Paul Writer launches Innovative Marketer Dialogue, 
Video interview series with CMOs highlights marketing best practices
Anuradha Narasimhan
Director – Marketing
Britannia Industries Ltd
On Multi-channel marketing program and their synergies …
Across all our brands, we use multiple channels. Our most successful multi- channel campaign is perhaps the one that we are currently doing on the brand ‘Good Day’. We are trying to say something really very simple which says ‘Happy Good Day to you’, if possible in a ‘sing song, happy birthday to you’ kind of manner, why wait for a whole year when you can do it everyday?
We were essentially a very television-centric brand/organization. We are really trying hard to get out of our comfort zone and move into outdoor, radio, digital, in-store, for me all of these are multi-channels.
I don’t think we need to give the same message across various channels to the consumers, yes they have to be in sync but I think what we marketers suffer from is not giving a specific brief for a channel. If Television meant to do reach and other channel is meant to do frequency, channels that play a role of building ‘connect’ and hear the voice of the consumers also exist. Yes we do some of it, we’ve been doing some of it pretty well, most recent is the most impactful one, which is currently running “Happy Good Day to you” campaign.
“We were essentially a very television-centric brand/organization. We are really trying hard to get out of our comfort zone and move into outdoor, radio, digital, in-store, for me all of these are multi-channels”
We have a long way to go to be truly multi – channel. When I have a media agency come and present to me a multichannel program, it fits around the entire 360 degree circle. We might be covering perhaps a little over one quadrant or maybe half a circle at this point of time and not doing so much of it. Off the ones, we are least comfortable in would be ‘digital’ and the one that we are most comfortable with is definitely television. The one medium that we are investing a lot of money in is actually closer to the shopper and the consumer, which is in-store and outdoor so it’s closer to the point of consumption and the point of purchase.
Great read.