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P&G, HUL, Vodafone, Cadbury Kraft and others turn to digital and social media to lure buyers

document Distributed Knowledge
Traditional marketing spends in India still dominate, but slowly and surely a growing percentage of funds are being sliced out of budgets and being moved towards the digital space. Consumer-centric companies such as Hindustan Unilever (HUL), P&G, Vodafone, Cadbury Kraft and the UB Group are looking closely at cost-effective and engaging ways to connect digitally with consumers.
P&G in India has begun hiring young candidates as community managers to handle social media marketing. Kainaz Gazder, P&G India's marketing director, says the company is leveraging "new-age touch points". The most recent example of such an initiative is the 'Olay Regenerist Wait List', an exclusive trial on Facebook even before the skin care product reached stores. "We recognise that we need to be part of the community, not just an irregular visitor, and that's the role of our community managers," adds Gazder.

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