Page 158 - BrandZ Top 50 Most Valuable Indian Brands 2015

Part5 | TheIndiaTop50-BrandBuildingBestPractices
Brand Building: Youth
Cool mantras to remember when talking to Indian youth
ACT, DON’T PREACH
Your actions will earn respect—far beyond your words. Instead of just talking about women’s safety,
Channel V created an app to help women feel safe.
CREATE TRIBES AROUND BRAND IDEOLOGY
Match your values with theirs. The Hero Honda Pleasure motorcycle gained a strong following among young women by connecting with them on the value of equality.
HAVE A SENSE OF HUMOR
Chumbak, inspired by the eccentricities of India, makes
everyday products more interesting with its perspective
on Indian culture.
EVOLUTION MUST BE CONSTANT AND CONSISTENT
For the quickly bored young person who gets the point in 140 characters or less, you need to be quick and ever changing to stay interesting.
ALLOW ME TO USE YOUR BRAND TO CREATE MY OWN BRAND OF COOL
Brands that offer themselves up as a platform for self-expression can go a long way in being cool. IDEA Cellular’s MyGang plan has managed to create a fertile platform for young people to connect, share and bond with their friends.
BE BOLD
If brands can dare to say what others are too shy to say, or take a stand on a topic that is taboo, it will catch the attention of youth. Myntra’s advertisement showing a lesbian couple preparing to meet the parents is making
waves on social media.
Finally, a word of caution: Mantras for a brand to be cool are not rules. Rather they are beliefs by which brands can guide their actions to deliver a brand relevant to the young. If you’re trying too hard, it’s probably not cool.
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