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<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><br />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.<br /><br />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.<br /><br />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.<br /><br />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.<br /><br />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.<br /><br />Excerpts:<br /><br /><strong>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?</strong><br />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.<br /><br />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.<br /><br />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. <br /><br />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. <br /><br /><strong>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?</strong><br />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. <br /><br /><strong>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?</strong><br />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. <br /><br /><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. <br /><br />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.<br /><br />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.<br /><br /><strong>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?</strong><br />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. <br /><br />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.<br /><br />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. <br /><br /><strong>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?</strong><br />Purpose resides at the very core of our business which we are fostering today by evoking the spirit of generosity with Cadbury Dairy Milk.<br /><br />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.<br /><br /><strong>Q) While it might still be difficult to predict, do you anticipate business to get back on track within the next few months?</strong><br />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. <br /><br /><strong>Q) What have been your key learnings from this experience so far?</strong><br /><br />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.<br /><br />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.<br /><br />

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

<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. <br /><br />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.<br /><br />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.<br /><br />Brands also used their marketing communications to shine the spotlight on gender inequality and encouraged women to stand up for their rights. <br /><br />Overall, in 2021, themes of nostalgia, togetherness, resilience, women empowerment and hope emerged and made consumers smile. <br /><br />In no particular order, here are a few ads that stood out this year:<br /><br /><strong>Cadbury’s Kuch Khaas Hai remake | Agency: Ogilvy<br />      <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><br />Bhima Jewellery’s Pure as Love | Agency: Animal<br />      <div type="Youtube" id="NtaLr_r8R2E" title="Bhima Jewellery. Pure as love." thumbUrl="https://i.ytimg.com/vi/NtaLr_r8R2E/mqdefault.jpg"></div><br />Vim’s Making Dishwashing Easy | Agency: Lowe Lintas<br />      <div type="Youtube" id="cWIo7lTfdqs" title="Vim Liquid | Making dishwashing easy (Hindi)" thumbUrl="https://i.ytimg.com/vi/cWIo7lTfdqs/mqdefault.jpg"></div><br />Tanishq’s Marriage Conversations | Agency: Dentsu Webchutney<br />      <div type="Youtube" id="wnZduCnSMpk" title="Marriage Conversations | Tanishq" thumbUrl="https://i.ytimg.com/vi/wnZduCnSMpk/mqdefault.jpg"></div><br />Swiggy Instamart | Agency: Lowe Lintas<br />      <div type="Youtube" id="NL7mq7kFLt8" title="Swiggy Instamart - Groceries delivered in 15-30mins" thumbUrl="https://i.ytimg.com/vi/NL7mq7kFLt8/mqdefault.jpg"></div><br />Mondelez’s Not Just a Cadbury ad | Agency: Ogilvy India<br />      <div type="Youtube" id="R3FnhpelBR0" title="Cadbury Celebrations | Not Just A Cadbury Ad" thumbUrl="https://i.ytimg.com/vi/R3FnhpelBR0/mqdefault.jpg"></div><br />Dove’s Stop the Beauty Test | Agency: Ogilvy India<br />      <div type="Youtube" id="jEpTa2cMl_I" title="Take the pledge to #StopTheBeautyTest | Dove" thumbUrl="https://i.ytimg.com/vi/jEpTa2cMl_I/mqdefault.jpg"></div><br />Tata Cliq Luxury | Agency: Havas Creative Group India<br />      <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><br />Fastrack’s You Do You | Agency: Lowe Lintas Bangalore <br />      <div type="Youtube" id="0VGpbNQufjc" title="Own Your Inches - #FastrackYouDoYou" thumbUrl="https://i.ytimg.com/vi/0VGpbNQufjc/mqdefault.jpg"></div><br />Bournvita’s Get The Message | Agency: Ogilvy India<br />      <div type="Youtube" id="EkCtQT2yfig" title="Bournvita - Get The Message" thumbUrl="https://i.ytimg.com/vi/EkCtQT2yfig/mqdefault.jpg"></div><br />Nykaa’s Tum Hi Ho Nykaa | Agency: Sideways <br />      <div type="Youtube" id="9o57TH0ZjkU" title="Tum Hi Ho Nykaa | Brand Film" thumbUrl="https://i.ytimg.com/vi/9o57TH0ZjkU/mqdefault.jpg"></div><br />Mohey’s KanyaMaan <br />      <div type="Youtube" id="PmCSjllj7KU" title="Tradition wahi, soch nayi - #KanyaMaan" thumbUrl="https://i.ytimg.com/vi/PmCSjllj7KU/mqdefault.jpg"></div><br />Tinder’s Closure<br />      <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><br />Cult.fit’s Fitness Is Not An Option<br />      <div type="Youtube" id="xAB3CZC1BcI" title="Fitness Is Not An Option (cult.fit)" thumbUrl="https://i.ytimg.com/vi/xAB3CZC1BcI/mqdefault.jpg"></div><br />Vicks’ Touch of Care | Publicis Singapore<br />      <div type="Youtube" id="NHflsJrXKaI" title="Vicks - Care Lives On #TouchOfCare" thumbUrl="https://i.ytimg.com/vi/NHflsJrXKaI/mqdefault.jpg"></div><br />CRED’s Great for the Good<br />      <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><br />The Body Shop’s #BloodyNatural <br />      <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><br />Prega News She Is Complete In Herself<br />      <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><br />Surf Excel’s Holi 2021<br />      <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><br /></strong><br />

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>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. <br /><br />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. <br /><br />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>. <br /><br />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).<br /><br />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.<br /><br />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).<br /><br />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.<br /><br />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: <br /><br /><strong>R S Sodhi, MD, GCMMF (AMUL): <br /></strong><br /><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."><span data-til="noop" class="socialannotation">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.</span></cmsannotation> <br /><br />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. <br /><br />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. <br /><br /><strong>Anil Viswanathan, senior director, marketing (chocolates), insights and analytics, <keyword id="2200852" type="COMPANY" weightage="20" keywordseo="Mondelez-India">Mondelez India</keyword>:<br /></strong><br />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.<br /><br />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.<br /><br />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.<br /><br /><strong>Sudhir Langer, CEO, Raymond Consumer Care:</strong><br /><br /><strong>Conscious Communication<br /></strong><br />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.<br /><br />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.<br /><br />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.<br /><br />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.<br /><br />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.<br /><br /><strong>Sumit Mathur, Director Marketing Kellogg South Asia: </strong><br /><br />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.<br />

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

Samarpita Banerjee

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

Karuna Sharma

FMCG: The trends to watch out for in 2021

Karuna Sharma

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