Hey FMCG, Thank You for your Ads!

Hey FMCG, Thank You for your Ads!

Around the same time last year, I was wondering where all the FMCG Ads have gone. As a student of Advertising and a follower of Consumer companies, it was painful to see boring and ordinary advertisements from some of the best advertisers from the consumer space.

Here’s the link to that public rant – Hey FMCG, Where’s My Ad?

http://theconsumptionrepository.blogspot.com/2017/08/hey-fmcg-wheres-my-ad.html

 Reposting an excerpt from my plea to further drive home the point –

As an FMCG analyst, it's a joy to witness a great campaign from an industry leader & it can actually do wonders for brand sales. While, it's difficult to pinpoint the exact correlation between a successful campaign & rising sales, it's anecdotal evidence that suggests the best years for Pepsodent were during the Dishoom Dishoom campaign, for Jubilant Food during the Paresh Rawal 30 mins Nahi to free ads and for HUL during the various Surf, Lux & Dove ads.

So here's a plea to all the moguls of FMCG and Sultans of Advertising - The Ogilvies, the Mathers, the Prasoons, The Piyushes, The Lowes & the Lintases!!!!  Bring out a great campaign! 

The FMCG Companies we speak to talk about great tailwinds for the sector, especially post the current DeMo & GST disruption. They say - Rural Recovery, Monsoons, GST and Increased premiumisation are going to sail us through. I say, get a great campaign going and blow some wind beneath those sails! 

The last time a great campaign took away the nation's breath, resulted in Mr Modi garnering the biggest electoral mandate in recent times. So for the next leg of great campaigns I'd say, "Abki Baar, Good FMCG Ads, yaar!" 

A Year Later, there’s optimism in the air.

-          Most FMCG Stocks are at record highs

-          Managements have made positive observations about the demand scenario

-          Brokerages have written about increasing innovation in the sector that usually precedes a demand surge.

-          Retailers have made public statements about the explosion of interest and demand from Indian consumers.

In an environment as favorable as this, how could good advertising be far behind? It’s very heartening to see FMCG Ads in the last one year. Be it Asian Paints, Nestle, Horlicks, Hindustan Unliever or even Jubilant Food, they all came to the party. Oh, even ITC’s Bingo made a grand comeback along with usual the excellence from Pidilite. It was also interesting to see, longer ads, as they adapted to the reality that most of them will now be consumed on a phone or a computer rather than a TV screen at home.

I asked the question a year ago, and I’ll say with a lot of pride today…. Hey FMCG, Thank You for your Ads!

I Asked Hey FMCG, Where’s My Ad Last Year; And this is how they responded –

FEVICOL - Bonding the Nation

Red Label – Chai with Company

Fevicol  - Lakdi, not Ladki

Asian Paints – Homes Not Showrooms

ITC Bingo – Pout

Nestle – Recreated School Chale Hum

Dominos - Ma Nahi Bhulti

Horlicks – Fearless Kota

Surf Excel – Haar Ko Harao

Thank You, 

M 

PS: Please Share all the interesting ads you've spotted