"TV Helps Up To 50 Per Cent Of Our Investment, It Forms The Backbone"

In an exclusive conversation, NIKHIL RAO, CMO, Mars Wrigley, speaks to BW Businessworld's Reema Bhaduri on media bets, premium plays, leveraging quick commerce's impulse advantage, and brand clarity in India's evolving confectionery market. Excerpts

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Mars has achieved a 15 per cent CAGR over the last five years and it has now reached Rs 2,329 crore. What does the actual market share of chocolate look like and how do you position the segment in your portfolio?

In chocolates, we are more of a premium player, and we do better in organised trade. Ecommerce or specifically on quick commerce, we would have about a 10 per cent share. For modern trade, we would have a six to seven per cent share, and in the vast traditional trade across India, we would have about two per cent share. If you look at say gum where we lead with Boomer, we also have brands like Orbit and Doublemint. There we would have about an 18 per cent share.

What key metrics drove your shift from a 70:30 to a 50:50 traditional-digital media split in one year, and how does your current media mix vary across Mars Wrigley's diverse portfolio?