Nap-vertising Goes Local

RIPAL CHOPDA, CMO, The Sleep Company (TSC) speaks to BW Businessworld's Reema Bhaduri, delving into the company's focused marketing strategies, technological innovations, future plans and more. Excerpts

The company recently laid out its marketing spends in the public domain. Can you elaborate on TSC's marketing budget and strategy for FY25? On digital, we largely focus on two major platforms Google and Meta. Being a digital-first company, understanding what is performing and what is not is crucial. Hence, 95-97 per cent of our digital spend is on these platforms. For offline spending, I would say we have a mix of media modelling. For example, we are trying TV in Andhra Pradesh and Telangana, which are Telugu-speaking regions. That is one media-based modelling we are doing. We also use print media in certain geographies to try and see if the local impact can be created with a certain reach. Additionally, we are exploring localised outdoor advertising in cities like Bangalore where we have multiple stores, helping us increase brand awareness in specific micro-markets.

The festive and wedding seasons are around the corner. What will be your approach this time in terms of marketing? Festive, I think, is real important. We typically release our main thematic communication in June, allowing time for the message to establish itself before the festive season begins.

Also, we use a lot of local influencer TV celebrities to celebrate local festivals.

As for Onam, we use a big face of TV in Kerala to connect with consumers and celebrate that.