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.
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.
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