Quora Resources

Don’t be an advertiser—be a content creator




“We have always believed in being a content creator rather than an advertiser”

—Amul’s Jayen Mehta

In an interview with afaqs and Quora, Jayen Mehta, COO, Amul talks about the brand’s intent marketing initiatives, audience’s behavior and spending pattern, social media marketing, Quora as an advertising platform and more. The interview is part of Marketing Thought Leaders: an afaqs! and Quora For Business initiative to highlight a marketer’s mindset to reach a high-intent audience and the dynamics of consumer behavior.

The following has been edited for brevity and clarity.

One of the biggest marketing/business goals today is to ‘find buyers who are ready to buy’. What is your thought and strategy to leverage intent marketing?

One of the first products we launched online was Amul Lactose Free Milk on Amazon, and recently we launched Amul Protein Buttermilk and Amul Protein Mango Lassi on our D2C portal. This is a classic case of intent marketing where these products required a dedicated segment of customers.

We are focussed on building this community by reaching out to them using social media by highlighting the products and its benefits. It was a step-by-step approach to building a community and the early adopters gave us very positive feedback.

We plan to launch many products and will be leveraging these strategies for customer acquisition.

Now that the ‘new normal’ trend has settled, what are some of the shifts in spending patterns and consumer behaviour that you have observed with your TG?

One of the changes we observed is the preference for branded products. Customers have become more conscious of quality products. This has helped us to increase demand for Amul products, especially pouch milk. We also found a demand for products with high protein and since dairy-based proteins are easily digestible, we launched our range of protein-based products.

Lately, platforms like Quora (for business) have gained traction among marketers for their high-intent audience. What are your thoughts on brands leveraging such new-age platforms?

Quora is a good platform for solving problems or guiding the individual with appropriate information. It will help us in creating a community among these consumers and could be helpful in testing product concepts as well.

Presently, we are leveraging the platform for consumer queries as it would help the customer to have the right opinion of the brand and it will eventually translate to sales at the point of purchase.


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