Mumbai: Chocolates are more than just a delicious treat - they're a universally loved indulgence that have been enjoyed for centuries. From sumptuous dark chocolate to silky milk chocolate and beyond, there's a chocolate flavor and texture to suit every taste. Whether you're savoring a rich, decadent truffle or biting into a classic candy bar, chocolate has a way of satisfying our sweet tooth and lifting our mood. It's no surprise that chocolate is often associated with love, celebration, and even therapy.
As we celebrated World Chocolate Day on 7 July this year, it was a reminder of the simple pleasures that chocolate can bring to our lives.
Delving deep into the world of chocolate and interesting stories related to it, Indiantelevision.com caught up with Ferrero India (Tic Tac, Nutella, and Ferrero Rocher) marketing head Zoher Kapuswala.
Edited Excerpts:
On Ferrero’s launch in India and their efforts to make chocolates the go-to option for Indian festivities
Ferrero entered the Indian market 19 years ago, and since then, we have worked tirelessly to establish our presence and make Ferrero chocolates the go-to choice for all festivities. India has a rich tradition of celebrating festivals with Indian Mithai, which presented us with a unique challenge and an opportunity to introduce chocolates as an alternative.
Understanding the deep-rooted cultural significance of Indian Mithai, we approached the task of breaking that tradition with sensitivity and strategic planning. To initiate the shift, we focused on creating awareness about Ferrero chocolates and their exceptional quality. We emphasised the use of premium ingredients, precise craftsmanship, and the global reputation of Ferrero to build trust and credibility among Indian consumers. We collaborated with influencers, celebrities, and local communities who played a crucial role in our strategy. Additionally, we partnered with well-known figures who have a strong connection to food, Indian traditions, and festivals. Our multi-pronged strategy helped the brand create credibility thereby influencing consumer perceptions.
To make Ferrero chocolates easily accessible during the festive season, we established a robust distribution network. We partnered with a wide range of retail outlets, supermarkets, and e-commerce platforms, ensuring that our products were readily available to consumers across the country. Our journey to make Ferrero chocolates the preferred choice for Indian festivities has been a result of extensive research, strategic planning, emotional storytelling, collaborations, and widespread availability.
On Ferrero celebrating World Chocolate Day and the brands' plan to capture consumer attention and drive sales
World Chocolate Day is for everyone to celebrate!! This year we are capitalising on with the E-commerce platform to bring our delightful products closer to consumers. Our focus is to enhance the digital experience by highlighting the exceptional quality of Ferrero Rocher and the joyful moments associated with Ferrero Rocher Moments. Through captivating content, our aim is to create anticipation and excitement surrounding our products. By utilising visually appealing images, we actively showcase the distinctive features of our chocolates on social media platforms. By actively engaging in digital marketing efforts, we ensure that customers are well-informed about the offerings and experiences our products provide. Recognising the influence of social media in reaching a broad audience, we utilise this platform to generate interest and create a buzz around our chocolates.
On the creation of Ferrero's popular chocolate brands, such as Tic Tac, Rocher, and Nutella
I'm pleased to share some interesting facts about our popular chocolate brands. Tic Tac, introduced in 1969, got its name from the sound the box makes when you open and close it. It quickly gained popularity due to its refreshing flavors and convenient size, becoming a beloved breath mint worldwide.
Ferrero Rocher on the other hand, is known for its exquisite layers of fine wafer, smooth chocolate, and crunchy hazelnuts. The name "Rocher" was chosen to represent the robust and luxurious nature of the chocolate, which has become a symbol of elegance and indulgence, often associated with special occasions and gifting.
Lastly, Nutella, combining roasted hazelnuts, cocoa, milk, and a touch of sugar, Nutella quickly captured the hearts of consumers worldwide. Its versatility as a spread or ingredient in various recipes has made it a beloved household name and a true delight for people of all ages. These brands hold fascinating stories behind their creation, reflecting Ferrero's commitment to crafting high-quality and unforgettable chocolate experiences for our consumers.
On Ferrero Rocher maintaining the quality of its chocolates while also making them more affordable for consumers
Maintaining the exceptional quality of Ferrero Rocher chocolates while ensuring affordability for consumers is a key priority for us at Ferrero. As the marketing head, I can provide insights into how we approach this challenge.
First and foremost, our commitment to quality remains unwavering. We understand that the premium taste and luxurious experience of Ferrero Rocher is what sets it apart. To maintain this high standard, we employ stringent quality control measures throughout the entire production process. From sourcing the finest ingredients to rigorous quality checks at each stage of manufacturing, we prioritise maintaining the integrity and excellence of our chocolates. strategic partnerships and collaborations play a vital role in achieving affordability. By working closely with our suppliers and retail partners, we explore opportunities for cost optimisation and supply chain efficiencies. This collaborative approach allows us to negotiate favorable terms, secure competitive pricing, and ultimately pass on those benefits to consumers. Maintaining the quality of Ferrero Rocher chocolates while making them more affordable for consumers requires a strategic and multi-faceted approach.
On Ferrero's approach to sustainable chocolate production and cocoa bean sourcing
One of our primary endeavors is our extensive cocoa bean sourcing program, which seeks to ensure that all of our cocoa is obtained from sustainable origins. Through the establishment of enduring partnerships with cocoa farmers and cooperatives across various regions, we closely collaborate with them to provide the necessary assistance, training, and resources. This approach not only enhances their livelihoods but also elevates the quality of the cocoa they cultivate.
Furthermore, we have implemented a certification program with a specific focus on safeguarding rainforests. This program guarantees that the cocoa beans we acquire adhere to stringent standards, prioritising sourcing methods that protect the rainforest and its rich biodiversity. By obtaining certifications like the Rainforest Alliance certification, we offer our consumers the assurance that the cocoa used in our products originates from sustainable sources. To further bolster our sustainability initiatives, we have established a dedicated team known as Ferrero Farming Values. This team works closely with farmers, providing education on sustainable agricultural practices and assisting them in adopting environmentally friendly and socially responsible methods. Through this collaboration, our aim is not only to preserve the environment and safeguard biodiversity but also to enhance the socio-economic conditions of the communities involved in cocoa cultivation.
On the new and exciting chocolate flavors or innovations that Ferrero has introduced to the market recently
One of our recent introductions is the expansion of our Tic Tac range with exciting new flavor of Spearmint. We have also introduced flavors like dark chocolate and coconut, bringing a delightful twist to the classic Ferrero Rocher experience. These new flavor combinations provide consumers with a unique and indulgent taste sensation, while maintaining the signature quality and craftsmanship that Ferrero Rocher is known for.
We are continually exploring opportunities to cater to evolving consumer preferences. This includes the development of new chocolate formulations, such as lactose-free or vegan options, to ensure that our products are inclusive and accessible to a wider range of consumers.
Overall, at Ferrero, we are committed to bringing new and exciting chocolate flavors and innovations to the market. Whether it's through flavor variations, limited-edition releases, or catering to specific dietary needs, we strive to provide consumers with delightful and memorable chocolate experiences that exceed their expectations.
On successful collaborations or partnerships by Ferrero that have increased brand exposure and customer engagement
Our collaborations with Hrithik Roshan, Sara Ali Khan, and Ranveer Singh exemplify our approach, each representing distinct qualities that align with our products and values. Hrithik Roshan, with his charisma and talent, perfectly embodies the royal, elegant, and sophisticated essence of Ferrero Rocher. He is an ideal ambassador for the brand, as his timeless charm resonates with the luxurious experience of indulging in Ferrero Rocher. Sara Ali Khan, on the other hand, brings her bubbly and loving personality to Ferrero Rocher Moments, enhancing the joyful and celebratory moments associated with the brand. Her genuine warmth and infectious energy make her a natural fit, inspiring consumers to share heartfelt moments with their loved ones. In the case of Nutella, we have collaborated with the dynamic and high-energy Ranveer Singh. His genuine love for the brand and his enthusiastic persona perfectly align with the vibrant and versatile nature of Nutella. Ranveer's energetic presence and his ability to effortlessly connect with people make him an excellent choice to represent the brand, further enhancing its appeal.
As part of our digital campaign, we had the incredible opportunity to collaborate with the internet sensation Yashraj Mukhate for Tic Tac. Yashraj Mukhate utilised the iconic rattle sound of the Tic Tac box to create a refreshing symphony that resonated with our audience, showcasing how Tic Tac breaks the silence of boredom. Additionally, we proudly partnered with the charismatic actor Ranveer Singh for Nutella, who brought his energy and charm to elevate our brand's presence. Furthermore, we recently collaborated with the renowned chef Vikas Khanna for our Back-to-school campaign, introducing two new Nutella-based recipes. These collaborations and partnerships have played a vital role in increasing Ferrero's brand exposure and fostering customer engagement.
On the history and evolution of the Ferrero brand and its adaptation to changing consumer preferences and trends
Ferrero's history is characterised by a commitment to quality, innovation, and adapting to changing consumer preferences. By introducing new products, addressing health-conscious trends, and embracing digital advancements, we have been able to meet the evolving needs and desires of consumers while staying true to our core values.
Over the years, Ferrero has continuously adapted to changing consumer preferences and market trends. We have introduced innovative products and flavors to cater to evolving tastes, while maintaining our commitment to quality and craftsmanship. For example, we expanded our product portfolio with the introduction of brands like Kinder and Ferrero Rocher, offering a diverse range of indulgent treats to meet different consumer needs and occasions. . This has allowed us to reach a wider audience, enhance customer engagement, and stay ahead of emerging trends in the digital landscape.
On Ferrero's ability to stay ahead of the competition during crowded times for chocolate promotions
I can confidently say that we stay ahead of the competition during this crowded time for chocolate promotions by employing innovative and unique marketing strategies that set us apart from others in the industry.
One of the key strategies we utilise is a strong focus on storytelling and emotional connections. We understand that consumers seek experiences and stories that resonate with them. Therefore, we craft compelling narratives around our brands and products, highlighting the craftsmanship, heritage, and quality that Ferrero is known for. By creating emotional connections through our marketing campaigns, we are able to engage consumers on a deeper level and differentiate ourselves from competitors who solely rely on product features and promotions. We understand the shifting consumer behaviors and the rise of digital platforms. Therefore, we invest in cutting-edge technologies and digital marketing techniques to engage with our target audience effectively. From interactive social media campaigns to personalised content experiences, we strive to create meaningful digital touchpoints that resonate with consumers and drive engagement.
Ferrero embraces collaborations and partnerships that bring unique experiences and offerings to our consumers. By partnering with renowned brands, influencers, or even local festivals and events, we create innovative campaigns and activations that capture attention and generate buzz. These collaborations allow us to tap into new audiences, leverage the expertise and influence of our partners, and create memorable experiences that set us apart from the competition.
