We collaborate with influencers who share common interest with our audience: Gunjan Khetan

Being the Gen-Z brand that Mentos is, its new campaign is not just limited to bringing out the brand’s philosophy of inspiring a life that is both fun and refreshing but goes much deeper.

The same is reflected in its collaboration with influencers like Orry, Palak Tiwari, Jasleen Arora to create a connection that goes beyond mere advertising, tapping into the interests and preferences of the target market in a meaningful way.

By leveraging influencers, Mentos seeks to understand the evolving tastes and behaviours of Gen Z consumers, ensuring that its marketing efforts remain relevant and impactful in today's dynamic landscape.

In an interaction with Buzzincontent.com, Gunjan Khetan, Marketing Director, Perfetti Van Melle India, shared insights into the dynamic world of influencer marketing and brand strategy. He addressed key challenges faced by brands, explored the evolving landscape of influencer marketing in India, and delved into the rationale behind Mentos' latest campaign.

Khetan elaborated on the rationale behind involving influencers in the brand's campaigns, highlighting the importance of selecting influencers that resonate with Mentos' refined, youthful audience.

“By aligning with influencers who embody Mentos' premium imagery, the brand aims to create impactful and relatable content that connects with its target segment,” he added.

While highlighting the general perspective about the whole influencer marketing and the creator economy space booming in India, he stated that when it comes to using influencers and the rise of creators in India, there are two important things to consider.

“Firstly, while certain influencers such as movie celebrities, TV personalities, and musicians command significant followership, there exists a plethora of niche influencers in sectors like FinTech and real estate that often go unnoticed. Brands need to figure out whether their target audience aligns with these specialised cohorts and explore partnerships accordingly,” Khetan added.

He further stated that this necessitates a deeper understanding of consumer behaviour and preferences to effectively tap into these affinity groups.

“Secondly, there's a gap between influencers in big cities and those in smaller towns and rural areas. While many brands focus on platforms like Instagram and Facebook, a lot is happening on other platforms in smaller towns. To reach more people, brands need to pay attention to these different areas and platforms,” he said.

He expressed that by doing this, they can connect with a wider audience and make their campaigns more effective.

Khetan also acknowledged the prevalence of fake engagements in influencer marketing. He mentioned that dealing with fake engagements from influencers is a tough challenge.

“We work closely with our agencies and use certified influencer agencies. We also do audits to control things as much as possible. However, it's still a problem because our target audience is on these platforms, and influencers play a big role in shaping brand image. Despite the challenges, we can't ignore the importance of influencers. We believe things will improve over time,” he added.

Recognising the importance of catering to consumers in tier 2 and 3 cities, he discussed the brand's efforts to leverage platforms like ShareChat and Moj to engage with this audience segment effectively.

“We understand the significance of these platforms in the influencer economy and recognise that they cater to a segment of our consumers. We must stay relevant and relatable to them, and we are committed to finding the right approach to achieve this,” he elaborated.

Addressing the question of whether Mentos plans to collaborate with influencers beyond those who speak Hindi or English, Khetan emphasised that the brand prioritises aligning with the interests and preferences of its target audience over language.

He added, “We've chosen influencers from diverse backgrounds such as music, gaming, and dance, ensuring that they resonate with various segments of our target market. Our strategy isn't limited by region; rather, we aim to connect with influencers who share common interests with our audience, irrespective of their location or language.”