Marketing must put forward messages of newness and health: Rasika Prashant

The year 2023 has started on a rollercoaster note, with an accelerated adoption of generative AI, AI chatbots, and digital innovations. This is bringing in new operational efficiencies, stronger strategies, a far greater emphasis on building deep bonds with various stakeholders and consumers. In keeping with the current market ecosystem, technology and a human approach are seen as going hand in hand.

As part of our annual TRENDING NOW series, Adgully has been approaching key industry leaders to Crystal Gaze into 2023 to highlight the major trends and developments that they see dominating the industry in the year ahead.

In conversation with Adgully, Rasika Prashant, Co-Founder & Chief Marketing Officer, Tata Soulfull, speaks about industry players will focus on making their conversations relevant and agile by incorporating millets, marketing strategies, goas to create healthy, tasty snacks using millets as the main ingredient, and more.

Key trends dominating the industry in 2023

With the United Nations’ announcement of 2023 as the International Year of Millets, millets have become the most talked about foodgrain in India. In line with this, major industry players will focus on making their conversations relevant and agile by incorporating millets into their marketing strategies. Millet is an ancient crop, but people want to consume it in modern formats. As a result, marketing must put forward messages of newness and health. Going forward, it will be imperative for brands to weave an effective communication strategy to introduce millets into the Indian diet. Brands must direct their resources towards consumers who shop in physical stores, as this is where the target audience will be found.

Major expectations from 2023

The International Year of Millets presents an exciting opportunity for marketers to capitalise on the growing consumer demand for millet based products. We will witness a massive shift in marketers implementing strategies that create value and build an emotional connection with their target audience. The importance of digital marketing mediums, including content creation, influencer marketing, and search engine optimisation, will be brought to the forefront. Additionally, the emphasis on health and nutrition, as well as growing awareness of the benefits of millets, will drive growth in the millets sector. To ensure that this growth continues, it will be necessary to create an ecosystem in which partners and stakeholders can collaborate to drive growth and innovation. This will enable brands to differentiate themselves from the competition and build a loyal customer base.

Key focus areas for Tata Soulfull in 2023

India is a country where taste is absolutely paramount. Tata Soulfull was born out of a dream to reinvent millets and make them fun for everyone. Our goal was to create healthy, tasty snacks using millets as the main ingredient. We have been undertaking consistent efforts to make millets mainstream in a modernised and relevant manner. Our marketing strategy will focus on providing health benefits while making millets cool. We will be adopting a fresh strategy for marketing that transforms the functional representation of millets into a quirkier and more interesting rendition that the audience will be able to relate to. Our aim will be to reach out to our target consumers, who are seeking healthier choices without compromising on taste.