'The Indian consumer perspectives are changing'

'The Indian consumer perspectives are changing'

Anjan Bose, VP and Business Head, Consumer Lifestyle, Philips India shares his views...

Tell us about your strategic marketing? Philips has always been aligning its approach to the dynamic market behavior. The Consumer Lifestyle business in India is undergoing a significant transformation. The Indian consumer perspectives are changing rapidly and to keep up with their evolving needs, we have been constantly developing products and solutions to target both existing and newer market segments. All our marketing initiatives are based on robust consumer insights and we are always looking at ways to serve our consumers better by providing holistic solutions and experiences; and not mere products. What are your views on the recent paradigm shift B to C marketing from traditional media to social media? The industry has to take note of the inevitable explosive internet and social media revolution that is taking place in India – especially in our current target group, which is, the youth in the age group of 18-25 for personal care and also a broader target group for its kitchen care business. Thus, social marketing acts as a growth driver, e.g.-we used social marketing for the launch of the female SalonShine campaign where Personal Care launched a new range of hairstyling accessories on facebook. Any mergers/acquisitions in future? We will continue to look at local company acquisitions that fit into our current growth strategy whether organic or inorganic. Tell us more about the Feel The Music campaign that you'd started with Shankar Ehsaan Loy? We are obsessed with sound. Our current media campaign in India "Feel The Music" is in line with our global philosophy of "Obsessed With Sound" which is built around the parameters of authenticity and purity of sound. The campaign highlights the expertise in sound in helping listeners feel the music just the way creators intended it to be.For the same, we have also roped in Shankar-Ehsaan-Loy, as the brand ambassadors in India.