McVitie’s, a brand under Pladis Global used the recently concluded Twenty20 league the IPL in an innovative manner. It entered the country back in 2010. Known for its digestive biscuits, McVitie’s combines traditional British recipes with local flavors to cater to the diverse Indian palate. The brand’s flagship product, the McVitie’s Digestive focusses on wholesome ingredients and digestive health benefits.
Since its arrival in 2010, McVitie’s has expanded its product portfolio to include a variety of biscuits and snacks tailored to local tastes. The brand offers products such as Digestive Wheat biscuits and Hobnobs, along with a range of cookies and cream-filled biscuits that aim to appeal to younger demographics.
McVitie’s India also emphasises using locally sourced ingredients to ensure freshness and support local agriculture.
Medianews4u.com caught up with Pawan Jagnik, Head Marketing – India, Pladis Global to find out more.
Could you elaborate on how McVitie’s leveraged the IPL?
IPL has undeniably emerged as a powerhouse marketing platform in India, captivating millions of viewers each season. Its immense popularity and widespread viewership makes it an invaluable opportunity for brands, especially those in the FMCG sector, to connect with their target audience in a highly engaging and impactful manner.
McVitie’s smoothly integrated into the Indian Premier League (IPL) by embodying the roles of commentators, providing their insights following each match. Under the new Initiative, McVitie’s Premier League – “Game Tumhara, Take Humara,” we showcase Instagram posts featuring three distinct personified McVitie’s biscuits sharing their expert commentary on the game. Mimicking the diversity of real match commentators, each post presents three different takes, providing viewers with a flavorful and engaging analysis that mirrors the excitement of the game itself.
By joining hands with the IPL, brands can leverage the excitement and fervour surrounding the tournament to amplify their brand presence, drive consumer engagement, and ultimately enhance their market penetration.
Has IPL been important for the company over the past few years or was this year the first time?
We’ve started the initiative this year, and the McVitie’s Premier League is set to scale up significantly with each upcoming IPL season, reflecting our strategy to leverage the IPL not just as a marketing trend, but as a pivotal opportunity to elevate our brand visibility and influence in the Indian market.
This is an excellent opportunity for FMCG brands to boost their visibility and connect with consumers. By showcasing their products during the excitement of cricket, brands can build stronger connections and loyalty with their audience.
What would you say is the goal of this campaign? Is there a focus on creating brand awareness or on growing sales?
McVitie’s in India boasts a diverse range, catering to both health-conscious and indulgent consumers. We were brainstorming inventive ways to raise awareness about our products, and considering the immense popularity of IPL among Indians, it strucka chord with us, making it the perfect platform.
Therefore, the idea of integrating our biscuits into IPL commentary using Gen AI originated. While scrolling through the comments on our IPL posts, you’ll see individuals warmly comparing our biscuits to “Mr. Pizza Crackers,” “Ms. Digestive,” and “Mr. Choco Hobnobs,” among other terms, as if they were actual commentators
At the heart of this campaign lies a simple yet powerful message – that McVitie’s is more than just a biscuit brand. It’s a symbol of inclusivity, catering to the diverse tastes and preferences of our consumers. And the IPL serves as the perfect platform to bring this message to life, uniting our audience in a shared love for cricket and delicious snacks.
Is the company going to continue marketing activities into the T20 World Cup?
While we have devised strategies, our focus remains solely within the digital ecosystem.
By concentrating our efforts within the digital ecosystem, we can optimise our marketing campaigns to ensure maximum visibility, reach, and impact. This approach allows us to adapt quickly to changing consumer behaviours and preferences, as well as to capitalise on real-time insights and data analytics to refine our strategies effectively.
While the T20 World Cup presents an enticing opportunity for marketing activities, we believe that our digital-first approach will enable us to effectively capitalise on this event and maximise our brand’s visibility and engagement with our audience.
How was this campaign differentiated from other IPL campaigns?
I believe this campaign offers a fresh perspective. Here’s my take on how it stands out in comparison to other IPL campaigns.
– Leveraging moment marketing extensively: Each IPL match is a standalone event brimming with memorable moments. Our campaign captures these iconic moments from various perspectives, ensuring a consistent presence throughout the IPL season.
– Collaborating with cricket-focused influencers: We’ve partnered with influencers renowned for their cricket expertise and unique insights, amplifying our campaign’s reach and resonance among cricket enthusiasts.
– Promoting Women’s Premier League: Introducing Ms. Digestive, our Women’s Premier League advocate featured in every IPL post. By linking ongoing IPL moments with the Women’s Premier League, we aim to foster support for both leagues. Ms. Digestive has quickly become a favourite among our consumers.
Can you Elaborate a bit more on who is Ms. Digestive and how you are promoting Women’s premier league?
This can be better explained with the help of an example. Ms. Digestive’s insights go beyond the surface level, comparing IPL moments to those from the Women’s Premier League. For example, she may compare Simarjeet Singh’s bowling prowess in the IPL to Shabnim Ismail’s stellar performance in the WPL, or juxtapose Varun Chakravarthy’s impressive bowling figures in an IPL match with Ellyse Perry’s standout performance in the Women’s Premier League.
Through these comparisons, Ms. Digestive not only showcases her cricket expertise but also talks about the significance of women’s cricket in the broader context of Indian sports. To make it more specific, the way she draws parallels such as Simarjeet Singh’s bowling performance in the CSK vs KKR match with Shabnim Ismail’s bowling in the WPL, or Varun Chakravarthy’s 3/16 in 4 overs against DC vs KKR with Ellyse Perry’s 6/15 against MI in the Women’s Premier League.
By spotlighting the Women’s Premier League alongside the IPL, we aim to encourage greater support and recognition for women’s cricket, thus contributing to the growth and development of the sport in India.
How is AI technology being utilised in FMCG marketing strategies to enhance consumer engagement and drive brand growth?
AI technology has revolutionised FMCG (Fast-Moving Consumer Goods) marketing strategies by offering advanced tools to understand consumer behaviour, predict trends, and personalise marketing efforts. Take personalised campaigns, for example. With AI, brands can analyse loads of data to create targeted ads and promotions that really hit the mark. It’s all about reaching the right people with the right message at the right time. Let’s not forget about content creation – AI is getting pretty good at writing catchy product descriptions and crafting social media posts that hit the mark every time.
It’s not just about ads and content. AI is also making customer service a whole lot smoother. Chatbots powered by AI algorithms can handle customer inquiries in real-time, providing quick and efficient assistance whenever it’s needed. It’s like having a customer service representative on call 24×7 – without any hassle. I think this is the best part. AI isn’t just making marketing easier – it’s also driving brand growth and engagement. By delivering personalised campaigns and compelling content, brands can build stronger connections with their audience and keep them coming back for more. It’s all about creating meaningful experiences that leave a lasting impression. And by now everyone knows that it’s not just happening in India – FMCG brands worldwide are jumping on the AI bandwagon.
So, yes, AI is definitely bringing a huge shift in FMCG marketing. It’s giving brands the tools they need to reach consumers in new and exciting ways – and the results speak for themselves. From personalised campaigns to enhanced customer service, AI is transforming the way brands engage with their audience and driving growth in the process.
