Many Indias

Not one India But many Indias

Contemporary Ideologies (Re)Shaping the Sociocultural Ethos of “Progressive” India
Consumerism Materialism & Wealth Mercantilism & ‘Market’-ism Liberalism & Democracy Celebrity & Stardom
• The Rhetoric and Symbolism of Pleasure seeking

• The Rhetoric and Symbolism of Acquisition

• The Rhetoric and Symbolism of Trading

• The Rhetoric and Symbolism of Free Choice

• The Rhetoric and Symbolism of Stardom

Contemporary Ideologies (Re)Shaping the Sociocultural Ethos of “Progressive” India
Feminism
• The Rhetoric and Symbolism of ‘Equality’ to a Man

Authoritarian Patriarchy (continued) Conquest & Enterprise Packaged Spiritualism & ‘renewed’ religiosity

• The Rhetoric and Symbolism of the inherited ‘right to rule’

• The Rhetoric and Symbolism of Aggression, power & national pride

• The Rhetoric and Symbolism of a Vigorous Faith

The Spirit of Optimism & Progress in contemporary India: The Building Blocks of the ‘Aspiration’ Discourse
• The thinking person who negotiates the boundaries of change with care • Transforming individual & family fortunes within a foreseeable future

Change with continuity
The “Free” Individual within a ‘Supportive’ family

Hope & confidence

Celebration of the Self
& One’s Life
• Unshackling of the Self from oppression and duty boundedness

Resilience & Inner Strength
• Ability to take setbacks in one’s stride and bounce back to stay the course

The enterprising, hard working, and positive thinking person/ family

The 10 Rules of Successful Brand Building in India
Rule 1: Adapt to Indian culture Rule 2: Innovate for India Rule 3: Offer value - substance + style Rule 4: Offer a range of affordable price points Rule 5: Celebrities work Rule 6: Project a Youthful attitude Rule 7: Be consistent – stay up-to-date Rule 8: Use TV+ print, supplement with digital Rule 9: Address desire, not just need Rule 10: Think Experience

Rule 1: Become a Modern Indian
Adapt to Indian culture: Be aligned to Indian culture, tastes and preferences

Pizza Hut: Adapt/localize
Indianized menu Culturally attuned advertising

McDonald’s: Adapt/Localize
Indianized menu – no beef in the burgers, McAloo Tikki, Paneer Wrap, Jain Burgers Indianized atmosphere Culturally attuned advertising

Frito Lay: Kurkure - Fusion
Fusion product – The flavours of Indian Namkeen, International/new type of product Advertising that makes fun of Indian family dynamics

Cadbury’s Dairy Milk: Integrate
Chocolate as a form of “mithai” or Indian Sweets Consistent strategy for the past decade

Kellogg’s: Failure to follow the rule
Kept the product to International format – to be eaten with cold milk Advertising attack on Indian breakfast!

Rule 2: Innovate for India
Adapt / create products that are specifically designed to work in Indian conditions or reflect Indian beliefs and practices

Nokia Life Tools

Knowledge tuned to the needs of Farmers and their families at a very affordable price

Helping Farmers

A.V.

E.g. Nokia Life Tools

Simple innovations based on consumer understanding

1 5

© 2009 P&G Annual Conference-Shiv-231009

LG/Samsung Washing Machines
Resume working automatically after a power cut, at the stop point

IPL
20-20 cricket presented with Bollywood glamour and glitz

Fructis Shampoo
Oil + shampoo variant to address Indians’ habit and preference for oiling their hair

Rule 3: Think hard about Value
Offer a combination of substance and style Performance + Image in an unbeatable combination (at a good price)

Godrej : Digitally Savvy
Go Jiyo.com – a virtual reality site akin to Second Life

Rule 4: Offer a wide range of price points to be affordable to all
Large markets are built by vast numbers of people consuming a little each

Iced Tea Launch in 2010/2011

-1 glass contains 50% of Vitamin C of daily needs Rs.10 pack of pre-mix powder, that can make 3 glasses

Rule 5: Celebrities Work
Top movie stars and cricketers endorse at least 5+ brands at any one time At present, > 50% of advertised brands in India use a celebrity

Icons over the years
Year 2000 Year 2010

Celebrities Work
Borrowed Trust Muthoot Finance Advertising cut through & salience Airtel Brand Personality Multiplier Good Knight/Whirlpool

Transfer of Aura Reid & Taylor

Brand likeability multiplier Nokia

Celebrities Work
Advertising cut through & salience Airtel
Transfer of Aura Reid & Taylor Borrowed Trust Muthoot Finance Brand Personality Multiplier Good Knight/Whirlpool

Brand likeability multiplier Nokia

Celebrities Work
Borrowed Trust Muthoot Finance
Advertising cut through & salience Airtel Brand Personality Multiplier Good Knight/Whirlpool

Transfer of Aura Reid & Taylor

Brand likeability multiplier Nokia

Celebrities Work
Borrowed Trust Muthoot Finance Advertising cut through & salience Airtel

Brand Personality Multiplier Good Knight/Whirlpool
Brand likeability multiplier Nokia

Transfer of Aura Reid & Taylor

Celebrities Work
Borrowed Trust Muthoot Finance Advertising cut through & salience Airtel Brand Personality Multiplier Good Knight/Whirlpool

Transfer of Aura Reid & Taylor

Brand likeability multiplier Nokia

Rule 6: Project a Youthful Attitude

Financial Services Brands
Celebrate energy, zest and vitality

Mirror Youth Attitudes to connect
Pepsi Tata Docomo Airtel

Rule 7: Be Consistent – Stay up-todate

Horlicks
From adult centric to kid centric perspective on energy and growth

Raymond
Shift of perspective from FatherSon to Son-Father

Rule 8: Use TV & Print – Supplement with digital

Media has changed
Year 2000 Year 2010

Rule 9: Address desire not just need

Rule 10: Think Experience, not just product Product + service + add ons + place + interactivity

The 10 Rules of Successful Brand Building in India
Rule 1: Adapt to Indian culture Rule 2: Innovate for India Rule 3: Offer value - substance + style Rule 4: Offer a range of affordable price points Rule 5: Celebrities work Rule 6: Project a Youthful attitude Rule 7: Be consistent – stay up-to-date Rule 8: Use TV+ print, supplement with digital Rule 9: Address desire, not just need Rule 10: Think Experience