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AI, creators, cohorts: Inside Mars Wrigley's media strategy shift
Mint Ahmedabad
|August 04, 2025
TV is our reach builder. For penetration, you need households to know you. Nikhil Rao, chief marketing officer, Mars Wrigley India
From impulse buys worth ₹10 to ₹599 gift boxes, confectionery company Mars Wrigley is navigating India's layered consumption landscape with a sharp focus on where it can win, without compromising on quality. In an interview with Mint, Nikhil Rao, chief marketing officer, Mars Wrigley India, breaks down the company's dual-channel strategy, how it's adapting to digital impulse and why emotional differentiation still matters in a saturated snacking market.
Edited excerpts:
What's one marketing practice in India today that you believe is broken or overrated?
This story is from the August 04, 2025 edition of Mint Ahmedabad.
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