Q] How is your brand leveraging emerging trends in digital, social and offline media to stay ahead in a competitive market?
We are strengthening influencer ecosystems, using first-party data more intelligently and building strong regional relevance through precise targeting. This approach helps us stay closely aligned with evolving consumer behaviour across both digital and offline touchpoints.
Q] What factors primarily influence your marketing and media spends? What is the marketing mix for Dabur?
Consumer behaviour, the stage of the brand and measurable Return on Investment (ROI) shape our media mix. Television remains important for reach, particularly in TV-heavy and rural markets. Digital now sits at the core because it enables precision targeting and commerce integration. Print is used selectively for impact, while Out-of-Home (OOH) and radio are deployed based on geography and specific campaign requirements.
Q] Which is the medium that has traditionally given you the most returns? Looking ahead, which platforms are you betting on?
Television has historically delivered strong returns given our scale and deep presence in Indian households. Looking ahead, Connected TV, retail media and commerce-led platforms are areas of increasing investment because they help connect awareness, engagement and measurable outcomes closer to the point of purchase.
Q] How media strategy today is influencing brand growth and consumer engagement differently than before?
Media is central to building brand preference and engagement. With our diverse portfolio and a strong presence in almost 80% of households in India, a sharp media strategy helps us meaningfully connect with consumers across multiple touchpoints, while driving both brand equity and measurable outcomes.
Q] Which metrics or KPIs matter most to you when evaluating media campaigns, and how do they shape future strategies?
The metrics depend on the objective of the campaign. For awareness-led initiatives, we track reach, frequency and brand lift. For digital and performance-driven work, we monitor engagement, share of search, Return on Ad Spend (ROAS) and incremental sales. Increasingly, measurement informs future planning rather than being treated as a post-campaign evaluation.
Q] What are the biggest challenges and opportunities in today’s media landscape, and how does your team navigate them to deliver impactful campaigns?
The biggest opportunity lies in combining creativity with precision and strong measurement. At the same time, the key challenge is fragmentation across platforms and increasingly complex consumer journeys. Agility, clarity of objectives and a consistent test-and-learn approach help us navigate this environment effectively.
Q] What is the most innovative media plan that you have executed for Dabur, where the choice of media elevated the campaign significantly?
A standout example is our partnership with Amazon Prime shows ‘The Family Man’ and ‘Panchayat’. Being first movers allowed us to integrate the brand within highly relatable storytelling and reach deeply engaged audiences through culturally relevant narratives.
