The pandemic transformed the digital interactions across the consumer experience lifecycle but the physical channel is likely to make a stunning comeback on the back of steadily improving consumer confidence in 2021.

2020 has been a challenging year, however, it produced a lot of opportunities too. While digital transformation has been taking place at a rapid place. The pandemic has accelerated the pace of digital adoption faster globally. It significantly disrupted consumer buying space and the way individuals consume digital space. The virtual and digital world will continue in 2021 as well.

In Metro & Tier 1 cities, there was a massive spike across OTT consumption, social media and shopping on e-commerce. With such avenues, time spent on mobile phones have shot up from three to five hours per day in urban India. This trend is likely to continue and not abate even after the returning to normalcy in working conditions. Given the fact that lockdown raised the consumption of OTT platforms, brands grasped the opportunity to reach their consumers as these platforms cater to diverse audience, vernacular experiences and wider and broader audience base. Post lockdown the number of using OTT platforms has grown remarkably be it through ads being played before the movie/series or brand content integration in OTT series/movies.

While digital is set to rise, this is not the end of the road for physical retail. Face-to-face interactions, trying on clothes, a trip to the mall with friends will eventually be back. Retailing in 2021 will involve a blend of sorts of the attributes of online and offline retail. Digital marketing spends will continue to grow. Marketers today wants to expand their reach to far flung areas, and by taking the advantage of digital media brands looking to go beyond urban markets.

Medimix as a soap brand has been in the industry for several decades now. Over the years, we have focused on multiple media platforms, and TV has remained a core part of the entire strategy. However for the last few years we have been focusing aggressively on digital and social channels to create awareness and convey our message to the target audience. The prominent reason behind this shift because more and more users are glued to mobile phones and we can reach to relevant TG through focus targeting. The affordability of the internet, and wide accessibly of smartphones among the audience has led marketers not to go away with the opportunity, seize it, strategize and reap the benefits.

Recently we unveiled our new digital campaign that urges customers’ to ditch their normal soap this winter and switch to Medimix Natural Glycerine Soap. For the campaign, we collaborated with the famous influencer, Kusha Kapila and others to create awareness of the proposition and the challenge. We are quite optimistic that the new campaign will create a steer around the product, which will help us gain a market share in the glycerine category. Besides this, we are also consistently running a #MedimixSoftSkin Challenge across social media platforms urging consumers to try out the product.

Last year, when pandemic halted our lives there was a dire need for hygienic products. We as a brand realised to tap into the market, and launched Ayurvedic Hand Wash and sanitiser to fill the need gap of a natural product at an affordable price. To amplify about our product launch, we signed with Kolkata Knight Riders at the most awaited and anticipated tournament, Indian Premier League 2020 as the Official SkinFit and Hygiene Partner. This collaboration garnered a great attention towards Medimix brand and received a huge response from the market.

In 2021 we’ll be coming up with more innovating marketing strategies to meet the expectations of our consumers.

Cholayil Consumer Care intends to strengthen its presence in the major markets and penetrate deeper into smaller markets to fuel the growth. We will continue to be stable in the market as the most popular soap in the Ayurveda category and the largest-selling Ayurvedic soap in the world.

The pandemic transformed the digital interactions across the consumer experience lifecycle but the physical channel is likely to make a stunning comeback on the back of steadily improving consumer confidence in 2021.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house