“We don’t intend to replace any food item from our consumer’s diet. We are here to capture micro meal moments. We are in the world where people believe in hav- from ing small and multiple meals ’s in a day. That’s one of the reasons ad why we introduced DesiMuesli (a savoury version),” he explains.
When it comes to marketing Parameswaran is clear about his strategies: below the line (BTL) campaigns will take the largest share of the media plan for at least a couple of years.
“We are competing with brands that have been around for a long time. We are aiming to reach Indian homes in a much shorter horizon. That’s why we will be doubling up BTL. We will evaluate the response, and then plan the next phase,” says Parameswaran.
Currently, Ragi Bites is the first product from the brand’s portfolio making an appearance across all children-focused channels. Parameswaran tells us the product has been making the right impressions and needed that extra push to capture the ‘4’o clock’ meal moment.
Parameswaran hints that what his BTL budget equals what the competition is spending on television in just one quarter. “One must understand that from a cost point of view, BTL may not have big numbers but it is much needed for a brand like ours.” His inspiration to follow this route comes from an American health snack brand, KIND, that has established itself purely around on-ground consumer activities.
Does that mean Soulfull will not have a celebrity endorser? “Never say never,” laughs Parameswaran.