The Rs 7,000 crore Indian chocolate market has been growing over 20 percent annually. The southern states account for almost 30 percent of the national chocolate market and over 80 percent of the southern market is concentrated in the urban centres. Seizing this opportunity, FMCG startup Global Consumer Products has forayed into the chocolate business by launching products under the brand name LuvIt targeted at consumers in the age group of 15 to 30 years, even if the penetration level is only at 10 percent.
“There is high scope for differentiation and growth. The southern markets account for around 30 percent of the national market of which Tamil Nadu is the largest,” Anuradha Narasimhan, Executive VP said.
Global Consumer Products promoted by A Mahendran (former Managing Director of Godrej Consumer Products), was launched a year ago with an investment of ₹315 crore from Goldman Sachs and Mitsui Global. At the moment the company has launched nine variants of chocolates in the formats of moulded, enrobed wafers, panned chocolates and caramel-nougat bars at price points ranging from Rs 5 to Rs 45.
With LuvIt’s focus on Southern India markets like Andhra Pradesh, Telangana, Tamil Nadu, Puduchery, and Karnataka, the brand has roped in popular Telegu and Tamil actor Siddharth as the face of its multimedia campaign.
To begin with the brand, in association with Karishma Lintas, launched a series of TVCs that circulates around the theme that if someone shares their LuvIt chocolate with you, beware or as they say in South India, “Ushaar!” “The message of the advertisement is simple: the best way to enjoy a LuvIt chocolate is alone.But in the off chance you get an irrational urge to give some of your LuvIt away, ask yourself a simple question, “What’s in it for me?” because chocolate this delicious is only given away to get something in return,” says the company.
For instance in the below video you give a bit of LuvIt to your boss when you need a promotion or you share it when you need the will to be on your name.
In addition to this the brand has launched the same TVC in four more regional languages – Telugu, Tamil, Malayalam and Kannada. A week ago the brand launched a 17-second behind the scenes video with Siddharth.
On digital LuvIt has a colourful microsite that showcases the newly launched chocolates, videos and the agenda handbook tells you when should you share your LuvIt with others. For example you can only share LuvIt with friends who have cute sisters.
The one page vibrant microsite also tells you who are the friends who are liking and sharing your posts more and you should be aware. After connecting to Facebook the app pulled out four connections who have been interacting with me more on the network but I’m sure they don’t have a hidden agenda!
The microsite definitely looks vibrant but other than providing product information and videos there isn’t much for a user to spend her time. Driving engagement through apps by connecting Facebook are passé.
On social media, where most of the brand’s targeted audience is spending time, it hasn’t done anything spectacular. Facebook and Twitter have shared the same content – visuals and the TVC. However they are yet to promote the microsite on Twitter and yet to find time to update the basic bio.
— LuvIt Chocolate (@LuvItChocolate) May 25, 2015
— LuvIt Chocolate (@LuvItChocolate) May 22, 2015
— LuvIt Chocolate (@LuvItChocolate) May 26, 2015
The only saving grace has been that Siddharth has promoted LuvIt on his Facebook page. But it should have been also on Twitter where the star has more than a million followers.
To raise the bar on digital the brand can bring the mainline idea to digital. It can ask for fan stories where they had to share their precious things with others. LuvIt can involve a social media influencer and not a contest player for this campaign to drive the online buzz.
The launch campaign will be on for a period of two months and will be supported aggressively on television, out-of-home, digital, on-ground, malls and hangouts, and radio. Hopefully we see a seriousness on digital as the campaign moves ahead but for now it is a meek digital strategy.