What Trupti Bhandari teaches about privacy-first marketing

We came into a very sharp positioning for the brand. So for Horlicks we came into taller, stronger, sharper, which really caters to holistic growth for children. Hi Tripti. So your biggest brand, which is Horlicks, has a 140 year old history. So tell us briefly about the journey. How has the brand evolved, you know, especially when it comes to catering to a digitally native millennial audience? So yeah, as you said, 140 years is a really long span and the brand has had multiple makeovers. So I would say rather than going into the entire history,

I think the last few years, last couple of decades, I would say, have seen a lot of action. We came into a very sharp positioning for the brand. So for Horlicks, we came into taller, stronger, sharper, which really caters to holistic growth for children. Apart from that, we also had the brand was really extended into various extensions, which cater to different life stages and lifestyles. So today we have a battery of about six to seven extensions, which cater to adults and offering solutions for different problems.

Digital has become an important part of our entire marketing mix. And one of the most recent and successful campaigns for us has been emotional nutrition campaign, where we actually visited students in quota, you know, where suicide is a big issue. And we created an entire story around it to bring consciousness and awareness around their issues. And that way we managed to create a lot of social conversation. It created, it was a real issue. So it really connected with the brand's purpose. At the same time, the brand imagery got an uplift.

So there have been initiatives time and again, where digitally we are trying to involve with the audience because it allows interactivity and allows us to really explain the various facets of the brand, because it's such a wide brand. So it's a very important thing to do. So it's a very important thing to do. So it's a very important thing to do. So it's a very important thing to do. So it's a very important thing to do. So it's a very important thing to do. So it's a very important thing to do. So it's a very important thing to do.

So it's a very important thing to do. So it's a very important thing to do. So it's a very important thing to do. So it's a very important thing to do. So it's a very important thing to do. So it's a very important thing to do. So it's a very important thing to do. So it's a very important thing to do. So it's a very important thing to do. Men have a different nutritional need. Pregnant women have a different nutritional need. Toddlers have a different nutritional need.

So what we realized is every life stage, while there is a common nutritional base that everyone requires, every life stage has certain things and certain places where they need something more. For instance, in the case of women, calcium is a big requirement because after 30 and because of pregnancy also, bone loss is inevitable. So we formulated a special product which understood the needs of the women. Similarly, a toddler for instance, the need, the brain development, 90% of the brain development happens up to the age of 5.

So the product Juniorholics is formulated to understand the toddler needs and work accordingly. So we have tried to create products which understand the consumer functionally and emotionally. So Indians are becoming more health aware, they are becoming more health conscious. What does it mean for your category? Well, it's great. Part of it is, of course, I mean they are not as aware as one would like them to be, but it is definitely a progression from where the country was about 10 years back. So it's a very welcome thing.

And it is seen across not only in their nutritional preferences, but in the lifestyle, fitness preferences, that there are so many gyms mushrooming, all these yoga centers. So overall, there is a wider awareness. So I think there is more propensity for them to go into proactive solutions. And that is helping the pharma and the healthcare industry in general. So for the FMCG space, is the adoption of e-retail happening fast enough or like is it a priority?

So actually it is not happening as fast as one would have liked to simply because normally the cost associated with an FMCG product is not very high. The bucket price is a little low. However, some of our specialized products which are slightly premium like Proholics Protein Plus, you know, or Mother's Holics as we spoke. So those are the ones where we are really trying to use e-commerce and one is seeing benefits of those, but it's still there is a way to go. What role does storytelling and content play in building trust and recall among consumers?

I think it plays a very big role. In fact, the emotional nutrition campaign that I spoke about, it was all about telling the story, authentic story about real students who go through immense stress. And I think what this platform allows you is to actually explain and bring in the entire emotional bit, which becomes difficult in probably a 30 seconder ad, you know.

So I think content plays a big role and we've been trying to use it very actively over the last two, three years, you know, connecting with consumers, making it interactive because then you can have a two way communication. So I think it's a very important thing and it will only see more and more usage over the years. So I think it's a very important thing. I think it's a very important thing. I think it's a very important thing. I think it's a very important thing. I think it's a very important thing. I think it's a very important thing.