We are allocating 75-80% of our festive ad budget to digital platforms: Ripal Chopda

The festive season in India is reaching a crescendo with Dussehra/ Durga festivities underway and Diwali just a couple of weeks away. This period sees brands and marketers maximize their spending and efforts to woo customers. ‘FESTIVE MOOD’ is Adgully’s annual outlook on this important marketing period.

This year, certain geo-political, as well as domestic and climatic upheavals, are casting their shadows on the festive season – the escalating war involving Israel, Palestine, Lebanon, and Iran; the horrific RG Kar Hospital incident and several other assaults on women; floods and landslides taking a huge toll on lives and livelihoods in many parts of India.

However, the mood is now shifting to upbeat celebrations, much to marketers’ relief, who sound bullish as they share their festive game plans with Adgully.

In conversation with Adgully, Ripal Chopda, CMO, The Sleep Company, speaks about his observations on the overall consumer and market sentiment during the festive season this year, what forms the core of TSC’s festive marketing strategy and campaign strategy, and more.

What are your observations on the overall consumer and market sentiment during the festive season this year?

This festive season, consumer sentiment is vibrant, with an increasing preference for comfort and quality in products. Our insights indicate that shoppers are prioritizing wellness and rest, reflecting a broader trend towards self-care and mindfulness. The rise in online shopping has made premium sleep products more accessible, and we’re seeing a surge in demand for innovative solutions that enhance sleep quality. Additionally, the enthusiasm for festive discounts and promotions is driving engagement. As consumers seek to invest in their well-being, we are excited to meet their needs with our high-quality sleep solutions during this festive period.

What forms the core of your festive marketing strategy this year?

This year, our festive marketing strategy centers around the theme of “Celebrate Comfort.” We’re leveraging a multi-channel approach that combines engaging social media campaigns, influencer partnerships, celeb ads, and personalized email marketing to reach our target audience effectively. Special promotions, including limited-time discounts and bundle offers, aim to highlight our premium sleep products. We’re also emphasizing storytelling, showcasing customer testimonials that illustrate the transformative power of a good night's sleep. Additionally, interactive content like quizzes and giveaways will encourage consumer engagement and boost brand visibility. By aligning our messaging with the festive spirit and wellness focus, we aim to create memorable connections with our customers.

Could you tell us about your campaign strategy for the festive season?

Our campaign strategy for the festive season focuses on a wholesome approach to resound with consumers’ desires for comfort and connection. We will commence with a vibrant digital marketing campaign highlighting our product range tailored for festive celebrations, emphasizing sleep quality and wellness. Social media will further play a key role, featuring visually appealing content, engaging stories, and influencer collaborations to amplify our reach. We’ll also host more interactive contests and giveaways to build community engagement, inviting customers to share their festive sleep moments. In-store activations will enhance the experience, showcasing our products with festive displays and exclusive offers. Additionally, targeted email marketing will keep our audience informed about special promotions and personalized recommendations, ensuring we cater to their unique needs during this joyful season.

What is your marketing/ advertising budget for the festive season in 2024? What percentage increase (or decrease) is it compared to the previous year?

The Sleep Company’s marketing budget for FY25 is Rs 80-85 crore, with the festive budget constituting a significant portion of this amount, reflecting a substantial increase compared to the previous year. This increase illustrates our focus on leveraging the festive season to enhance brand visibility and effectively engage with consumers.

Given the increasing fragmentation of media consumption, how are you allocating festive ad budgets across different platforms?

To address the increasing fragmentation of media consumption, we are allocating 75-80% of our festive ad budget to digital platforms, ensuring a strong online presence through targeted ads and influencer partnerships. The remaining 20-25% will be dedicated to traditional media, including print and outdoor campaigns. We recently launched an out-of-home (OOH) campaign across various cities, aimed at enhancing brand visibility and reaching consumers in high-traffic areas during the festive season. Our festive budget highlights our devotion to effectively engage with our audience across multiple touchpoints.