Question

In 2022, a popular snacking brand ‘Pom-Pom’ completed 25 years in India. They were one of the first such brands in the country and wanted to start a campaign that allowed the brand to connect with the consumers directly. The marketing team created the idea of ‘Me and Mera Pom-Pom’ where people were encouraged to share their stories woven around their experiences with the product. Such a campaign enabled the consumers to send their message to the company rather than receiving it from them. People shared some of the most poignant and private moments of their lives. Some uploaded their viral films too.

1. Identify the promotional approach used by ‘Pom-Pom’ to reach its customers.
2. Explain any two important features of this approach.

Answer 1

1. The below-the-line approach is the approach used by ‘Pom-Pom’ to reach its customers.
2. Features of the below-the-line approach are:
   • The purpose of the activities is to develop the brand by creating awareness and building a brand profile.
   • It can lead to an actual sale, which is easy to measure.