As sushi, paella and hummus find a seat at the Indian dinner table, the signs are clear that foodies are in and frozen is out. Given that, Godrej Nature's Basket (GNB), the gourmet food arm of the diversified Godrej group, has decided it is time it appeared on television to highlight the quality and variety of food ingredients it offers and drive home the fact that the retailer has embraced online marketing with gusto. So its first ever television campaign (TVC) released some time back focuses on the simplicity and convenience of using the GNB mobile application. The film, put together by Supari Studios, "seamlessly integrates GNB's USP, that is, the best of quality food ingredients from around the world and marries it with the simplicity and convenience of a mobile application", explains Mohit Khattar, managing director.
To this end the brief to the creative agency was simple: to devise a film that could not only creatively convey GNB's offering of the freshest ingredients and a wide range of world food but also promote its online and mobile platforms. All this had to be done in a manner that was simple and clean, yet classy and clutter breaking. "We were clear that we wanted the brand to retain its aspirational aura and target the discerning consumer," adds Khattar.
As part of the media plan, the TVC is being aired on leading general entertainment channels, English entertainment channels, English movie channels and news channels, as well as most available HD channels. The commercial will also play on popular shows such as Big Boss, Comedy Nights and Masterchef.
The campaign will be backed by a strong social media blitz through #WorldFoodApp. The hashtag will be promoted across digital platforms including Facebook, Twitter and Instagram, where GNB enjoys a strong follower base. Posts and contests integrating the TVC link are expected to drive viewers to the digital film. Instagram will also focus on garnering video views with 15-second edits of the film. GNB has also planned a strong influencer outreach programme involving celebrity chefs, food writers and bloggers to drive traffic to the app.
The digital version of the 35-second film is an interactive video, allowing viewers to engage and shop for products of their choice at the same time. The TVC incorporates YouTube annotations and cards, making GNB one of the first brands to adopt the feature in India. The focus on digital is understandable: a majority of GNB's core target group is digitally-connected and tech-savvy, hence, is likely to consume the video online or on the mobile phone. "Our core target group is men and women above 25 who are high spenders and big online shoppers," says the company, which operates 36 physical stores in high street locations in Mumbai, the National Capital Region of Delhi, Bengaluru, Pune and Hyderabad. GNB's online platform was revamped in April last year, and now GNB is the only omni-channel retailer to cater to 125 cities in the country. While the company refuses to discuss campaign budgets, observers estimate the current campaign would entail spends to the tune of Rs 10-12 crore.
To put things in perspective, the Indian gourmet food market is currently valued at US$ 1.3 billion and is growing at a compounded annual growth rate (CAGR) of 20 per cent. It is expected to cross US$ 2.8 billion by 2015. As with any market, it's all about filling a perceived unmet need.
GNB is a pioneer in the gourmet food retailing space and remains the largest player in terms of stores, pan-India presence as well as revenues in the segment since it started its first store a couple of years ago. Apart from GNB, the other visible brands in this market are Spencer's Epicuisine and Future's Foodhall, Le Marche Foodworld Gourmet, Mason D'Gourmet, Le Marche and Nuts 'n' Spices. Most of the gourmet food stores are located in the top 10 cities as of now. It helps that the economic downturn has not affected the gourmet segment. It caters to affluent consumers whose spending capacities have remained unaffected by the slowdown, Gaurav Gupta, senior director, Deloitte India told Business Standard during an interview sometime back.
GBN is perhaps the only brick-and-mortar retailer which bet big online ahead of most other retailers. "We believe that the potential market for world food products is growing exponentially and that this market is under-served currently. Our physical stores as well as our online platforms are evolving market," says Khattar.