‘Make OOH more affordable & accessible to regional brands’

“You may think making curd is very simple; but let me tell you that curd is one of the most complex products in our dairy portfolio,” says Parthiban N, Head of Marketing, Business Development and Strategy at Milky Mist Dairy Food.

Parthiban shares not just interesting information regarding the complex process of churning out right quality curd, but also highlights the company’s focus on giving out right kind of brand narrative, one that resonates with the quality conscious consumers of today.
This is where marketing mediums like OOH play a critical role – reiterating the brand narrative and carving a distinct presence in consumer minds.

Riding on a strong brand positioning  

Starting with the business of milk aggregation in the early 90s, to evolving into a brand with a ubiquitous presence across General Trade/Modern Trade outlets, and today entering the IPO phase, Milky Mist Dairy Food has come a long way. Through this journey the company has maintained a consistent positioning, emphasising quality. Speaking about this Parthiban says, “Hygiene and consistency of quality are of foremost importance to us as a dairy products company. We aim at positioning ourselves as a premium quality dairy products brand, but one that’s for the mass consumers. Our idea is to make high-quality dairy products accessible to as many people as possible.” 

Driving accessibility & awareness

He also points out how the brand plays an important role in creating awareness and changing food habits. “Twenty five or thirty years back, not many in the South used paneer or were even aware about it. But we began making this product available in every small vegetable or grocery store. This kind of accessibility enables people to try it out, make it a part of their lifestyle and eventually adopt it as a habit. The same is happening with proteins now. We are making protein-rich dairy products accessible to everyone through our strong supply chain network in the market.”

Parthiban adds, spotlighting the brand mission “Our objective is very clear: We want to build a healthy India, a healthy young generation with food products that are adulteration-free and hygienically made.”

Affordability and Accessibility: The OOH challenges 

While the brand is upbeat about OOH and very clearly focused on staying in sync with the latest that the medium offers, Parthiban also admits that the medium offers some challenges.  “Affordability is quite challenging in OOH, sometimes TV looks cheaper than  Billboards and we want to take up say, 50 billboards then it gets challenging. Only the top brands get access to the best sites. So I feel OOH media operators and owners need to give access to the regional and smaller brands too for establishing their presence.”

Read the detailed story in the June issue of Outdoor Asia.