Скачать или смотреть How Brand Building Works | Perfetti Van Melle | Founder’s Office with Sarthak Ahuja

In this episode of Founder’s Office, Sarthak Ahuja speaks with Nikhil Sharma, Managing Director of Perfetti Van Melle India - the force behind legendary brands like Center Fresh, Mentos, Alpenliebe, and Happydent.

From crafting Cannes-winning advertising campaigns to understanding how digital payments like UPI are reshaping impulse buying behaviour in India, this episode dives deep into the business of sugar confectionery. Nikhil shares how Perfetti approaches media planning, distribution, and taste innovation to stay relevant in a fast-moving FMCG category.

With years of experience leading PVM in Vietnam and the Philippines, he also unpacks the cultural and consumer behaviour differences across Southeast Asia - and what Indian brands can learn from it.

Discover how candy brands use psychology, price points, and storytelling to build long-term recall, the surprising science behind what flavours work where, and how innovation is driven by both instinct and data.

Whether you're in marketing, FMCG, or just fascinated by the power of advertising, this episode is a masterclass in building sweet success.

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Timestamps:

00:00 - Intro
01:40- Did UPI Kill Candies? 
03:17- Media Strategy and Unit Economics in Mass Consumer Advertising
06:32-  Behind the scenes of Iconic Ad Films by PVM
14:15- Tracking Growth of Gums, Jellies, and Lollipops
16:19- Innovation in Confectionery
17:19- Understanding Palate Preferences in India
18:00- The Rs. 2 vs. Rs. 5 Problem
19:56 - Candy Consumption Patterns in India and Beyond
21:03- Retail Structures Across India, Vietnam, and the Philippines 
22:17- Quick Commerce serving the Confectionery Consumer
23:38- Crafting Distinct Identities: Branding Across PVMs' Portfolio

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About the Host:

Sarthak Ahuja is an Investment Banker, Business Educator, and a Bestselling Author with over 2.5 Million followers across social media. He helps businesses in areas of capital structuring and M&A, and is on the advisory board of a number of startups within India and the Middle East.

About the Guest:

Nikhil Sharma is the Managing Director of Perfetti Van Melle India, the company behind iconic brands like Mentos, Center Fresh, Alpenliebe, and Happydent. With over two decades of experience in FMCG leadership, Nikhil has led PVM across multiple global markets - previously serving as Managing Director for Vietnam and the Philippines. Known for his deep understanding of consumer behaviour and brand building, he has overseen award-winning ad campaigns and driven innovation in taste, format, and media strategy. Under his leadership, PVM continues to shape how India consumes and remembers candy.

Director & Producer:

Aditi Randev is a Marketing Consultant with over a decade of experience working in areas of branding and media. She has spent years working with Sony Music as well as Meta, after her formal education in Fashion Communication from NIFT Delhi, and MBA in Marketing from MICA. She is a Director and co-founder of Niamh Ventures Pvt Ltd, where she heads Media and Content .

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LEGAL DISCLAIMER:

The content provided in this video is for informational and educational purposes only. Views expressed by Sarthak Ahuja, and any other guests are their personal opinions and do not constitute professional advice.

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BUSINESS ADVICE DISCLAIMER: The information provided does not constitute professional business, financial, legal, or tax advice. Any business decisions and actions taken based on this information are solely your responsibility. Success in business is not guaranteed and depends on various factors including market conditions, execution, and individual circumstances. Past performance and experiences shared by guests do not guarantee future results. Viewers should conduct their own research and consult with qualified professionals before making any business decisions.

GUEST STATEMENTS: Opinions expressed by guests are their own and do not necessarily reflect the views of Niamh Ventures Pvt Ltd or Mr. Sarthak Ahuja. Information shared is based on personal experiences and may not be applicable to all situations. Guest appearances do not constitute endorsement of any specific products, services, or business methods

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