Page 173 - BrandZ Top 50 Most Valuable Indian Brands 2015

space. From the time an event is announced to the time it is executed, every leg of the journey presents itself as an opportunity for a consumer
brand to engage. Live entertainment serves as an avenue to build,
173
LIVE EVENTS
New audience recruitment platform for FMCG brands
Driven by changing consumer expectations and a desire to participate
in advancing the common welfare of India, marketers increasingly support social responsibility initiatives that that are relevant to their brands.
In a recent campaign, Ching’s Secret, a Chinese food popular in India, collaborates with Yash Raj Films on short video for
the Akshaya Patra Foundation, which provides school lunches. The video asks people to donate a small amount that
will feed a child for an entire
year and help ensure that hunger does not prevent children from getting an education.
The popular video is just
one example of the many brands that have come forward and showcased
their support for various
social issues prevalent in
India. Branding with a social purpose or a cause not only enhances the brand image but also extends awareness for the cause beyond the target audience.
PURPOSE
Marketers advance social causes relevant to brands
Sujit Gupta
Research Executive
Millward Brown Sujit.Gupta@millwardbrown.com
Krishna Vilasini Bharadwaj
India Practice Chair, Health and Wellness Genesis Burson-Marsteller Krishna.Vilasini@bm.com
sustain and engage audiences that brands have spent time acquiring.
A veritable hotbed of untapped potential customers is right there for marketers keen to promote their FMCG brands with a medium that probably is not yet part of their marketing mix. For example,
The next growth driver for the FMCG in India is the “live events”
live events like VH1
Supersonic or Sunburn
concerts ofer major
opportunities for categories
like beauty and personal care, including sunscreens, moisturizers or even mosquito repellents, along with the usual suspects – energy drinks, refreshments or fashion accessories.
Live events also present marketers with an opportunity to recruit new customers. Live music events are ideal for marketers who want their niche products to be sampled
by irst-time users. For instance, a tissue brand that is looking to capture the 14-to-20 age group could launch its new variant at a New Year “sundowner” in Goa.
TOP 50 MOST VALUABLE INDIAN BRANDS 2015