Page 81 - BrandZ Top 50 Most Valuable Indian Brands 2015

TOP 50 MOST VALUABLE INDIAN BRANDS 2015
We Indians are famously jugaadu. Perhaps it was the lack of resources that we, as a culture, grappled with in the
past that triggered our resourcefulness and enabled us to make the best use
of what we have around. One such device that has presented unprecedented resourcefulness to us is the mobile phone.
You step into a small town and all around you will see new businesses that the mobile phone has created or visibly augmented. You can now have a “missed-call” auto wallah at your disposal, an auto rickshaw driver who can be summoned with a missed call signal, for which the caller isn’t charged.
A momo-wallah, a street
vendor selling dumplings,
may double up as an
insurance broker. Or you may encounter a gaana-bharne walla, a mobile friendly person who’ll ill your phone with the latest songs for INR 20 ($0.31) each, downloaded from his computer.
These resourceful people are almost like the personiication of an app – an app that simpliies your life! Any jugaadu individual with an idea and determination has embraced the mobile phone as a point of contact that doubles up as an identity – a virtual address if you will. And the mobile phone, in turn has enabled the jugaadu person, transforming his or her idea into real opportunity.
Aditi Jain
Account Planning Manager J. Walter Thompsom Aditi.Jain@jwt.com
Nisha Ganneri
Planning Director
Ogilvy & Mather Nisha.Ganneri@ogilvy.com
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Mainstream inally has competition in India. The Internet is empowering a counterculture. You may say it’s just two tweets of fame but actually the Internet is enabling young talent to come into their own and connect with young people across the country.
Thanks to the Internet, independent ilms like
Lunchbox, Ship of Theseus and Court, have gained a strong following among
young people. This is not Bollywood.
Music festivals like NH7 Weekender, buoyed by the Internet, are expanding and showcasing Indian talent
across diverse genres of music (read non-tinsel town). Groups like AIB and TVF
are ushering in not
just a diferent take on comedy, but are also questioning the norm.
Youth brands need
to be bold enough
to walk down
this less trod counterculture path. A brand that connects with youth by embracing the counterculture stands to gain a lot. Not only will it get noticed and talked about, but it also can become the “badge brand” that the youth likes to be associated with.
YOUTH
Move over pop culture, India has a counterculture