Media fragmentation, while challenging, allows us to target more sharply: Zoher Kapuswala

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Ferrero Rocher was created in 1982 by the Italian confectionery company Ferrero SpA, founded by Pietro Ferrero in 1946. Known for its premium quality, Ferrero Rocher has become one of the most recognized and beloved chocolates globally. Ferrero entered the Indian market in 2004, initially with products like Tic Tac and Kinder Joy, followed by Ferrero Rocher, Nutella, and other popular brands.

Created by the founding Ferrero family, Raffaello is another standout product. In this exclusive AG Talk interaction with Adgully, Zoher Kapuswala, Marketing Head, Pralines, Ferrero India, speaks on the brand’s strategic efforts in India, its focus on digital and in-store marketing, the differentiation between gifting categories for Ferrero Rocher and Raffaello, and its positive outlook for consumer spending during the festive season.

Could you shed some light on the innovation behind Raffaello, its idea, and how it balances with traditional flavours?

Raffaello is a global product, created by the founding family of Ferrero, specifically Michele Ferrero. It embodies Ferrero’s relentless pursuit of innovation. It’s a multi-sensory product that begins with a crunchy almond center, surrounded by rich cream, encased in a crunchy wafer, and topped with coconut flakes.

So, there are four distinct textures and flavours. The idea was to bring the artisanal chocolates crafted by pâtisseries around the world into a commercial form, now available in India. Although the product has existed globally since 1990, we’ve recently rolled it out in India as our infrastructure is now ready.

What are the marketing strategies planned to promote this product?

We are definitely planning to invest in the product, particularly to build awareness, as many are not familiar with Raffaello in India. We’ll focus on both digital platforms and in-store visibility. We’re also investing in e-commerce and quick commerce, with display and search banners to enhance visibility. Additionally, there will be content showcasing the product’s demo to highlight its appeal and build a strong food connection.

Since the product has already existed globally, how do you think it complements Ferrero’s existing range in India?

When we map our portfolio, we ensure limited cannibalization between products. Ferrero Rocher, for instance, caters to premium and prestige gifting, while Raffaello leans towards affectionate gifting. We’re focusing on communicating this distinction to the consumers, as each product serves a unique purpose within the portfolio.

Could you share some insights on Ferrero’s performance in the Indian market?

While I can’t share specific numbers, I can say we’re doing well in India. A few years ago, our portfolio was limited to products like Kinder Joy and Tic Tac, but now we’ve expanded significantly. Ferrero Rocher, Nutella, Chocobons, and Kinder Creamy are all seeing strong activation, and new launches have contributed to much better growth.

What are your observations on consumer sentiment during this festive season?

Consumers in India seem to be spending more, and I believe this festive season will see strong traction across all product categories. The festive season reduces spending barriers, as people tend to indulge more for special occasions. We anticipate positive growth, especially in urban areas, and are aligning our strategies accordingly.

With Diwali around the corner, are there any campaign strategies or marketing plans for Ferrero?

Yes, we are focusing on in-store execution for all products, not just Raffaello. We’re also investing heavily in digital activations, especially on e-commerce and quick commerce platforms, to ensure that consumers can discover and buy the products conveniently. In addition, we have Hrithik Roshan as the brand ambassador for Ferrero Rocher and Sara Ali Khan for Ferrero Rocher Moments. We’ll be leveraging content featuring both of them as part of our digital strategy.

With the increase in media fragmentation, how are you allocating the festive budget across different platforms?

Media fragmentation can be challenging, but it also allows us to target more sharply. In the past, TV campaigns followed a “spray and pray” approach, hoping to reach the right audience. Now, with media fragmentation, we can precisely target cohorts of consumers with relevant content at the right time. For instance, if we have Diwali-themed content, we can ensure it is shown when the consumer is already in a festive mindset, enhancing the impact. Though it requires more work, it allows for better customization and greater influence over consumer decisions.

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