Tag Archives: India

The CMO’s Playbook – This Year’s Collage

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Whenever the small-group discussions in the classroom get noisy, it means one of two things: the students are so interested that they forget they are in a classroom, or there are movies playing in laptops, hidden by the huddle of heads. When these discussions are about marketing strategy in The CMO’s Playbook, it’s the former.

Sometimes we teachers are happy when the class is loud.

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Here is a (hand-made) collage from the cases and contexts that we discussed in the course last year (2023 Jun-Aug). Can you identify all the companies and situations?!

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Here are a few answers.

Coca Cola in India: A product portfolio worth boasting about, but who wants sugar and fizz now? This was (and is, and will continue to be) the dilemma of what is perhaps the world’s best built brand (for a brand backed by hardly any product worth its price). The new year spells interesting times for Coca Cola and more so for Coca Cola India with cannibals and competitors galore.

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

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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.

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…

These and many other thoughts ran parallel to the ad that was playing. And so, when the ad ended with a visual of Red Label, the first thought that struck me was: I was thinking of Kanan Devan the whole time! Nothing in the ad would have helped me predict that the ad was by Red Label. For that matter, nothing in the ad suggested it was from any brand, and the ad could easily have been from the Tea Board of India, let alone brands such as Taj Mahal or Wagh Bakri or Tata Tea or any of the umpteen tea brands that fight for India’s throats.

Oh, well. Not good, says the marketer in me. If the ad does not unmistakably cue the brand, then why run the ad at all? Simple marketing wisdom says that the purpose of an ad is to strengthen the brand and/or drive purchase. But in the case of the Red Label ad, I am very likely to forget the brand, remember only the story, and even connect the story to a different brand, perhaps my favourite brand. Put simply, all this effort from one brand, and its competitor gets the benefit!

Understandably, brands that wish to narrate a story would not like to show the brand logo throughout the story as that could prevent viewers from being immersed in the story. A similar reason holds for not identifying the brand at the beginning of the ad: why spoil the story by bringing crass commercialism at the start? Then again, presenting the brand at the end of the campaign video poses a risk, as we see in the case of Red Label. (The whole issue might not arise if the brand is already identified, such as through a label on the YouTube video or search result. But consumers are not always paying attention to labels.)

So, can a marketer ever safely show the brand at the end? To answer this, we need to consider how the mind works. Product cues such as tea being consumed at a chai stall can spontaneously evoke “mental associations” – a collection of related information and memories such as product color, category, shape, prior consumption experiences, brands in the category, and so on that the consumer has built up over time. For example, a piece of chocolate could cue the purple color, the Cadbury brand, a recent purchase of chocolate, the taste of one’s favorite chocolate, and even the memorable Five Star “do nothing” campaign (watch it for fun, you won’t regret it).

When a product is shown without any brand information, the situation is ripe for the consumer mind to come up with related information and memories, which is very likely to include the consumer’s favorite brand and other top-of-mind brands. And so, the ad on “India’s social network” that shows many instances of tea itself and tea being consumed, and is thus replete with product category cues, triggers thoughts of a wide set of tea brands. By the time the viewer reaches the end, the Red Label brand hardly makes an impression.

Is there a way out? One solution is to cue brand in subtle way or in a manner that integrates with the story. Coca Cola’s recent art gallery ad does this very well. Another way is to use a story that cues the category very lightly or not at all. A Fevicol ad from 2019 that recently became popular uses this technique; the narrative is all about a sofa that passes hands for generations. By not cueing the category explicitly, the ad drives curiosity without crowding the consumer’s mind with brand names. Ads launched by market leader brands might not face as much a problem as other brands in the market.

The solutions above might not result in an ad that seems “ingenious” or “fabulous” as some social media comments have termed the Red Label “India’s social network” ad, but they will certainly help Red Label reap the benefits of its effort. And prevent the ad being attributed to Kanan Devan!

P.S. In carefully viewing later, I noticed that a product pack is indeed shown towards the beginning when Mrs. Masurkar makes tea. Very incongruously placed, though – in most kitchens, the tea packet is usually on the shelf, not the counter. The tea jar is what the customer handles every day.

Updates:

a) Red Label has uploaded, on Aug 29, 2023 – about two months after my article was posted – an edited 20-second version of the social network ad on its YouTube channel. (The original ad was uploaded Jun 29, 2023.) Interestingly, this edited ad starts with a shot that clearly shows the tea package (this was the very last shot in the original ad) and sports the brand logo on the top right throughout the ad. I would like to think that this is so because of my post and the subsequent discussions on LinkedIn! 🙂

b) The 2004 article ‘Do Not Wait to Reveal the Brand Name: The Effect of Brand-Name Placement on Television Advertising Effectiveness’ by William E. Baker, Heather Honea, and Cristel Antonia Russell in the Journal of Advertising examines the above issue in detail. The article is available at the journal website here.

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

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© 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.

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Me e Mia: An Introspection into Brand Love

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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 on 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.

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

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© 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!).

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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.

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Advertising in the Pandemic’s Reality

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

Advertisements have changed quite a bit to reflect the reality of our daily struggle against covid-19. They no longer casually encourage consumers to splurge thoughtlessly: more and more advertisements are giving us reasons to buy. And more and more products are associating their reasons with the current situation. Handwashes, sanitizers, and Disney+Byju’s aside, there are a few interesting ads. Consider a few examples.

Recently, I was told that Lakme’s lip products have taken a hit, at least as evident from their product display on e-commerce sites. Natural enough, I thought, although I was unable to verify the news. After all, when lips are hidden by masks, the only time you can show off your lipstick is when you are eating (which happens only at home) or when you are in front of a webcam with a virtual audience. Well, that has not deterred either Lakme or Garnier. The same pandemic that has reduced consumption of lipstick (literally too!) has deterred visits to beauty parlors, implying that consumers need a substitute. Lo and behold, here is the “sheet mask” that gives the effect of a parlor-like “facial” in fifteen minutes! See a sample below, from the cosmetics seller Nykaa.

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Why India Needs Swiggy More Than Ola

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

Before I begin this post, let me confess that I use Ola once in a while. In fact, I was sitting in an Ola cab at a traffic jam when the scene I am about to narrate happened. The vehicle in front of me was a medium-sized truck, and from the exterior it was clear that this truck carried garbage. In that case, why did I give it a second glance? Because there was a man inside! In the garbage part of the van (not the driver side which I anyway couldn’t see), beside the pile of black garbage bags with their mouths tied, this lanky guy stood bent over, his jeans pushed up to his knees, his hands working furiously. He picked out mineral water bottles – the smaller kind that we usually see at parties and throw away so casually – and dropped them into a big grayish bag. Each time he saw water in a bottle, he would pour it on his feet and wipe it down (to cool the heat of standing the entire time in that airless shaking truck?). What he didn’t pick from the black bag were largely paper plates and paper cups, most having some leftovers, so the waste was probably from a party. This activity went on even as the signal changed to green.

Despite all the cynicism that India’s cities (Gurgaon, Mumbai, Delhi, Bangalore, and Noida) have taught me, and despite being told that “this is how the lower classes live, what is your problem, isn’t the AC in your cab running?”, I was shocked. Right in front of me stood a guy who made a living sorting out plastic bottles from garbage, standing inside a moving truck. It made me wonder: is there anything that any of us, seeing and then quickly unseeing the reality in front of us, can do? It might help to segregate waste so that workers like him do not have to repeatedly dip their hands into garbage to retrieve bottles. But segregation would relieve him of his job! Imagine we all decided to segregate our plastic and paper and wet waste. What would happen to our waste workers?

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Growing with Integrity

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“You have to be in Germany to understand what Bosch means,” a friend told me recently. “They are like the Tatas in India,” he continued, “big, well-respected, old.” He was referring to the engineering and consumer goods company Robert Bosch GmbH. And comparing it to a large Indian conglomerate.

Both of them are standing testimony to what it means to grow without sacrificing values. As they grew, they would have made tradeoffs, they would have learnt the meaning of tough choices. Not all companies can do that. Many companies, at some point or another, give in to the pressure of shareholder results or top management self-aggrandisement. That is why we feel a strange sense of respect for companies that have maintained their values through thick and thin.

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Business Schools – Training for What?

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Business schools across the world are finding themselves in a situation of introspection: what exactly is the need for their existence? More importantly, what do they teach?

Applications for this  year’s Common Admission Test (CAT) that is used as one of the key parameters for admission to the elite Indian Institutes of Management (IIMs) came down to a record low of 190,000 this year. For whatever reasons, students seem to be finding b-schools less attractive compared to other options.

To the first question of what b-schools are needed for, there are a few things that business schools can teach. Firstly, there are the business subjects: marketing, finance, operations, human resources and systems, as any first year b-school student would be able to tell you.  Secondly, there is another subject that b-schools try to teach but don’t do so well: strategy. And the top strategy consulting firms end up trying to follow an apprenticeship model so that they fill the gap.

Besides the above, something that b-schools are yet to do well, is being a manager and a leader. That there is strong demand for people who can manage a good business and take all steps required to get things done is very real. Similarly, there is strong demand today for another factor that b-schools are not in the perfect position to teach: leadership.  And women’s leadership as well. Today, all of us – at least those who care enough to have a say in the matters – tend to preach the same old advice about leadership because we haven’t seen what true leadership can do. There is some hope here, though, as b-schools recognize the situation and respond to that.

As the first step, we need to realise that tomorrow’s leaders will face a completely different set of situations today. As I brought up in this thought experiment.

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Family Businesses in Transition

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In my previous post, I had pointed out cyclical changes in economies. Here, we look at family businesses and how these are undergoing times of transition. Unlike in the Western world, India has a large set of family businesses, although we now prefer to call them promoter-driven businesses. These are essentially businesses built up by the father (often alone), brought to maturity, and then handed over to the eldest son, or divided up among the sons.

There are some promoters who realise that the handover needs to be professional in order for the company to succeed in the new world. They also realise the value of a good education — both in a good institution and in the company playground — for the son or daughter to lead the company towards success.

Yet again, there are some promoters who realise that they know how to run the business even when others have mishandled it. These are the likes of Infosys. The company was built up by a team of five or six software engineers, so it was not seen as a family business. But when push came to shove, it was the Narayana Murthy who acted as if he had his own blood in the business. And it is he who has stepped in to put things right, along with his son. It is now a matter of waiting and watching to see what happens.

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Many thanks to the unwitting scion of a family business who talked to me all through a Mumbai-Delhi flight, rather than listen to music or play on her iPad, for helping form this post.

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