How FMCG brands can garner massive impact with VIVO IPL 2021
With 2020 being the kind of extraordinary, unprecedented year it was, India’s FMCG sector has pinned its hopes on 2021 with renewed optimism. The sector has adapted to the disruptions brought on by the COVID-19 pandemic by rapid learning and innovating, and the numbers reflect this, too. A February 2021 Nielsen report states that the January-March quarter indicates a strong comeback for the country’s INR 4.3 trillion^ FMCG industry this year.
Evolving FMCG landscape
The pandemic has significantly shaped consumers’ behaviour over the last year, in turn also affecting their purchase decisions. For instance, hygiene has become one of the top-most considerations for consumers choosing a product or a service, whether it’s while ordering food or coming in close contact with any product or a place. Business Insider reports that the launch of hygiene-related offerings like hand sanitisers, floor cleaners, toilet cleaners, and antiseptic liquids has contributed to 37%^^ in value of all new launches during the COVID-19 period.
Here’s another example: the evolution of consumers’ ‘snacking’ habits. A Mondelez International report reveals that 9 out of 10 adults in India are snacking more or as much during the pandemic, than before it. In fact, 85%^^ of millennials are especially likely to say they enjoy snacks over meals.
And these are just two examples from the vast FMCG universe. As the increasing availability of vaccines ushers in a new positive sentiment among consumers, the sector is bullish about riding the momentum brought on by dynamic consumer choices and the reviving Indian economy.
Insights from IPL 2020
While the pandemic disrupted the tournament’s schedule in 2020, it was the first real celebration in one of the most difficult years. Over 300 brands – GlaxoSmithKline, Parle Agro, Himalaya, Lifebuoy, Too Yumm!, Hersheys, ITC, to name a few FMCG players – partnered with IPL 2020.
Brands, and the FMCG ones, in particular, saw growth across a range of parameters through their association with IPL 2020. For instance:
- FMCG brands witnessed an uplift of 7% across brand metrics such as aided awareness, message association and purchase consideration, in line with Kantar norms
- Advertising during live cricket also helped brands drive male audience engagement towards FMCG – a category traditionally considered to be female-focused
- Compared to average FMCG uplifts, using a cricket context in creatives delivered up to 2x impact for brands
Opportunities for FMCG players with VIVO IPL 2021 on Disney+ Hotstar
Disney+ Hotstar’s bouquet of ad formats offers FMCG advertisers the flexibility and choice to tell their stories that work best for their brands. Here’s a glimpse at a few:
- Premium audiences: Brands also stand to gain greater engagement by reaching premium, highly engaged audiences
- Relevant targeting: Disney+ Hotstar’s sharp targeting capabilities help brands reach the right audiences across geographies, languages and a wide range of cohorts. The platform makes it possible for advertisers to reach viewers however niche or local
- Product displays: These are more powerful midroll ads that have comprise videos with companion carousels. These are the best option for brands that want to display a range of their products
- Influencer marketing: Brands can partner with Disney+ Hotstar’s repertoire of influencers to help drive their stories to relevant audiences at scale. Read more here.
To create a truly impactful campaign for VIVO IPL 2021, advertisers must adhere to some guidelines. Disney+ Hotstar data reveals that brands following the platform’s CLIPS guidelines experienced a 1.9x increase in uplifts compared to those that didn’t.
Advertisers can access the guidelines here, and be equipped to create truly effective campaigns for VIVO IPL 2021 on Disney+ Hotstar.
