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India Rising…
When the Big B talked about an India poised for glory, there was a feeling that this was another “feel good” self-congratulatory commercial aimed at establishing a media brand as a mirror of the nation and its times. However, a reality check seems to indicate otherwise: Brand India certainly is poised for greater glory and powering it is a groundswell of self- belief and pride in being Indian. A trend, which practitioners of the marketing craft, will well do to take heed of.
As an Indian passport holder in the Middle East and Europe, I have been affected by perceptions of Brand India more than I would have thought possible. And now back home, I am more cognizant of this national identity and the discernible shift in its nature.
The most striking fact that comes through among us, especially the under-40 generation, is the sense of self esteem and pride in our culture and in our race. The uncertain diffidence and a meek acceptance of “western superiority” seem to be almost absent now.
The recent uproar and public response to Ms. Shilpa Shetty and the Big Brother goes beyond reactions to the programme per se. It is indicative of the unwillingness of the Indian to accept second rung status and the willingness to stand up and demand to be treated as equals. To dismiss the whole episode as an issue of hype around a “voyeuristic game show of washed-up celebrities”, would be to miss an underlying truth. Support to Ms. Shetty was a statement of support and pride in our way of life, be it “chicken curry”, “eating with hands”, “staying with parents” , “wearing salwar’s and sarees”, et al. Very clearly these “defining” characteristics were nothing to be defensive about. Jade Goody found order’s for her perfume packs returned in India and her brand off her shelves in the UK. Indian’s are clearly not in the mood to taking insults lying down, never mind that it is from the “gora sahibs and memsahibs”.
It is not a phenomenon that is happening only among Indian’s overseas. Back home, there are similar shifts. I have been visiting universities since the last decade to do deliver the occasional guest lectures. Till recently, university canteens (where most students mark their attendance even now) used to be split between the “UBI’s” (unfortunately born in India) and “Vernacs” (vernacular speaking, behenjis, locals, etc.). In fact, Bihari students in Delhi University were referred to as “Hep Hari” and “Bi Hari” depending on how “westernised’ they were!
Things have changed now. Give the credit to the reach of the unifying national media or the Internet, cultural differences are fast vanishing. Hep Hari’s and Behenji’s boogie to Indian remixes and wear jeans with their kurta’s. “Hinglish” is accepted and Sidhuism’s are popular. There are lucky pens and auspicious colours for important days. Astrology, talismans and special deals with the Almighty are very much in vogue. Ubiquitous mobile phones keep pace with their counterparts elsewhere in the world, but ring tones are distinctively Himesh Reshamiya or the latest Indian filmi hit. In some cases it is the “Gayatri Mantra” from the Times Music stable.
Cricket, which is the national passion, has also witnessed shifts. While winning the World Cup may be dismissed by cynics as a historical aberration of 1983, the attitude and approach to the way the game has played have clearly undergone a sea change. The recent tour to South Africa, the last-to-fall bastion of racial discrimination, is illustrative. When a slightly built but fiery Sreeshant was taunted and sledged by the big, white bully, Andre Nel, the response from the former was something that shocked most, since it was never expected from the “faint hearted and mentally weak” players of the sub-continent. The reply was not verbal abuse, but a demonstration of technical prowess followed up with a difficult to categorize Indian “war dance” and celebration, clearly telegraphing the new, “Indian” approach to gamesmanship. That the “Sreeshant war dance” was a highly popular download on the net and has now become part of the body language lexicon in “street cricket”, seems to play out this script of a new found national pride. In the same vein, I believe that the Bengal Tiger’s popularity has more to do with the “shirt swirl” and aggressive gamesmanship, than his prowess on the off side.
The difference is even more telling in the world of business. At the turn of the millennium, the Vice President of a luggage company gave an agency this brief: “When my customer keeps his luggage next to a ‘foreign’ luggage brand, he should not feel ashamed”. This was prompted by the loss of market share to a “foreign label”. Never mind, that the Indian luggage brand was almost endemic to the Indian psyche and very durable, almost a Hamara Bajaj in this sector. The trade feedback echoed the consumer sentiment “foreign is better”. Things have changed now, it seems. Transfer of technology and better product semiotics from the indigenous brand has resulted in a level perceptual field and the battle is now on product rather than on pedigree. “International” or “Made in XYZ” is now rarely a selling point. The roles are actually being reversed, with Indian brands beginning to make their presence on overseas markets. The euphoria in India when the Corus deal happened and when the Mittals managed to clinch the Arcelor deal in spite of unsavoury comparisons in the European media of “eau de colognes” buying into “perfumes” are well documented.
In IT, Brand India is now firmly established. The Indian service industry (BPO) has made inroads in the US and EU markets by not just chasing up on credit cards or medical transcriptions or preparing financial statements, but even tutoring “foreign” children online. It’s not just the English advantage, but the work ethics and the basic educational grounding that is the cutting edge. A leading Lebanese industrialist insists on hiring Indian teaching talent for an IB school in the Middle East. He informed us that he has experienced a dramatic difference with his children: “Straight ‘A’s after I shifted to Indian teachers”. IIT’s and IIM’s are highly valued brands overseas and that explains the increase in overseas applications to these institutions and also why these brands have been invited to open campuses in the Middle East. Salaries offered to IIM graduates are also on par with their US educated peers.
Indian healthcare talent continues to be highly valued in Europe and the US. While the Indian affluent and the “powerful” are used to going abroad for treatment, it is now vice versa for an increasing majority of Americans and Europeans, who find India value for money, even for highly specialized treatment options. The scaling-up of perceptions regarding Brand India and its human resources are therefore based on reality.
Ms. Indra Nooyi becoming the head of a largely American firm, a Ms. Sunita Williams making it big in NASA, a Mr. Manoj Shyamalan and Mr. Shekhar Kapur gaining recognition in Hollywood, are all causes for celebration back home. They simply seem to confirm to us that we are indeed world beaters. When Mr. Jeev Milkha Singh makes the cut or Mr. Vishwanathan Anand proves his prowess at a world chess event, it simply reiterates what we would like to believe: that we are second to none. As the ruler of an Emirate in the UAE put it, “Indians are highly motivated and willing to prove themselves when given an opportunity .The English language based educational system that they have gives them a great foundation and a cutting edge”
The journey from the remnants of a colonial rule, where self-esteem was the biggest casualty, to a genuinely independent self-assured nation has just about happened and we clearly are poised for greater glory.
Self-concept is not just about race or nationality. No longer are we willing to curse our fate and accept things. A Jessica Lal case is not allowed to be manipulated, but is brought for redressal, as is a Priyadarshini Matoo case, and in both cases, by women who were affected albeit with the help of a society with an awakened sense of fair play and justice.
Across board we find that the status quo is being questioned. We need a better quality life and not in the next birth. There is also a self-belief and confidence in trying to change things. “Khosla ka Ghosla” a recent film, charmingly captures this new-found ethos. Faced with a “Goliath” the “Davids” use guile and their wits to “beat the system” and get what is their due. Dreams did not die here, but lived happily ever after. Khosla ka Ghosla is a more intelligent rendition of “Gandhigiri” than the popular Lage Raho Munna Bhai and more plausible story of retribution than the rebellious “Rang de Basanti”.
This pursuit of a better quality of life and justice finds it way in myriad ways. Divorce rates and second marriages are higher since we are not wedded to conventions and we give ourselves a second chance. Fitness clubs and beauty saloons have mushroomed, since we now want to look good and feel good. Plastic surgery and cosmetic “treatments” find greater usage now because we are eager to make the best of what we have. No one wants to be a wall flower; we need to be in the middle of the action. Several reality-based talent shows and games find high participation and viewer ship. It is a passport to instant success and fame. It is likely that the drama about the girl or boy next door changing his own life and future with his/her talent is what people find compelling. Be it Lil Champs, the Indian Idol or Fame Gurukul, it is probably the stakes involved, that drive eyeballs.
The general belief is that the “media” played a role in the cases mentioned above. But it would be more accurate to say that the “role of the media” seems to have been redefined by the new crop of journalists who have come into the newsrooms of the much larger fourth estate. While Arun Shourie bringing down the A.R. Antulay regime and Russy Karanjia’s expose’ s may be part of Indian media folklore, we find that with this new bunch , it is now almost a norm. What started with Tehelka and the cricket controversy, is now oft repeated by most of the mainstream, media establishments. Barkha Dutt at the Kargill war front, Arnab Goswami with his belligerent and almost courtroom prosecutor style of interviews, Rajdeep Sardesai at CNN IBN doing whatever it takes, have all made sure that the media watchdog was barking and in fact, could bite when required. Be it the race for ratings and reach, the Indian media is as much a transformed as the polity that it writes about. Any doubts about whether the Indian fourth estate is world class would be put to rest if one were to look at Raju Narisseti’s track record in the Big Apple and Europe. Wall Street Journal winning business journalism awards may not be news, but an Indian born with a post graduation from the Institute of Rural Management Anand who completed a further stint in the US winning it for them is certainly headline material. Raju is incidentally back in the country with the promise of “greater clarity” in business reporting.
The search for something better has also changed the career profile of most professionals. Job shifts are now more frequent than before and company loyalty is passé. An average stint seems to be of 3 to 5 years duration. Upward mobility seems to be accelerated by shifting at the right time. Web-based headhunt sites seem to ride this trend and with good results. Predictably, a horrible boss, poor pay, etc. are used as a bait by brands. What struck me as interesting was the proposition that a better job may pass you by if you stay content with your job. Apparently, many Happy Kumars have been sold on the premise, according to the web site. Very clearly, we demand better and now!!!
I think what is interesting about the Indian market is that apart from the fact that it is young (majority is less than 30 years old), it is a new India that believes in itself, has pride and is willing to take risks while trying out better options. For those of us who are crafting and designing stimulus for the market, there seem to be plenty of signs to read.
It is not surprising, that one of the most popular commercials in the last year was the HDFC Standard Life commercial with its “sar udhake jiyo” appeal. From the retired grandpa to the young lady who is going “abroad” for higher studies, it is pride that is not negotiable.
A rather liked commercial for Maruti Esteem uses the payoff that “Esteem means BIG”. And then the sign off “my daddy’s BIIIIG car”. Self-Esteem very clearly is a high valence brand attribute
A financial product uses a very cute situation and has termed it the “kal roshan karega plan”. The academic qualifications of the dad spelt out on his cabin door are matched by his toddler who makes his intentions very clear “ I have more alphabets than you” , a proud papa agrees. The commercial has high recall with quite a few young fathers.
The Cadbury commercial where a bovine Miss Radha who makes it to Miss Palanpur was a lovely spoof on our craze for contests and their expected benefits. As was a commercial for a “world cup jao contest” which featured a likely winner who is clueless about the game.
An ad for a “durable ply wood” which spoofed the rebirth angle with a sardar kid in a typically Madrasi house was equally hilarious. Enjoyable commercials that conveyed the product story but stayed true to our cultural context.
Branding ideas seem to be plenty within the rapidly shifting cultural context in India and we certainly seem to have the human talent to recognize it and harness it. The way forward is not in Black Books or expatriate talent but to capture the charm of our culture and ride the resurgence that is happening here. Oscars and greater number of Clios and Lions will come our way as our brands become global. Not very far away I think.
Ends
Dated 15th February 200
Written by Mr. Vinod Natesan, Proprietor of Mayan Consultants International Contact: natesanvinod@rediffmail.com
Mr. Vinod Natesan is a post graduate of the Institute of Rural Management Anand. In the 19 years in the industry, he has been associated as a marketing consultant with the World Bank and NDDB, has serviced ITC, Procter & Gamble, Unilever and Telco accounts while working for FCB, Lowe and Leo Burnett. He headed the Mumbai of PSL McCann Erickson winning numerous creative awards like the Clio for work done on the Guestline Hotels and the Mahindra brands. In 2000, he joined JWT as Assoc Vice President &Strategy Planning Director on the De Beers account and was part of the team that won the Effies and the Subash Ghoshal trophy for the Nakshatra launch. In 2002, he shifted to the Middle East and has been handling marketing assignments with retail groups like the Landmark Group, with Tourism promotion bodies inTunisia and with tourism related authorities in Kerala. His last stint was with the Emirate of Ras al Khaimah where he set up the Tourism Office and the Media City and left it as the Head of Operations, RAK Investment Authority. He has also been a visiting faculty in most of the management institutes in Mumbai since 1996.
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