you attach yourself and you become a part of the shift, that they want you to make. What's even more important is to be available in the length and breadth of the country. In 2021, we were in 19,000 stores, today we are available across 5 lakh stores.

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Staying relevant & agile is the key to reach consumers: Rasika Prashant, Tata Soulfull - Exchange4Media

With TikTok overtaking Googles place last year as the most popular website on the whole internet, TikToks weight in marketing can no longer be overlooked.

Having the fastest-growing user base of all time, TikTok is likely to soon become advertisers focus social media platform being transferred to the greatest part of the marketing budgets.

So, where does this leave its main competitor Instagram Reels feature? Heres how the picture looks for now.

While in the US, the total number of TikTok accounts makes for only half of Instagrams audience, when looking at both platforms from a performance perspective, TikTok is obviously the leading network.

Having an engagement rate thats at least six times higher than Instagram Reels based on a study conducted by Socialinsider TikTok is highly appreciated for its more authentic, unhinged content and the less disruptive navigation and experience it offers.

This is obviously facilitated by the platforms current underdevelopment of its paid advertising features, which are not mature enough yet compared to older platforms such as Instagram.

Speaking of it, since being dethroned as the most fashionable social network with TikToks incredible uprising, Instagrams struggle to keep its user base loyal continues to grow day-by-day despite the quick and enlarging adoption of Reels.

Unquestionably, Reels ever since entering the social media scene have started to make some noise, getting fast notice, right now making up for 20% of the time spent on Instagram.

However, despite the platforms hard push on its new feature, Instagram Reels are having a harder time than TikTok in keeping social media users interested in exploring and engaging with the content within the platform.

According to the same study mentioned, Instagram Reels get 44% fewer comments than TikTok videos.

Ultimately, given than Reels have only borrowed TikTok videos short form concept, it is only natural for the users to favor the original platform that introduced the newer video format.

Probably, to make a significant comeback, the next step should be for Instagram to either come up with an entirely new concept or to develop further its Instagram Reels in a completely new and innovative way.

Furthermore, with YouTube entering the playground of short video content with its Shorts feature, it seems we are only at the threshold of a new social media era.

With 44% of social media users picking TikTok as their preferred short-form video service for the moment, Reels and YouTube Shorts are competing with each other for second place, trying to catch up on TikToks success.

However, as all gigantic mother companies of these platforms are set to invest monumental budgets into expanding these new features, the future of social media and short-form video content is more unpredictable than ever.

While TikTok is expected to remain the crowned social media platform when it comes to engagement for the foreseeable future, data reveals it is not invincible.

If until recently, Instagram, altogether with the rest of the major social networks, registered a significant engagement drop that led to TikToks insane engagement levels, with 2022 ending, the social media landscape has changed once more.

For sure, theres no denying that TikTok records the highest engagement overall, but starting with last year, it has equally recorded an engagement drop of no more or less than 28%.

Overall, while TikTok stands at the moment at an average engagement rate of 4.25%, Instagrams engagement has dropped to the value of 0.60%.

As revealed by Socialinsiders latest study related to social media industry benchmarks, on TikTok, the most engaging industries are ones within the FMCG sector meaning beverages, followed by food brands.

When heading over to Instagram, airlines make for the most engaging industry on the platform for the moment.

Back to TikTok for the last part of the analysis of nowadays social media landscape and trends with the platforms so unique algorithm, an equally helpful insight for you marketers worldwide is that, on average, brands include four hashtags in a TikTok videos caption (from rivaliq dotcom blog).

However, with TikTok trying to be more of a search engine, displaying content based on keywords and interests, when planning to launch your business TikTok account, it may be helpful to have an idea of what the main interests on TikTok are at the moment to better understand your audience.

All in all, given the platforms future orientation and marketing potential, it has become a must for brands that are interested in leveraging TikTok to seriously step up their copywriting game.

Credit Inner Article Images: Provided by the Author; Socialinsider; Thank you!

Featured Image Credit: Provided by the Author; Socialinsider; Thank you!

A joyful spreader of marketing-related news. Currently the data geek from Socialinsider. Lately out there making use of the power of storytelling when conducting insightful social media studies. Whether its writing about everything social or traveling the world dancing, everything I do is out of passion.

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TikTok vs. Reels Performance Statistics and Insights - ReadWrite

Murali was with Pepperfry for more than a year

by exchange4media Staff Published - Mar 27, 2023 4:02 PM | 1 min read

Naveen Murali, the Vice President and Head of Marketing atPepperfryhas reportedly moved on.

A report in a leading business portal, a company official said that "Naveen wanted to explore opportunities outside of Pepperfry and hence, he moved on."

Murali was with Pepperfryfor more than a year. He joined the company in December 2021.

At pepperfry, Murali was driving marketing and brand strategies with an aim to drive brand awareness across lucrative untapped markets as well as capture share in the furniture and home dcor industry.

Murali has an extensive experience of over 10 years in marketing, sales and building business competencies. Prior to joining Pepperfry, Naveen was associated with brands like Asian Paints and Oracle across business and marketing roles.

He is an MBA from the Indian Institute of Management, Kozhikode and holds a degree in Engineering from NIT, Warangal.

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Naveen Murali moves on from Pepperfry - Exchange4Media

At the conference, experts shared how brands choose magazines as their media vehicle in the regional market

by exchange4media Staff Published - Mar 27, 2023 1:47 PM | 3 min read

At the Indian Magazine Congress 2023, industry leaders across the magazine and the media industry came to share insights on magazines and advertising. Following the panel discussions, the media experts discussed how magazines can participate in enhancing brand engagement with their communities. The list of panellists included Anita Nayyar, COO-Media, Branding & Communications, Patanjali Ayurveda Limited; Mohit Joshi, CEO at Havas Media Group India: Jean-Paul Reparon, Managing director, AgriMedia & BatavierenBende. The session was moderated by B Srinivasan, Managing Director, Vikatan Group.

Srinivasan opened the session by talking about how the magazine has always been quintessentially a storyteller and brands always valued storytelling. He further raised the question that how living in the digital arena, we can see magazines becoming a brand as they were used to be before. Answering the question, Anita said, Despite knowing that magazines have lost their sheen with time, we must look at the communities magazines have built over the years and the way brands have been engaging with those communities. Magazines need to reengineered and reinvent themselves to cater to the brand's demands in the current arena.

Furthermore, Mohit mentioned how traditional media contributed a major proportion to the brands ROIs in the earlier days when magazines played a decisive role in advertising. He said, Today brands are intensively concentrating more on getting the return from the investment instead of focusing on content, to build a brand. Previously brands were focusing on brand building using magazines, but now with fast-evolving and ever-growing market demands, brands try to get abundant returns in the given period, debunking the fundamentals of making a brand. With the changing time, agencies need to update their methods of engaging with the audience using the magazine as a medium.

However, Anita shared a little different view on Magazines and ROI; she shares that brand and magazines must cater to the audience demand in a given period to build sustainability in the market. By creating more personalised experiences and contextual targeting, a brand can expect returns in the available time.

Sharing more on how content is an essence of ROI and how magazines help in brand building, Jean said, If the content is not fabricated in a more engaging and informative manner then the brand will never be able to create a valuable impact on their audiences. In addition, Mohit said, When the magazine is bought for the content and the brand is integrated into it then it creates a tremendous impact on the audience. Recently, we are preparing content for Hyundai where they have signed five women cricketers and we are covering their issues targeting different magazines. Anita added and said, Patanjali is the largest FMCG brand today, we are a firm believer in print because of the credibility and audience engagement it has built and maintained over the years. We are resonating Ayurveda and reaching the right audience using the right media vehicle. Talking more in the discourse of the regional market, Anita mentioned that down the south due to high literacy levels and other regional market factors, people are more into reading, which signifies the high ROI for brands that penetrate well into the markets.

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How brands leverage magazine communities to boost ROI - Exchange4Media

As per sources, the newly launched beverage brand by RCPL will be the official pouring partner for Sunrisers Hyderabad, Punjab Kings and Lucknow Super Giants

by Tanzila Shaikh Published - Mar 27, 2023 2:51 PM | 1 min read

The recently re-branded CampaCola is all set to get on board the IPL season by partnering with three teams.

Sources confirmed with e4m thatCampaCola is going to be the official Pouring Partner with Sunrisers Hyderabad, Punjab Kings and Lucknow Super Giants for this season.

The brand wants to capitalise and penetrate various regions of the country and become a go-to cola brand being available at off-beat places.

Sources told us that the brand was planning activities to engage with the audiences using social media, via engagement with the fans and on-ground engagements.

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Campa Cola to partner with 3 teams in IPL 2023 - Exchange4Media