Successful Marketing Strikes The Right Chord

As India’s economy continues to grow, businesses employ diverse marketing and advertising strategies to reach potential customers. Part of this reality is ‘Happilo’ - a health food company founded in 2016, which is now a 500-crore brand, catering to diverse range of customers. But what is driving the company’s success?

During the e4m and GroupM’s 2nd edition of Programmatic Summit, Vikas D Nahar, Founder & CEO at Happilo, shared that marketing is a key enabler for businesses and he adopted crucial strategies to make Happilo a success. He emphasised that being a pro in terms of marketing and creating content, he chose popular entertainment platforms - Cricket and Bollywood - to enhance his company’s brand identity.

Nahar underscored collaborating with Rajasthan Royals gave Happilo a household identity. He added, “We even roped in Bollywood actors Sidharth Malhotra and Kiara Advani as brand ambassadors. Their charisma worked for our brand, creating a meaningful impact.” 

Furthermore, shedding light on consumer perception, Nahar said it’s important that a brand and its products are in consumers' minds and for that communication is important.

Nahar stressed packaging helps to communicate with consumers and it’s the first marketing strategy that companies should be mindful about. He added packaging significantly compliments the brand name, another important chord to clamp with the audience. 

Nahar highlighted his company’s name was initially supposed to be ‘Happy Life’ but he decided to go with ‘Happilo’, a GenZ name that is relatable in today’s world. The CEO said Happilo is not a dictionary word but was made up by him as it’s easy to remember. He said considering today’s world, a company should be selective with its brand name. Today, names like Haldiram or Mangaram would not work for a brand unless there is an old business legacy, he emphasised.

Nahar concluded good marketing not only brings revenue for the company but also helps to build consumers' trust.