Expanding Horizons
On July 25, 2024, Lotte India launched its ambitious Rural Van Campaign to reach the untapped markets in tier 3 and tier 4 cities. Focused on Bihar, Odisha, Uttar Pradesh, and Madhya Pradesh, the campaign aims to solidify Lotte’s leadership in the confectionery market by engaging rural consumers directly.
Engaging Rural Communities
Bright red Lotte Choco Pie vans will navigate through districts, towns, and villages for over three months. This vibrant initiative is designed to introduce more families and children to Lotte Choco Pie. The vans will park at schools and popular public spots, where they will host lively activities including dance, games, and quizzes. A Choco Pie-shaped mascot will enhance the festive atmosphere, creating memorable experiences for attendees of all ages.
Strategic Vision
Mr. Milan Wahi, Managing Director of Lotte India, expressed enthusiasm about the campaign’s potential. “Our rural expansion reflects a growing demand for quality confectionery in these regions,” Wahi said. “By engaging directly with consumers, we aim to boost our market presence and deepen our connection with the rural populace. Our ongoing investments are a testament to our commitment to these vibrant markets.”
Building on Success
The Love & Lotte Campaign, launched nationally in October 2023, has already made significant strides through TV commercials celebrating everyday moments. The rural phase is set to complement this effort by making Lotte Choco Pie a favorite among rural consumers. This extensive campaign not only aims to boost brand visibility but also to spread joy across rural India.
About Lotte India
Established in 2004 after acquiring Parrys Confectionery, Lotte India is a key player in the confectionery sector. Part of the Korean conglomerate LOTTE Corporation, the company boasts a diverse portfolio including Coffy Bite, Coconut Punch, and Caramilk. With state-of-the-art manufacturing facilities and a vast distribution network, Lotte India is dedicated to achieving leadership in the confectionery market.
