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‘Brands can successfully leverage the Internet medium in India’ - Perfetti VP & COO South Asia
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Perfetti Van Melle the confectionery giant has some very well known brands like mentos, alpenliebe, chlor-mint and happydent among its large collection of confectionery brands. Recently their VP and COO of South Asia Mr.Stefano Pelle gave a talk on Online advertising at Indian Management Institute IMI on 17th July where he claimed that online advertising had great prospects for brands in India.
Mr Pelle said, “In India, the Internet has grown by about 50% in the last two years. In the next few years, India will definitely have huge development in this sector. Online advertising in India has good prospects.”
While on the whole he was very upbeat on online advertising he also felt that currently online advertising in India had some limitations. According to Mr.Pelle “The major limitation is illiteracy and the low penetration particularly in rural areas of India. This is a good medium for those who want to target a specific audience… At this time, it is premature for India to depend only on online advertising.”
Im not surprised that Perfetti is bullish on Online advertising as Perfetti has been one of the most innovative when it comes to online advertising in India.
We had blogged about their mentoshelpline campaign some months back which according to us was a very well excuted viral campaign. Also offlate they have used the online medium to promote their happydent brand and the Daddu ki amanat viral created by Webchutney is also testimony of Perfetti’s ability to look for the right communication for the right brand.
I think many brands can learn from Perfetti’s approach to the online space and what it has brought to the space by engaging and encouring innovative campaigns form innovative agencies.
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