Page 49 - BrandZ Top 50 Most Valuable Indian Brands 2015

TOP 50 MOST VALUABLE INDIAN BRANDS 2015
Our Insights
Remember the MTS telecom ad where a
baby argues with God, refusing to be born to parents
who don’t have Wi-Fi in their home? That summarizes how seriously consumers take digital connectivity. It also suggests the challenge facing brands
to either harness the power
of the digital age, and reach consumers creatively at each step of the purchase journey, or be left behind by more adroit competitors.
Old Spice ofers a good example of digital sophistication when it leverages its viral videos and answers fan-submitted questions.
There are many examples of
brands that have made mistakes in the digital age and, one hopes, learned from them. Consider how the eight hours a certain airline took to respond to a tweeted lost luggage message exposed its customer service failings to thousands of people.
Brands need to be proactive with digital. As consumers
shift from awareness to consideration, and then purchase, brands must harness digital media to create authentic customer focused engagement programs. After all, the “7 Ps” of marketing now have an eighth “P” – “Personalization.”
Indians have an expression
for it: chalta hai, a resigned acceptance of circumstances, right or wrong. Chalta hai may have deined our past, but it can
DIGITAL
Brands must harness digital or be left behind
Pawan Singh
Research Executive
Millward Brown Pawan.Singh@millwardbrown.com
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SOCIAL MEDIA
New consumer assertiveness challenges brands to deliver
certainly not deine our future. Empowered with social media, consumers have rejected chalta hai. When brands are too lax and don’t deliver they won’t face apathy. Rather, they’ll risk being the target of public outrage.
“SelieWithDaughter” campaign to promote empowerment of girls, to a “celebrity roast” on YouTube gone awry, digital activity is inluencing public opinion like never
before.
Brands need to
tread carefully, since
one digital faux pas
could be re-tweeted
and shared a million
times before the day
is over. While this threat
does not mean brands should become wary of everything they do online, it certainly means that having a consistent tone of voice and quick response time would help build brands in this post- chalta hai digital age.
Jasmeeta Agarwal
Senior Planning Director Ogilvy & Mather, Mumbai Jasmeeta.Agarwal@ogilvy.com
In a hyper-connected India, while Internet penetration may still be dismal, what certain Indians are doing cannot
go unrecognized. From a sarpanch, or village leader,
in Haryana inspiring a viral