Fast moving consumer goods giants bet big on digital advertising

Mumbai: India’s fast moving consumer goods companies are increasingly betting on digital advertising to reach customers, many of whom now thrive on consumption of online content. With the pandemic bringing about this behavioural shift, Indians today are fast taking to online services like quick commerce. Besides, if companies want to target the Gen Z and Gen Alpha cohorts, online is the only way to reach these digital natives. It is time legacy companies rejigged their marketing strategy to tap into this change.

On Meta, for instance, the company focuses on a content driven engagement strategy. Digital medium allows companies to curate targeted communications for specific audiences and minimise spillover. “We primarily use Meta ads, Google ads, programmatic partners and content partners… it is safe to say that we are quite bullish in terms of digital spends as part of our overall media mix,” said Jignesh Shah, head (media and digital marketing) at Adani Wilmar.

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