A clutch of consumer durable companies are all set to woo buyers with the early arrival of the summer season.
Companies such as Havells India, Voltas, LG India, Crompton Greaves and Symphony have begun new advertising campaigns to pitch variants of their existing and new products such as air conditioners, coolers, air purifiers and refrigerators. They will seek to offset the sharp hit to sales during the summer season last year when the country was in the midst of a strict lockdown.
Media buyers estimate that the consumer durable category is expected to spend as much as ₹500 crore on promotions between March and June.
While established companies such as Samsung and LG Electronics are shifting ad budgets to digital media, investing more on performance marketing, relatively newer players such as Voltas Beko are expected to spend more on television and print to build their brands.
“In the market, consumers (those who are looking to buy products) will be targeted through print campaigns as they provide more real estate to talk about products in detail with a call to action. There will also be investments on performance marketing (search) on digital platforms as its data-backed marketing help companies understand where the consumer is on his/her consumption journey,” said Mansi Datta, chief client officer and head – North and East, Wavemaker India, a GroupM-owned media agency.
The second wave of coronavirus, extended work from home routine and a longer summer season is expected to further drive sales this season. The covid-19 pandemic has also brought forward the theme of health and wellness which will be tapped by consumer durable makers.
“Most firms will position their advertising around offering better health either through germ-free, freshness, air purification or protective proposition either by product innovation or marketing promotions,” said Datta.
Havells India Ltd, for instance, recently launched its air purifying ceiling fan to promote a healthy lifestyle. It has also launched a new air conditioner (AC) offering similar benefits. “With multiple brands vying for consumer attention, there is a high degree of clutter in the market. We will have a robust advertising season this summer across all media platforms. We will invest heavily in performance-driven marketing to gather maximum output,” said Amit Tiwari, vice-president, marketing, Havells.
Voltas India is also focusing on the health proposition with ACs and coolers stressing upon the air purification function. With 20 to 25% of its ad spends on digital, Voltas is running campaigns for ACs and coolers. It is confident the early onset of summers and hybrid working routine will fuel demand for cooling products and functional home appliances.
“We were back to pre-covid numbers during the festival season, and we will continue with this positive momentum in this summer of FY22 and beyond. Our room AC business, recorded a growth of 46% over the corresponding quarter (non-covid period) of the previous year. We expect this momentum to continue in the next few quarters,” said a spokesperson for Voltas India.
Meanwhile, Crompton Greaves Consumer Electricals Ltd said it will push its smart fan range while building the air cooler franchise for the first time this summer season. The company has increased its digital marketing budgets from 10% in FY 2019-20 to 15-20% for this year. Advertising on e-commerce platforms will also provide a fillip to the overall digital medium.
“Our first-ever TVC on Air coolers “Jaldi Cooling” will be promoted across regular channels with focus on select markets, fans will be our bigger campaign where we will be leveraging IPL. Another important campaign for us at the moment is for the Crompton highspeed fans in Tamil Nadu which is celebrating over 20 years of being a stronghold in the state,” said Rohit Malkani, vice- president, marketing, Crompton Greaves Consumer Electricals. Mint