When F&B Brands Befriended Content
The Food & Beverages industry has visibly grown into a massively competitive market, with brands putting their best foot forward at every bite (literally). Not only have these brands produced quality products but they have also marketed them right. These brands have invested inconsistent branding and marketing exercises that suit their purpose. Whether you’re planning a strategy for your F&B business or are thinking of stepping into the industry, content marketing should be on top of your mind (and your tongue). Let’s take a moment to look at how the top Indian F&B brands approach to content and what marketing strategies do they apply in their business.
Topping The Moment Marketing Game With Amul’s Topicals
Amul has been around in the dairy business for decades. Whenever a significant event takes place, Amul immediately latches onto it with its quirky topicals. Amul’s topicals are usually an opinionated piece of the event, cause, or issue depicted with utmost simplicity. We’re also in complete awe of how Amul features the legendary ‘utterly butterly delicious’ girl in every single topical of theirs but each time with novelty that doesn’t feel forced in any way! Through their mascot, Amul gives every story a human touch and makes it relatable.
Check out Amul’s take on Tata’s recent acquisition of Air India. Funny, check. Creative, check. Subtle brand plugin, double-check.
Using Nostalgia To Evoke Emotions With Maggi
When there’s a brand that has been a familiar name in Desi households, one would expect some snazzy marketing happening behind the scenes. Not in the case of Maggi though! The brand has worked its way to the top by holding on to the factor of nostalgia in its content. Even when the brand made its return after getting banned in the Indian market for supposedly containing lead, Maggi turned to its comfort zone, nostalgia. The brand released a video of a mother reminiscing the times when she cooked her child Maggi. The campaign struck the right chord and quite aptly picked on the emotions of Maggi fans and haters (are there any?) alike.
Watch it here:
Delivering Food As Well As Content Effectively With Zomato
Although Zomato isn’t an F&B brand technically, it deserves a quick word of praise. The brand launched its food delivery service in India in 2015 and the rest is history. From being a mere food review website to becoming a multinational giant ‘delivering happiness at your doorstep’, it has been nothing short of a dream journey for Zomato. The marketing strategy of the brand isn’t purely conventional. It believes that marketing is all about 3 things- entertainment, entertainment, and entertainment. For instance, look at this tweet from Zomato where they have given a relatable twist to Rihanna’s peppy number.
How often do you see a brand entertaining its readers like this with its tweets? And mind you, Zomato isn’t only limited to Twitter but also puts up an equally entertaining show on Instagram and Facebook as well. Seems like Zomato is in here for the long run!
Ching’s Secret To Becoming The Best In The Ad Bussiness
Ching’s Secret introduced Indians to the concept of ‘Desi Chinese’. A culinary idea that was already being experimented with across the nation. The brand used this very thought as the base of its marketing strategy. Each campaign of Ching’s Secret is a homage to the Chinese connection of Indians. Right from curating desi Chinese recipes to creating ads centered around this desi twist, the brand hit the bull’s eye. And then came the iconic ‘My Name Is Ranveer Ching’ which took the nation by storm. The brand roped in Ranveer Singh to sell its product range consisting of instant noodles, spices, soups, and everything Chinese.
Go watch it yourselves and be ready to be blown off by the marketing genius of Ching’s Secret.
Considering the existing nature of the market, the Indian F&B industry is considered to be the most dynamic sector of them all. The top F&B brands have been at their creative best in terms of developing a successful content marketing strategy. With the ongoing digitalisation, it’s obvious that the industry is set to witness a boom content-wise in the coming years. With that kind of evolution ready to be served, it’s important for other brands in this industry to step up their game of content marketing. The need for content strategy is quite evident for these brands if they wish to create their recipe of success and last in their audience’s hearts forever.