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New Delhi, Mondelez India-owned health drink brand Bournvita on Monday rejected the claims of a social media influencer of having high sugar content, terming a video posted by him as "unscientific", which "distorted facts and made false and negative inferences". The video has been deleted by the influencer Revant Himatsingka after being served a legal notice by the company, but it was widely circulated on the social media platform putting the confectionery major in a tizzy. Rejecting it, Bournvita in a statement said over the last seven decades, it has earned the trust of consumers in India by being a scientifically formulated product that adheres to quality standards and complies with the laws of the land. "We would again like to reinforce that the formulation has been scientifically crafted by a team of nutritionists and food scientists to offer the best of taste and health. All our claims are verified and transparent and all ingredients have regulatory approvals. All the necessary nutritional information is mentioned on the pack for consumers to make informed choices," said a Bournvita spokesperson. However, it also said the video has created "panic, anxiety, and questions the trust that consumers have bestowed on brands like Bournvita". It further added: "As we continued to witness an abnormal and unusual amount of traction on the post, we were constrained to take legal recourse to avoid misinformation. We also issued a statement to clarify and share the correct facts to allay the concerns of our consumers." However, the company also clarified it had "no play in actions around the presenter's Twitter account". The deleted video has racked up around 12 million views and was also shared across social media platforms. It was later shared by actor-politician Paresh Rawal and former cricketer and MP Kirti Azad. In the video, Himatsingka who presents himself as a nutritionist and a health coach, claimed that Bournvita has sugar, cocoa solids and cancer-causing colourant. However, he deleted the video after the legal notice and posted a statement on Instagram saying: "I have decided to take down the video across all platforms after receiving a legal notice from one of India's biggest law firms on 13th April 2023. "I apologize to Cadbury for making the video. I did not plan or intend to infringe any trademark or defame any company nor do I have the interest or resources to participate in any court cases and I request MNCs to not take this forward legally," he said. In its statement, Bournvita said: "We would again like to reinforce that the formulation has been scientifically crafted by a team of nutritionists and food scientists to offer the best of taste and health. "All our claims are verified and transparent and all ingredients have regulatory approvals. All the necessary nutritional information is mentioned on the pack for consumers to make informed choices," it added. The company said Bournvita is best consumed with a glass of 200 millilitere of hot or cold milk as highlighted on the pack. "Every serving of 20 gm of Bournvita has 7.5 grams of added sugar, which is approximately one and a half teaspoons. This is much less than the daily recommended intake limits of sugar for children," said Mondelez India, the company which owns popular brands such as Cadbury Dairy Milk, 5 Star, Oreo cookie and Gems. Moreover, over Caramel Colour (150 C), Bournvita said it "is within permissible limits as per guidelines defined by regulations". "All ingredients are safe, approved for use and within permissible limits as per the regulatory guidelines," it said.

Bournvita rejects social media influencer's claims of high sugar content; terms video as 'unscientific'

<ul><li>For a long time, conversations around <keyword id="6354774" type="General" weightage="20" keywordseo="mental-health" source="Orion">mental health</keyword> have been had in hushed voices. However, over the past few years, with more people opening up about their struggles and the availability of help, people are slowly opening up.</li><li><keyword id="3271240" type="General" weightage="20" keywordseo="cadbury-bournvita" source="Orion">Cadbury Bournvita</keyword>, in it latest ad spot, has an important message to share. It has called on parents to not ignore signs of poor mental health in their children. </li></ul>Cadbury Bournvita has rolled out ‘Get The Message’, a digital first campaign aimed at raising awareness around kids’ mental and emotional well-being and partner with parents in this journey. The campaign was conceptualized and brought to life in partnership with <keyword id="531122" type="General" weightage="20" keywordseo="ogilvy-india" source="Orion">Ogilvy India</keyword> and mental health organization, The <keyword id="2918198" type="General" weightage="20" keywordseo="minds-foundation" source="Orion">MINDS Foundation</keyword>. <div type="Youtube" id="EkCtQT2yfig" title="Bournvita - Get The Message" thumbUrl="https://i.ytimg.com/vi/EkCtQT2yfig/mqdefault.jpg"></div> <div type="Youtube" id="J1ywR5XuOoI" title="Bournvita - Get The Message" thumbUrl="https://i.ytimg.com/vi/J1ywR5XuOoI/mqdefault.jpg"></div> Speaking about the campaign, <keyword id="564803" type="General" weightage="20" keywordseo="inderpreet-singh" source="Orion">Inderpreet Singh</keyword>, Associate Director – Marketing (Beverages, Meals, Candies &amp; Gums), <keyword id="2200852" type="General" weightage="20" keywordseo="mondelez-india" source="Orion">Mondelez India</keyword>, said, “The pandemic and the subsequent lockdown brought forth a new parenting challenge. The physical restrictions of social isolation, schools being shut, being constantly cooped up at home has impacted children mentally. The signs of children struggling with their mental and emotional health are often very subtle and sometimes not picked up or tend to be misread by parents. As a trusted brand that has always highlighted the need for progressive and holistic parenting, #GetTheMessage campaign is an attempt to help parents identify these signs and provide them with the right resources to ensure their children’s mental and emotional wellbeing. The idea leverages technology in a smart way to provide resources to parents and break the taboo around this topic.” Along with the digital films, Cadbury Bournvita and Ogilvy India teams creatively partnered to get the audience engaged through an AI powered chat BOT. Using this innovative disruption, the campaign delivers content customized to the viewer's awareness levels on the topic. The #GetTheMessage campaign starts with two films that segue seamlessly into a personalized bot-based interaction with each viewer. In addition, the campaign lends itself with a dedicated website www.mannkitayyari.in and a 24/7 toll-free helpline to not only help parents focus on their children’s mental wellbeing, but also provides them with resources to sensitively handle the growing mental and emotional challenges that children face these days. To ensure this, Cadbury Bournvita has partnered with MINDS foundation, an NGO founded in 2010 on a mission to create a world that fosters a shared approach to mental wellness — in which anyone, anywhere can access the resources they deserve. Speaking about this association Dr. Raghu Appasani, CEO, MINDS foundation, said, “Mental health is something we all have and therefore it is important to be able to understand it in oneself and in others. Through this incredible partnership with Cadbury Bournvita, we have been able to curate our years of evidence-backed mental health research and expertise into easy to understand, interactive and accessible resources for parents and make it available across the country. As you explore the chatbot and the website, you will come across educational materials on how to engage with children struggling with their mental health, have difficult conversations, equip them with tools for resilience, and develop stronger relationships. Additionally, we have been able to provide access to a toll-free 24/7 helpline for parents to reach out. This is just the beginning of our partnership with Cadbury Bournvita and we are very excited to continue our journey and mission to provide further resources.” Akshay Seth, Group Creative Director &amp; Chinmay Raut, Senior Creative Director, Ogilvy India, said, “The signs of mental health struggles are there for one to see as well as miss. We wanted to mirror this reality in a very organic way through the films by showing the point of view of both, the parent, and the child. For parents the sign can be easy to miss but children seek a shoulder, and we wanted the audience to be that shoulder. By getting the viewer to have a conversation with the affected kid on WhatsApp via a bot, we are breaking the wall and making the viewer understand the condition a little better. We are also empowering parents to reach out for further help via counsellors so that MannKiTayyari no longer gets overlooked.” The campaign will also be amplified through influencer engagement, online webinars, partnerships with leading online platforms along with on-pack integration to drive awareness amongst parents.

Cadbury Bournvita's latest campaign aims at raising awareness around children's mental health and emotional well-being

<ul><li>Like most businesses dependent on retail and delivery, <keyword id="2200852" type="COMPANY" weightage="20" keywordseo="Mondelez-India">Mondelez India</keyword>'s business was impacted too in the first few weeks of the lockdown, considering the complete closure of retail stores, super markets and e-commerce.</li><li>However, with the gradual relaxation of the lockdown, things are slowly picking up. </li><li><keyword id="1825451" type="PERSON" weightage="20" keywordseo="Anil-Viswanathan">Anil Viswanathan</keyword>, Director – <keyword id="6354839" type="UNKNOWN" weightage="20" keywordseo="marketing">Marketing</keyword> (Chocolates), Mondelez India tells us how the importance of agility has been one of his major learning from this experience. He also tells us all that the brand is doing to ensure business continuity and the safety of all its stakeholders.</li><li>He also tells us the brand's broad marketing strategy and how things will be different in the post-Covid world.</li></ul> Dirk Van de Put, Mondelez’s global chairman and chief executive officer (CEO), during a recent investor call, spoke about the impact of the initial phase of the lockdown when the confectionary major saw almost zero sales, according to reports. Mondelez, like most other organizations, experienced disruptions in the initial phase due to strict lockdown which led to widespread trade closures and operational and distribution difficulties. However, with the easing of restrictions, shops opening up and online grocery platforms delivering again, people have been ordering more and more snacking products. As people spend more time at home and with family, there has been a steep increase in the demand of chocolates, biscuits and beverages. According to Anil Viswanathan, Director – Marketing (Chocolates), Mondelez India, there has been a perceptible shift in buying patterns of consumers. “There has been an increase in demand for packaged food items. As most of us are stranded in the confines of four walls, in-home munching is gaining momentum and we foresee a spike in demand for snack items,” he said. As things are slowly falling back in place, we caught up with Viswanathan to understand how Mondelez as a brand, dealt with the adverse situation. We also try to understand how the rest of the year looks. We also try to understand how the brand was able to stay connected with its consumers, and how things will be different, in the post-Covid world. Excerpts: Q) Considering the initial weeks of lockdown was a complete closure of trade and production units, how were the past few weeks for you as a brand? What has the brand’s focus been? Over the last few months, we have all experienced the importance of availability, safety and convenience of packaged foods in times of lockdown. Our products are an integral part of the consumer’s grocery basket. We’ve seen consumers seek out our trusted brands like Cadbury, <keyword id="6384472" type="LOCATION" weightage="20" keywordseo="oreo">Oreo</keyword>, <keyword id="6398866" type="PERSON" weightage="20" keywordseo="Bournvita">Bournvita</keyword> and Tang – especially as they spend more time with family at home and need treats like their favourite chocolate, biscuit or beverage. Like all companies, we did experience some disruptions in the initial phase due to strict lockdowns that caused widespread trade closures as well as operational and distribution difficulties. However, we’re seeing significant easing of the situation on ground as our manufacturing scales up and our sales and distribution network can more easily service the market. I’m very proud of how our teams geared up to meet these unprecedented challenges - so, while we have experienced a short-term disruption, business is getting back on track. Our focus through all of this has been on our people – firstly, protecting our sales and manufacturing colleagues who have been at the frontline even during the lockdown and ensuring they stay safe and secondly, through continuous engagement with our colleagues working remotely. Our utmost priority has always been to build a resilient system that will enable us to maintain good service levels across channels. Understanding that time and safety are the essence of the moment, we have cautiously configured ways such as direct to consumer storefront, strategic partnerships etc. We are also working directly with hypermarkets to negate any possible time lag or safety risks for the consumers. As far as the exigent demands are concerned, we’re leveraging the strong relationship we have with our suppliers in order to maintain consistent supplies of critical raw materials and packaging. Additionally, we’re constantly working with the central and local government bodies to keep our factories open during the lockdown and have reconfigured our supply chain network to fortify our routes to reach the consumers. Correspondingly, our staff across factories and our agile workforce at the back-end are all working dedicatedly to maintain good service levels. Considering the pandemic and the challenges that followed, it is important more than ever to have consistency in production and a well-thought-out RTM (Routes-to-market) strategy to ensure shelf visibility across channels. Q) As the pandemic led to people stuck inside their homes, did you witness any interesting consumer trends? Were people ordering more chocolates during the lockdown, maybe to tackle the stress? We are starting to see a steep rise in demand for chocolates in the last one month after a slow start at the beginning of the lockdown. This is at the back of increased in-house snacking which has taken precedence as part of the ritual of spending more time with family or with oneself. Amplified social media influence has also triggered a trend wherein homebound consumers are now increasingly looking at ways to indulge in or create-at-home eating experiences and in doing so, they are predominantly relying on brands like Cadbury, for superior quality and the assurance of safety. This has resulted in increased demand which is further fuelled by the rise in online shopping. With lockdown and the new norms of social distancing, the market and the consumption pattern of consumers are significantly leaning towards e-commerce, as health and safety has become a non-negotiable priority for people. Q) With people getting more time to stay at home, almost everybody is experimenting with cooking/baking. We have seen a lot of brands take up this opportunity and use content marketing as an effective tool to stay connected with consumers by hosting cooking classes/using chefs to share recipes etc. How have you been communicating with your consumers during the lockdown? Considering the ongoing scenario, we have reconfigured our communication strategy to adapt to this lockdown phase. We are leveraging our innovation arm to connect and communicate with our consumers in a light-hearted manner. With Cadbury 5Star, we directed the proposition towards a larger purpose of encouraging consumers to stay indoors by creating a distraction in the consumer’s life and help them breakaway from the monotony of daily life. We curated a Cadbury 5Star campaign namely #5StarDoNothingOutside challenge in order to generate some light-hearted content and at the same time equip consumers to better live the new way of life by reimaging their outdoor activities in the indoor space. <keyword id="570619" type="PERSON" weightage="20" keywordseo="Cadbury-Dairy-Milk">Cadbury Dairy Milk</keyword> released a heart-warming film encouraging consumers to stay in and celebrate all those moments of joy with your loved ones. On the other hand, with Oreo where playfulness was always a part of the brand’s DNA, the lockdown provided an opportunity to naturally advance the legacy and help consumers steer away from the pandemic gloom. Through the ‘#AtHomeWithOreo’ campaign, the brand wanted to showcase to the world that even if you are locked-down, the world is as playful as we make it. As the lockdown continues, we aim to amplify our connect with the consumers through our campaigns and provide them avenues to keep their innovation plug sparking. Q) How are you, as an organization, preparing to tackle the post-Covid world? The retail space might see a complete overhaul, so will you increase focus on online/e-commerce channels? Although we are already complying with the new normal where daily processes and operations have significantly changed, we believe the reconfiguration in the coming months will be even more rigorous. However, any change in plans, partnerships and processes will be undertaken keeping the interest of our people and consumers at the core. The retail space will witness an overhaul, but traditional outlets will not lose its position on the network map given the system’s ability to reach the deepest pockets of the country with convenience. However, the spotlight will be on e-commerce. There is a definite shift in the traditional shopping habit of individuals fueled by the fear of stepping out into crowded places, which favored the growing appetite for online shopping in the country. A trend which will be taking precedence even in the post COVID-19 world considering that health and safety will be a non-negotiable priority for people going forward. Keeping this in mind, we are strengthening our efforts in this space by changing the nature of our partnerships and pushing several of our sales and marketing activities through e-commerce platforms. Having said that, we believe the role of physical retail stores cannot be negated and the traditional route will retain primacy in our layout, but the key to success will lie in building a resilient system by adopting a balanced approach amongst all conduits. Q) Cadbury Dairy Milk has been using 'Generosity' as a global theme in its communication. You also launched limited-edition Thank You bars during the lockdown. How else have you been spreading this message to your consumers? Purpose resides at the very core of our business which we are fostering today by evoking the spirit of generosity with Cadbury Dairy Milk. Since the progressive journey of Cadbury Dairy Milk in India has been nothing but a blend of emotions for close to 75 years, the cultural infusion that the brand holds only made it a natural choice for us to push our generosity agenda. The aim was to address social issues by conceptualizing purpose-driven campaign. We started with the campaign ‘The Wrapper that Gives’ to address the issue of lack of resources in the rural areas. Through this campaign, consumers could click a photo of an empty wrapper of Cadbury Dairy Milk and choose to either keep the data offered for themselves or donate to Pratham Education Foundation who ensured that the collected data reached the right schools to carry out the internet enabled learning activities among children. The Purple Heart Campaign addressed the impending issue of cyber bullying. It was based on the idea of standing up for each other and expressing solidarity with victims by replying with the ‘Purple Heart’ emoticon in response to every troll comment on the victim’s timeline, along with the hashtag #HeartTheHate. And the recent example of infusing generosity has been the launch of limited-edition Cadbury Dairy Milk ‘Thank You’ bar in recognition of the relentless spirit of health care workers who are battling it out at the frontline, as well as the ancillary staff, whether ambulance driver or IT personnel, who are enabling seamless operations at hospitals, at all times. The campaign came full circle with the part of sale proceeds committed towards health insurance policies of the daily wage earners, via a partnership with Nirmana, an NGO that works with the unorganized sector. Q) While it might still be difficult to predict, do you anticipate business to get back on track within the next few months? In the initial days of the lockdown, most industries witnessed a slump in sales and production, as consumers predominantly focused on staples and essential items. However, the packaged food industry has weathered the storm and has slowly started observing signs of an uptick in consumer demand. At Mondelez India, we have witnessed a perceptible shift in buying patterns of consumers and an increase in demand for packaged food items. As most of us are stranded in the confines of four walls, in-home munching is gaining momentum and we foresee a spike in demand for snack items. Consumers have started becoming more vigilant and cautious about safety and hygiene, hence naturally leaning towards brands they have trusted for years. Q) What have been your key learnings from this experience so far? We have learned that agility will be the primary factor dominating all operations for brands to align themselves with unanticipated challenges and opportunities that influences the consumer’s consumption/demand graph. Case in example being the increased in-home consumption which has not only led us to reinvent our supply chain network that now includes direct deliveries to housing societies,but also change our communication directive considering many consumers are taking reference from social media to create new eat experiences at home. Therefore, even the communication plans require a re-haul where with drastic change in customer’s motivation and paths to purchase, it has become imperative to adopt a focused approach to ensure that every message is relevant to the current times with empathy residing at its core. This will further help in reinforcing the emotional connect with our consumers who are closely observing the brand’s reaction and their critical role in combating the pandemic. Consequently, paving way for purpose-led marketing which will command better impact and resonance. Hence, the need of the hour will be to innovate every step of the way, be it externally or internally,to keep the business engine running hot.

Retail will witness an overhaul, but traditional outlets won’t lose their position on the network map: Anil Viswanathan, Mondelez India

It’s definitely great news for all the <keyword id="6399124" type="CITY" weightage="100" keywordseo="Cadbury">Cadbury</keyword> fans in the country. Modelez International, better known as the parent company of <a href="http://www.businessinsider.in/On-World-Chocolate-Day-we-find-out-how-it-is-like-to-work-at-a-chocolate-company/articleshow/53088548.cms">Cadbury</a> chocolates and <keyword id="6398866" type="CITY" weightage="20" keywordseo="Bournvita">Bournvita</keyword> is all set to go ‘Make in India’. As per news reports, they would be investing $15 million (Rs 100 crores) to build a global research, development and quality(RDQ) hub in <a href="http://www.businessinsider.in/On-World-Chocolate-Day-we-find-out-how-it-is-like-to-work-at-a-chocolate-company/articleshow/53088548.cms">Thane</a> near Mumbai. 
 
As a part of American food giant’s grand plan of investing $65 million to develop nine global RDQ hubs, this venture will be dedicated to chocolates only. 
 There will a biscuit RDQ centre in China and similar one in <keyword id="6356662" type="COUNTRY" weightage="20" keywordseo="Singapore">Singapore</keyword> for gums and candies, as per the plan. "We've a long, strong history in India and it's a priority market for us. We've had tremendous success in getting the 'best of global, best of local' formula right in India to accelerate our growth momentum in India and throughout Asia with continuous innovation," <keyword id="342295" type="PERSON" weightage="20" keywordseo="Hargrove">Hargrove</keyword> told the <keyword id="6474066" type="COMPANY" weightage="20" keywordseo="economic-times">Economic Times</keyword>. 
 
"For the past two years, we've been transforming and redesigning our global RDQ organisation to better support our growth ambitions and create a competitive advantage,"<a href="http://www.businessinsider.in/On-World-Chocolate-Day-we-find-out-how-it-is-like-to-work-at-a-chocolate-company/articleshow/53088548.cms"> Hargrove </a>added. 
 This isn’t the first time that the global chocolate giant is investing big in India. Earlier Mondelez has invested $190 million (about Rs 1,270 crore) investment in already operational plant in <keyword id="37102" type="COMPANY" weightage="20" keywordseo="Andhra-Pradesh">Andhra Pradesh</keyword>. 
 
The Thane centre will recruit more than 150<a href="http://www.businessinsider.in/On-World-Chocolate-Day-we-find-out-how-it-is-like-to-work-at-a-chocolate-company/articleshow/53088548.cms"> scientists</a>, engineers and specialists to focus on developing technology platforms for chocolates and beverages, consumer science, packaging and cross-category productivity, the company told the financial daily.

​ #MakeinIndia: Cadbury is opening its R&D centre in Thane

<ul><li><keyword id="4568700" type="General" weightage="100" keywordseo="pvr-inox" source="Orion">PVR Inox</keyword>’s recipe for solving the problem of dwindling footfalls is to give moviegoers a taste of the big screen experience of <keyword id="18939" type="General" weightage="20" keywordseo="upcoming-movies" source="Orion">upcoming movies</keyword>. </li><li>The multiplex giant is offering a curated 30-minute <keyword id="17144225" type="General" weightage="20" keywordseo="trailer-screening-show" source="Orion">trailer screening show</keyword> for just ₹1, ahead of the crucial summer season with movies lined up in May and June. </li><li>During the first weekend, <keyword id="799" type="General" weightage="20" keywordseo="PVR" source="Orion">PVR</keyword> <keyword id="6407732" type="General" weightage="20" keywordseo="Inox" source="Orion">Inox</keyword> sold 35,000 tickets of its trailer screening show across the country. </li></ul>Multiplex giant PVR Inox is trying to lure people back to the cinemas with a unique offer – watch 10 upcoming trailers in a 30-minute screening show for just ₹1. In exchange, people get to beat the heat in comfortable, air-conditioned seats and perhaps even enjoy some of those trailers. This is the multiplex chain’s bid to woo back the moviegoers who have shunned the big screens since the Covid-19 pandemic broke out and “re-ignite their love for watching entertainment on the big screen”. The chain will also be hoping these shows translate into a boost in advance bookings for movies releasing in the crucial summer season. Salman Khan-starrer Kisi Ka Bhai Kisi Ki Jaan, Aishwarya Rai Bachchan and Vikram’s Ponniyin Selvan: Part-2, and Shah Rukh Khan’s Jawan are among the movies lined up for release in May and June. The trailers will be curated by PVR Inox and will include upcoming Bollywood, Hollywood and other regional movies as well, customised based on the region. If all this sounds familiar, it’s because PVR Inox has borrowed a leaf out of the booklet of fast-moving consumer goods (FMCG) companies like Nestle India, ITC, Kellogg’s and others, which have long used samples as a way to attract new customers by giving them a taste of their new products. For instance, FMCG companies have targeted kids by partnering with schools to give out free samples of Kellogg’s Chocos, Horlicks, Boost, Bournvita or Sunfeast’s Timepass biscuits or atta noodles. These companies also often give out free samples to visitors in shopping malls. The trailer screening show is PVR Inox’s bid to bring sampling to the big screens, especially after reporting a 15% decline in footfalls in the first nine months of FY23. With a total of 1,680 screens, it is India’s largest multiplex chain with presence in 115 cities in India and Sri Lanka. <cmsannotation type="cmsannotation" annotationid="Dwindling footfalls" comment="subhead" text="Dwindling footfalls">Dwindling footfalls</cmsannotation> Dwindling footfalls have worried both single-screen and multiplex chains alike post the Covid-19 pandemic. According to media consulting firm Ormax, Hindi cinema footfalls fell from 341 million in 2019 to a meagre 189 million in 2022. Only two Bollywood movies have managed to break the ₹100 crore collection mark in the March quarter. “In our view, the innovation is interesting and would help address low footfalls, particularly witnessed in case of Hindi movies,” Nuvama Institutional Equities said in a note, adding that it could also help boost advance bookings for upcoming movies. For starters, the trailer screening show is available in multiple cities across the country, and PVR Inox says there will be two shows per day. According to Nuvama, 35,000 tickets were sold across the country over the last weekend. Our initial checks in Mumbai suggest that a large number of seats are vacant today (Friday). It will be interesting to see if PVR Inox’s experiment gathers momentum, especially when people can freely watch trailers on their smartphones or TVs from the comfort of their home. SEE ALSO: <a href="https://www.businessinsider.in/business/corporates/news/client-meetings-start-and-stop-with-chatgpt-says-indias-largest-it-company/articleshow/99468194.cms">Client meetings 'start and stop with ChatGPT' says India's largest IT company</a> <a href="https://www.businessinsider.in/business/corporates/news/infosys-sees-4-7-revenue-growth-in-fy24-after-it-misses-its-own-fy23-revenue-guidance/articleshow/99467637.cms">Infosys sees 4-7% revenue growth in FY24 after it misses its FY23 guidance</a> <a href="https://www.businessinsider.in/business/corporates/news/tcs-flags-pain-in-us-markets-says-banking-sector-crisis-has-led-to-cuts-in-discretionary-spending/articleshow/99458916.cms">TCS flags pain in US markets, says banking sector crisis has led to cuts in discretionary spending</a>

What can ₹1 get you? 30 minutes of trailers at PVR Inox

<ul><li>As we get closer to the new year, we bring to you a time capsule of 2021.</li><li>We look at some of the memorable campaigns from the year and discuss the common themes.</li></ul>The initial stage of the global pandemic brought in a lot of challenges for advertising agencies and brands. Agencies were producing ads on chopped-off budgets from the safety of their homes and really scratching their brains for creative ideas inside four walls. As the lockdown was lifted and the country opened its doors to all kinds of businesses in phases, there was hope in the air. Brands slowly started picking on consumer sentiment and upped their marketing budgets. With the beginning of 2021, a new year, consumers found a new sense of optimism for a better tomorrow and brands ensured that they offered a helping hand to consumers by spreading warmth through their advertising campaigns and telling stories of togetherness and bonding with family, friends and neighbors. With the second wave in April 2021, the progress reversed and brands slowed their marketing activities again but continued proving their resilience through their social media handles. When COVID was at its peak in April and June, several health institutions ran out of beds and oxygen supplies. Our social media feeds filled up with appeals for help -- looking for plasma donors, oxygen concentrators or ICU beds. During this period, Indian corporations, multinational brands and young home-grown start-ups stepped forward to do their bit and helped the country survive this phase. Thankfully, as the number of cases went down in August and the number of vaccine doses kept rising, consumer sentiments picked up. With each festival, things got a little better. So, as the country decorated their home to celebrate the homecoming of Lord Ram on Diwali, marketers went all out. After a long-dry spell of a year and a half, brands ensured that they didn't miss out on this opportunity to reconnect with consumers. The country found its hope to keep going and many brands decided to celebrate heroes who went unnoticed during the most difficult phase of the pandemic. With their heartwarming campaigns, they urged consumers to support small businesses and those who have been badly impacted by COVID-19. The pandemic also sparked a flurry of nostalgic ads and consumers loved the trend. Brands started evoking nostalgia to connect with consumers on an emotional level and reach out to the inner child in us that lived in a happier universe. These ads were like comfort food during unprecedented times. Brands also used their marketing communications to shine the spotlight on gender inequality and encouraged women to stand up for their rights. Overall, in 2021, themes of nostalgia, togetherness, resilience, women empowerment and hope emerged and made consumers smile. In no particular order, here are a few ads that stood out this year: Cadbury’s Kuch Khaas Hai remake | Agency: Ogilvy <div type="Youtube" id="z_OtC06ndUE" title="Cadbury Dairy Milk wishes #GoodLuckGirls to all those hitting it out of the park." thumbUrl="https://i.ytimg.com/vi/z_OtC06ndUE/mqdefault.jpg"></div> Bhima Jewellery’s Pure as Love | Agency: Animal <div type="Youtube" id="NtaLr_r8R2E" title="Bhima Jewellery. Pure as love." thumbUrl="https://i.ytimg.com/vi/NtaLr_r8R2E/mqdefault.jpg"></div> Vim’s Making Dishwashing Easy | Agency: Lowe Lintas <div type="Youtube" id="cWIo7lTfdqs" title="Vim Liquid | Making dishwashing easy (Hindi)" thumbUrl="https://i.ytimg.com/vi/cWIo7lTfdqs/mqdefault.jpg"></div> Tanishq’s Marriage Conversations | Agency: Dentsu Webchutney <div type="Youtube" id="wnZduCnSMpk" title="Marriage Conversations | Tanishq" thumbUrl="https://i.ytimg.com/vi/wnZduCnSMpk/mqdefault.jpg"></div> Swiggy Instamart | Agency: Lowe Lintas <div type="Youtube" id="NL7mq7kFLt8" title="Swiggy Instamart - Groceries delivered in 15-30mins" thumbUrl="https://i.ytimg.com/vi/NL7mq7kFLt8/mqdefault.jpg"></div> Mondelez’s Not Just a Cadbury ad | Agency: Ogilvy India <div type="Youtube" id="R3FnhpelBR0" title="Cadbury Celebrations | Not Just A Cadbury Ad" thumbUrl="https://i.ytimg.com/vi/R3FnhpelBR0/mqdefault.jpg"></div> Dove’s Stop the Beauty Test | Agency: Ogilvy India <div type="Youtube" id="jEpTa2cMl_I" title="Take the pledge to #StopTheBeautyTest | Dove" thumbUrl="https://i.ytimg.com/vi/jEpTa2cMl_I/mqdefault.jpg"></div> Tata Cliq Luxury | Agency: Havas Creative Group India <div type="Youtube" id="ZqHZKtbcjEA" title="Thoughtful Gifting Begins Here | Slow Commerce | Where Quality is Nurtured | Tata CLiQ Luxury" thumbUrl="https://i.ytimg.com/vi/ZqHZKtbcjEA/mqdefault.jpg"></div> Fastrack’s You Do You | Agency: Lowe Lintas Bangalore <div type="Youtube" id="0VGpbNQufjc" title="Own Your Inches - #FastrackYouDoYou" thumbUrl="https://i.ytimg.com/vi/0VGpbNQufjc/mqdefault.jpg"></div> Bournvita’s Get The Message | Agency: Ogilvy India <div type="Youtube" id="EkCtQT2yfig" title="Bournvita - Get The Message" thumbUrl="https://i.ytimg.com/vi/EkCtQT2yfig/mqdefault.jpg"></div> Nykaa’s Tum Hi Ho Nykaa | Agency: Sideways <div type="Youtube" id="9o57TH0ZjkU" title="Tum Hi Ho Nykaa | Brand Film" thumbUrl="https://i.ytimg.com/vi/9o57TH0ZjkU/mqdefault.jpg"></div> Mohey’s KanyaMaan <div type="Youtube" id="PmCSjllj7KU" title="Tradition wahi, soch nayi - #KanyaMaan" thumbUrl="https://i.ytimg.com/vi/PmCSjllj7KU/mqdefault.jpg"></div> Tinder’s Closure <div type="Youtube" id="6b-K9OzVo-c" title="Closure - A Film about Consent by Tinder | Ft. Kavya Trehan and Mrinal Dutt" thumbUrl="https://i.ytimg.com/vi/6b-K9OzVo-c/mqdefault.jpg"></div> Cult.fit’s Fitness Is Not An Option <div type="Youtube" id="xAB3CZC1BcI" title="Fitness Is Not An Option (cult.fit)" thumbUrl="https://i.ytimg.com/vi/xAB3CZC1BcI/mqdefault.jpg"></div> Vicks’ Touch of Care | Publicis Singapore <div type="Youtube" id="NHflsJrXKaI" title="Vicks - Care Lives On #TouchOfCare" thumbUrl="https://i.ytimg.com/vi/NHflsJrXKaI/mqdefault.jpg"></div> CRED’s Great for the Good <div type="Youtube" id="j8KpV-4_mRg" title="Great for the good | ft. Rahul Dravid | CRED" thumbUrl="https://i.ytimg.com/vi/j8KpV-4_mRg/mqdefault.jpg"></div> The Body Shop’s #BloodyNatural <div type="Youtube" id="6XVihCBaX-g" title="Periods are #BloodyNatural | Let's end period shame | The Body Shop India" thumbUrl="https://i.ytimg.com/vi/6XVihCBaX-g/mqdefault.jpg"></div> Prega News She Is Complete In Herself <div type="Youtube" id="X4mWIU-zcvQ" title="#SheIsCompleteInHerself - A Women’s Day Initiative by Prega News | Mona Singh (Hindi)" thumbUrl="https://i.ytimg.com/vi/X4mWIU-zcvQ/mqdefault.jpg"></div> Surf Excel’s Holi 2021 <div type="Youtube" id="MocKmftqNI8" title="Surf excel Holi 2021 | Jo dilon ko paas laayein, woh #RangAchheHain" thumbUrl="https://i.ytimg.com/vi/MocKmftqNI8/mqdefault.jpg"></div>

From CRED’s Indiranagar ka Gunda to Cadbury’s reimagined Kuch Khaas Hai, here are a few campaigns that stood out in 2021

<ul><li><keyword id="9491596" type="UNKNOWN" weightage="20" keywordseo="cadbury-chocobakes-choc-layered-cakes">Cadbury Chocobakes Choc Layered Cakes</keyword> will be available on shelves from July 2020.</li><li>It will be a pan-India launch supported by a 360-degree communication campaign.</li><li>The idea behind the launch is to capitalize on the fast growing snacking category.</li></ul><keyword id="2200852" type="PERSON" weightage="20" keywordseo="Mondelez-India">Mondelez India</keyword>, the makers and bakers of snacking brands like <keyword id="6399124" type="COMPANY" weightage="20" keywordseo="cadbury">Cadbury</keyword> Dairy Milk, Cadbury Bournvita, Oreo etc. have forayed into the <keyword id="9491595" type="UNKNOWN" weightage="20" keywordseo="cakes-category">cakes category</keyword> with the launch of Cadbury Chocobakes Choc Layered Cakes. This is the company’s second launch under the Chocobakery sub-category, in less than a year, after the successful launch of Cadbury Chocobakes Choco-filled Cookies. Cadbury Chocobakes Choc Layered Cakes will be available on shelves from July 2020. Commenting on the launch, <keyword id="275011" type="COMPANY" weightage="20" keywordseo="Deepak-Iyer">Deepak Iyer</keyword>, President – India, Mondelez International said, “We are expanding our portfolio into related categories by driving the taste of chocolate as a snack – beyond the bar. Today with our strong Cadbury legacy and an established play in biscuits and cookies we are well placed to expand into the bakery and cakes segment with layered cakes. With our individually wrapped chocolatey cakes we are not only providing a new eat experience but driving consumer convenience both for in-home and on the go consumption. This is an important milestone in the journey of our company in India.” “I am so proud of our teams who worked during these difficult times over the last few months to get a new product, in a new category to the market – this showcases our commitment to our consumers,” he added. <keyword id="4289033" type="PERSON" weightage="20" keywordseo="sudhanshu-nagpal">Sudhanshu Nagpal</keyword>, Associate Director – Marketing (Biscuits), Mondelez India added, “Our Biscuits business in the country has been one of the key growth drivers for us, globally and in India. Our endeavor has always been to provide unique eat experiences and a broad range of product offerings to our consumers – some of our unique innovations like Bournvita Biscuits – Banana &amp; Oats, Oreo Cadbury Dipped, Cadbury Chocobakes Choc-filled Cookies, etc. are a testament to this commitment. We are confident that our latest launch – Cadbury Chocobakes Choc Layered Cakes will help us further expand the category and open interesting avenues in the snacking space.” Speaking about why they thought this was a good time to launch the product, Nagpal added, "The months of March and April were a bit of a wipeout for us. The supply chain and the deals of the business weren’t churning well. But as we entered May and also now in June, thanks to our strong distribution muscle and the resilience and courage that our back-end teams have exhibited, our factories are now running at a good capacity. For biscuits, we have seen May and June being higher than pre-Covid levels in terms of demand. We are now delivering ever-higher numbers. Overarchingly we believe as things stabilize, the route to market will get back to normal, factories will run at a normal pace. It will take some time but we will get there in the next couple of months. Moreover, snacking as a category was growing earlier, but now with this new normal, we believe the opportunity of the segment growing further is increasing. As consumers spend more time inside their homes, they’re bound to snack more and they will need the right snack for the right moment and that’s what our purpose and vision is." The launch of Cadbury Chocobakes Choc Layered Cakes will be supported by a 360-degree communication campaign, designed to bring to the fore the company’s latest innovation. Cadbury Chocobakes Choc Layered Cakes is priced at just Rs 10 for a single pack (21 gms) and Rs 60 for a pack of six (126 gms) and is all set to make its grand online debut, through an exclusive preview.

Mondelez India enters the Rs 2000 crore cakes category with the launch of Cadbury Chocobakes Choc Layered Cakes

<ul><li>Every year, September 05 is celebrated as <keyword id="416060" type="PERSON" weightage="20" keywordseo="Teachers-Day">Teacher’s Day</keyword> to honour the memory of Dr. Sarvepalli Radhakrishnan, which presents an opportunity to express our gratitude towards those who teach us small and big lessons in life. </li><li>This year, brands decided to dedicate Teacher’s Day to Corona Warriors. </li><li>We also look back at some of the well-known campaigns made over the years that brought a smile to our faces. </li></ul>We all still look back and laugh at those silly days which began by greeting, “Gooood Mooorning Teacher,” followed with a roll call, trying to catch a glimpse of the clock to count the hours left until the recess bell rings, comparing whose shoes are cleaner and running out of the school gate to go watch cartoon at home. It is also these early days of our life that helped us learn, grow and start appreciating everything around us because of the kind of education we receive at our schools from our teachers. Every year, September 05 is celebrated as Teacher’s Day to honour the memory of Dr. Sarvepalli Radhakrishnan, which presents an opportunity to express our gratitude towards those who teach us small as well as some big lessons in life. We can never stop learning and being a student. However, it's been months since the world has come to a standstill because of COVID-19. While a lot of us still have the privilege of working from home and be with our family in these trying times, few people out there stepped up and took charge. This year, brands acknowledged these Corona Warriors and how they have turned out to be our great teachers of humanity as well. Corona has proven to be the biggest teacher afterall. It has taught us what our priorities are and made us re-evaluate what life even is. So, to bring a smile to your face in these gloomy days, we decided to take you down memory lane and compile a list of feel-good Teacher’s Day campaigns made over the years. Raymond: <div type="Youtube" id="tBixKRvne-E" title="Raymond Teacher TVC" thumbUrl="https://i.ytimg.com/vi/tBixKRvne-E/mqdefault.jpg"></div> Surf Excel: <div type="Youtube" id="tNE3l2LPiEY" title="Surf Excel &quot;Dog&quot;" thumbUrl="https://i.ytimg.com/vi/tNE3l2LPiEY/mqdefault.jpg"></div> Titan: <div type="Youtube" id="PQxFL6Ce-XM" title="TITAN -The Joy of Gifting" thumbUrl="https://i.ytimg.com/vi/PQxFL6Ce-XM/mqdefault.jpg"></div> Bournvita Badam Booster: <div type="Youtube" id="pTdXVmgC3us" title="Bournvita Badam Booster - Tayyari Har Exam Ki" thumbUrl="https://i.ytimg.com/vi/pTdXVmgC3us/mqdefault.jpg"></div> Rajnigandha: <div type="Youtube" id="XtwjCypl3Ac" title="BEST TEACHER'S DAY AD!! #TeacherNeBolaTha" thumbUrl="https://i.ytimg.com/vi/XtwjCypl3Ac/mqdefault.jpg"></div> Visa India: <div type="Youtube" id="ISpAtMgKdPw" title="A teacher and student’s #KindnessIsCashless story - Visa" thumbUrl="https://i.ytimg.com/vi/ISpAtMgKdPw/mqdefault.jpg"></div> Unacademy: <div type="Youtube" id="dIyeVu5u_bw" title="Unacademy wishes Happy Teachers’ Day to the change makers" thumbUrl="https://i.ytimg.com/vi/dIyeVu5u_bw/mqdefault.jpg"></div> Linc: <div type="Youtube" id="Dy5NRT1ASnI" title="Linc Pens wishes all a very Happy Teacher's Day!! - A Film on Teachers Day" thumbUrl="https://i.ytimg.com/vi/Dy5NRT1ASnI/mqdefault.jpg"></div> Mankind Pharma: <div type="Youtube" id="YrothIiChR0" title="Mankind Pharma: Teacher's Day" thumbUrl="https://i.ytimg.com/vi/YrothIiChR0/mqdefault.jpg"></div> MTV: <div type="twitter" handle="MTVIndia" handlename="MTV India" image="http://pbs.twimg.com/profile_images/1115500483961950208/q3Wlk_Pt_normal.png" favoritecount="13" retweetcount="4" status="Ek stupid harkat aapke teacher ko disappoint, bohot bohot disappoint kar sakti hai!#TeachersDay#teachers… https://t.co/8iW7g6fFsK" createdat="1599111491000" id="1301394035521642497"></div>

A few Teacher’s Day campaigns made over the years that are right in the feels

<ul><li>India’s most famous brand for chocolates – <keyword id="6399124" type="ORGANIZATION" weightage="20" keywordseo="cadbury">Cadbury</keyword> has introduced a new 30% less sugar version of its Dairy Milk. </li><li>The need to bring out this version seems to come from India’s growing demand to stay healthy and stay off sugar. </li><li>The new Dairy Milk was under development for two years.</li></ul>After decades of catering to the ‘sweet tooth’ of Indians, <keyword id="570619" type="PERSON" weightage="20" keywordseo="Cadbury-Dairy-Milk">Cadbury Dairy Milk</keyword> has now launched a ‘low sugar version’ of its iconic <keyword id="6355626" type="UNKNOWN" weightage="20" keywordseo="chocolate">chocolate</keyword> bar. It is keeping up with the trends of the time and catering to its health conscious customers, with a version that has 30% less sugar. Still Sweet This new version has been in development for almost two years. It does not have added artificial sweeteners, colours or preservatives. But the company says that it retains the taste and texture, nevertheless. “Increasingly, consumers want products that reflect their lifestyle and we have always been at the forefront in creating unique products and platforms to address this need. <keyword id="7744399" type="UNKNOWN" weightage="20" keywordseo="Cadbury-Dairy-Milk-30-less-sugar">Cadbury Dairy Milk 30% Less Sugar</keyword> is created to ensure the right texture and taste of the original Cadbury Dairy Milk bar to keep the consumer eat experience the same,” said Anil Viswanathan, Director, Marketing (Chocolates), Mondelez India. Mondelez India was formerly called Cadbury India and had introduced Cadbury Dairy Milk and Bournvita in India in 1948. Brands are turning calorie conscious as the new generation prefers to stay on diet, refusing to devour chocolates, except on cheat days. <a href="https://timesofindia.indiatimes.com/life-style/health-fitness/diet/how-much-sugar-you-should-eat-in-a-day/articleshow/65783995.cms">Reports</a> say that the sugar intake should be no more than 10% of a day’s calorie intake. The food industry has been experimenting to provide healthier options for consumers who want to stay fit – like organic whole foods to sugar-free products. Indians are also willing to <a href="https://qz.com/india/784617/the-additional-cost-of-eating-healthy-in-india/">pay</a> more for healthier options, making it a lucrative option for those in the food business. See Also: <a href="https://www.businessinsider.in/healthifyme-indias-top-rated-healthapp-on-playstore-is-set-to-turn-profitable-this-year/articleshow/68900244.cms">This startup helping 9 million Indians lose weight may soon turn profitable</a>

One of India's iconic chocolate brands turns calorie conscious – comes with 30% less sugar

<ul><li>From black forest jelly, coconut, wheat crispies, popcorn, salted caramel to desi ingredients like paan, thandai, khajoor, kaju katli and masala chai, there are options galore to pick and choose from.</li><li>The five lucky finalists will have the opportunity to visit Mondelez International’s state-of-the-art Global Research, Development &amp; Quality Centre in Mumbai, India, and work with the chocolate experts to experiment with their creations and make their dream bar a reality. </li><li>These limited edition bars are slated to be launched in the latter half of 2020 and will be available to purchase for a limited period across markets in India. </li><li>Conceptualized in partnership with Ogilvy India &amp; Wavemaker, the Madbury campaign will be supported by a 360-degree communication campaign.</li></ul><keyword id="2200852" type="COMPANY" weightage="20" keywordseo="Mondelez-India">Mondelez India</keyword>, the makers &amp; bakers of brands like Cadbury <keyword id="47614" type="ORGANIZATION" weightage="20" keywordseo="Dairy-Milk">Dairy Milk</keyword>, 5Star, Oreo, Bournvita etc., for the very first time throws open the doors, inviting the nation to ‘go Madbury for Cadbury’. Through this initiative, the company is encouraging all the chocolate aficionados to don their culinary hats and tighten their aprons while they create their own Cadbury Dairy Milk bar. This initiative underscores the company’s commitment to stay consumer-obsessed and to empower consumers to snack right, by providing them with more choice and newer eat experiences. In line with Mondelēz International’s recently launched and first-ever State of Snacking™ report, which highlighted how snacking provides Indians with a source of identity and cultural exploration and how snacking as a tradition has also built strong bonds and memories, the ‘go Madbury for Cadbury’ initiative gives an opportunity to Indian consumers to take some time out with the family and friends, take a nostalgic trip and create some unbreakable bonds and everlasting memories – in short just ‘go Madbury for Cadbury.’ 
 <div type="Youtube" id="RrftWVessAw" title="Go make your own Cadbury on Madbury.in" thumbUrl="https://i.ytimg.com/vi/RrftWVessAw/mqdefault.jpg"></div>



 Sharing what inspired the brand to launch this initiative, Anil Viswanathan, Director - Marketing (Chocolates), Mondelez India, said, “As a company, we are always looking for ways to innovate and excite our consumers and Madbury is yet another attempt to further strengthen our connect with them. Through this campaign, we are encouraging our audience to make their unique ‘Home wala’ Cadbury Dairy Milk, and thus come up with suggestions for the next Cadbury Dairy Milk limited edition pack with two different ingredients. It’ll be great to see the imagination of our fans shine through and now we have the chance to make the first fan-based Cadbury Dairy Milk bar a reality.” Users are encouraged to seek the spotlight as the next Cadbury inventor by visiting the website <a href="https://www.madbury.in/">madbury.in</a> and partaking in the challenge. From black forest jelly, coconut, wheat crispies, popcorn, salted caramel to desi ingredients like paan, thandai, khajoor, kaju katli and masala chai, there are options galore to pick and choose from. One can submit up to two of their favourite flavors for the chance to be one of five finalists. What more? Apart from taste and creativity, every bar should have a unique name and an inspiring tale that would have the judges captivated. The company has also tied-up with Amazon.in, for an exclusive Madbury store, where consumers can get some wacky ideas to ‘go Madbury for Cadbury’, with some unique ingredients listed. Entries are open till January 15, 2020. Hemant Sharma, Senior Creative Director &amp; Sagar Jadhav, Creative Director, Ogilvy Mumbai, said, "The brief was truly exciting from the word go and particularly challenging for the Indian market where the taste and flavors are as diverse as the land and its people. So, the old-world wisdom, ‘when there’s a lot to say, sing it’ came to the rescue. We created a jingle with stanzas in 8 different languages celebrating the food and cultural quirks of people across the country. We designed the supporting visuals to bring alive the idea of India’s great multiplicity and love for Cadbury Dairy Milk chocolate." Conceptualized in partnership with Ogilvy India &amp; Wavemaker, the Madbury campaign will be supported by a 360-degree communication campaign, which includes a fun new video asset, innovative outdoor and digital campaigns and strong in-store visibility. The five lucky finalists will have the opportunity to visit Mondelez International’s state-of-the-art Global Research, Development &amp; Quality Centre in Mumbai, India, and work with the chocolate experts to experiment with their creations and make their dream bar a reality. The competition will witness two of the five finalists as champions and their creation will become the latest and most exciting addition to the iconic Cadbury Dairy Milk range. These limited edition bars are slated to be launched in the latter half of 2020 and will be available to purchase for a limited period across markets in India.

Mondelez India invites consumers to create and name their own Cadbury Dairy Milk bar

<ul><li>The year 2020 was a roller coaster ride for businesses of all kinds and sizes and negatively impacted <keyword id="47276" type="PERSON" weightage="20" keywordseo="Economic-growth">economic growth</keyword> worldwide. </li><li>However, after June 2020, one industry that continued to see stable cash flow and income was FMCG. </li><li>In today’s feature, we speak to leading FMCG brands on their outlook for 2021 as we move forward. </li></ul>The pandemic has taught the brandverse to be prepared for the unexpected. Owing to the fear of contracting the virus by going out, brands had to rethink and realign their strategies to reach out to consumers in new ways. Online shopping platforms opened up their services to deliver 24*7 and people started hoarding daily essentials, including FMCG products. So, many FMCG brands partnered with e-commerce platforms like Dunzo, Flipkart, Grofers, BigBasket, etc to deliver within the comfort of consumers’ homes. Consumer habits also evolved with COVID and ‘immunity’ became the buzzword in the FMCG industry. Marketers reverted by launching ready-to-eat meal options and immunity-based packaged goods. However, with COVID vaccine now a reality, consumer sentiment is already picking up and the economy is in revival mode. Going by the latest reports, 2021 will augur well for small retailers leading to an increased sales from local markets and <keyword id="6513856" type="COMPANY" weightage="20" keywordseo="kirana-stores">kirana stores</keyword>. According to <keyword id="346535" type="COMPANY" weightage="20" keywordseo="Nielsen-India">Nielsen India</keyword>, after an unprecedented decline of -19% in the Jan-Mar quarter, FMCG industry displayed signs of recovery in Q3’20 with a 1.6% growth (versus Q3 ‘19). In 2020, rural markets outperformed urban India and became critical for FMCG giants. Brands relied on rural markets to drive growth during the trying times. FMCG witnessed a double digit growth of 10.6% in Q3’20 in Rural India, while the bigger cities (&gt;1 Lakh population including metros and Town Class 1) played catch-up. The rural markets bounced back in Q3 handsomely on the back of support provided by the government as well as good agriculture, reverse migration and a lower unemployment rate. With immunity being the focus in the ‘new normal’, new launches have been made in the health and hygiene basket including categories like hand sanitisers, floor cleaners, toilet cleaners, antiseptic liquids. These new launches contributed to 37% (in value) of all new launches in the COVID period (Nielsen India). According to Kantar Worldpane, FMCG sector in India is expected to report a 4-5% volume growth in FY21, driven by rural areas that are expected to grow two percentage points ahead of the urban regions that are hit harder by COVID-19 pandemic. While COVID-19 has curtailed economic growth in the FMCG sector, experts are now optimistic that the industry will see an appreciable improvement this year. Here are some of the trends they expect to see in 2021: R S Sodhi, MD, GCMMF (AMUL): <cmsannotation type="cmsannotation" annotationid="The biggest impact i" comment="inlineshare" text="The biggest impact in FMCG food is the shift among the consumers from loose and unbranded to trusting packed food and affordable brands in Tier II and III. There, people have come from loose to smaller packs and brands.">The biggest impact in FMCG food is the shift among the consumers from loose and unbranded to trusting packed food and affordable brands in Tier II and III. There, people have come from loose to smaller packs and brands.</cmsannotation> I don't think the demand in high end consumer products will grow as much now. There'll be a tremendous increase in demand for branded FMCG products that are affordable, available in smaller packs and mainly cater to Tier II III cities. For the past two years, at Amul, we have been trying to ensure we reach the towns that have over 10,000 population, which helps us cover the 15 to 20 bigger villages around those towns. Currently, we are working with 10,000 distributors. We have already covered 50% of these 10,000 population towns in India and in another one year, we'll cover all the towns. We're mainly investing in Tier II and III cities, opening our own branches and depots all over India. We recently opened a centre in Leh. Anil Viswanathan, senior director, marketing (chocolates), insights and analytics, <keyword id="2200852" type="COMPANY" weightage="20" keywordseo="Mondelez-India">Mondelez India</keyword>: The pandemic has accelerated the growth of snacking. As per Mondelēz International’s recently released second annual State of Snacking report, 9 in 10 Indian adults (88%) say they are snacking more or the same (22%) during the pandemic than before it, with millennials being especially likely to say they prefer snacks over meals (85%). A majority expect this trend to continue, saying they plan to continue eating small snacks throughout the day, as opposed to fewer large meals (82%), and that snacking will be part of their “new normal” even after the pandemic ends (81%). Ultimately, 8 in 10 believe “the current pandemic will have a long-term impact on how we consume snacks as a society” (81%). This unprecedented year has also brought about a significant behavioral change especially on how consumers are purchasing snacks. A majority say they have started to buy snacks online more often than they do in-store or offline (74%), with 8 in 10 planning to continue shopping for snacks online once the pandemic is over (81%). A similar percentage also say the pandemic has opened their eyes to so many more ways to get snacks than they knew existed before (80%), including half who have discovered snacks to try on social media (50%). It was also very heartening to note that, even while at home this year, Indians are social snackers. With health and safety continuing to be a priority, consumers are trying to strike a balance between indulging and being mindful (80%), and in doing so; they (80%) are relying on trusted snacking brands like Cadbury, OREO, and Bournvita, seeking assurance of safety and superior quality. At Mondelez India, we understand the role our products play in our consumers’ life and the aim is to leverage these trends to empower them with more choice, creating greater shopping opportunities and innovating, while keeping our promise of consumer-centricity intact, throughout our growth journey. Sudhir Langer, CEO, Raymond Consumer Care: Conscious Communication Today’s young ‘woke’ consumers were already moving away from the excesses of consumerism and leaning towards sustainable conscious brands before the pandemic and lockdowns hit their lives. The all-round strain of the pandemic from volatile job markets and a possible looming global recession to health and environment concerns; along with the way lockdowns were framed as health versus economy predicaments—as if one has to be sacrificed for the other—has left many questioning the very basis of our consumer-driven economy. I feel, the months in lockdown have only strengthened that introspection and has further fueled the young consumers’ move towards purpose and value, making them think-twice before buying by taking in to consideration the long-term impact of their spends not only on their finances, but on their own beliefs, on society and on the planet. So, with conscious consumption here to stay, when consumers buy, it is going to be as much for brand values as it is for product payoff. Keeping this in mind a big communication trend I see emerging as we move into 2021 is brands engaging more purposefully with deeper more sentient conversations. These could include brands talking about their environmental and sustainability efforts, community initiatives, health impact and most importantly value addition. Fortunately for us this is not a shift to adapt to; but a way of operating. We have always believed in empowering, enabling and operating consciously. Hence, it’s not only our communication like our recent Park Avenue Germ Protect soap film about our protagonist helping his community but at every level we are constantly taking steps to enhance efficiencies for a better world like our soon to be launched sustainable and eco-friendly packaging. Sumit Mathur, Director Marketing Kellogg South Asia: The pandemic is a black swan event that brought several changes at the economic and societal levels. Consumers had to face economic stress which made them more discretionary in their consumption choices. Our virtual connects with over 450 consumers amidst the lockdown made it clear that items which they do not deem to be too essential are unlikely to find a place in their shopping carts. Come 2021, only brands solving a real consumer problem or adding value to their lives will be on top of their minds. It has become increasingly important for brands to feel the pulse of the consumer and provide authentic solutions to stay relevant. Kellogg’s has paid attention to the consumer’s shifting needs and adapted with agility to ensure it solves consumers’ nutritional demands in the most convenient manner and this will continue to be our focus in the coming year.

FMCG: The trends to watch out for in 2021

India’s largest online marketplace <keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword> has claimed it sold more goods than its rivals <keyword id="6354743" type="COMPANY" weightage="20" keywordseo="Amazon-India">Amazon India</keyword> and <keyword id="541988" type="COMPANY" weightage="20" keywordseo="SnapDeal">Snapdeal</keyword>. 
 
India’s top three marketplaces were scouting to sell maximum higher valued products during the festive season sale, which has now drawn to an end. 
 
Flipkart said it sold 15.5 million units during its five-day sale. As per reports, smartphones and televisions helped Flipkart to net $500 million. 
 "It's been a very important event for us, it puts us back in a very clear leadership position," said <keyword id="6364080" type="PERSON" weightage="20" keywordseo="Binny-Bansal">Binny Bansal</keyword>, CEO of Flipkart. 
 
Flipkart’s aggressive planning helped the e-commerce firm. "Our focus was on mobile, lifestyle and large appliances, and that is what we believe customers want to buy during this time. You can run sale on hing, churan, besan and bournvita anytime," said Bansal. 
 
"This is the best Flipkart could have done as we are not going to see a similar buying behaviour by consumers for next 8-12 months. Since Flipkart has performed well, they can raise their new round of funding for a long fight," Satish Meena, forecast analyst at Forrester Research, told ET. 
 
According to Flipkart, it saw a 100% rise orders on EMI and 50% on product exchange during the sale. 
 
Meanwhile, Amazon India claimed it sold 15 million products. 
 
A couple of days back, Amazon India said its annual Prime subscription service, priced at Rs 499, emerged as the top selling item in the sale.

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