D2C Brands Transition: Embracing TV+Print for Effective Brand Building Strategies
Experts suggest traditional media's wide reach is vital for building brand awareness and credibility, essential elements for Direct-to-Consumer (D2C) brands aiming to expand their market share
Sumit Rawat
In a notable shift, Direct-to-Consumer (D2C) brands are reallocating advertising budgets toward traditional media, including Television and Print, signaling a move away from the digital platforms that once dominated their strategies. Industry insiders observe this trend as D2C startups, such as Mamaearth, Nykaa, and SUGAR, pivot from exclusive reliance on digital channels to diversify their marketing mix.
Anil Solanki, Senior Director, Media Lead at dentsuX, observes a discernible trend of increased allocations towards traditional media compared to digital platforms. The move, if sustained, could impact the revenue growth of digital giants like Google and Meta, reflecting their slowing growth in India.
Vishal Chinchankar, CEO of Madison Digital and Madison Media Alpha, notes a rising preference for TV over digital among D2C brands. This shift marks a departure from their earlier focus on Social Media, OTT, and Connected TV, where rapid monetization was a priority.
Deleise Ross, Senior Vice President & Business Head at MudraMax, DDB Group, supports this observation, emphasizing that as D2C brands mature, investing in brand building through traditional media becomes essential for sustained growth and differentiation.
The change in strategy aligns with the evolving landscape of India's D2C market, which is anticipated to reach a gross merchandise value of $30 billion to $35 billion by 2027. Experts posit that as the market stabilizes, D2C brands are recalibrating their marketing approaches, recognizing the need for broader reach and brand credibility offered by traditional media channels.
While digital channels provided targeted and measurable results in the early stages, experts suggest that D2C brands might encounter saturation points or rising costs in the digital landscape. Concerns about data privacy could further contribute to a slowdown in digital ad spend growth.
The shift towards TV and traditional media is seen as a strategic move by D2C brands to achieve a balance between performance marketing for quick sales and brand building for long-term sustainability. As these brands expand their offline distribution, investments in TV advertising become a logical progression in their growth journey.
