Read this if you don’t believe us
And then they still shy away from digital – the most newsworthy examples are still Lays, Pepsi, Sunsilk and Dove – somewhat the same brands which got us talking few years back when they started doing new stuff on digital
Why should FMCG, traditionally large advertisers, be not so excited about the medium
- Is it because the medium is considered less personal, but wasn’t this argument buried with increasing bandwidth and richer media usage.
- Is it because the rural folks are not tuned in and hence the medium is not worth the effort.
- Is it because digital activity is largely perceived to be about direct response and hence FMCG folks have a tough time coming up with the right creative ( traditionally they indulge more in brand advertising and less in direct response)
The “most often quoted example by far of online community” success in India – Sunsilkgangofgirls recently reduced its social media features limiting members to form new gangs. What does this mean for branded social networks – What kind of lessons has Levers drawn from this before they made the ‘Be beautiful’ site.
Join us we discuss theses issue in our next webinar on 1st April – it would be taken by Karthik S, digital strategy head (India) at Edelman.