INDIA – India’s fast-moving consumer goods company, ITC Limited has unveiled a new marketing command centre as part of the new marketing initiative to drive consumer engagement on digital platforms.

The centre will work to promote digital business primarily focused on FMCG which includes packaged food, personal care, education and stationary products, agarbatti and safety matches.

Manged by in-house talent from various backgrounds such as creative, data science and consumer insight, the center will generate real time campaigns in social media and undertake consumer research for new products.

It will also be dedicated to monitor trends and derive relevant consumer insights critical in new product development in line with consumer tastes and preferences.

“The essence of a live command centre lies in monitoring real time consumer trends and crafting appropriate responses to the same, in creating newer avenues of relevant and contextual communication and hence drive conversations establishing thought leadership in that space,” said ITC Ltd executive director B Sumant.

“It also enables real time monitoring of consumer reactions to our communications and hence craft effective communication solutions.”

The centre has already rolled out over 500 campaigns in Facebook, Twitter and Instagram.

ITC said the center has helped in understanding spaces like indulgence, gifting, health and fitness, category understanding and exploration of new product opportunities.

The company is already selling its luxury chocolate Fabelle and Classmate notebooks through dedicated online platforms and has plans to sell all premium and niche products online.

Recently, ITC Chairman Sanjiv Puri said the firm is considering venturing into new FMCG categories supported by multi-dimensional investments as also strategic opportunities for acquisitions.

According to him, around 25% of ITC’s segment revenue is from newer FMCG businesses and the segment would be enhanced through portfolio diversification.

It has in the recent past forayed into new segments with a wide range of offerings including frozen food, dehydrated onions, potatoes, mango pulp and prawns.