MAM

This Diwali should I gift Chocolates or Mithai?

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2014/10/01/MAM%201.jpg?itok=cDDCEnkp

All of us know that as Diwali is nearing there is always a debate; should I gift Chocolates or mithai at home, to my friends and my business partners. It’s been a tradition that every part of India celebrates this great festival of lights by sharing joy and happiness with sweets. But over a period of time as the new generation has entered this world there has also been a marginal deviation in the thinking when it comes to gifting and sharing sweets during diwali. This is partially because of the strategy adopted by many chocolate brands (which include homemade chocolate brands and products from the big MNC’s) who have entered this market to capture some share of the mithai market during this great festival across India. Let’s look at some key differentiators between the two.

1.      Traditional & Emotional: Diwali is a festival which has lot of history and tradition which date backs to many years.  Most of them love to preserve the values of traditions connected with sweets made and prepared at home. These traditionally prepared sweets bring in plenty of love and emotional expressions when they are exchanged with your relatives, family members and friends. While the promotional campaigns of many chocolate brands try to bring the emotions through their advertising but they are not able to capture the real essence that a mithai is able to deliver. Every ingredient that goes into a mithai has that warmth and emotional connection with the audience which touches his or her heart.

2.      Wider Choice: There is no limit when you think of preparing mithai. Since mithai is very meticulously prepared by hand the touch of authenticity further enhances its taste, which is missing in chocolates though some brands try to use some special ingredients to come closer to the mithai. The good old parents and grandparents always relish the wider choice that one has when it comes to mithai. The natural ingredients have more positive impression as compared to the artificial flavors.

3.      Pricing v/s Presentation: Mithai’s are still easily affordable as the prices are not so steep. You have a larger choice to pick from. You can taste it at the sweet shop before you decide to buy your preferred mithai.  And when you prepare it at home you can use genuine ingredient to make it healthier, tasty and less expensive. This is not true with Chocolates but when it comes to Corporate gifting due to its attractive packaging and presentation Chocolates scores over the mithai.

4.      Innovative & Delicious: One can experiment lot of innovation while preparing a Mithai and that has been the hallmark of traditional sweets. One of the most popular items that have caught over the years has been the mithai for health conscious audience. This is prepared from quality dry fruits which are preferred over the chocolates by many diabetics as chocolates are perceived to be more rich and sweet. But chocolates have a larger shelf life compared to mithai and therefore it has an added advantage as compared to mithai when gifting to the corporate and sending it out of station through couriers, to far off friends.

Both chocolates and mithais have their merits and demerits when it comes to sharing and gifting during diwali. But with the change in the audience pattern there is a different point of view between the two. While mithai has still stuck to the core values of maintaining the traditional image but the chocolates has wooed the new generation audience with their product and packaging to explore chocolates instead of mithai every diwali and every other festive season.

Let us wait and watch the various marketers in this category are planning and what would be their strategy to woo the mithai audience.

(These are purely personal views of Ganapathy Viswanathan, who is an independent communication consultant with over two decades of experience in branding, communication and public relations, and indiantelevision.com does not subscribe to these views.)

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/27/Raj-Nayak%20%281%29.jpg?itok=8WKUGJMz
Abby Awards 2017 shortlists to be available for review

The iconic and pioneering Creative Awards - Abby 2017 has set another benchmark in transparency and efficacy. After receiving the highest ever number of creative entries, the first round of the prestigious Abby awards judging is presently on in multiple locations. The shortlists selected by the...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/27/star-plus%20%281%29.jpg?itok=a3XZn0Yb
Star Plus brings 'Nayi Soch' with Aamir for Women's day

MUMBAI: Star India has constantly endeavoured to inspire social change through its thought-provoking programming, and this mission is reflected in the journey of its ‘Nayi Soch’ (new thinking) campaigns, which have continued to positively impact millions of lives.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/27/Priyanka-Chopra.jpg?itok=GDkjmIHa
Delhi HC says it can't decide shampoo quality as stated in ads

NEW DELHI: A Delhi court has sent a message to petitioners that it would turn into a lab if it starts entertaining all claims made in media adverts by companies about their products.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/27/Rashmi-Daga_0.jpg?itok=UTWu6_tJ
#TrySomethingNew from FreshMenu.com

MUMBAI: FreshMenu.com, one of the leading online restaurants, recently launched its online campaign, #TrySomethingNew .The series features inspiring young individuals who have dared to try something different in their lives.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/24/Nishi%20Kant-800x800.jpg?itok=uIvLqDHm
Dentsu Webchutney ropes in Nishi Kant as EVP & Mumbai head

MUMBAI: Dentsu Webchutney, a digital agency from the Dentsu Aegis Network, has appointed Nishi Kant as EVP & Branch Head- Mumbai. Kant will lead the charge for the agency’s Mumbai office. He will be reporting to Dentsu Webchutney co-founder & CEO Sidharth Rao. This is Nishi’s second stint...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/24/Promax.jpg?itok=nzXQfrVi
Promax & TSBI create quirky campaign

MUMBAI: Promax has brought on board, Digital first branding agency, The Small Big Idea (TSBI), to partner with them for the upcoming awards ceremony. TSBI recently kickstarted with an innovative social media campaign to announce the key note speaker for the event.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/23/bjp%20%281%29.jpg?itok=p3JIhNdY
BJP, Lever rule brands, advertisers lists in Feb 2017 so far

The Bharatiya Janata Party (BJP) was the top brand in terms of television advertisement insertions for the month of February 2017 so far for weeks 5, 6 and 7 (Saturday 27 January 2017 to Friday, 17 February 2017).

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/23/sumanta-vikas.jpg?itok=Hc8DNKOb
HDFC hires LinTeractive for two-wheeler insurance campaign

MUMBAI: HDFC Ergo General Insurance Company has appointed LinTeractive, the digital agency of MullenLowe Lintas Group, to put together a digital campaign for its two-wheeler motor insurance products. Through this campaign, HDFC Ergo aims to reach out to its consumers and communicate the importance...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/23/Phogat-launches-Godrej.jpg?itok=OiCtOuiL
Phogat launches Godrej Interio healthcare range

MUMBAI: Godrej Interio, India’s leading furniture and interior solutions brand, launched a new health awareness campaign-sleep@10. Launched by Olympian, Geeta Phogat, the campaign was born during the product development stage of their healthcare range. #sleepAt10 is an initiative that aims to...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories