NITIN DARBARI

COMMERCIAL DIRECTOR P&G MALAYSIA, SINGAPORE, VIETNAM E-COMMERCE AND EXPORTS

On how social media has impacted or promoted your business brand.

Social media has helped to drive awareness of Ambi Pur/ Febreze brand, and also engages consumers to share their thoughts and experiences with the brand. It has a positive impact on overall brand perception and consideration in consumers’ minds.

On the company’s digitalisation efforts and how it has helped in branding.

Digital media turned 21 years old, surpassing TV as the number one form of advertising at US$200bil and continuing to disrupt the media industry. As such, we are profoundly different than just a few years ago, transforming ourselves to reach consumers in the platforms where they are using digital technologies every step of the way. In line with consumers spending more time on digital forums, we are moving towards more digital media spends. Given the active engagement and quick responsive nature of digital touchpoints, it has helped to bring the brand closer to the consumer and more relatable by letting him/ her share their experiences.

Challenges faced by your company in a challenging economic environment.

We are striving to make our brands more relevant to our consumers investing in digital and social media, making our advertising more relatable yet more effective via pursuing a more transparent and effective media supply chain where our media spending is fully utilised to reach consumers in a meaningful way with the right message and frequency. Ultimately freeing up time and money for what really matters — better advertising and innovation.

On strategies put in place to boost the company’s brand image.

Consistently with P&G mother company, Ambi Pur & Febreze brands continue to focus on the lifeline of brand-building 1) meaningful innovation to drive category growth and high purchase intent among consumers 2) relevant communication that triggers purchase, with the right media investment to drive brand awareness 3) strong in-store fundamentals to ensure high trial among shoppers.

The importance of meaningful connection between a brand and a consumer in brand-building.

In today’s world, the brand is no longer what we tell the consumer it is, it’s rather how consumers perceive, experience and share with each other. Every brand should strike to drive relevance and engagement in consumer’s lives to meaningfully add value and be integral to his/ her lives.