In the highly competitive FMCG market in India, where choices are plenty and competition is fierce, capturing and retaining consumer attention is important for brands. Nowadays, achieving success in this sector involves more than just selling a product; it requires creating relevant experiences that keep the customers engaged and encourage them to try and buy new products.

The relationship between brands and consumers has shifted significantly over recent years. Earlier, the focus was mainly on purchasing products. However, today’s Indian consumers look for more than just products; they seek experiences that resonate with their personal lifestyles and values, helping them form a deep connection with the brand.

For effective customer engagement, there is a need for creative and impactful brand strategies in the FMCG market. These FMCG promotion strategies should mainly focus on experiential interactions. This could involve interactive product demonstrations, fascinating pop-up events, or community-driven activities that not only showcase the products but also reflect the brand’s commitment to the values important to their customers. By implementing these marketing strategies for FMCG, brands can capture attention, build loyalty, and drive sales among Indian shoppers. In other words, it is known as brand activation.

Here are five types of brand activation strategies that FMCG companies can adopt to create meaningful connections with consumers:

  1. In-Store Brand Activation:
    In India, in-store brand activations are a powerful tool for FMCG brands, especially in markets and malls. When consumers visit stores, they are ready to make purchases, giving brands an optimal time to engage with them. However, traditional in-store advertising like cardboard displays and shelf talkers often fail to grab attention. In order to stand out, brands can introduce innovative technologies like POS displays to boost brand recall and sales.
  2. Experiential Retail
    Indian consumers crave unique shopping experiences that go beyond the simple act of buying. This trend of “retailtainment” can be seen in initiatives like pop-up stores or immersive experiences within traditional settings. Indian retailers can organize in-store events that allow customers to deeply engage with the products. Such experiences not only provide a memorable shopping experience but also educate consumers about the product, enhancing their likelihood to purchase.
  3. Events
    Events have always been a heart of Indian marketing, with face-to-face interactions providing a direct way to engage consumers. During live events, an FMCG brand takes center stage, captivating the audience’s full attention. Here, consumers can interact with their products firsthand. This direct engagement enhances customer experience and strengthens brand loyalty and recognition.
  4. Sampling
    Product sampling remains a beloved approach among Indian consumers who enjoy trying new products first-hand. They can offer excellent feedback, which you can implement to improve the quality of your products.
  5. Digital Campaigns
    With the growth in digitalisation in India, online brand activations have become increasingly important. Taking advantage of social media platforms and influencer marketing can help brands reach a vast audience effectively. Digital campaigns allow for creative ways to engage consumers, from virtual try-ons for beauty products to online contests and interactive live streams, catering to the tech-savvy Indian consumer who spends a significant amount of time online.

Tips to Implement an Effective Brand Activation Campaign in India
When planning a brand activation strategy, an FMCG company should focus on showcasing what makes their brand unique and ensure it resonates with the local audience. This can be done in four steps:

  1. Defining the Brand
    While planning FMCG brand activation strategies, companies should identify what sets their brand apart – this could be their unique products, commitment to quality, or the values they uphold like sustainability or innovation. They should understand how their products benefit their customers and how they differ from other competitors.
  2. Respecting Audience
    FMCG brands should always keep their customers in mind. They should avoid marketing tactics that might seem more like stunts. Instead, these brands should offer engaging and respectful experiences that captivate.
  3. Offering New Experiences
    FMCG companies should introduce customers to new aspects of the brand that align with their interests and the brand’s core message. This could be through innovative product demonstrations or interactive experiences that leave a lasting impression.
  4. Utilising Technology
    An FMCG promotion strategy should also include technology for activations. They can use motion sensors and sound to animate products on shelves, ensuring a dynamic campaign. They can manage and adjust campaign details remotely for flexibility, eliminating the need for visiting multiple locations.

Conclusion:
In today’s retail landscape, FMCG brands face the dual challenge of aligning with ever-evolving consumer expectations and managing operational costs while struggling to increase revenue. To effectively engage customers, a well-planned brand activation strategy becomes important, serving as a vital tool to capture consumer attention and draw them into their sales funnel. These brands must adopt experience-driven marketing strategies for success in India that focus on creating memorable customer interactions to bring in sales and build long-term loyalty.

If you are aiming to enhance your brand’s promotional activities, consider partnering with Insta Brand Activation. With over a decade of expertise in delivering standout results for prominent brands, our team possesses in-depth knowledge and skills to elevate your brand’s presence. We offer portable display setups that will make your multicity brand activations for FMCG companies easy, consistent and cost-effective.

Ready to take your FMCG brand promotions to a whole new level?