Food Advertising
Food forms an intrinsic part of our lives, a basic necessity for sustenance, good health as well as the main source of income in agricultural societies. India is basically an agricultural economy where food production and its processing in many forms have been traditionally practiced from farm to consumption. Foods have been processed in households in various ways such as sun-drying, pickling, salting, smoking, fermenting and more, to increase their shelf-life and availability at all times for centuries. In the course of development, industrialisation brought sophistication through high-tech machinery and procedures. Today a Ministry of Food Processing Industry exists and the consumer is spoilt for choice, as far as the variety and form in which packaged foods are available, and need newer marketing tools to reach the consumer.
Food advertising is one tool that has gained momentum over the last few decades on account of technological developments in the field of food processing, packaging, labelling and the lot. This has further speeded up due to government policies on digitisation resulting in liberalisation of the economy and global interaction, to make advertising an important tool of communication between producers, processors and consumers. However, no serious consumer-centric research has been reported except by educational institutes or non-government non-profit organisations. A study was mentored by the author way back in 1996, as part of post graduate research at the Institute of Home Economics, University of Delhi. The main sources of ads were then radio, the print media, TV which had mainly restricted programs and viewership.
Food ads provide cues that encourage consumption of products even if they are high in fat and sugar, disregarding their health impact, tempting consumers to modify their buying behaviours. The above cues may be harder to resist the longer people resort to dieting, their ability to disregard them may only resulting in greater effort to exercise the body for improving health.
When scientists discover something new about food and how it reacts in our body, food companies respond to keep us satiated by drawing attention through juicy ads. Today with social media, artificial intelligence and 3D printing to design ads for attention, the ideators in the food industry, restaurants through menu cards, professionals through prescriptions, all use their skills in profiting from science, at the cost of gullible consumers. Attractive leaflets carry ads of foods and ingredients that are disregarded, unread as food is an emotive subject and its best ad is by “word of mouth” or actual “demonstration” of preparation methods. This has been achieved by housewives, chefs and even illiterate grandmothers, since the advent of OTT platforms where one can display one’s creativity, tradition, culture, and regional specialities.
The Market Research Society of India (MSRI) has recently announced its socio-economic classification (SEC) system, called (ISEC). The new system factors in the more educated and working members in Indian households, with greater participation of women in important decision making regarding consumer durables. Socio-economic classification helps brands and agencies to better understand consumer profiles and behaviour when launching products, innovations and ad campaigns. This is unlike the earlier system which only factored in the education of the chief earning member and the presence of certain consumer durables in households. Now, the Indian Socio Economic Classification (ISEC) system will factor-in the occupation of the chief earner, and the education levels of the most highly educated adults, male or female, in the family of both urban and rural households. The industry stakeholders on track to adopt ISEC are, the Indian Society of Advertisers, ITC, agencies involved in research and media. (Suneera Tandon. suneera.t@htlive.com)
While this gives advertisers selling satisfaction it also develops creativity, because of increasing competition among brands. Most ads emphasise on using ‘protein and fibre’, 2 nutrients that keep hunger pangs at bay longer than fat, relating to ‘fewer calories’ keeping food trends in mind. Ads of ready-to-use sauces or products attract through catchy expressions like ‘zero cholesterol’ or ‘99% fat-free’ and so on, in noticeable fonts and emojis for emotional impact.
This protects them from legal issues because they can argue that the remaining 1% fat is indicated in the composition on the label. This is usually in such fine print that it is impossible to read every label while ordering or shopping. Ads mainly influence through sensory means targeting emotions of buyers rather than providing direct information. A few examples will prove the point :
1. Ad for Tata I-Shakti pulses and cereal products. This ad distributed as a flyer catches the eye because of the ‘kabuli chana’ and ‘pooris’ a pulse-cereal favourite of north India, as prepared and relished in combination. The ad tempts customers with a free CD of recipes for first 2000 customers, promoted by a celebrity chef, Sanjeev Kapur, holding a packet with marketing details. These include Min order 3kg on call at least once a month; Loyalty offer on next purchase; Free home delivery on cash payment. Website is given. Nowhere is the price mentioned on the leaflet/flyer although the health characteristics are mentioned as high in protein, natural, unpolished with less than10% moisture, 100% sortexed, no chemicals, water, oil or colours added, enhances taste, hygienically packed. No shopper will know what is sortexed, perhaps meaning sorted for size and quality, pebbles or other undesirable materials that may have got added during harvesting.
2. Better Batter Better Business.
In today’s digital world, there is no escape from memes, pet videos, food porn and whattsapp forwards. For Musthafa PC, a video that was meant to be showcased at Harvard got ‘leaked’ and received an impressive number of views prompting the 45 year old founder of ID Fresh, to fast-track the launch of its vada batter. ID Fresh was started in 2005 to solve a common problem while making this savoury doughnut-like breakfast item. Getting the ‘vada’ with a hole is an eternal problem for amateur cooks. The answer: ‘squeeze with ease’ packaging. A few in the industry think Musthafa’s claim is a classic example of a marketing gimmick by design or error. The video was later posted on the brand’s official facebook page, generating 3.9 million views. His investment was 1.4 lakh almost the same as for a brand tweet from a top-line social media influencer.
ID Fresh is now one of the newest brands in the ready-to-cook space focussing on traditional food products like Malabar parota, ragi based batters, paneer and curds. However, 40% of its revenue comes from idli-dosa batter alone, the natural extension of which was the introduction of the vada batter.
3. Amul Milk
The brand stands for Anand Milk Union Limited, an Indian Multinational Cooperative Society based in Anand, Gujarat. It was founded in 1946 inspired by the freedom movement, when farmers approached Sardar Vallabhbhai Patel because of existing exploitative trade practices. The cooperative started with just 2 village dairy societies and collection of 247 litres of milk known as Amul Dairy, that grew gradually under inspired leaders, who entrusted the task to professionals like Dr. Verghese Kurien for its operations from 1950. The cooperative has since remained sensitive to the needs of farmers under then PM, Lal Bahadur Shastri who decided that the same approach should become the basis for National Development Policy. In 1965 the National Dairy Development Board was set up that helped India emerge as the largest milk producer in the world. Today, more than 16 million milk producers, through 185903 dairy cooperative societies, processed in 222 district milk unions is marketed through 28 state marketing federations, ensuring a better life for millions.
The food ads of the ‘Amul’ brand have always struck me emotionally, bringing on a smile, since it focuses on non-food current affairs. They generate connectivity with political, social, current affairs, management events, contests, sports and those of national importance instilling a sense of patriotism and national pride. In fact it is little realised that in Hindi Amul means ‘priceless’ and the brand is represented by an Indian child in a polka dress and a pony tail or patchy jeans keeping up with trends. Some slogans that accompany the ads would prove the point as they have garnered national or universal appeal.
Amul doodh peeta hai India - The ad generates in a subtle manner a sense of unity and patriotism along with the urge to start taking milk for growth and health.
On Ganesh Chaturthi, a loved festival in India, the ad shows a glass of milk to which is tied a mouli or sacred thread, indicating religious sentiments. A pair of hands shown as handles are holding a thaali of steamed modaks usually offered to Lord Ganesh as prasaad and then distributed as blessings. It will be appropriate to add, that all festivals, celebrations or even daily prayers in every home start with an invocation to Lord Ganesh offering gratitude, seeking blessings for peace, knowledge and plenty. Amul milk is inconspicuously written in one corner.
Ambuni weds Piramul - This is a recent pun on the lavish pre-wedding celebrations in the Ambani family, indicating subtly to butter the buns showing a pack of Amul butter.
Many other examples can be cited of ads focussing on essential food components or super food trends rather than promoting its enjoyment while still reaching profit goals. Today this indigenous brand, has expanded to a large number of products made in India including cheeses like the Dutch Gouda and Edam, high protein plant milks, spreads, icecreams, coolers and more.
It was heartening to see a video on social media showing the polka dressed Indian barbie appearing from behind the “Statue of Liberty”with a glass of milk and the statue bending down with another, clicking “Cheers”. This was a video advertising the coming inauguration of the brand in the U.S., with a gallon milk jar on the side as usually marketed. A really innovative, thought provoking and emotive ad, generating varied thoughts, feelings and emotions of friendship, freedom, love and peace to communicate our ethos of ahimsa to a troubled world.
Most people feel hungry and deprived when they diet, and outrageous promises have become the soul of advertising. Situations like sickness, age, gender, are highlighted along with projected needs of consumers. A classic example is that of ‘Zero fat’ salad dressings or ‘100% fat free’ etc on labels of some brands. Nutrition information on additives such as sugars, syrups is often confusing. Ingredients are in too fine a print to be read easily while shopping, while the above are highlighted on labels, misleading or confusing the consumer, directing attention in the middle of seriously watched programs.
Marketing
Marketing is not only about advertising. If the product is right, half the marketing is done, the product becoming the marketing tool. At the end of the day, food sells only if it tastes good. Marketers need to be in personal touch with consumers to improve their products. Many other examples can be cited of ads focussing on essential food components or super food trends rather than promoting its enjoyment while still reaching profit goals. (Economic Times, August 22-28 2018).
What is less known however, is that women’s products of the same brand, weight and size are priced far more than those marked for men. Some daily use items will prove the point.
Lip balm - 4.8g @ MRP 250 against 165 for men, a 51.5% premium.
Razors - Rs.70 as against 80 for women
Cotton tees Rs.250 and 399 respectively
Salon haircut Rs.400 and 800 a 100% premium.
One can check out for creams, shampoos, fragrances and other products of well known companies easily, on supermarket shelves. Such undefined profits are called pink taxes, are subtle, unethical forms of marketing though not ill-legal. On the flip side women who pay such unaccounted-for profits, are being paid less for the same job by employers. Gladly, reforms in this area are underway but only after protests.
India’s advertising (Ad) industry has been completely transformed from word of mouth, print media and hoardings that have now been overtaken by social media, the mainstay of constant influence, the latest being digital advertising.
Digital Advertising (DA) - This revolution first surfaced when Google started placing ads with its standard web search, and Search Engine Optimisation (SEO) became popular. This led to videos, internet and has become a source of huge amounts of Ad revenue, with increasing access of online content on various platforms.
The compound annual growth rate (CAGR) was reported as 18.1% in 2 years since 2021, to reach a market size of 85,769 crores in 2022 according to a report of the Indian Advertising Industry. The sector is further set to expand at a CAGR of 507% to reach 1.13 trillion in 2024. (Dentsu India Digital Report. HT Mint 4th Feb. 2023).
Michael Pollan’s In Defence of Food (Penguin Books), has been emphasising on the ‘joy of eating’ food rather than focussing on nutrients that may or may not be absorbed at all times, due to various reasons. An author that cannot but be loved. He says:
…Celebrate food, the real proper simple food, not the one that comes in a packet, or has lists of unpronounceable ingredients or makes nutritional claims about how healthy it is.
He recommends, food our mother and grandmother’s cooked and served with an occasional stir, straight from the pan, while they were attending to other chores.
I recommend that Pollan’s books be read and implemented to the extent possible, in the post pandemic and fast moving tech era that we’re in, to revive what our ancients have amply prescribed as satvik food. These always followed the methods of cooking and eating for joy focussing on freshness, simplicity, slow cooking and eating for happiness and health.