Mistri Bomb: SRK – The God of all Brands…

Recently I came across a brand philosophy of world renowned advertising agency Saatchi & Saatchi called 'Love Marks'. According to the 'Love Marks' study, Shahrukh Khan is the most loved brand in the world. Since then I am trying to figure out why he is being loved so much by the audience. Is it for his roles in movies like ‘Om Shanti Om’, 'Rab Ne Bana Di Jodi’ and ‘Billu Barber’ or for his flicks in movies like ‘Chak de India’ and ‘Swades’.

If we look at this from a marketer’s perspective, two suppositions can be made - firstly, SRK thinks his audience are foolish. Secondly, this is what the audience want and that they buy into such amateur movies, watch and make them a hit on the box office. The second supposition is more valid as the Indian audience today largely want movies which are out of the world and not realistic. That is why they buy into such spoofs and love stories which can never be practical in nature. SRK is a good marketer as he is being able to understand the tastes and preferences of his target group very well and deliver movies which appeal to the target group.

Mistri’s Diagnosis

Being the most loved brand in the world is a great achievement, but where is this going to take Shahrukh khan is a big question? From Kolkata Knight Riders to Red Chilies production, SRK is leaving no stone unturned to fulfill his entrepreneur aspirations. But in this process, SRK is a brand which has emotional appeal among the audience is seen getting commercialized and may lose his credibility. Therefore it’s a challenge for SRK to manage his brand image smartly.

Author: Ramesh

Loyalty beyond reason

The phenomenon whereby customers are so enamored with a brand that they ignore price, convenience, and competitor parity. This shows that customer behaviour is emotive rather than rationale response.

94% of Japanese women in their twenties own a product made by French luxury brand Louis Vuitton. Although Louis Vuitton charges 20 % more for its product in Japan than in France, 40% of entire nation own one of its products. Part of LV’s inflated price tag in Japan is the result of cost of shipping .But the primary reason for inflated price is brand itself.

According to a study it was found that shoppers are willing to pay up to 200% more when their decision is based on emotion rather than reason. Today early morning I got an sms from Vodafone communicating “find out if you and your partner will have a baby boy or a girl in your life” sms kid (your name) (name 2) to 51515.This is an example of how MNC’s like Vodafone are trying to tap emotional appeal of Indian consumers.

To tap on the emotional appeal of consumer branding plays an important role. In 2008 $654 billion was spent on branding. Today anything with a brand name is vulnerable and anything without one is an opportunity.

Author: Sanjay

New India vs. political class

INMA World Congress in Beverly Hills, California awarded lead India campaign as the 'Best of Show' award for community service also picked up the first prize in the 'Brand Awareness Across Platforms', the 'New Brand / Production/ Audience Development', and 'Public Relations and Community services' categories.

The emphasis of lead India campaign is on new India vs. the political class. Is it fair that a country as young as Independent India should be governed by the oldest set of Parliamentarians in the world?

In this general election more than any other time, there seen to be a complete disconnect between politics and the new reality. The nearly 20 million new voters of 1991 have grown up in an India where possibilities are endless. More important they believe that tomorrow has to be better than today.

This election is the first in which men and women born in 1991 will cast their votes. This new generation has grown up in an era of liberalisation and globalisation. Seen against the rise of 300 million middle class. It is clear that consumer economy is taking root.

The major concerns of today’s youth are burgeoning middle class, a slowing economy. Creeping intolerance, a terrorist challenge and a growing voice in the world. Yet the issues being raised in the campaign are largely about caste and religion. The debate is about yesterday not even about today…

Mistry Diagnosis:

I call these political campaigns as a marketing mix disaster. Considerable flaw in targeting and positioning…Karnataka will vote tomorrow and its upto the youth to take charge It is a myth that being small in number, educated civil society cannot influence electoral outcomes. Most of us are not motivated to engage with the political class. Many abstain from voting because they believe that they are small force to change the ways of Indian politics.

Victory margins are narrowing, so every vote makes a difference.

Author: Sanjay