“ Branding India ” con ’ t . from pg . 17
sured by the purchasing power of the middle class . Building the brand after initial recognition is a strategic method in creating identity and carrying it forward . These are slowly growing concepts in India but how does this translate to the Indian-American audience in the US ? In other words , how do you reach out to the Indian- American audience and its growing market share ? More than political statements , their choices are identifiable in how they add to the US economy .
While cricket & Bollywood still sell , the new generation of Indian Americans is less attached to the “ stars ” of India . There is a whole new generation who are not necessarily fed on a daily diet of Bollywood and instead see faces like his or her own in Mindy Kaling or Asif Ansari . “ There is something comforting when you
turn on the television and see someone brown like me ,” explained one millennial . But while Mindy Kaling is Indian-American , she is relatable to everyone . “ I like that she is an Indian face but I like her more because she is funny . Stereotypical jokes are now overdone . I like seeing someone who looks like me but prefer not to hear the cow one-liners or the thick accents , which are supposed to be funny . Twenty years ago , Appu from the Simpsons was the only one but his appearance on the long-running show is just tired . Born in the US , she identified herself as Indian-American , proud of her heritage but strictly American .”
Much like any other ethnic group , in brand consciousness , the mindset is finding alignment in brands , which provide value instead . Does the brand provide what I need ? Is the cost affordable for me ? Seeing someone who looks similar is just the added bonus . Maybe that is why , in hearing the US Vice-President , Joe Biden chuckle at his own convenience store comment , it fell flat . Get to know the Indian market , build relationships . The results might be brand loyalty whether it is in purchasing a new car or voting for a new president .
Rachel Varghese is the founder of Reel Volume Promotions LLC , strategic branding consultants who create events for philanthropic organizations , from creative idea inception to execution to strengthen your brand , your story . She has an MSW in Political Social Work & over 20 years experience in working with NGOs in non-profit management and cause-related events
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