GLOBAL PERSPECTIVE, LOCAL EXECUTION

THE year 2024 was when we broke barriers. Ferrero India has been quietly working away to build its portfolio. This year, the emphasis was on breaking away from the clutter with storytelling, emotional resonance, and innovation to grow, exploring and fortifying digital media.

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Cultural Resonance

Ferrero India amplified resonance with a wider audience by championing local cultural experiences while keeping our global vision and beliefs of the Brands. For instance, our “Light Up Your Diwali” campaign had the brand endorser Hrithik Roshan showcasing how Ferrero Rocher plays a vital role in lighting up your loved ones Diwali. By integrating luxury and tradition, we reinforced Ferrero Rocher’s position as the ultimate token of affection. With a pack of Ferrero Rocher Moments, the brand endorser Sara Ali Khan reminded us to pause and rejoice in the joys of celebrating everyday moments, such as victories of favourite cricket teams or the many joyous occasions in the cultural melting pot that is India. Even as we aligned with local festivals and the global festivals and celebration days, we capitalised on key festive occasions like Diwali, Christmas, Valentine’s Day, and Rakhi, and we ensured the connection with Indian traditions was preserved throughout our 360-degree campaigns and customer engagement.

Engaging The Digital Natives

The two strategies that defined our marketing approach in 2024 were leveraging celebrity and influencer power and going digital-first, both of which brought us genuine consumer engagement.

We pivoted from traditional television and print advertising to more targeted digital messaging on OTT and social media. It has helped us reach the tech-savvy audience under 40 who make up around 50 percent of India's population. The reorientation is not just a trend for us but a fundamental reimagining of how we connect with our consumers.