Akhil Menon on how True Elements has been building trust through transparency

True Elements, a breakfast and snack brand known for its commitment to transparency,  takes a stand against hidden ingredients, ensuring every product is honest and wholesome – whether it’s for healthy eating or guilt-free indulgence with treats like chocolate granola and mini bites.

In conversation with Adgully, Akhil Menon, AVP - Brand and Growth, True Elements, speaks about how the brand has navigated the festive season this year, engaging with consumers through dynamic marketing strategies that make healthy snacking a part of the celebrations, market trends, and more.

Menon considers the festive season to be looking upbeat this year for True Elements. He said, “Overall, for food as a category it has been a good year right from the beginning of this year with Holi. But the real kick-off the for the festive season post monsoons started with Raksha Bandhan, which in 2024 has been comparatively good for us compared to the previous year’s gifting season. The performance of the brand during Rakhsha Bandhan has helped us be seen as one of the gifting favourites across all the e-commerce and quick commerce platform that we are present in.”

The brand has worked to ensure that it is available across all the e-commerce and Qcomm platforms such that it is among the top choices for planned as well as last-minute gifting purchases that would happen. “Our hampers were launched across price points with specific seasons gifting pricing applicable through our platform partners to ensure our consumers get the best value for their money without compromising the premium assortment that they wish to gift this season,” he added.

Menon further elaborated that True Elements planned on capturing and living the festive spirit on every channel. The brand ran targeted ads to drive interest and excitement around its offerings, creating engaging content on social media, and participating in events on QCOM platforms to connect with customers directly. “We also collaborated with influencers to get exciting content made and host exciting giveaways to generate buzz,” he added.

Meanwhile, given the increasing fragmentation of media consumption, True Elements piled up on its firepower across all platforms where its gifting portfolio is present in. “Our recent campaign with cricket legend Rohit Sharma has already managed to get people interested in the brand,” said Menon.

He further said that influencer partnerships have also been key to the brand’s festive marketing strategy. “They help us create engaging content and boost our visibility by connecting us with their audiences. This festive season, we have been excited about a small campaign that we rolled out that showcased our gift hampers through content creators and experts. Our social content on gifting gave people an idea about what goes behind the scenes to build a gifting portfolio that we make. They got a real flavour of what goes in a food brand when it comes to festive gifting. The team planned a really fun and engaging content about this,” Menon added. 

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