Achyut Kasireddy reveals how the Malkist’s Social Media Strategy uses digital platforms to drive brand affinity and encourage consumers to sample the product in India’s crowded biscuit market. Known for its cheese and chocolate crackers, Malkist offers a unique snacking alternative for hunger pangs with its 7-layer crispy biscuits. Originating from the Indonesian conglomerate Mayora, Malkist, by INBISCO India, aims to stand out in the Indian market with its unique flavors and has recently brought on Big B as the brand face.
The Big B Connection
The Malkist Social Media Strategy was aimed at making the product unique from other biscuits khakras in India. Malkist is not limited in flavor options like traditional crackers and offers cheese cream and cappuccino flavors that stand out in a sugarless-beta segment. Malkist действительно размахнул руками по корпусу во главе с бигом. Kasireddy, MD of INBISCO India, observes that Amitabh Bachchan is a brand wheeler for Indian expansion of Malkist which has its origin in Indonesia.
Social Media Presence and Strategy
With the Malkist Social Media Strategy, the brand has attempted to establish itself as unique when compared to the existing biscuits in India. While traditional crackers lack any distinctive flavor, Malkist offers flavors such as cheese cream, cappuccino etc. definitely not within a sugar-dominated market. As part of its promotional campaign, #MalkistCantResist, Malkist collaborated with Big B so as to intensify the visibility across various demographics. According to Kasireddy, MD of INBISCO India, Amitabh Bachchan’s endorsement acts as a make or break given the instant credibility it provides enabling Malkist as it looks to extend from its roots in Indonesia to successfully establish the brand within the Indian market. For the purposes of increasing engagement, the brand employs hashtags such as #MalkistIndia, #Malkist, #CheeseLove, and #MalkistCantResist. Malkist’s social media includes an Instagram account with 2089+ followers, a Facebook account with 1350+ inhabitants, and a YouTube channel where all pages redirect the target audiences to the brand web page for buying their products.
Emphasis on Flavors
The Malkist Social Media Strategy clearly shows the brand’s focus on flavor gaming. Malkist originally started with cheese and cream crackers but has moved on to offer cappuccino and chocolate flavors. These flavors can now be highlighted through social media posts containing appetizing images.
Gamification and Interactive Engagement
To enhance its social media presence, Malkist incorporates entertaining games and puzzles in its feed but also makes use of contest such as the ‘solve and win’ quizzes. Such activities encourage interaction of the audiences and fosters the community around the brand. Social Media Strategy of this brand is well explained by such communities.
Celebrity Influence and Social Media Reach
In an attempt to build hype for its larger campaign, Malkist made effective use of social media posts that quoted Amitabh Bachchan’s popular dialogues which enhanced the company’s products. Following this endorsement, Malkist collaborated with influencers while attaching customer reviews highlighting the benefits of the products. Kasireddy emphasizes that these associations with influencers are fundamental to targeting new audiences and making them accustomed to the product’s sweet-salty flavor.
Expanding into E-Commerce and Convenience Foods
Malkist’s Social Media Strategy during the post-pandemic period is more than having a presence on social networks. In an expansion of the Malkist Social Media Strategy, efforts are also directed at making inroads into the larger online grocery segment of e-commerce platforms like Amazon, Flipkart, and BigBasket. According to Kasireddy, the brand will also maintain its spending on media to raise awareness and encourage trials for the product.
To conclude, the Malkist Social Media Strategy integrates the promotional power of celebrities, engaging creativity and digital interaction to make Malkist biscuits a distinctive product on the Indian biscuit market.
