Battle of the Brands: Amul vs Mars (part one)

Your weekly consumer insights round-up - find out what’s buzzing for chocolate brands Amul and Mars

Nov 16, 2021 02:59:00 AM | Article | Campaign India Team

We continue our battle of the chocolate brands with a comparison of Amul and Mars. This week, we upped the ante with a three-month comparison looking at online conversations from the period 15 August to 15 November 2021.
 
Read on to find out how our two chocolate brands fared -- with chocolates from Amul, India’s largest dairy and food brand, and Mars, for which Snickers is the flagship brand in India.
 
Talkwalker is a consumer intelligence acceleration platform, helping over 2,500 brands drive business impact with actionable consumer insights. The Battle of the Brands series utilises Talkwalker’s AI-enabled Blue Silk technology to analyse millions of images, videos, audio, conversations, and tags from across social media, blogs, news channels, and more. Providing a bird’s eye view of mentions, engagement, and sentiment surrounding some of the biggest brands in India today.
 
Media mentions and engagement:

Mars (pink) and Amul (purple) media mentions and engagement results from the period 15 August to 15 November 2021 displayed on Talkwalker’s Quick Search app.

 
On mentions over the past month, Mars had a 62% advantage over Amul chocolates. Mentions peaked for Mars following the latest tweaks to its Snickers wrappers - where the Snickers brand name was replaced with references including Telugu cinema hits Pokiri and Dookudu. This definitely got the Mahesh Babu fan club excited, yet another win for Mars’ localisation efforts.
 
Not all traction gained by Mars was positive, however, with news around a 'homophobic' Snickers Spain advertisement also raising eyebrows in the local community.
 
Amul chocolates, on the other hand, had consistent social media wins with its international day campaigns. Highlights included a Twitter post advertising Mystic Mocha chocolates on International Coffee Day - garnering more than 1,000 likes from chocolate and coffee lovers amongst Amul’s Twitter followers.
 
The brand gained similarly positive reactions for its Diwali greeting, which included Amul chocolates as gift suggestions, of course.
 
Next week:
 
World map/geographical distribution and video and image analytics