Below The Line
Vegit bets on BTL for brand building
BENGALURU: Bengaluru based Merino group’s agro division and ready to cook brand Vegit spends between 10-15 per cent of revenue on BTL activities. So far, a major portion of the Rs 40 crore revenue from the ready to eat Vegit has been institutional and B2B, with only about 20 percent, or about Rs 8 crore coming in from the retail segment. The USP, as also the tagline of the brand is ‘Hamara Mix, Aapka Twist’ (Our Mix, Your Twist)
“We are planning to grow at a CAGR of about 25 per cent through increased B2B and the retail consumer sales, as well as new products. A major portion of our BTL activities are focused on the end consumer, the end user in mind, this includes in-shop promos, wet sampling, taking part in exhibitions, etc. We need to get to a critical mass before looking at mass media communications,” revealed Vegit director Manoj Lohia to www.indiantelevision.com on the sidelines of the launch of Vegit’s new snack Vegit Pav Bhaji in Bengaluru today.
Besides BTL, the company has been betting on the digital media also. It has a range of recipes on its portal and has been growing its presence on social media. The brand has a range of nine new snacks and plans to add another two or three more during the current calendar year.
Lohia estimates the size of the ready to cook market in India as Rs 500 crore, with an overall size of the organised and the unorganised market of Rs 2000-2500 crore growing at a CAGR of 35 per cent.
The Rs 950 crore Merino group spends around Rs 20 to 25 crore towards communications, including ATL and BTL. Creative duties are handled by the Publicis group’s Capital, mass media by Mindshare and digital by Publicis Istart.
MUMBAI: Jayaram Nair, a seasoned brand activation guru, has launched Intensity, a joint venture with Tribes Communication, and is relocating to Bengaluru to spearhead the new venture. Nair, who boasts 26 years of experience in the cut-throat world of BTL media, is promising to deliver “high impact solutions” across India’s sprawling marketing landscape.
“I’m excited to announce my new gig,” Nair declared on LinkedIn, “Intensity is a fresh venture, a JV with the award-winning Tribes Communication. We’re talking integrated brand building, folks, and we’re ready to get going.
Nair’s resume reads like a who’s who of Indian advertising, with stints at Cheil India, Percept Ltd, and Publicis Groupe. He’s a self-proclaimed “growth specialist,” “motivator,” and “change leader,” with a knack for P&L management and a “practical approach” to problem-solving.
“I’ve been around the block,” Nair quipped, “From Mumbai to Gurgaon, I’ve seen it all. Now, I’m bringing that experience to Bangalore, but let’s be honest, the whole world’s my playground.”
Intensity, backed by Tribes’ extensive network across 14 cities, is set to offer a full suite of brand building services, from live events and retail branding to loyalty programs and gaming events. Nair’s experience in “dark marketing” (read: cigarette promotions) suggests he’s not afraid to tackle tricky briefs.
“With a handpicked team and a pool of top-notch partners, we’re ready to fuel growth,” Nair asserted. “We’re not just building brands; we’re building empires.”
He will be operating from Bengaluru, but it is clear his ambition is to take on the whole of the Indian market.
This move marks a bold step for both Nair and Tribes, as the duo aims to carve out a significant slice of India’s burgeoning marketing pie. With Nair’s experience and Tribes’ reach, they are setting their sights high.
