MAM

“We believe that advertising is about storytelling”: Rajesh Krishnamurthy

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2014/07/26/ed.jpg?itok=kWzA_TRV

The hair care category is considered to be one of the largest segments in the personal care industry in India. The estimated size of anti-hair fall segment is Rs 1400 crore and is growing at 9 per cent year on year. One of the leading brands of this category that has a range of herbal products is The Himalaya Drug Company.

It was early last week, when The Himalaya Drug Company rolled out a mass media campaign for its anti-hair fall shampoo. The brand recently is seen being promoted on various media platforms. 

In conversation with indiantelevision.com The Himalaya Drug Company consumer products division business head Rajesh Krishnamurthy speaks at length about the brand’s marketing strategies, the worry about media segmentation, its sales targets and much more.

Marketers are worried about the media segmentation that is happening in India. What are your thoughts on this?

We believe that advertising is about storytelling and we should use different mediums strategically to communicate the story. Each media delivers on a significant objective. Depending on the brand’s requirement at that point in time, we would leverage media vehicles accordingly. With the anti-hair fall shampoo campaign, the media mix involves both traditional and digital, we launched with a television commercial and eventually for more targeted marketing we would invest in the digital medium.

How does this come as a challenge while rolling out a 360 degree marketing campaign? 

The biggest challenge is allocation of resources, as each medium has its own merits and demerits; the media mix has to be strategically decided on the basis of the brand’s requirement, the effectiveness of the medium and the RoI generated. While television and outdoor help us in reaching out to the target audience, the digital medium helps us in engaging the consumers with our brands. Himalaya Shampoos enjoy a strong equity in south India with 4.5 per cent market share. This new communication has been developed to support our key variant and build share in the hair fall problem segment nationally.

 Where does marketing fall in Himalaya’s personal care business?

Marketing is the backbone of our personal care business. A right marketing mix driven by relevant consumer insights strikes the chord with the consumer. At Himalaya, we believe in steady and consistent investment in brand building and driving initiatives through extensive marketing research, be it in product development, understanding consumers and their needs, positioning of our products and communicating effectively.

We had the first mover advantage with our face washes in 2006 and today our Purifying Neem face wash is the leading face wash brand in India. Our products’ USP lies in its ingredients, Neem has been successful in reducing pimples, and today it resonates well with our consumers because of the marketing campaigns devised to effectively communicate the product benefit of Purifying Neem face wash over the years.

With tight competition in the category what are the differentiating areas that you are focusing on?

  

Our strength lies in developing efficacious, natural and 100 per cent safe products which build connect with our consumers. Our products are enriched with well researched ingredients which help deliver the product benefit and this is what differentiates us from our competitors. Research has shown that despite major brands being present in the hair fall space, it still happens to be one of the biggest concerns amongst women today. Our TVC communicates how Bhringaraja and Butea Frondosa offer an effective solution to hair fall; it also brings out the message about how the brand would like to help its consumers make the right choice.

Can you define your TG for this segment?

We have noticed that today’s lifestyle has resulted in more women and men experiencing hair fall at a much younger age, hence our communication is directed towards youth between the age group of 18-25 years.

While many brands of this category are trying to incorporate specific media vehicle in their communication plans why did you decide to take the mass media marketing route now?

We have a strategic media plan starting with a mass marketing vehicle. The essence is to create visibility for the brand and connect with the TG with this commercial. While television delivers on these two aspects; digital media also offers room for interactivity as an added benefit. We have launched our communication on YouTube as well and soon we would launch a digital campaign for anti-hair fall category.

Where does digital stand in your media mix? Can you elaborate on the activities planned for your digital campaign?

Digital is an important medium of communication for us. The audience is young and tech savvy, hence we need to be active on this space to build on Himalaya as a trusted brand. We would launch campaigns involving SEO, SEM, display banners, interactive microsites and engaging social media presence starting with Facebook in the coming months with some exciting campaigns for our TG.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/24/kat_0.jpg?itok=Fdw_9v5B
Kalyan Jewellers signs Katrina Kaif as brand ambassador

MUMBAI: Kalyan Jewellers has announced the appointment of Bollywood actor Katrina Kaif as its global brand ambassador. The actor will be the face of Kalyan’s existing and soon-to-launch product portfolios.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/24/fund_0.jpg?itok=plX3r7Uu
JWT Mumbai launches next phase of AMFI campaign

MUMBAI: In its continued association with Association of Mutual Funds in India (AMFI), J. Walter Thompson, Mumbai, has rolled out the next phase of the multimedia campaign aimed at creating investor awareness about mutual funds. Phase one of the ‘Mutual Funds Sahi Hai’ campaign was launched a year...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/24/Dulux.jpg?itok=KsCmDyZd
Dulux launches new campaign with Farhan Akhtar

MUMBAI: Dulux, the decorative paints brand from AkzoNobel India, has unveiled a new TVC for its brand Dulux Velvet Touch.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/24/we.jpg?itok=UVswhKyB
Godrej protekt's new campaign showcases kids' curiosity

MUMBAI: Kids are constantly relying on their senses to explore the world. When they come across something that fascinates them, their first instinct is to touch and feel the object. The fear of germs, dirt or even parental intervention does not stop them from doing so. Godrej protekt, a range of...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/23/LIVA.jpg?itok=TT6E3lU3
LIVA outshines in mall space with unique innovation

Mumbai:  Liva, the new age fabric brand from the Aditya Birla Group, is back with its unique campaign, a life size mannequin of the brand ambassador Kangana Ranaut dropped down across malls in Delhi, Mumbai, Bangalore, Hyderabad, Kolkata and Pune.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/23/Caps.jpg?itok=7UCoCG4U
New Era up for hard graft in India

MUMBAI: Caps! They are functional and shield you from the heat on sunny days. But that’s not what caps are all for anymore. They seem to have become a part of the culture where they are worn more as a fashion accessory rather than for their functionality.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/23/TATA.jpg?itok=f893Kx_k
Just six Indian brands among 20 most trusted brands

BENGALURU: The 2018 edition, or the eighth edition of TRA Research’s (TRA) The Brand Trust Report of the most trusted 1,000 Indian brands was released today in Bengaluru by TRA’s Research Director Sachin Bhosle. From over 9,000 unique brands, TRA has shortlisted 1,000 as the most trusted brands by...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/20/KKR.jpg?itok=VGh5T3w-
DDB Mudra Group creates a new rally cry for team KKR

MUMBAI: The Kolkata Knight Riders (KKR) is a franchise cricket team representing the city of Kolkata (West Bengal) in the Indian Premier League (IPL). The team, defined by its ‘Korbo, lorbo, jeetbo’ (Play, Fight, Win) spirit has won the championship trophy twice. At the IPL 2018, the team has...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/20/TVC.jpg?itok=ZAoero-6
Black & White launches first India TVC

MUMBAI: Black & White Gettogethers from Diageo India has launched its first-ever India-specific TVC conceptualised by J Walter Thompson Bangalore and inspired by the brand message, “Made of Sharing”. It is a commercial that exhorts us to go out there and share moments and experiences with...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories