M&M’s India make a fierce social media entry

Social Samosa takes a look at the social strategy of M&M's India to promote their maiden India entry.

International chocolate brand M&M's has made their official entry to India last month with two variants - chocolate and peanut. According to reports, with M&M's launch, Mars, aims to grow the nascent bite-size category in the Indian market.

The brand has been doing a lot of exciting activities on digital to launch the product in the Indian market in the midst of established players like Gems from the house of Cadbury. Gauging the excitement of the fans, the brand is seen engaging with the consumers through fun activities on social media. From using influencer marketing, running contests to launching quirky videos, M&M has hit the right spot.

Social Samosa takes a look at the social strategy of M&M's India to promote their maiden India entry.

Filmy entry

The mascots - Mr Red and Mr Yellow scootered down the iconic Gateway of India in true Bollywood style, living their Jay and Veeru moment as part of their promotional strategy. These pictures were widely shared on the internet by the brand and also the influencers who added their dose of quirkiness to it.

Touch of 'Desi tarka' 

The brand has aptly managed to infuse the right dose of Indian-ness by showing the mascots either folding hands to say #Namasat, getting down from an auto or wishing their fans on Happy Independence Day.

Influencer marketing

The brand used online influencers like Miss Malini to promote the chocolates. The influencers spiked the curiosity for M&M's fan by sharing a peek-a-boo in the box.

Quirky videos

The brand has also released a short quirky video to inform their fans than M&M's are now in India. This was promoted on all their social media channels, including YouTube.

Contests

The brand further had a contest running on their social media pages and the winners were gratified with M&M's goodies. They invited people to come and engage with the brand, by suggesting recipes using M&M's.

Statistics

The brand surely needs to increase their engagement on all the digital platforms. On Facebook, M&M's India page has managed to clock only 12,000 likes and 12,153 follows till now.  The video posted on M&M's India YouTube channel has garnered only 512 views with only 4 subscribers.

While, the brand has been primarily using Facebook till now, it will be interesting to see, how effectively, they integrate the other online mediums in their marketing strategy in the days to come. Considering, the high price point and competition in this already established category in India, the brand will have to pick up its pace.