Tic Tac's journey is one of innovation and adaptation: Zoher Kapuswala

In this interview with Adgully, Zoher Kapuswala, India Marketing Head - Tic Tac, Ferrero India, talks about Tic Tac's journey in India, its success in the confectionery market, innovative brand campaigns, year-on-year growth, and key focus markets in India. He discusses Tic Tac's focus on product innovation, targeted marketing strategies, building a strong brand image, and leveraging social media platforms and e-commerce partnerships to reach consumers. He also highlights Tic Tac's efforts to cater to changing consumer trends through market research and specialized product offerings. Excerpts:

Could you share with us the journey of Tic Tac in India and how the brand has evolved over the years?
Tic Tac was one of the pioneers in preimmunizing the confectionery category by creating a Rs-10 price point in the market, thanks to its first-of-its-kind share-worthy format. Ever since, the brand has evolved over the years, along with the changing consumer needs.
Innovation has been at the heart of the brand. It has been one of the first brands to launch Indian traditional flavours like Fennel. Tic Tac also launched a sub brand Tic Tac Seeds with crushed seeds inside, that epitomizes the Indian refreshment rituals, with iconic flavors like ginger-cardamom, apart from the global leading flavors like Mint, Orange, and Red Apple. The brand also ensures it stands out in the Impulse environment, by its innovative shelf-ready packaging (like the Iconic Tree & the Wall-Hangers).
Overall, Tic Tac's journey in India has been one of innovation and adaptation. The brand has successfully carved out a unique space for itself in the Indian market by positioning itself as a fun, refreshing mint that appeals to the youth. With its continued focus on product innovation and targeted marketing campaigns, Tic Tac is well-positioned to continue growing its market share in India.
 
Tic Tac has established itself as a market leader in the confectionery segment. What do you attribute this success to?
Tic Tac has always been focused on product innovation by introducing new flavours and formats. This has helped the brand to stay relevant and cater to changing consumer preferences. We as a brand built a strong brand image through consistent branding and advertising. The brand has a unique identity that is instantly recognizable and memorable. We have been successful in reaching out to our target audience through targeted marketing campaigns. The brand has leveraged social media and other digital platforms to engage with its consumers and build a stronger online narrative. We have built a strong distribution network that ensures the products are widely available across different channels and locations. This has helped the brand reach a larger consumer base and gain a competitive advantage.

Can you discuss some of the innovative brand campaigns that Tic Tac has launched in India to drive its brand narrative?
The Tic Tac 'Refreshment Inside Out' campaign was launched in India in 2019 and aimed to position Tic Tac as a refreshing and fun mint. The campaign included a series of TV commercials and digital ads that showcased how Tic Tac could instantly freshen one's breath and mood. In the year 2022, Tic Tac ‘Mouth Fresh, Mood Refresh’ campaign, was launched in India and aimed to position the brand as a mouth freshener that refreshes the mood by providing continuous release of long lasting and refreshing experience.
The campaign included a series of TV commercials and digital ads that helped in delivering the positioning of the brand among youngsters. Overall, Tic Tac has launched several innovative brand campaigns in India that have helped to drive its brand narrative and engage with its target audience. These campaigns have been creative, quirky, and fun, which resonates well with the brand's image as a refreshing and enjoyable mint.

  How has Tic Tac been able to achieve year-on-year brand growth in the Indian market?
Constant product innovation coupled with varied marketing strategies has helped us achieve year on year brand growth in the India market. Tic Tac has continuously introduced new flavours and product variants, such as Tic Tac Coke and Tic Tac Seeds respectively, to cater to changing consumer palate. This has helped to keep the brand relevant and drive sales growth. We as a brand have consistently implemented effective marketing strategies that have helped to build brand awareness and drive consumer engagement.
The brand has leveraged various marketing channels, including social media and influencer marketing, to reach its target audience and promote its products. Tic Tac has also come up with some innovative partnerships with other popular brands in India to promote its products further and drive brand growth.
For example, Tic Tac partnered with Coca Cola to launch a joint promotional product with iconic Coco Cola flavor, that offered something new and unique to the consumers. Some other factors for year-on-year brand growth in the Indian market can be attributed to a combination of strong distribution network and a focus on quality and consistency, by continuing to focus on these key areas, Tic Tac is well-positioned to sustain its growth in the Indian market.

What are the key focus markets for Tic Tac in India, and how is the brand catering to these markets?
Our key focus markets are primarily the urban and semi-urban areas of the country. We have identified these markets as having high potential for growth due to their large consumer base and increasing disposable income levels. To cater to these markets, Tic Tac has implemented a targeted marketing strategy that focuses on reaching consumers in these areas through various channels. This includes leveraging social media platforms such as Facebook, Instagram, and YouTube to engage with our target audience and promote our products. We have also established a strong distribution network in these markets, ensuring that our products are widely available in convenience stores, supermarkets, and other retail outlets. Additionally, we have partnered with popular e-commerce platforms such as Amazon and Flipkart to reach consumers who prefer to shop online. In terms of product offerings, we have introduced channel specific SKUs and specialized combi packs specifically tailored to the tastes and preferences of consumers in these markets. In short, an always on-the-go approach along with innovative thinking has helped drive growth and maintain our position as a leading confectionery brand in India.
How do you keep up with changing consumer trends to shape the market strategy for Tic Tac in India?
We believe that staying up to date with changing consumer trends is critical in shaping our market strategy. To achieve this, we utilize a variety of tools and techniques. We regularly conduct market research to gather insights on consumer behavior, preferences, and trends. This includes surveys, focus groups, and social media listening. By analyzing this data, we can identify emerging trends and adjust our marketing strategy accordingly. We also closely monitor sales and consumer data to identify patterns and trends. This helps us to understand which products and flavours are popular with consumers and customize our product offerings as needed. We collaborate closely with our distribution partners, retailers, and other stakeholders to understand the needs of the market and ensure that our products and marketing strategies are aligned with these needs.

Tic Tac recently collaborated with Yashraj Mukhate for its digital campaign #TicTacLife. Could you talk about the idea behind this campaign and how it was received by the audience?
The idea behind the campaign was to tap into the current trend of user-generated content and leverage the creative talent of Yashraj Mukhate to create an entertaining and engaging jingle featuring Tic Tac through influencer marketing campaign. The campaign aimed to portray Tic Tac as an inspiration for a refreshing transformation that brings alive the precious moments of fun and good vibes, to further establish Tic Tac as preferred choice of refreshment amongst the youth of India. The campaign was received very positively by the audience, generating a high level of engagement and social media buzz. The videos created by Yashraj Mukhate were widely shared on social media platforms like Instagram, Facebook, and YouTube, with viewers appreciating the creativity and humor content. The campaign successfully highlighted Tic Tac's versatility as a product, showcasing how Tic Tac breaks the silence of boredom through the iconic rattle sound of Tic Tac Box, thereby creating a refreshing symphony.
Overall, the #TicTacLife campaign was a successful example of a brand leveraging the talent of a popular influencer to create engaging content that resonates with its target audience. The campaign effectively communicated Tic Tac's brand message and value proposition while also building strong brand awareness and loyalty among consumers. All in all, it was a well-integrated effort, and we are very happy with the results.

What can we expect from Tic Tac in terms of upcoming campaigns or initiatives in India?
We are excited about the opportunities that lie ahead and are committed to continuing to innovate and evolve our brand strategy to meet the changing needs and preferences of consumers in India. We are constantly exploring new product innovations that can help us stay ahead of the competition and meet the evolving needs of consumers. This may include new flavours, packaging, or product formats that offer greater convenience or functionality. We will continue to focus on digital campaigns that leverage social media influencers, user-generated content, and other innovative tactics to engage with our target audience. We are exploring collaborations with a variety of popular influencers and content creators to showcase the versatility of Tic Tac and highlight its role in daily life.

With increasing competition in the confectionery market, how does Tic Tac plan to differentiate itself from other brands?
it is essential to continuously adapt and innovate to differentiate Tic Tac from other confectionery brands in the competitive market. By adopting a multifaceted approach that addresses the needs of our customers, we can create a strong brand identity and build lasting relationships with our customers.
In order to differentiate Tic Tac from other brands, we need to adopt a mixed approach that addresses the needs of our customers and meets their expectations. A strong marketing campaign is necessary to differentiate Tic Tac from other brands. We focus on targeted advertising and promotions that appeal to our target audience. This includes social media campaigns, influencer marketing, and in-store promotions. We also leverage product placements and collaborations with other brands to reach a wider audience.

What are your thoughts on the future of the confectionery industry in India, and how is Tic Tac prepared to adapt to these changes?
We believe that the confectionery industry in India is poised for significant growth in the coming years. India has a large population of young people who are increasingly interested in trying new and unique products, and there is a growing influence of premiumization in the market, which presents a great opportunity for brands like Tic Tac to differentiate themselves. However, the industry is also facing challenges in terms of newer products entering the market, changing consumer preferences as well as regulatory changes.