Philips shifting toward a completely digital-oriented marketing approach in India
Philips India is set to revolutionise its marketing approach, fully embracing a digital-first strategy from 2025. This move marks the end of traditional TV ads, as the company shifts its focus to targeted digital content tailored for each platform and consumer category.
The new strategy, which prioritises authenticity and relatability, involves selectively collaborating with creators who produce "authentic real-life content." This shift is aimed at meeting consumers where they are most active—primarily on their phones and laptops.
Platform-Specific Marketing by Category
In this new digital landscape, Philips will tailor its marketing efforts according to the specific demands of each platform and consumer category. For instance, YouTube will be used for deep-dive, educational video content on mother and childcare, catering to mothers seeking in-depth information. Instagram, on the other hand, will be the focus for beauty products, leveraging wide-reaching visual posts to engage users. Men’s grooming will employ a mix of platforms, plus collaborations with creators and celebrities like Virat Kohli.
Integration of OOH and On-Ground Activations
To maintain strong brand visibility, Philips will integrate out-of-home (OOH) and on-ground activations into its strategy. Large hoardings and billboards in busy locations will complement digital efforts, while pop-up events, college festivals focused on men’s grooming, and partnerships with maternity hospitals will enhance offline engagement and brand experience.
Advanced Data Analytics and Measurement Tools
Philips' strategy also includes the use of advanced data analytics and measurement tools. Synthetic control models, dark market testing, and platform analytics will be employed to measure campaign impact and optimise spend efficiency. The focus is on delivering attention-driven content that breaks clutter rather than merely driving traffic.
Purpose-Driven Marketing with Long-Term Scaling
In the mother and childcare segment, Philips follows a "Share the Care" philosophy. The company plans to expand from top metro cities to Tier 2 and 3 markets over three years, emphasising trust-building through user experience and advocacy before scaling aggressively. Leveraging healthcare professionals and a strong medical field force, Philips aims to engage doctors as trusted advisors, supporting the brand’s credibility in healthcare-related categories.
Additional Insights
Gifting of products like breast pumps is becoming a meaningful use case in the mother and childcare segment, reflecting evolving consumer behaviours. Philips continues to tweak platform ratios, maintaining flexibility beyond just YouTube and Instagram to best reach segmented audiences.
In conclusion, Philips India’s 2025 marketing strategy represents a comprehensive, data-driven, digitally native approach. This strategy combines precision digital content, strategic offline activations, and purpose-driven storytelling to effectively engage distinct consumer segments while phasing out legacy TV advertising. The focus is on delivering attention-driven content, platform-specific targeting, and authentic creator collaborations.
- To complement their digital content, Philips India plans to integrate out-of-home (OOH) and on-ground activations, aiming to maintain strong brand visibility across different platforms.
- Moving forward, Philips' approach to marketing in the mother and childcare segment will involve expanding from top metro cities to Tier 2 and 3 markets, emphasizing trust-building through user experience and advocacy before scaling aggressively.
- As part of their strategy, Philips India will employ advanced data analytics and measurement tools like synthetic control models, dark market testing, and platform analytics to optimize spend efficiency and measure campaign impact.
