BTL Baatein: Sachin Dingankar, Zydus Wellness Ltd. Powered by VISCOMM

04 Jun,2015

A postgraduate from the Indian Institute of Management Bangalore, Sachin Dingankar took on charge as Head of Marketing at Zydus Wellness in March this year. Zydus has a strong portfolio in the FMCG space with brands such as Sugar Free, Everyuth, Nutralite and Actilife.


Of his 18-odd years of work experience, Mr Dingankar has worked with well-known FMCG majors like Johnson & Johnson (J&J), Godfrey Phillips (GPI) and  Henkel managing brands like Four Square, Red & White, Cavanders, Stayfree & Schwarzkopf Professional. A diverse set indeed. Recently, at the Kyoorius Advertising Awards, a Zydus campaign crafted by DDB Mudra bagged the lone Black Elephant awarded. Mr Dingankar takes questions from Dyanne Coelho on his company’s BTL philosophy and how it is gaining ground vis-a-vis ATL.


How important is Below-The-Line marketing in the wellness space?

Experiential marketing has become an important part of driving brands/ products in the wellness space. This has become all the more important because new products are being developed with specialised ingredients and benefits that needs to be communicated to the consumers


Are there any specific products or services for which BTL is used in particular at Zydus?

We use BTL for engaging with consumers for all three franchises – Nutralite, Everyuth and Sugar Free


How important is BTL activity to your overall marketing plan?

As mentioned, BTL has become an integral part of our marketing plans


Can you give a broad idea of your spends pie of ATL v/s BTL?

The spend ratios are similar to the industry.


Can you also specify the range of activities that you undertake as part of the below-the-line advertising and promotion? 

We do a range of activities for Nutralite like festival activity, sampling in different touchpoints like modern trade, general trade, corporate and society etc.


Do you prefer to do this through BTL agencies directly or via your existing creative/media agency? 

We work with both options. DDB Mudra has been partnering with us on Nutralite for both creative work and on activations as well.


In terms of generating results especially from consumers, do you find BTL a more sureshot avenue than ATL? 

Both have their reasons for being an important part of marketing plan.


While sales and salience are good indicators of its success, what are the attributes you look at to measure the success of a BTL campaign?

Various measures are used to evaluate success of BTL campaigns. Some of the measures are increasing relevance, image parameters etc


There are many organisations that often do new launches almost entirely on BTL aided with an outdoor and/or digital blitz? Your view on this. Given rising media costs, do you see BTL managing on its own, without ATL?

In India, a number of brands are building business by using BTL. It has become a relevant lever to build brand without using ATL significantly.


In the creation of the Nutralite’s ‘Health Cha Shree Ganesh with DDB Mudra, did you’ll worry about hurting religious sentiments? 

We were very conscious of not hurting any sentiments. Full attention was paid to the activity to ensure that this issue was addressed appropriately


The ad won the only Black Elephant at the Kyoorius Advertising Awards last month. What was the overall response you got to the campaign?

It is a very prestigious award and we are very happy to win it. The response has been overwhelming.


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