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BW Businessworld

Foot On The Pedal

Understanding the shifting realities of new parenthood in the unprecedented times, the campaign built on the insight that no matter the uncertainty, a mother is engulfed with hope and a sense of positivity when she holds her baby for the very first time.

Photo Credit : Shutterstock

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The FMCG category saw significant growth in 2020. It was no surprise hence, that not only did FMCG brands make it among the top spenders in the year, but that Procter & Gamble (P&G) took the number two spot. According to the Pitch Madison Advertising Report 2020, FMCG’s category share grew to 38 per cent in H1 2020, up from 33 percent in the full year 2019. The report also cites that P&G increased its ad spend from Rs 250 crore to Rs 350 crore. Core to P&G’s marketing decision is its vice president and brand operations leader for the Indian Subcontinent, Girish Kalyanaraman

Phone-based Learning

P&G’s brands kept the conversation going through the year. Moving forward with its #KeepGirlsInSchool movement, Whisper launched ‘Mobileshaala’ as schools across the country remained closed. School closures due to the pandemic could lead to increased drop-out rates, which was a challenge Whisper was targeting in its previous endeavours. ‘Mobileshaala’ is a phone-based learning system that gives free access to curriculum-based education modules on key subjects like English, Science and menstrual hygiene education.

The grooming brand from the corporate major, Gillette, embarked on ‘Gillette Barber Suraksha Program’, aimed at educating, protecting and providing resources to the barber community. As a part of the campaign, Gillette India launched a film featuring Sachin Tendulkar that took consumers through a journey reminiscing barber shops experiences. The brand also co-created education videos with stylist Aalim Hakim on safety and hygiene measures, to help barbers create a safe salon experience.

Parenthood During Pandemic

Another example that stood out in the year was from P&G’s diapers brand Pampers with #WelcomeToTheWorld newborns campaign. Understanding the shifting realities of new parenthood in the unprecedented times, the campaign built on the insight that no matter the uncertainty, a mother is engulfed with hope and a sense of positivity when she holds her baby for the very first time.

P&G kept the foot on the gas through the year. “Having been with P&G for the past 13 years, it has been a privilege to work on prestigious global brands such as Pampers, Vicks, Gillette, Whisper and many other household brands that continue to touch and improve the lives of consumers all over the world. Closer home, in my current role as brand operations leader for P&G India, it has been deeply gratifying to see our brands step up as a force for good, and a force for growth, in what can be described as the most challenging period in our lifetime. I look forward to continuing this journey in the new normal,” reflects Kalyanaraman on being named among BW India’s Top 50 Marketers 2021.

Kalyanaraman has worked across three continents and more than 25 markets in different mandates but in his brand operations’ role, his responsibilities include brand building in India, digital transformation, direct- to-consumer (D2C) strategy, and media reinvention. P&G’s D2C strategy placed attention on building communities. Kalyanaraman cited that as people are going through similar life-stage challenges in the new normal, brands can play their part in supporting communities.