International Focus Magazine Prototype Edition | Page 17

not to mention television ads, brands reach out to
the Indian market through celebrity endorsements.
Even minor celebrities with their 15-minutes of
fame land billboard space in the vast sensory stimulation, which is India. The cities are filled with multinational companies from Hewlett Packard to Hyatt
Regency who eagerly positioned their brand in India, to gain access to those billion potential consumers. Stores’ shelves share space with both Indian and
international products.
To those consumers with choices and the growing ability to purchase, how do you develop brand
recognition? I spoke to an Indian company, a home
developer, whose ads plastered New Delhi and its
outskirts, with pictures of a mid-level celebrity touting their brand. There were pictures of their properties across India along with a random picture of
the celeb. I asked why they chose this particular actress. Without a drop of hesitation, he laughed and
replied, “That’s who was in our price range!” Well
the answer might have been quick but it was clear
to me that they had found an immediate marketing
idea but not a long-term plan. Over a cup of tea,
I learned further that the company’s chief interior
designer also had high profile film connections. Did
she really design the interiors? “No, but adding her
name to our company gives us the celebrity name
people like” explained the brand’s marketing chief.
Enough said.

Our conversation was easy, cordial and pleasant.
I learned soon that the development company’s
marketing seemed to be focused on brand awareness through advertising. The expectation in advertising is that a brand will have visible recognition,
overnight. Brand management on a long-term basis
was not in the conversation. So how do you ensure
brand recognition in the future? Good question.
While brand recognition is certainly valuable,
the long-term measure is that branding is a process.
Spending money on a film star or cricket celebrity is eye-catching but does not guarantee brand
recognition nor brand loyalty. The global market is
strong in India. Most in the growing middle class,
speak English & have access to Vogue and MTV,
at least online or more likely through their everpresent mobile phones. Even a question to the
rickshaw driver will quickly be referred to “Ask
Uncle Google!” Despite numerous studies, cultural
surveys and university white papers, knowing the
Indian audience is cultural.
With its diverse customs, expectations and social
norms, India has an audience, which will listen to
their favorite film or cricket personalities with intense devotion, briefly. Emailing questionnaires or
surveys just does not work in this market. Business
is still done through building relationships but is
clearly tangible. Brand recognition eventually turns
to brand value and the choice is ultimately measee “Branding India” con’t. on pg. 57

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