Why Agro Tech Foods is sticking with TV | WARC | The Feed

Why Agro Tech Foods is sticking with TV

Agro Tech Foods, maker of products like Sundrop Oil and Act II popcorn, devotes nearly all its media spending to TV (97%) with the rest mostly going on digital.

Why it matters

Vice president marketing Asheesh Sharma explains to IndianTelevision.com that “the investments are done in proportion to the kind of growth that you need”. And since the brand equity remains very much about family, the preference is to stick with a family viewing experience in single TV households rather than the personalised viewing that over-the-top (OTT) often entails.

“The people who are watching TV are still sufficient for us to keep growing our businesses,” he says.

Takeaways 

• During the pandemic (FY 2021-22), Agro Tech Foods increased its advertising media by almost 30% compared to the pre-pandemic period (FY 2018-20). 
• Sharma reports that half of business growth comes from innovation, half from demand generation via media. 
• The company avoids celebrity endorsements, preferring to build on “consumer insights, unmet needs, benefit, cost structure, and delivering the brand”.

Key quote

“We are very singularly focused on using television as a medium, as that’s the mainstay for us in terms of mass reach and building a scalable business” – Asheesh Sharma, vice president, marketing at Agro Tech Foods.

Sourced from IndianTelevision.com [Image: Agro Tech Foods]