Here’s the good thing about resolutions. You get to make new ones regardless of having lived up to them!
ABVS is back with its 4th edition of Brand New Resolutions MMXVIII. Here goes..
Start | Looking at BRAND COMMUNITIES seriously.
We have read about them and perhaps even are a part of them. There are very few brands though that realise the goldmine that they are sitting (or not sitting) on. We live in an era of co-creation. Brands especially consumer brands today are a lot more in the perception/imagination zone than they were ever before. What has changed? The level of consumer involvement, the accessibility and more importantly the influenceablity!
In an Indian context, some brands that have already a community feel to them are Bullet (Royal Enfield) and the surprise candidate Maggi (Nestle). The community in fact rescued the brand during its quality crisis a couple of years ago. Brands like Renault and Sunsilk also have tried their hand at building communities but they were lacking sufficient amount of emotional adhesive!
ABVS hopes more brands (re)evaluate their potential and give communities a serious thought!
Stop | Randomly using SUNNY LEONE for brand endorsements.
Yes this was in the less of category last year and no I have nothing against the lady in question. These random celeb endorsements really have to stop! While it was Pierce Brosnan last year it’s Sunny Leone Dholpur Ghee TVC this year. Brand managers/business owners who chose SUNNY LEONE as their ambassador need to really think hard rather than just feed a fetish! Came across this ghee (India clarified butter) ad. What were they thinking?
More of | Re-imagination. An INDIA take on things.
The way BIRA has built it’s product and brand over the past couple of years has been amazing. The beer is giving a serious fight to some premium beer brands of international stature. The beauty of it all an Indian take has not meant “MASALA FLAVOUR”. Another example from the same category is “Amrut” a brand of Indian Single Malts that has stormed the high castle of the Whisky world. So here’s looking forward to more Indian takes that are aimed for the world.
Less of | REINFORCING STEREOTYPES
Perhaps the makers of these ads did not approach it that way. Perhaps they thought they were actually quelling the associated stereotypes. I use these two ads as examples of how stereotypes get reinforced. The problem? The messaging of these ads is nuanced. The audience these brands target not necessarily so. In wanting to depict a new, evolving face of modern India the communication of these brands has in my humble opinion has reinforced the stereotypes.
A working woman needs to cook for her mom-in-law, that there is a difference in saying Mummy and Mummy ji, that contribution to a household has to be in cash etc. etc. Our culture code and conditioning might just filter the progressive message. It’s about time communication took stereotypes head on and not in a round about fashion.