Earlier this month, food giant Mondelez announced a global advertising deal with Facebook across 52 countries including India, aimed at digitising its approach to advertising.
In India, Mondelez spends around 10-12% of its marketing budgets on digital. According to Bonin Bough, Global Media and Consumer Engagement Vice President of the chocolate and biscuits maker, Mondelez International will borrow key insights on digital media from India to replicate in global markets.
For instance, it plans to replicate campaigns similar to Cadbury Dairy Milk's "Shubh Aarambh" social media engagement during the Indian Premier League last year, in other markets, especially Africa.
Storyboard editor Anant Rangaswami interviews Bonin Bough on why digital is crucial to the success of FMCG brands.