We used over 6,000 influencers in a year: Dabur’s Rajiv Dubey

InMobi’s Marketing Jedis is a video podcast series, which celebrates the journey of the brightest minds behind some of the most inspiring brands in India. Hosted in association with Adgully for 2023, the series explores how some of the most prominent Jedis in the world of marketing, advertising, and media have changed the game by leveraging digital technologies to solve key business challenges and drive tangible outcomes. With this series, we will unravel the latest and the most inspiring stories from industry practitioners and technology experts through podcasts, interviews, and articles.

The latest episode of Marketing Jedis features Rajiv Dubey, Senior General Manager & Head of Media, Dabur India, along with Devika Sharma, Director - Revenue and Business Partnerships, Consumer Platform Advertising, InMobi.

With the pandemic, the digital world changed even more because user behaviour changed in a very significant way, and that led to brands adopting different digital marketing strategies and a new approach to drive consumer engagement. But that also presented many challenges.

On the approach that Dabur took to meet the evolving consumer needs brought about by the pandemic, Dubey said, “The first thing which was done by the company was to have our set-up in our own system of dealing with this challenge. We built our team which is a very strong team. It is a lot of hard work, a lot of understanding of the market, a lot of understanding of what things are going on at that point of time and it was built and scaled up very quickly. Imagine any other FMCG company which is in a similar league as Dabur is, it’s not there yet, where we are right now.”

India has evolved into a digital-first economy, which is led by mobile phones. Speaking on Dabur’s mobile-first phenomenon and how it drives back to their marketing goals, Dabur’s Rajiv Dubey noted, “There are various layers to it, at top of the funnel advertising through video then getting a post from influencers who work along with us. Between last year and this year, we have used over 6,000 influencers who work in different geographies, from big influencers such as TV actors to micro- and nano-level influencers. For every brand, we have a huge repository of different creatives, which we make for digital which are digital-first and all this leads into creative e-commerce and into sales, ultimately. There are different layers that one uses for attracting digital-first consumers, right from social influencers creating specific content to doing moment-led marketing, and then reaching out to people at the border of the funnel, advertising on various e-commerce platforms. All this put together gives you a complete 360 degree on mobile-first consumers, and the kind of results we got through this phenomenon has been unprecedented.”

Watch the entire conversation here: