National: Lotte India, a confectionery brand, launched a Rural Van Campaign in key markets like Bihar, Odisha, Uttar Pradesh, and Madhya Pradesh to enhance its category leadership by tapping into tier 3 and tier 4 markets’ potential.
Lotte Choco Pie’s red vans will travel across districts, towns, and villages for over three months, aiming to promote the delicious snack to a wider audience. The vans will visit schools and crowded areas, offering engaging activities like dance, games, and quizzes. A Choco Pie-shaped mascot will also enhance the festivities, appealing to both kids and adults, emphasizing celebration and gratitude.
Milan Wahi, Managing Director of Lotte India, stated, “At Lotte, we are excited to launch our van campaign in the rural regions of four key states, where we have recognized a growing demand for quality products. We see a tremendous opportunity to connect more deeply with consumers.Our leadership in the category is a testament to our deep understanding of consumer preferences and our ability to adapt to their evolving needs. Lotte Choco Pie is cherished by all,irrespective of their age. This campaign allows us to get closer to our consumersin the rural markets that have been instrumental in driving our growth. As these markets have shown a remarkable potential, we are committed to continuing our significant investments here. Our aim is not only to boost Lotte Choco Pie’s market share in these areas but also to build lasting awareness and loyalty among our consumers. We believe our van campaignhelps in strengthening our commitment of spreading joy and celebration by cementing our leadership in the Indian confectionery market.”
In October 2023, Lotte launched the Love & Lotte Campaign nationwide to deepen the brand’s bond with consumers by celebrating everyday moments with Lotte’s Choco Pie through modern expressions and emotions. The campaign debuted with four upbeat TV commercials as part of a comprehensive marketing strategy.
In its rural-focused campaign, the brand seeks to establish Lotte Choco Pie as a favored snack among rural consumers, boosting brand awareness, loyalty, and spreading joy across rural India.
