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India’s D2C Brands Move Beyond Cola Wars With Purpose-Driven Marketing, Engagement Tech

An Inc42 Plus Story

Here’s How India’s D2C Marketers Are Moving Beyond Cola Wars And Social Responsibility To Deliver Purpose

Shanthi S

Inc42 Staff

04 Aug'20 14 min read

Integrating influencer marketing into the overall digital marketing strategy has helped many D2C brands build credibility, target wider audience and improve brand recall

With the millennials demanding brands rooted in purpose, the new-age brands are also going beyond marketing gimmicks and focus on delivering a product with a purpose and conveying the same in its overall marketing strategy

Analytics and automation offered by many martech companies such as Webengage, Moengage, Wigzo and others have also helped these brands increase conversion rate and repeat purchases by reaching the right audience, at the right time through the right channel

Playbooks

India's D2C Rush

As more and more consumer brands go digital to reach customers faster and carve a unique identity, India’s direct-to-consumer (D2C) moment is well and truly here. With thousands of brands competing in the D2C space, will this be the future of India’s retail market?

“You are the most powerful as long as there lives a gentleman in you!”

When actor Ayushmaan Khurana spoke these words on International Men’s Day last year as part of a marketing campaign for The Man Company, it turned out to be a game changer for the men’s grooming brand.

Called ‘The Gentleman’s Charter: Gentleman Kise Kehtein Hai’, the campaign that broke on Khurana’s and the brand’s social channels was shared 50K times in just the first 24 hours and received 82 Mn+ organic views. It also led to 25% increase in net revenue during the campaign period, 29% increase in average order value (AOV) and 291% increase in website users.

The campaign was surely a phenomenal success, but the secret sauce behind it was not difficult to guess. It had a strong brand narrative that struck a chord with millennials and the generation Z men; it spoke of a new charter and was delivered by a youth icon who resonated with the brand persona, social media influencers took to their channels to share it and lastly, it conveyed what today’s digitally native brands believe in, a brand purpose.