MAM
FICCI-EY report sheds light on priorities & challenges for CMOs in 2021
NEW DELHI: 2020 was a very challenging year for marketers and business owners, as the Covid2019 pandemic literally reshaped the way in which they functioned in the past. And now, a new FICCI-EY study report has shed light on the priorities and challenges for marketing heads in 2021.
Marketing spend efficiency: The foremost priority
The study report suggested that marketing spending efficiency will be the most important priority for CMOs in 2021. 80 per cent of the CMOs who took part in the survey highlighted marketing spend efficiency as one of their top two priorities for 2021 given the impact of Covid2019 on marketing budgets.
Considering the rising popularity of OTT platforms, 65 per cent of the respondents are working towards finding a balance between television and OTT spends. Over 50 per cent of the respondents suggested that they are planning to revive offline engagement opportunities with customers.
Challenges faced by marketers in 2021
The survey report suggested that the key challenge faced by marketers is self-reporting by walled gardens on ad performance, as it demonstrated a clear need for a layer of assurance on digital spends. Most marketers face a dilemma while evaluating lead quality before additional amounts are invested, and many of them are using a trial and error mechanism to evaluate the same across platforms, formats, etc.
A majority of the participants who took part in the survey revealed that digital ad fraud remained an issue for most of them. 41 per cent of the marketers trust their digital ad agencies or the platforms to manage ad fraud for them. 31 per cent rely on using third-party tools to detect ad frauds.
Respondents in this survey also talked about how their organisation accesses the state of future-readiness in terms of digital maturity. 92 per cent of respondents were actively monitoring their digital readiness, while 53 per cent of respondents are dependent on their digital agency partners to know more about leading practices in their digital transformation journeys.
Six per cent of the respondents revealed that they are growing at their own pace, and made it clear that the state of future-readiness in terms of digital maturity does not interest them. Two per cent of the marketers admitted that they are not aware of the state of future readiness in terms of digital maturity.
Brands
Wellbeing Nutrition ropes in Malavika Mohanan as brand ambassador
Actor fronts Marine Collagen and Skin Fuel Glutathione portfolio.
MUMBAI: Malavika Mohanan just became the face of inner glow because when your skincare starts in the bottle instead of the jar, even beauty gets a glow-up from the inside out. Wellbeing Nutrition has appointed acclaimed actor Malavika Mohanan as brand ambassador for its premium Korean Marine Collagen and Skin Fuel Glutathione range. The move signals a deliberate shift in the Indian ingestible beauty segment from surface-level routines to foundation-level nutrition that supports skin health from within.
The campaign positions collagen as the essential “beauty protein” that maintains elasticity and firmness, with daily supplementation reframed as a consistent ritual rather than a quick cosmetic fix. It aims to simplify the science behind collagen and build awareness around long-term skin nourishment.
Wellbeing Nutrition co-founder Saurabh Kapoor said, “In India, collagen is still largely viewed through a cosmetic lens, associated with glow and quick fixes. In reality, it is the primary structural protein of the skin, and we begin losing nearly 1 per cent of it every year in the late 20s. Yet a significant number of consumers remain unaware of its foundational role in long-term skin health. Our goal is to shift the conversation from fixing visible signs to feeding the foundation.”
Malavika Mohanan added, “For me, skincare has always been about consistency and taking care of myself in ways that go beyond just what I apply on my skin. I love the idea of supporting skin health from within, and that’s what drew me to Wellbeing Nutrition’s Marine Collagen and Skin Fuel Gluta.”
The Korean Marine Collagen uses nano-hydrolyzed peptides for better bioavailability, while Skin Fuel Glutathione complements the inside-out approach. The portfolio targets structure, brightness and resilience over time, backed by clinical research.
The ambassador announcement kicks off a broader collagen-focused roadmap for the brand, with planned innovations across formats and functional blends.
In an era where beauty routines are getting deeper than skin, Wellbeing Nutrition isn’t just selling supplements, it’s selling the quiet power of feeding your glow from the inside, one daily scoop at a time.
