Adani Wilmar's Vineeth Viswambharan On Balanced Marketing Strategies

In an era of dynamic market shifts, Vineeth Viswambharan offers an interesting perspective on marketing strategies. Predicting an uninterrupted growth trajectory for the staple commodity foods business, he emphasises the recession-resistant nature of essential food products. With a substantial headroom for growth in the packaged branded staple foods sector, he says, “For us, you will see a consistent growth in ad spends, consistent growth in shares of voice, consistent growth in use and expansion of use of media across traditional and digital.”

Hybrid Solutions

Viswambharan says that a hybrid approach, that balances traditional and digital channels, will be the one to prevail. “We are seeing pure play digital for some of our products and also the conventional way of top of the funnel, traditional media and bottom of the funnel for some of the more evolved channels,” he explains adding that while urban segments are served through digital marketing, the core market continues to rely on traditional media for brand building.

Addressing the impact of generative AI (artificial intelligence) on marketing, he dismisses concerns about technology replacing marketers, underscoring the irreplaceable role of human creativity and empathy in the field. Viswambharan also advises gaining first-hand consumer insights and the need for a strong foundation for consumer motivations and behaviours.