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Why Agro Tech Foods is sticking with TV
TV & Connected TV planning & buyingIndia
Agro Tech Foods, maker of products like Sundrop Oil and Act II popcorn, devotes nearly all its media spending to TV (97%) with the rest mostly going on digital.
Why it matters
Vice president marketing Asheesh Sharma explains to IndianTelevision.com that “the investments are done in proportion to the kind of growth that you need”. And since the brand equity remains very much about family, the preference is to stick with a family viewing experience in single TV households rather than the personalised viewing that over-the-top (OTT) often entails.
“The people who are watching TV are still sufficient for us to keep growing our businesses,” he says.
During the pandemic (FY 2021-22), Agro Tech Foods increased its advertising media by almost 30% compared to the pre-pandemic period (FY 2018-20).
Sharma reports that half of business growth comes from innovation, half from demand generation via media.
The company avoids celebrity endorsements, preferring to build on “consumer insights, unmet needs, benefit, cost structure, and delivering the brand”.
“We are very singularly focused on using television as a medium, as that’s the mainstay for us in terms of mass reach and building a scalable business” – Asheesh Sharma, vice president, marketing at Agro Tech Foods.
Sourced from IndianTelevision.com [Image: Agro Tech Foods]
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
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