brands to leverage festive · definitely has increased sali-ence with implications for cat-egories...
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NEWS FRIDAY, 4 SEPTEMBER 2020MUMBAI 05
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Leroy Leo
NEW DELHI
Global vaccine manufac-turing giants Sanofiand GlaxoSmithKline
Plc. on Thursday started phase1 and 2 of human clinical trialsin the US for the jointly devel-oped covid vaccine candidate.
French firm Sanofi and UK’sGSK plan to enrol 440 healthyadults in the trials across 11sites in the US. They expect theresults of phase 1 and 2 trials byearly December, which willallow them to start phase 3 trialby the end of the year.
The vaccine candidate seeksto boost the immune responseto produce more antibodiesand long-lasting immunity,thus minimizing the dose ofantigen needed.
With over 30 vaccine candi-dates already undergoing clin-ical trials, the Sanofi-GSK vac-cine is a late entrant in therace. However, the collabora-tion is unprecedented for thetwo vaccine giants, which havetraditionally been rivals.
Pre-clinical data showed anacceptable reactogenicity pro-file, or the ability to producecommon, expected adversereactions, and two injectionsof the adjuvanted recombi-nant vaccine led to high levelsof neutralizing antibodies,comparable to levels inhumans recovering from thecovid-19 infection, Sanofi said.
The companies are scalingup manufacturing of the anti-gen and adjuvant, and aim toproduce 1 billion doses in 2021.
“The initiation of our clini-cal study is an important stepand brings us closer to a poten-tial vaccine that could helpdefeat covid-19. Our dedicatedteams and partner continue towork around the clock as weaim to deliver the first resultsin early December,” saidThomas Triomphe, executivevice president and global head,Sanofi Pasteur.
Under the tie-up, Sanofi iscontributing its S-protein cov-id-19 antigen, which has pro-duced an exact genetic matchto proteins found on the sur-face of the virus. It is also pro-viding the DNA sequenceencoding, which is the basis ofSanofi’s licensed recombinantinfluenza product in the US.
GSK is providing its pan-demic adjuvant technology.
Sanofi, GSK move covid vaccine into human trials
Lata Jha
NEW DELHI
The pandemic has accel-erated consumerdemand for products
that provide safe experiences,an aspect that trusted brandshave capitalized on with theirreputation and recall value.
The past five months hadseen consumers look for thefamiliar in brands that couldassure them of quality as wellas safety, fast-moving con-sumer goodsmarketers said atthe CMO Dia-logues, a Mintinitiative.
“We are focus-ing on first goingafter the core. Weare definitelyseeing consum-ers moving towhat they are familiar with—what signals to them quality,safety and that is going to beproducts that have beenaround for a while and that’sour core portfolio,” said DilenGandhi, senior director andcategory head, foods, PepsiCoIndia.
A big chunk of product con-sumption used to be in theunorganized sector, but withheightened awareness aroundhealth and hygiene, the switch
from unpackaged to packagedwill only get accelerated, Gan-dhi said.
The lockdown boded wellfor the company’s Quaker oatsportfolio as consumers soughtmore health foods and alsobecause of the adoption of dig-ital shopping.
Gandhi and co-panellistAnil Viswanathan, seniordirector, marketing (choco-lates), insights and analytics, atMondelez India, agreed thatIndians were not going to giveup on snacking. However, the
portions aregrowing smallerand some of themare even investi-gating the ingre-dients used andthe country of ori-gin.
“ P e r c e p t i o nand focus on one’shealth and safety
definitely has increased sali-ence with implications for cat-egories and brand consump-tion,” Viswanathan said.
“Safety is a big parameterand a (known) brand connotestrust,” said Pankaj Sharma,director, consumer productsdivision, L’Oreal India, whosecompany had seen a lot of trac-tion for its skin cleansing port-folio.
Suneera Tandon contributedto this story.
Quality and safety top on consumers’ minds
With health and hygiene being in focus, the shift
from unpackaged to packaged will get accelerated,
experts said
FMCG and personal care firms look to increase their ad spends in coming months
Top marketers at packaged foods and personal care firms said their marketing budgets will rise across media
platforms, with a heavy focus on digital to boost consumption. HT
Saumya Tewari & Suneera Tandon
NEW DELHI
Brands across categoriesare looking to increasetheir advertising spendsduring the festive seasonand the Indian Premier
League (IPL) to boost consumerdemand with the governmentopening up various sectors underUnlock 4.
Top marketers at packaged foodsand personal care companies unan-imously agreed, at Mint’s fast-mov-ing consumer goods webinar “ÇMODialogues” on Thursday, that theirmarketing budgets will rise acrossmedia platforms with a heavy focuson digital to boost consumption.
As live sports resume and popu-lar content programmes, such asKaun Banega Crorepati, return ontelevision, marketers will tap intoincreased viewership and engage-ment to motivate consumers to buyproducts and start the consump-tion cycle.
Mondelez India Foods Pvt. Ltdhad started airing ads in June aftersupply chain disruptions wereremoved post-lockdown, accord-ing to the company’s seniordirector, marketing (choco-lates), insights and analyt-ics, Anil Viswanathan. Itplans to scale up invest-ment in marketing promo-tions. “With out-of-homeimpulse purchase goingaway, we do realize that sig-nificant investments in advertisingwill be required to make up (forthis) through other opportunities.”
PepsiCo India also launched acampaign to promote its co-brand-
ing pact with Bharti Airtel whereprepaid users get up to 2GB of free4G data on purchase of Kurkure,Lay’s, Uncle Chipps and Doritossnack packs from 1 September.
“We definitely will be advertisingand we are back on air. However,
the nature of investment will be dif-ferent as our target group is spend-ing a lot of time online. Therefore,our media mix will now be re-pur-posed,” said Dilen Gandhi, senior
director and category head, foods,PepsiCo India.
Digital will also be the focus forbeauty brand L’Oréal India as itpromotes value-driven offers dur-ing the festive season, said PankajSharma, director, consumer prod-
ucts division, L’Oréal India. “Withthe onset of the pandemic and sub-sequent lockdowns, there has beena huge change in consumer behav-iour with faster adoption of ecom-
merce channels. We are doing vir-tual tours, online sessions withbeauty experts, content and influ-encer marketing to stay connectedwith consumers.”
Out-of-home consumption willbe muted as people follow social
distancing norms duringDurga Puja celebrations,and digital is likely be thego-to platform for RSHGlobal Pvt. Ltd, whichretails the Joy PersonalCare brand range, said Pou-lomi Roy, the company’schief marketing officer.
However, many firms, which hadcut promotional spends as the lock-down disrupted supply chains, aretrying to get stocks back on shelves.
THE DRAW OF THE DIGITAL
MARKETERS will tap into increased viewership and engagement due to live sports, TV shows
MONDELEZ says with out-of home impulse buys going away, investments in ads will have to rise
PEPSICO India says nature of its spends will be different as its target group is online more than earlier
L’OREAL will also be focusing on digitalas it sees a huge change in consumer behaviour
Brands to leverage festive season, IPL to aid demand
NEWS F CUS
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