“India’s social network” is tea. The question is, which tea?!

Posted on by

First published July 2, 2023. Updated Oct 31, 2023 with a) an edited version of the ad shared by Red Label (following my article?!), and b) link to relevant research article.

© Priya Narayanan, Assistant Professor of Marketing, IIM Kozhikode. Views are personal.

A recent advertisement projects the humble tea as “India’s social network”. The ad is probably trending by this time, and worth at least one watch. The customer insight is spot-on. The video portrays various ways in which tea takes the form of friend requests, likes, shares, trends, stories, and so on in India, becoming a social network in itself. Engrossed as we are in the narrative, we forget that this is a brand’s commercial. Finally, though, the very last shot tells us that the ad is from Brooke Bond Red Label.

Screen shot from the “India’s social network” ad (watch the full ad here)

Well, as I watched the ad play, my thoughts centred on the cup of Kanan Devan (Tata Tea) tea that I usually drink in the morning and evening… steaming tea in a steel tumbler… the quantity never enough but I never make more… I am happiest when that tea is fully foamy at the top… and when I blow on it a teeny bit, the foam makes space for the beautiful brown color beneath… if the color is the right shade, the tea will be the right taste… oh yes, the tea packet at home is nearly finished and I need to buy another of the green packets soon…

Continue reading →

From the gallery to the well: A Wimwian’s reflections on the journey from student to teacher

Posted on by

© Priya Narayanan, Assistant Professor of Marketing, IIM Kozhikode. Views are personal.

This article narrates the story of my academic journey, and my admiration for my teachers at IIM Ahmedabad, and was first published in Writing on the Wall (Issue 5, May 2023, page 53), the annual students’ magazine of IIMA. The full magazine is available at IIM Ahmedabad’s LinkedIn post here.

Caution: The article contains an inordinate number of references to I, me, and my, and is best suited for fans of Priya Narayanan!

Late in the summer of 2009, I officially became a Wimwian by enrolling in the PGP and received the keys to my room in the “dungeon” of Dorm 3, where the sun hesitates to enter and a sweater is needed even at midday in the peak of winter. What followed was a hustle of classes in the gallery seating of b-school classrooms – for the first time ever in my life, I was not on the first bench! – and a life packed with activities and placements. Later, the place felt home enough to return for a second stint, this time for a doctoral degree in a topic that had become my favorite over the years, consumer psychology.

Continue reading →

Next Diwali, Let’s Avoid the Condescension of Doing Good? [Financial Express]

Posted on by

© Priya Narayanan, Assistant Professor of Marketing, IIM Kozhikode. Views are personal.

This article was first published on May 27, 2022 in the Financial Express and is available here on the publisher’s website. In this article, I present my take on the “condescension of doing good” that is visible in recent Diwali advertising, and urge marketers to put human values first.

The version below includes links to the relevant advertisements that I discuss.

It was Cadbury that hit upon the idea of brands doing good during Diwali in a seriously big way – the 2020 ad from Cadbury Celebrations showed how small local stores that were hit by the pandemic could be brought into the customer’s consideration set through geography-based hyper-personalization. “This is not just a Cadbury ad,” they said, and so we believed: the ad nudged us towards local stores. Thus it was that in the midst of the pandemic, Cadbury found a way to do good and be good, and yet gain marketing momentum.

But the next year, as the prestige factor was upped, Shah Rukh Khan’s charisma was deemed essential to do the same job for a similar ad by Cadbury. In this ad, Shah Rukh Khan names local stores in his voiceover and this, again, was powered by technology. It wasn’t too bad, except the realization that our purchases of Celebrations were funding the expense incurred in engaging the celebrity actor.

But this year? With its #ShopsForShopless ad of 2022, Cadbury has, despite its best intentions, fallen prey to “purpose”, the new catchword in marketing. Somebody (or worse, everybody) at Cadbury seems to have decided that for Celebrations to stand out, it had to be tagged with purpose. So, now that good old eating and gifting are not enough for Diwali, the Cadbury ad tells us to scan a QR code on the sweet box, help roadside hawkers set up virtual shops, and buy from such shops. For the kind of “help” that they received, the gratitude in the eyes of Damodar (not Damodarji?!) and his helper is nauseating in its excessiveness.

Continue reading →

Learning Marketing from Shelby Hunt – A Tribute

Posted on by

(c) Priya Narayanan, Assistant Professor of Marketing, Indian Institute of Management Kozhikode

Caution: this article is on academic research. If that isn’t your cup of tea, you could read my recent popular article on The CMO’s Playbook instead.

Context of this article

About three months ago, reading (again) Shelby Hunt’s “The nature and scope of marketing”, I decided to write to Prof. Hunt, not with any particular research question or objective, but to interact once with the great mind that could, in one sweeping paragraph, summarize all of marketing till then:

“During the past three decades, two controversies have overshadowed all others in the marketing literature. The first is the “Is marketing a science?” controversy sparked by an early JOURNAL OF MARKETING article by Converse entitled “The Development of a Science of Marketing.” Other prominent writers who fueled the debate included Bartels, Hutchinson, Baumol, Buzzell, Taylor, and Halbert. After raging throughout most of the ’50s and ’60s, the controversy has since waned. The waning may be more apparent than real, however, because many of the substantive issues underlying the marketing science controversy overlap with the more recent “nature of marketing” (broadening the concept of marketing) debate. Fundamental to both controversies are some radically different perspectives on the essential characteristics of both marketing and science.” (Hunt 1976, p. 17, emphasis added)

Reading this the first time, towards the end of the second year of my PhD, I was not impressed. But, having read and written and thought and analysed much, I start to sense in Hunt’s writing a comprehensiveness, clarity, and directness that was not visible to me earlier. To learn that the author of this writing is no longer with us and that the meeting I considered requesting (I even wondered which email address would Prof. Hunt be reachable at, since he had recently retired from his long-standing faculty position), left me with a sense of loss that I did not anticipate. This article is an attempt to understand why.

Continue reading →

Towards The CMO’s Playbook – A reflection on teaching and learning marketing strategy

Posted on by

Two months ago, forty-seven eager young minds started on a quest for “the CMO’s playbook” – a journey to understand strategic decision making in marketing. An equally eager but not so young mind (yours truly) joined them, mainly to prove that fun and learning can go together. It was a tall ask from all of us, but we managed to pull it off!

Finally, it was the student teams that prepared their original playbooks for CMOs, and I might have merely orchestrated the journey – a journey through a mix of simulation, business cases, discussions of real life marketing, and minimal reliance on pre-cooked frameworks.

Continue reading →

Why the Netflix business model will take more than a quick fix [Forbes India]

Posted on by

© Priya Narayanan, Assistant Professor of Marketing, IIM Kozhikode. Views are personal.

This article was first published on May 27, 2022 in Forbes India and is available here on the Forbes India website. In this article, I present my take on the key issues at Netflix and a consumer-centric ecosystem approach to solve these issues.

Here is the full text of the article (caution: long read ahead!).

*

“You can have mine”—be it a pencil during a kindergarten exam or one earpiece of a pair of earphones, or even a Netflix password, the tendency to share is innately human. A business model that views sharing as a threat is simply swimming against the current.

Netflix’s loss of 200,000 subscribers in less than 100 days to March 2022 has been surprising and yet, in hindsight, quite inevitable. For over 20 years, this much-vaunted disruptor of the movie industry has played the same game. The decline in subscriber numbers is just another indicator that it is time Netflix recalibrates its business model which is no longer the recipe for success that it once was. Indeed, the growing young population in the so-called emerging markets might well have been prolonging the death of a cracking business model that has ceased to be about customer value.

Continue reading →

Me e Mia: An Introspection into Brand Love

Posted on by

Part I: The Customer’s Perspective

© Priya Narayanan, Assistant Professor at IIM Kozhikode. Views are personal.

The other day, I shared a thought on LinkedIn on the Mothers’ Day video of a jewelry brand. Mine wasn’t a well thought out analysis, it was simply a spontaneous reaction to the content of the video. Writing the post, however, made me wonder: why did I care so much? Why was I so strongly unhappy with the ad? (The tone implied in “golden shoulders” surprises me now!)

Well, eight years ago, I wrote about this very same brand, on wearing the Tanishq Mia mantle of confidence.

Rereading that led to some introspection, which then led to the conclusion: I am in love. Yes, I don’t wear much gold jewelry but I love the brand that is Tanishq. Naturally, I felt the possessive anger that only love can lead to when Tanishq made a statement I didn’t feel good about or agree with. So says the marketer in me about the consumer in me. Me e mia. Me and mine. Me and my brand.

Continue reading →

The Customer Unmasked: What the Indian shopper will buy when the pandemic is over and out (Economic Times Brand Equity)

Posted on by

© Priya Narayanan, Assistant Professor of Marketing, IIM Kozhikode. Views are personal.

This article was first published on March 15, 2022 in the Economic Times Brand Equity Blog and is available here on the ET website. In this article, I present my take on what the “customer unmasked” would be like. Here is the full text of the article (caution: long read ahead!).

*

With the pandemic on the decline, it is a good time for marketing managers to gather their thoughts on what the future will bring. Shopping behavior of customers is going to change, but in what way? Five key insights tell us what the post-pandemic future of shopping could look like.

Continue reading →

To My Students – Soar High and Fly Far!

Posted on by

© Priya Narayanan, Assistant Professor of Marketing, IIM Kozhikode. Views are personal.

There’s a glorious joy in standing next to your peers, wearing the black robe, and receiving the degree. There’s a sense of two tumultuous years of struggle, fun, excitement, boredom, stress, success, and learning, all trying to bundle themselves into a few joyous moments.

On this convocation, as my first set of students graduate, it is no exaggeration when I say that I feel the same joy as I did over a decade ago. Of course, this time round, my joy is for all of you, my students, who made me a teacher. Because you created every moment that I have been a teacher.

You made me think, you made me laugh (and cry, believe it or not!). I doubted myself, then conquered those doubts, only to have other doubts come up. I became more empathetic, inclusive, confident, perceptive, all through your relentless training. And by now I have forgotten how I have also been irritated and desperate!

Thank you for everything.

Whatever you did as a student, whether you prepared or not, spoke up or not, turned on your video or not (!), I hope you gave your best. Because to give our best is all we can really do.

Soar high and fly far! The sky awaits with promise.

The sky on convocation eve at god’s own Kampus!

P.S. When you come back to campus, all grown up, do say hi because I fondly remember every one of you!