10 reasons why brand building is the hottest business in the subcontinent/Published article in Campaign UK, July 4, 2008, Insider's View/India

There are many reasons why it is so exciting to be in the business of brand building in India today. I’ll give you ten.

Because Lalu Prasad Yadav, the rustic Hindi-speaking minister, the butt of jokes on his nine children and rural background, engineers the financial turnaround of the Indian Railways which was going bankrupt and takes it to a massive surplus.

Because, in cricket, the Indian Premier League is rewriting marketing. Drawing inspiration from global football formats, the IPL is creating world sporting history by taking Twenty20 cricket in India to dizzying new cost structures, sending media dynamics into a spin; bringing sports authorities, businessmen and Bollywood together; and transforming the fan base - that is used to cheering the country to cheering for clubs – or better still, cheering for performance.

Because new consumer groups are emerging every day – from the global Indian to the working woman; the health and fitness conscious to the new mother and child combination; the IT executive to the socially reponsible citizen.

Because anything and everything, anybody and everybody is a brand – film stars and gurus to politicians and socialites. And they are each doing an excellent job of shaping their identities, planning their activities and planting their messages - teaching brand builders a lesson or two.

Because of the unboxing, as it were, of the world of products and services. For example, health is now not just health and hospitals, but health and spirituality, health and tourism, health and psychology, health and music, health and beauty, health and dance, health and sports.

Because advertising and branded messages are becoming ubiquitous – even the tiny 2-inches-by-2-inches paper packet with holy temple ash is branded – by an educational institute, among others.

Because Lead India, a direct marketing programme based on citizen governance, for India’s leading daily The Times of India, wins a Cannes Grand Prix.

Because a lot of advertising declares that it is “Good to be bad”. Revenge, selfishness, coveting, lying are now all ok! So are manipulative children, cheeky bold brides, naughty old ladies and unabashedly sexy wives.

Because the contrasts continue. Indians are the third largest group on Orkut, though fewer than 4% of Indians are online. Tha Tatas buy Corus – the largest Indian takeover of a foreign company, while Ranbaxy, the biggest Indian pharmaceutical success story, sells out to a Japanese brand – just like that. India builds the world’s first $2500 car. And Indians are waiting to buy Swiss watches worth $250,000.

And because the biggest brand getting built is Brand India. From snake charmers and holy men, to chicken curry and software engineers, to confidence, optimism, hard work and ambition.

Inspire me, make me wise/Published articles, Financial Express 6

Article in The Brand Wagon, The Financial Express, July 2, 2008
Chakra Watch6: Survival, Pleasure, Power, Love, Creative Expression, Transcendence, Spirituality: these are the seven basic life themes - based on the seven major chakras in the human body - that drive all human behaviour.

The Ajana or third eye chakra is higher up in the great Indian spiral, in the territory of active intelligence, wisdom, will power, and the ability to direct. Articulated as the Transcendence Chakra, this is in fact a much sought after payoff in India today.

India is moving away from the original meaning of transcendence – intense peace and tranquility, feelings of detachment, and strong emotions of tolerance and non-competitive co-existence. Today, there is a clear adaptation of spirituality for day-to-day living – a coping mechanism to manage stress rather than a true seeking of the divine. And more - from the merely neutral to the positive - a desire for mental evolution, in a way that inspires superior performance in the work arena, and takes you closer to achieving your potential. This has been both initially fuelled and further enhanced by spiritual leaders reaching out with more user friendly religion, as it were. This has been a big shift for India.


The roots of Transcendence people come from self awareness of a very high degree, an aptitude for spirituality, some life transforming experience. Ajana people have a maturity that belies their age, use the ability to be a witness to their own lives, have a keen knowledge of their own emotions, the ability to act in a measured manner, follow high standards of physical and mental discipline, and effectively use spirituality in day-to-day living. As a result, they seek equanimity, stress free living, look forward to being of moral guidance to others, are good with perspectives and therefore problem solving abilities, and have a higher intuition that guides their actions. Perfection, abstract thinking, will power, discernment, striking a balance among various facets of life characterize the Transcendence consumer.

Active intelligence in India today therefore needs to be seen as demonstrated by people who have clearly left the survival stage far behind, climbed through power, and now wish to use it all to shape a higher order contribution, give back to society and guide others. Successful and well established businessmen for example, who have run the race, are showing the urge to create something new and different, raise the bar, transform and inspire. People with strong personal vision are reaching out to others, from positions of power and leadership. Excellence in problem solving, right perspectives, intuitive leadership, and high quality living that
does not necessarily rest on tranquility but starts on a path to pioneering and visionary work.

Another proof of communication that appeals to our Transcendence Chakra is the surfeit of column spaces like “God in Gucci” and the fact that Sunday papers and magazines are now full of articles urging you to live in the now, let go of past baggage, find spirituality in all activities - cooking, gardening or running a company. Books like The Secret, and the entire body of self-help books which urge us to develop the power to invite luck into our lives, offer this payoff.

Payoffs for brands in this chakra include : inspires me; appeals to my love of perfection; helps me understand deeper aspects of life; makes me believe obstacles are stepping stones; reflects my strong will power; reflects my leadership qualities; recognizes that I am a discerning person; encourages me to do things that have not been done before; gives me mental calmness; helps me make my own decisions; helps me realize God.

The Yin-Yang of Technology Payoffs, a Brand Chakras study with technology workers, revealed that they sought personal evolution and knowledge advancement even through technology gadgets. The study revealed that technology is no longer just about convenience and greater efficiency, its influence on the average individual is more profound and life defining. Technology brands could be a powerful agent of mental evolution and therefore offer Transcendence Chakra benefits.

“Cause brands” and “purpose brands” that seek to rise above the day-to-day and find a larger wave to ride, seeking to influence, change, and transform, operate in this space. The Power and the Glory, a Brand Chakras study on the global Indian revealed that brands that stand for more elevated, inspiring, larger life purposes, brands that aim to transform economies, societies, and the way individual lives
are lived, will find greater relevance than brands that offer transient payoffs, or operate in the area of just reflecting his personality, attracting female attention or being a statement of style and
achievement.
In fact, when asked what they want from relationships, global Indians clearly sought “inspiration” and “encouragement to do things that have not been done before” from every relationship – be it spouse, parent, employer, or friend.

Interestingly, consumer groups held up Abdul Kalam, and Manmohan Singh as examples of good Transcendence Chakra people, whereas Sage Viswamitra they said was excessive transcendence, because pride of wisdom and anger crept in!