: For 30 years Wai Wai’s presence in India has been driven by word-of-mouth: Varun Chaudhary #IndiaNEWS #Interviews Varun Chaudhary sheds light on Wai Wai Noodles marketing strategy and how it has

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For 30 years Wai Wai’s presence in India has been driven by word-of-mouth: Varun Chaudhary #IndiaNEWS #Interviews
Varun Chaudhary sheds light on Wai Wai Noodles marketing strategy and how it has been weaved with the word-of-mouth that the brand enjoys among the youth.



Varun Chaudhary, Managing Director, CG Corp Global shares insights on marketing strategy for Wai Wai Noodles in the country, with a focus on micro-influencers and fans who not only help spread the word-of-mouth further but also generate buzz on social media with relevant content.



Read on to understand the construct of their marketing strategy and the tactics at play.



Edited Excerpts



A lot has been said about the pandemic changing consumer behavior, how is this applicable to the Instant noodle category?



Among many lifestyle changes, our at-home consumption habits are also changing at this period.   As pandemic has confined us in our home once again, anxiousness and anticipation could result in boredom, which in turn is associated with a greater energy intake. That’s where the ready-to-eat savories become our instant companions, offering the hunger solutions as well as satisfaction.



The requisite measures taken to manage the pandemic have not only disrupted the global economy, but have also altered consumers priorities, expectations, and purchasing behavior.



Within India, a survey revealed that over 70% of urban consumers will prefer to purchase items from retailers that offer home delivery services, with 78% disposed more towards digital payments.



Considering the impact of increasing demand for packaged snacks, many companies are now building liaisons with popular online food delivery service companies, with a view to target the increasingly ‘at home’ customer segment. At such a time, a huge section of the young population was already switching from the regular three-meals-a-day to many small meals. The snacks segment is the obvious gainer.



We were able to clock 40% more revenue than the year before which also propelled Wai Wai to become an INR 1000 crore brand in India.



We aim to grow bigger and better in the coming year and plan to set up new manufacturing units to achieve the organizational goal of becoming an Rs. 1500 crore entity by FY22.



How did digital experiences and social media help you keep people hooked and hopeful? What does Wai Wai’s social media marketing look like?



In today’s digitally connected fast-paced world, Wai Wai’s social media strategies have been planned to keep in mind, the dynamic environment of the Internet. The new features have always helped us to engage the audience & connect people to the brand. For Eg, Instagram features like reels, music, filters, etc have helped us to create contests and various digital exercises where audiences got hooked to the page.

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