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Premiumization, omnichannel trends, diversity to shape marketing in India: Kantar report
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Mint, Harman Dhillon, executive director designate, beauty & wellbeing, HUL, said a different marketing model is emerging as Indians become more affluent and consumer needs diversify. This is especially true for categories such as beauty and personal care where social media is driving great influence on shopper behaviour.
As a result, companies such as HUL are spending more on digital media activations, at least, for such categories. Mohanty noted that advertising narratives are also shifting towards more balanced gender representations, moving away from traditional stereotypes for men and women.
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