MAM
GUEST COLUMN: How effective social media campaigns can grow a business two-fold?
Mumbai: Social media has been enjoying its all-time high for quite a while now. The outbreak of the pandemic further accelerated its growth due to the rise in penetration and usage of the internet. Every organisation, no matter how small or big, took the digital route for its survival as it appeared to be the only viable solution.
Undoubtedly, over the years, social media has gained prominence to become one of the most influential and critical virtual spaces, which is not only utilised for networking but also for advertising a brand digitally. These platforms aid businesses to connect with a large number of customers, increase brand awareness, and boost leads as well as sales. With more than 500 million people in India using social media, according to Statista; the users and engagement on major platforms seem to be on the surge.
Let’s explore how effective social media campaigns can grow a business two-fold:
Grows customers with a small budget: Advertising through effective social media campaigns is certainly one of the most affordable means of marketing a brand on the digital front. With a myriad set of tools accessible on these social media forums, the firms can cost-effectively market their products and services. They can walk towards the path of growth by simply being consistent while posting engaging as well as relatable content for the audience. This is easily possible by utilising the SEO (search engine optimisation) technique, where the companies can use the most trending keywords and upgrade their rankings. This further helps in increasing the traffic on the social media profiles of the brands, which eventually leads the customers to their websites. Thus, organisations can establish a strong presence online even if their budgets for advertisements are smaller.
Let the brands know their competitors better: With nearly every other firm turning the social media way, this is a great opportunity to know the competitors better and comprehend the strategies that they are carrying out to draw in their audience. You, as a brand, can analyze the content that they are posting and acquire ideas from the same. Based on the quality research that social media marketing campaigns help in doing, you can easily examine how you can do better than your competitors.
Increases brand awareness: To draw in a large number of customers, it is significant to establish brand awareness first, where the potential purchasers are very much aware of your image in the market. This is done by creating inventive, outwardly engaging, and visually appealing content that can grab the eye of every single possible client, making them mindful of the firm’s existence. Successful social media campaigns help brands to remind their target audience that they exist. Right marketing strategies will imprint a firm’s name on everyone using social media networks.
The bottom line
Clearly, social media marketing campaigns are significant for every other brand to survive as well as thrive during such unprecedented times. They need to expose themselves to a large number of consumers if they wish to reach new heights. Social media marketing campaigns, which are a major part of the digital marketing strategy, seem to have a lot of potential to drive valuable results. Thus, operating a business in this digital-driven era can turn out to be of great benefit only if brands leverage the right tech methodologies to their full potential.
(Amol Roy is the founder of The Shutter Cast. The views expressed in this column are personal, and Indiantelevision.com may not subscribe to them.)
Brands
Prataap Snacks posts Rs 1.14 crore Q4 profit, EBITDA up 319 per cent
Yellow Diamond maker posts turnaround with Rs 1.14 crore profit, 10 per cent dividend proposed
NEW DELHI: Prataap Snacks Limited has staged a sharp turnaround in the fourth quarter of FY26, reporting a 319 per cent surge in operating EBITDA and a return to profitability after a challenging previous year.
The Indore-based company, known for brands such as Yellow Diamond and Avadh, posted income from operations of Rs 420.18 crore for Q4 FY26, marking a 5 per cent year-on-year rise. Operating EBITDA climbed to Rs 20.59 crore, while margins stood at 4.9 per cent.
Most notably, the company reported a profit after tax of Rs 1.14 crore for the quarter, reversing a loss of Rs 11.94 crore in the same period last year. Diluted earnings per share improved to Rs 0.48 from a negative Rs 5.00 earlier, signalling a steady recovery in performance.
For the full financial year, consolidated income rose 1 per cent to Rs 1,724.65 crore. Annual operating EBITDA grew 68 per cent to Rs 81.81 crore, while the company posted a net profit of Rs 9.72 crore, compared to a loss of Rs 34.27 crore in FY25.
Reflecting this improved performance, the board has recommended a dividend of 10 per cent, equivalent to Rs 0.50 per share on a face value of Rs 5.
Prataap Snacks Limited managing director Amit Kumat said the recovery was driven by sharper execution and data-led decision-making, including the use of Sales Force Automation analytics. The company also expanded its distribution network to over 5,000 distributors and strengthened its presence on quick commerce platforms.
Looking ahead, the company expects double-digit revenue growth in FY27, though it remains cautious about inflationary pressures on key inputs such as packaging materials and edible oil. Management plans to offset these through tighter cost controls and calibrated pricing strategies.
With profitability back on track and operations stabilising, Prataap Snacks appears to be regaining its footing in an increasingly competitive packaged foods market.
