According to the company’s CEO, roughly 576 ads were developed in FY22, allowing the company to be visible for 273 days of the year. Dabur India CEO Mohit Malhotra claimed that digital and social media account for nearly a quarter of the FMCG company’s advertising budget.
He also mentioned that digital advertising aids the organisation in better connecting with millennials and Generation Z. During the Q4 FY22 earnings conference call, Malhotra said, “Almost a quarter of our spending, around 23 percent, of our overall advertising spends is spent on digital.”
“We advertise on numerous platforms like YouTube, Google, and Instagram for digital advertising that is not related to e-commerce.” So it’s the kind of programmatic buying that we do. The second category is influencers, and we track them throughout the year and across many genres, whether it’s food bloggers, parenting blogs, chefs, or celebrities.
“We invested money on the e-commerce portal, Search Engine Optimization, and appropriate platforms like Amazon and Flipkart, among other things,” he explained. Malhotra also revealed that in FY22, the company created over 576 ads, allowing the brand to be visible for 273 days.
“We had roughly 970 million views and 4 billion impressions on the same.” As a result, we reach out to as many people as possible who have access to smartphones and attempt to establish a connection with them. So that’s how the money is spent on various brands on the internet.”
E-commerce accounts for about 6.5 percent of Dabur’s revenue. “We hope to see this treble in the next four years.” In the next four years, E-commerce should account for 19 percent to 20 percent of our overall revenue,” he said.
In Q4 FY22, Dabur spent Rs 150.33 crore on advertising and publicity, compared to Rs 154.17 crore in Q4 FY21. In FY22, the total expenditure on advertising and publicity was Rs 777.94 crore, compared to Rs 784.36 crore in FY21. Mohit Malhotra, CEO of Dabur India, disclosed that the FMCG company spends approximately a quarter of its marketing budget on digital and social media.
He also stated that internet marketing is beneficial to the industry. “An ad on digital that isn’t tied to e-commerce on numerous channels like YouTube, Google, and so on to better connect with millennials and Gen Z.” Instagram is a platform that we promote.
So, that’s the kind of programmatic shopping that we conduct. Second, we take influencers throughout the year, in many areas, such as food bloggers, mommy bloggers, cooks, and celebrities.
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