Page 144 - BrandZ Top 50 Most Valuable Indian Brands 2015

Our Insights
In many western countries the population is aging fast and represents a substantial older consumer base for brands. Although India is still
fairly young, senior citizens are a group of considerable size for brand marketers to consider.
Now in their 60s and 70s, these people have passed their needy and speedy years. The Indian
grandmother and grandfather have both time and money. But are brands leveraging this silver opportunity? Not really, and consider the possibilities.
Today’s youthful seniors are mentally prepared to reside in senior communities where they can lead independent
lives. Why not lavish these facilities with world-class features from the real estate brands? Seniors want to keep working. Why not have a job search website where they can seek suitable work?
The silver luxury domain
is still unexplored. Many people of this age desire
– and can afford – luxury.
The trick is to create functionally beneficial
luxury for them. Also tourism brand communications can look beyond their regular targets. Seniors seek properly packaged tours that attend to their particular needs. And the opportunities for world-class geriatric products and services are obvious. What are brands waiting for?
ffffCONSUMERS
Seniors in young market offer silver opportunity
Binata Banerjee
Account Manager Millward Brown Binate.Banerjee@millwardbrown.com
Anchit Chauhan
Account Planning Manager J. Walter Thompsom Anchit.Chauhan@jwt.com
fffIn the social media age, when every day a different
celebrity is the focus of a million Twitter jokes, or gets
“roasted” on stage by unknown comedians, it is clear that the way we look at celebrities has changed. We look at them
as human beings who are as imperfect as we are, and this
is what makes us increasingly intolerant of crafted images that make celebrities seem perfect.
While celebrity managers ensure that their clients maintain an active social media presence to cultivate the correct image, they increasingly have little control over what information about their clients finds its way online and becomes viral.
When celebrities
behave poorly in
private but attempt
to seem perfect in
public the charade
doesn’t impress
well informed
consumers. Similarly,
an endorsement for
fairness cream by a celebrity with naturally fair complexion will not be credible.
Endorsement is no longer about merely displaying a celebrity next to a product on screen. It’s about a much deeper connection. While brands need to be very careful not to make the wrong associations, there’s also much to gain if they get it right.
CELEBRITIES
Social media transparency alters impact of celebrities
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