`Airports will remain major consumer touchpoints for us'

Charu Malhotra, Head - Marketing, Somany spells out the brand’s post lockdown marketing plans

With the economy heading towards a drastic meltdown and consumers getting to be more conservative with their spends, brand marketers, especially those offering high-end products and dispensable commodities, are drawing up new strategies to combat the market challenges.

Offering tiles across price ranges, Somany is relooking its market approach. In a conversation with Media4Growth, Charu Malhotra, Head - Marketing, Somany expressed, “We have adiscretionary product which any consumer will only buy once he/she is in a comfortable situation. Of course, our customers wouldn’t want us to disappear from the market”. 

Considering the media consumption patterns that are there on the anvil, the brand marketer is exploring various digital advertising tactics to catch the audience’s attention. Charu asserts that OOH won’t be out of the picture for sure. “We will continue our spends on airport media which are major consumer touchpoints for us, but we would require more data to have the conviction to spend and also plan a digital amalgamation with other media formats to have qualitative, relevant and contextual messaging”. 

Though the roll out of their campaign and other strategies will be drawn up once the market situation improves, “OOH remains a crucial part of our media mix,” signs off Charu.