Inside Mars Wrigley’s media strategy shift

What is a marketing application that you believe is broken or exaggerated in India today?

There was a major increase in health and prosperity: reduced sugar, zero sugar, more protein. Today, the Indian Health Market is the size of the entire FMCG market in 1990. Consumers still want a great taste and value. On Mars, the Snickers with peanuts give you 10% protein. Orbit is sugar -free. Galaxy Fuses are 70% cocoa. Although tolerant, there is always a established functional benefit.

Snickers and Galaxy sit on the opposite ends of the price stairs. What is a larger long -term bet for Mars, Mass or Premium?

There are more than one Indias. The best 10% – about 150 million people – expanding repertoire behavior in chocolate. They will buy their children for gifts and hunger. He plays well with premium formats such as Mars, Galaxy Fussions, Bounty and Twix. But we work too La10– LaWith 20 snickers and LaIt reached 1.8 million output with 1 boomer. We do not compromise, no compound chocolate, no vegetable oil. Even the Snickers were vegetarian for India.

How do you stand out in a scattered market where every brand talks about tolerance and joy?

Snickers has an open space: hunger and transformation. “You are not when you are hungry” echo because people are about the feeling of ‘lane’. The Rohit Setty campaign hit so well – road anger, irritability – humor. Boomer in the gum brings back the looting bubbles over the boomrap. These are the defined regions that we have and build.

As a trigger, the impulse pays from the corridors to the digital. How does Mars adapt?

We were built for Impulse and platforms such as Zepto and Blinkit were built for this. For the first time on fast trade platforms, approximately 40% of users buy chocolate. Snickers perform well here. Fast trade contributes to 10-15% of our e-commerce sales and grows over 60%. We carry out contextual campaigns such as “16:00 hunger” activation targeting the longing window after Kamar.

How different are your strategies in general trade, modern trade and rapid trade?

Fast Commerce is our most powerful channel today. In modern trade, we have established deep partnerships with players such as D-Mart and Reliance and customized the packages for them. Traditional trade is still the place where we are early. Snickers were only released in 2012. We are existing and strong in the 1. level cities, but it will take time to expand deeper. We use cooler and develop visibility in a steady way.

What does your media look like when the short form and retail media rises?

TV is our access manufacturer. You need households to get to know you for penetration. We also work closely with meta and Google to personalize ads based on cohort. For example, the gyms see different Snickers messages from young people who have wishes at midnight. We also use creators, especially for boomer. Approximately 30% of our cirin go to sales and marketing investments throughout media, trade and infrastructure.

How serious is Mars’s premium gift? Is it a long -term game?

We test. Total gift market around La1,100 crore. We started Galaxy Jewels at this address La599, a Snickers Gift Package La340 and a miniature tin La349. But we are selective. We are not working La100– La200 messy areas. We choose where we can win.

How does Mars Wrigley use Genai in marketing?

We use artificial intelligence in three ways. First, to create a personalized content scale. Globally, we made a Snickers campaign, all of the hunger, giving life advice to José Mourinho’s AI Avatar and football fans. Secondly, we have Nielsen, weighing and internal data to find patterns for insight mining and collection. The third AI usage is through Publicis’s AI Engine Marcel, which will help us improve media planning.

Are Gen Z different with your brands?

Yes. They prefer smart humor and refuse to messaging Preachy or cliché. The Rohit Setty’s Snickers campaign really worked well that it turned into a Driving instructor. In addition, we join directly to campuses through Boomer, which builds on the ritual blowing bubbles. This is a snack, humor, relevance, clicking.

What does it mean to establish a cultural relevance for a global brand in India?

We localize the products: Designed for the Snickers vegetarian and heat tolerance in India. We localize communication by using celebrities such as insights like road anger and celebrities like Rohit Setty. Even the production is local, focused on the first innovations of India, an R & D center in three factories and Bangalore.

Do D2C initiatives or health forestering brands affect your strategy?

They brought speed and focus. When Zepto and Swiggy challenged us to create gift packages earlier this year, we went to examples from the idea in five months, a record for us. Globally, Mars has invested in brands such as Kind Bar and True Fruit. We are watching the area in India. We will enter when we know that we can win.