Philips India will move to a completely digital first marketing strategy from 2025, discontinuing all television advertising. The brand will focus on attention driven content, platform specific targeting and authentic creator collaborations, while integrating out of home and on ground activations to strengthen consumer engagement.
“For us, the TV spends are zero,” said Smit Shukla, consumer marketing lead for Philips Personal Health, ISC Zone, during the launch of a new Philips Avent electric breast pump. He noted that a single TV campaign in 2024 confirmed that the medium was no longer effective for the brand.
Shukla emphasised that attention, not traffic, will be the most valuable metric in future campaigns. “Anything that breaks the clutter is where the consumer’s attention will go,” he said. Philips will tailor platform choices for different categories, using YouTube for mother and childcare content, Instagram for beauty, and a mix of channels for male grooming.
Authenticity and relatability remain central to the brand’s creator partnerships. “Unless you are ticking these two boxes, consumers are not consuming content significantly,” Shukla explained, adding that Philips collaborates only with creators producing genuine, real life content. Celebrity endorsements will continue where relevant, with cricketer Virat Kohli representing the men’s grooming range.
Out of home advertising is regaining relevance for the brand, particularly among Gen Z audiences. Philips uses pop up activations in high impact areas and large format hoardings alongside digital campaigns for sectors such as consumer tech, edtech, personal care and automotive. On ground engagement is integrated with digital strategies, as seen in college activations for the One Blade brand and visibility in maternity hospitals for mother and childcare products.
“Our partnership with Apollo Cradle is one of the examples where we will help new mothers by providing access to the right information and education in their lactation and motherhood journey,” Shukla said.
Philips has also invested in internal data analytics to measure campaign performance, using synthetic control models, dark market testing and platform analytics to assess incremental impact. “We’re in the process of understanding data deep right now… it’s a lot of analytical work that we’ve started,” he added.
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