Rohit Kapoor, director, marketing in India, said while the segment is highly dependent on footfalls at street vendors, the multinational company jumped in with larger packs for home use.
After a brief gap in the second quarter, we have been actively working on campaigns across our brands to drive consideration and awareness for new launches in the third quarter.
The confectionery segment is part of the impulse category that is highly dependent on footfalls at street vendors.
For the brands Alpenliebe, Juzt Jelly and Chupa Chups, we created Halloween-specific products and engagement formats to cater to the ever-growing popularity of this day with kids.
It is done at several levels in the funnel of purchase like say at the top end where we want to create awareness and consideration at a very fundamental level.