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The reasons for this Indian celebratory jamboree are not too tough to fathom. A double digit growth paradigm, coupled with the rise and rise of the Indian middle class has been accompanied by a feverish demand to enjoy a better socio-political environment by the upwardly mobile, young netizens of the country. The Chak De, Lage Raho Munnabhai and Rang De Basanti phenomenon has gripped India – the middle classes have tasted blood with their isolated but triumphant experiences in the Jessica Lal muder case, the reservations in private sector imbroglio, among others. Bollywood is already reflecting the changing mood of the nation and it was just a matter of time before brands got their communication in place to partake in the gold rush. Plus the ‘Men in Blue’ have arrogantly carried home the T-20 trophy, India has won the Asia Hockey Cup, the rousing Incredible India@60 program in New York has been a smash hit and the upbeat mood in the nation is clearly on the go.

Hi-flying creative brain Pratap Suthan, who has also scripted some of the immensely successful Incredible India campaigns, believes that the new wave is due to “a result of increasing consciousness about Indian-ness that is seeping into everyone.” The result is that MNCs, which once talked ad nauseam about their superior international quality alone, are now localising their brand communication to touch the Indian consumer at a deeper level. In their need to be identified as an insider, the global czars are indeed taking to talking the local lingo. “There is more relevance of understanding India as India specific themes in ads cut across socio economic classifications useful for mass brands,” says Suthan.

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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