Mohit Malhotra, Dabur India, CEO, reveals that the FMCG company spends almost a quarter of its advertising spends on digital and social media and that the digital advertising helps the company to connect with the Gen-Z and millennials better.
Malhotra said in the Q4 FY22 earnings conference call to analysts, “Almost a quarter of our spends, around 23%, of our total advertising spends is being spent on digital.”
The company spends ad dollars on programmatic advertising, influencer marketing, and eCommerce, among others in its digital spending. The company also develops customised campaigns on digital.
He said, “An advertising on digital that is not linked to eCommerce, on different channels like Google, YouTube, etc. Instagram, that we advertise. So, that’s the programmatic sort of buying that we guys do. Second is influencers, then we take influencers across the year, across different genres, whether it is taking the food bloggers or it is taking the mommy bloggers or the chefs or the celebrities. The third avenue is which we have spent money on the eCommerce portal, on Search Engine Optimization, on respective platforms like Amazon, Flipkart, etc.”
He said that the company has developed almost 576 campaigns in FY22 that are allowing the company to be visible 273 days during the year. He further said, “We got 970 million views on the same and around 4 billion impressions. So, we reach out to the maximum number of people who have got connectivity to smartphones and therefore try to create a connection with them. So, that is how the money is actually spent on different brands on digital platforms.”
He said that eCommerce contributes to around 6.5% of Dabur’s business and he continued, “In the next four years, we want to see this actually treble. Around 19% to 20% of our total business should be coming from E-commerce in the next four years’ time.”
Dabur’s advertisement and publicity spending stand at Rs 150.33 crore in Q4 FY22 compared to Rs 154.17 crore in Q4 FY21. For the entire fiscal, the publicity and ad spending was Rs 777.94 crore in FY22 compared to Rs 784.36 crore in FY21.
Follow and connect with us on Facebook, LinkedIn & Twitter
