India has seen a shift from print media to radio announcements, from TV commercials to social media advertisements during these 70 years of branding and advertising.
The YouTube ecosystem has not only provided a platform for the food and beverage products by FMCG giants to grow but also given them a chance to integrate these products into brands in the minds of the viewers and consumers. People associate themselves with these brands.
FMCG conglomerates have transformed YouTube into a ‘virtual-shelf display’ for their product portfolio. This allows them to channelize their strategies for food and beverage products to specific target groups, thereby making the campaign more cost effective.
Consumers these days are more verbal and expressive regarding the quality and usage of the purchases they make. This helps other buyers to get honest reviews before going for the product.
The consumer preferences have been changing towards food safety and transparency i.e. not only the ingredients but also how the products are sourced and manufactured.
Brands try to associate with specific target groups by creating a similar ground for them, which they can relate to.
For example, a health drink ad showing the agility and smartness of a school kid is going to attract young students whose primary aim apart from academics is also a 360-degree development.
Companies strategically placed ads on YouTube based on various occasions and festivals celebrated by Indian viewers. The views gathered to reflect brand awareness and loyalty along with sales penetration.
Moreover, for the people who watch such ads as an entertainment source, creating an impactful catchy commercial or a well-framed story adds to the campaign’s success.
During the months leading to Valentine’s week, chocolate ads by Cadbury Dairy Milk Silk and Cornetto Oreo gathered maximum viewership.
Towards the end of February and beginning of March, non-alcoholic beverages companies took the lead to engage more consumers.
For instance, on March 6 of the 10 most viewed brands belonged to Non-alcoholic beverages. Magnum, Gatorade, Pepsi, and Rasna focused on the onset of summer and placed their ads accordingly.
Similarly, Mountain Dew and Nescafe focused on bettering our own lives and conquering the challenges within.
With the upcoming FIFA Women’s World Cup in June, Budweiser started a campaign that was of average length. Again, the list was dominated by non-alcoholic beverages.
Mountain Dew has consistently featured in the more extended ad segment due to the commercial series “Kanchenjunga Calling.”
100 pipers and Blenders Pride got the 2nd and 3rd highest views in Dec and Jan owing to Christmas, New Year’s Eve and New Year.
Alcoholic Beverages promote their product by collaborating with stars and sponsoring their talk shows. They have approached regional stars with young fan following to tap the regional markets.
Dairy brands do not make advertisements with stars rather use their name (Ex: Dr. Kurien) to provide information about the products and practices. Chefs and other growing content creators have created a niche following discussing the recipes about the food products.
Non-alcoholic beverages have gathered the most views as a category by featuring mostly film stars in their advertisements.
While designing the report, we analyzed more than 124 brands and divided the brands into six categories. These are,
1. Food & Bakery: FMCG products which are more of a time-saving option which are the go-to snacks for the consumers these days
2. Chocolate & Confectionery: Food items including candies, candied nuts, chocolates, chewing gum, and other confections
3. Dairy & Dairy products: Milk and its derivatives such as cheese, cream, butter, and yogurt. We have included ice-creams in this category
4. Natural Products: Produced and consumed in its raw form such as honey, dry fruits, saffron, etc
5. Non-alcoholic beverages: Stimulating beverages like tea and coffee, refreshing beverages like fruit juice, mineral water, and soft drinks, nourishing beverages like milk and malt-based drinks.
6. Alcoholic beverages: Do they really need an introduction? Ok. They contain ethanol which results from the fermentation of fruits, grains, or other sources of sugar.
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Being an artist, movie buff and a media enthusiast, content writing is my career train. I am a proud alumni of Symbiosis Institute of Media Communication (Pune) and currently working for Vidooly.