Nova Dairy recently launched its latest seasonal campaign, #NoMoreWinterWoes, featuring the wholesome goodness of Nova Ghee. This campaign is designed to promote the benefits of ghee as an essential winter wellness staple, offering a natural way to stay warm, healthy, and nourished during the colder months.
Nova Ghee the company said has antioxidants, healthy fats, and essential vitamins that provide numerous health benefits, particularly during winter. From boosting immunity and aiding digestion to providing a natural source of warmth and energy, Nova Ghee aims to be an ideal addition to any daily diet.
The #NoMoreWinterWoes campaign will focus on educating consumers on the benefits of including ghee in their winter routines, whether through traditional recipes, DIY home remedies, or simply as a spoonful added to warm beverages. This campaign aims to inspire people to rediscover the health benefits of ghee in combating common winter challenges like low energy, dry skin, and seasonal colds.
Medianews4u.com caught up with Ravin Saluja, director Sterling Agro Industries ( Nova Dairy Products )
Q. In 2024, what were the marketing priorities and goals for 2024? To what extent were the goals achieved?
Nova Dairy’s marketing priorities for 2024 revolved around expanding brand visibility, driving product innovation, and strengthening its positioning as a trusted provider of healthy and high-quality dairy products. Key goals included increasing market penetration in Tier 2 and Tier 3 cities, launching targeted campaigns like #NoMoreWinterWoes, and enhancing customer engagement through digital platforms.
The company successfully achieved several of these goals. Brand visibility grew significantly, thanks to a balanced media strategy and focused campaigns. The launch of new products such as fortified lassi and chhaach garnered positive consumer feedback. Market penetration in smaller cities also showed notable progress, with sales in these areas exceeding expectations. While some ambitious targets, such as expanding into newer international markets, remain ongoing, Nova Dairy views 2024 as a year of impactful strides in achieving its overarching mission.
Q. What were the key markets and TG that the company focused on in 2024?
In 2024, Nova Dairy focussed on two key markets: urban centres and Tier two and Tier three cities. Urban markets were targetted for premium and fortified product lines, catering to health-conscious consumers and families prioritising nutrition. These efforts included launching innovative campaigns aimed at young professionals, homemakers, and fitness enthusiasts.
In smaller cities and towns, Nova Dairy tailored its approach to affordability and accessibility. By offering smaller pack sizes and fortifying traditional dairy products like chhaach, Nova targetted middle-income families, students, and daily wage earners.
The company also explored expanding its footprint in international markets, particularly in the Middle East and Southeast Asia, where demand for high-quality dairy products has been growing. This market diversification helped Nova Dairy cater to a broader demographic while strengthening its position as a versatile brand that appeals to both health-conscious urban consumers and traditional dairy lovers in regional markets.
Q. How has the strategy been to build customer trust and satisfaction in its various products?
Building customer trust and satisfaction has always been a cornerstone of Nova Dairy’s strategy. In 2024, the company reinforced this commitment by prioritising transparency, quality, and customer engagement. It maintained strict adherence to safety and hygiene standards, ensuring products meet the highest industry benchmarks. This commitment was highlighted through certifications and regular quality audits, which were prominently shared with consumers to instill confidence.
To engage with customers, Nova launched interactive social media campaigns and live Q&A sessions, creating a platform for feedback and education on dairy health benefits. In-store sampling and trial offers were also implemented to provide firsthand product experiences, allowing customers to build trust in the brand’s quality.
Additionally, Nova Dairy introduced a dedicated helpline to address customer queries and complaints, fostering a direct and responsive communication channel. By continuously innovating and listening to its consumers, Nova has successfully nurtured a loyal customer base that values both the taste and health benefits of its products.
Q. How did the idea for the new #NoMoreWinterWoes campaign come about? What are the various facets of the campaign?
The #NoMoreWinterWoes campaign was inspired by Nova Dairy’s commitment to addressing seasonal nutritional needs. During winter, consumers often face challenges like dry skin, fatigue, and reduced immunity. Nova leveraged this insight to position its dairy products as a source of essential nutrients that combat these winter blues.
The campaign’s messaging focused on promoting products like fortified milk and ghee, highlighting their benefits for skin hydration, energy, and overall immunity. A key facet of the campaign was its engaging digital content, including recipes, fitness tips, and expert advice on winter wellness.
Nova also incorporated influencer marketing, collaborating with nutritionists and fitness experts to spread awareness about the campaign. Complementing the digital push, the campaign included retail activations, such as special discounts on winter-focussed dairy products and in-store displays. Through this multi-faceted approach, #NoMoreWinterWoes successfully positioned Nova Dairy as a brand that supports consumers’ health and wellness during colder months.
Q. In 2024, what was the media mix like between traditional and digital? Any change compared to 2023?
Nova Dairy’s 2024 media mix demonstrated a strategic shift towards digital platforms while maintaining a strong presence in traditional media. Compared to 2023, digital spending increased by 30%, reflecting the growing importance of engaging consumers through social media, e-commerce, and online advertising.
The company used platforms like Instagram, Facebook, and YouTube to run interactive campaigns, such as #NoMoreWinterWoes, targeting younger, tech-savvy audiences. At the same time, traditional media, including television and print, played a key role in reaching rural and older demographics. These channels were leveraged for brand awareness campaigns and promotions in Tier two and Tier three cities.
This balanced approach ensured comprehensive reach across diverse target groups. While digital platforms enabled real-time engagement and personalised messaging, traditional media offered a broad, trustworthy appeal. Nova plans to continue evolving its media strategy in response to changing consumer behaviours, aiming for even greater synergy between traditional and digital channels.
Q. Is marketing a year-round activity for Nova Dairy or are certain periods more important?
Marketing is a year-round activity for Nova Dairy, reflecting its commitment to maintaining consistent engagement with consumers. However, certain periods receive heightened focus due to seasonal product demand and festive opportunities.
Winter months are particularly important for products like fortified milk, ghee, and other immunity-boosting dairy items. Campaigns such as #NoMoreWinterWoes leverage this seasonal demand to drive sales. Similarly, the festive season, especially Diwali, sees increased marketing activity, with campaigns like #SwadAurSehatKaCombo promoting healthier indulgences.
The summer season is another critical period, with products like lassi, chhaach, and ice creams taking centre stage. Campaigns during this time often focus on hydration and cooling benefits.
While these peak periods witness intensified efforts, Nova Dairy ensures that its brand presence and customer engagement remain consistent throughout the year, supported by digital platforms and regular retail promotions.
Q. How is the festive season progressing for Nova Dairy?
The festive season has been a time of robust growth and heightened engagement for Nova Dairy. In 2024, the company introduced several initiatives to tap into the festive spirit, including the #SwadAurSehatKaCombo campaign, which promoted healthier indulgences without compromising on taste. Special festive packs of Nova products, such as premium ghee and dairy-based sweets, were launched, catering to the increased demand for traditional foods during this time.
Sales during the festive season have shown a significant uptick, particularly in urban and Tier two markets, where there is a growing focus on gifting high-quality, health-conscious food items. Nova also partnered with retail outlets and e-commerce platforms to run promotions, discounts, and bundled offers, further driving consumer interest.
In addition, the company’s social media campaigns have successfully captured the festive mood, with engaging content, recipes, and influencer collaborations, making this festive season one of the most successful yet for Nova Dairy.
Q. For Diwali, Nova Dairy ran a social media campaign, #SwadAurSehatKaCombo, to encourage healthier food choices without compromising on taste. How important is the focus on health in marketing initiatives done?
Health has always been a cornerstone of Nova Dairy’s marketing initiatives, and this emphasis was prominently reflected in the #SwadAurSehatKaCombo campaign for Diwali 2024. Recognising the growing consumer demand for healthier food options, the campaign highlighted Nova’s range of fortified and nutritious products, such as ghee and dairy-based sweets, which combine traditional flavours with health benefits.
By leveraging this dual focus on taste and health, the campaign successfully resonated with health-conscious consumers who want to enjoy festive treats guilt-free. Nova also collaborated with nutritionists and food bloggers to create content showcasing healthy recipes, further reinforcing the brand’s commitment to promoting wellness.
This focus on health aligns with Nova Dairy’s broader marketing strategy, which aims to position its products as integral to a balanced lifestyle. By continuing to prioritise health in its campaigns, Nova Dairy strengthens its reputation as a trusted and forward-thinking brand.
Q. How is AI impacting the dairy business, and how is Nova Dairy leveraging AI when it comes to launching new products like Lassi and Chhaach?
Artificial Intelligence (AI) is playing a transformative role in the dairy industry, and Nova Dairy has been at the forefront of leveraging this technology. By using AI-powered tools, Nova can analyse consumer trends, preferences, and regional tastes more effectively, which has been instrumental in launching products like lassi and chhaach.
For instance, AI-driven market analysis helped identify a growing demand for flavoured and fortified beverages, leading to the introduction of innovative variants tailored to specific demographics. Nova also uses AI in its supply chain to optimise production and distribution, ensuring fresh and consistent quality products reach consumers faster.
Additionally, AI is being integrated into customer feedback mechanisms, enabling Nova to fine-tune its offerings based on real-time consumer insights. By embracing AI, Nova Dairy not only enhances operational efficiency but also stays ahead in delivering products that meet evolving consumer expectations.
Q. What role do on-ground activities like educating farmers across various regions about the critical importance of animal welfare play for Nova Dairy?
On-ground activities like educating farmers about animal welfare are pivotal to Nova Dairy’s operations and long-term sustainability. The company believes that the quality of dairy products begins at the source, which is why it invests in farmer training programmes. These initiatives focus on proper animal nutrition, hygienic milking practices, and healthcare to ensure the well-being of livestock.
In 2024, Nova Dairy expanded its outreach to rural regions, hosting workshops and partnering with local cooperatives to spread awareness about best practices in dairy farming. These efforts not only improved milk yield and quality but also strengthened relationships with farmers, fostering a sense of community and trust.
By prioritising animal welfare, Nova Dairy aligns its operations with ethical practices and ensures a sustainable supply chain. This approach not only enhances product quality but also positions the brand as a socially responsible leader in the dairy industry.
Q. What strategies work when it comes to marketing to rural India? How much of Nova Dairy’s business comes from here?
Rural India represents a significant market for Nova Dairy, contributing nearly 40% of its overall business. The company employs a targetted approach to resonate with rural consumers, focusing on affordability, accessibility, and cultural relevance.
Nova Dairy markets smaller, value-for-money pack sizes tailored to the needs of rural households. The company also invests in regional advertising, using vernacular languages and traditional media like radio and local events to establish trust and familiarity. On-ground activations, such as sampling events and farmer engagement programmes, further enhance brand visibility and credibility.
Partnerships with local retailers and cooperatives have been crucial for ensuring product availability in rural areas. Additionally, Nova leverages its reputation for quality and purity, which holds strong appeal in rural communities. By understanding and addressing the specific needs of rural consumers, Nova Dairy continues to expand its footprint in this vital market segment.
