“New Indians driving this desi genre,” says Rohit Ohri, Managing Partner, JWT Delhi

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The consumers of today’s India are becoming more & more socially conscious. So it becomes important for brands to strike the right chord with audiences. But one must be careful that the social cause picked up, must be relevant to the product category so that it adds credibility to the brand. Take for example the Surf ad ‘ek bucket paani rozana hai bachana’ or Lifebouy ‘little Gandhi’ or more recent Hero Honda ‘Jo chalayenge naye India ko wohi chalate hain Nayi Hero Honda CD Deluxe’.

All of these have one thing in common, the social cause picked by these brands are related to the product category and hold relevance to the target audience. Take the Hero Honda CD Deluxe ad for that matter which epitomises the great Indian commuter and his eternal quest of striving and moving up the social ladder. The film talks about this young architect who rejects a lucrative job in the US to contribute to the infrastructure boom in the country by designing the world’s tallest building. A heart touching story (not to forget the dialogue ‘main aa raha hun India’) which showcases the protagonist as an integral contributor to rising India!

Here we captured an excellent opportunity to position the product, which promised to be an extended personality of the average young, middle class Indian, who has been basking in the new found confidence of the booming economy that has resulted in abundant job opportunities. The big idea is that the Progressive Young Middle Class Indian has arrived and he’s making his presence felt with his undaunted spirit to strive hard and move up in life. It is people like him who are actually fuelling the rapid growth of the great Indian middle class which means business. This new Indian knows that the opportunity is here and up for grabs and they are making the most of it.

Though such a social revolution has been sweeping every young Indian it was imperative to create a conduit through mass communication and amplify the current mood which would augment a goose bumpish feeling and reinforce the coming of age of the Great Indian Middle Class. Because it is this New Indian which is making the New India Shine!

(The author heads JWT Delhi, the agency behind behind the Hero Honda CD Deluxe campaign)

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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