The document discusses the many "Indias" that exist in modern India through different ideologies that shape culture. It examines concepts like consumerism, materialism, liberalism, feminism, and spirituality. It also outlines the building blocks of an "aspiration" discourse in India based on concepts of optimism, progress, change with continuity, and the enterprising individual. Finally, it provides 10 rules for successful brand building in India, such as adapting to Indian culture, innovating locally, using celebrities, projecting youthfulness, and focusing on experiences over just products.

1. Many Indias
Not one India
But many Indias

2. Contemporary Ideologies (Re)Shaping the Socio-
cultural Ethos of “Progressive” India
• The Rhetoric and Symbolism of Pleasure
Consumerism seeking
Materialism & Wealth • The Rhetoric and Symbolism of Acquisition
Mercantilism &
• The Rhetoric and Symbolism of Trading
‘Market’-ism
Liberalism & • The Rhetoric and Symbolism of Free Choice
Democracy
Celebrity & Stardom • The Rhetoric and Symbolism of Stardom

3. Contemporary Ideologies (Re)Shaping the Socio-
cultural Ethos of “Progressive” India
• The Rhetoric and Symbolism of ‘Equality’ to a
Feminism Man
Authoritarian • The Rhetoric and Symbolism of the inherited
‘right to rule’
Patriarchy (continued)
Conquest & • The Rhetoric and Symbolism of Aggression,
power & national pride
Enterprise
Packaged Spiritualism • The Rhetoric and Symbolism of a Vigorous Faith
& ‘renewed’ religiosity

4. The Spirit of Optimism & Progress in
contemporary India: The Building Blocks of the
‘Aspiration’ Discourse
• The thinking • Transforming
person who individual & family
negotiates the fortunes within a
boundaries of foreseeable future
change with care
Change
Hope &
with
confidence
continuity The enterprising,
hard working,
The “Free” Individual and positive
within a ‘Supportive’ family thinking person/
Resilience family
Celebration & Inner
of the Self Strength
& One’s Life
• Unshackling of the • Ability to take
Self from setbacks in one’s
oppression and stride and bounce
duty bounded- back to stay the
ness course

5. The 10 Rules of Successful Brand Building in India
Rule 1: Adapt to Indian culture
Rule 2: Innovate for India
Rule 3: Offer value - substance + style
Rule 4: Offer a range of affordable price points
Rule 5: Celebrities work
Rule 6: Project a Youthful attitude
Rule 7: Be consistent – stay up-to-date
Rule 8: Use TV+ print, supplement with digital
Rule 9: Address desire, not just need
Rule 10: Think Experience

6. Rule 1: Become a Modern
Indian
Adapt to Indian culture: Be aligned
to Indian culture, tastes and
preferences

7. Pizza Hut: Adapt/localize
Indianized menu
Culturally attuned advertising

8. McDonald’s: Adapt/Localize
Indianized menu – no beef in the
burgers, McAloo Tikki, Paneer
Wrap, Jain Burgers
Indianized atmosphere
Culturally attuned advertising

9. Frito Lay: Kurkure - Fusion
Fusion product – The flavours of
Indian Namkeen,
International/new type of product
Advertising that makes fun of
Indian family dynamics

10. Cadbury’s Dairy Milk:
Integrate
Chocolate as a form of “mithai” or
Indian Sweets
Consistent strategy for the past
decade

11. Kellogg’s: Failure to follow the
rule
Kept the product to International
format – to be eaten with cold milk
Advertising attack on Indian
breakfast!

12. Rule 2: Innovate for India
Adapt / create products that are
specifically designed to work in
Indian conditions or reflect Indian
beliefs and practices

13. Nokia Life Tools
Knowledge tuned to the needs of
Farmers and their families at a
very affordable price

14. Helping Farmers

15. A.V.
E.g. Nokia Life Tools
Simple
innovations
based on
consumer
understanding
1 © 2009 P&G Annual Conference-Shiv-231009
5

16. LG/Samsung Washing
Machines
Resume working automatically
after a power cut, at the stop point

17. IPL
20-20 cricket presented with
Bollywood glamour and glitz

18. Fructis Shampoo
Oil + shampoo variant to address
Indians’ habit and preference for
oiling their hair

19. Rule 3: Think hard about
Value
Offer a combination of substance
and style
Performance + Image in an
unbeatable combination (at a
good price)

20. Godrej : Digitally Savvy
Go Jiyo.com – a virtual reality site
akin to Second Life

21. Rule 4: Offer a wide range of
price points to be affordable to
all
Large markets are built by vast
numbers of people consuming a
little each

23. Iced Tea Launch in 2010/2011
-1 glass contains 50% of Vitamin C
of daily needs
Rs.10 pack of pre-mix powder, that can make 3 glasses

24. Rule 5: Celebrities Work
Top movie stars and cricketers
endorse at least 5+ brands at any
one time
At present, > 50% of advertised
brands in India use a celebrity

25. Icons over the years
Year 2000 Year 2010

26. Celebrities Work
Borrowed
Trust
Muthoot Finance
Advertising
cut through Brand Personality
& salience Multiplier
Airtel Good Knight/Whirlpool
Brand likeability
Transfer of multiplier
Nokia
Aura
Reid & Taylor

27. Celebrities Work
Borrowed
Trust
Muthoot Finance
Advertising
cut through Brand Personality
Multiplier
& salience Good Knight/Whirlpool
Airtel
Transfer of Brand likeability
Aura multiplier
Reid & Taylor Nokia

28. Celebrities Work
Borrowed
Trust
Muthoot Finance
Advertising
cut through Brand Personality
& salience Multiplier
Airtel Good Knight/Whirlpool
Transfer of Brand likeability
Aura multiplier
Reid & Taylor Nokia

29. Celebrities Work
Borrowed
Trust
Muthoot Finance
Advertising
cut through Brand Personality
& salience
Multiplier
Airtel
Good Knight/Whirlpool
Transfer of Brand likeability
Aura multiplier
Reid & Taylor Nokia

30. Celebrities Work
Borrowed
Trust
Muthoot Finance
Advertising
cut through Brand Personality
& salience Multiplier
Airtel Good Knight/Whirlpool
Transfer of Brand likeability
Aura
Reid & Taylor multiplier
Nokia

31. Rule 6: Project a Youthful
Attitude

32. Financial Services Brands
Celebrate energy, zest and vitality

33. Mirror Youth Attitudes to
connect
Pepsi
Tata Docomo
Airtel

34. Rule 7: Be Consistent – Stay up-to-
date

35. Horlicks
From adult centric to kid centric
perspective on energy and growth

36. Raymond
Shift of perspective from Father-
Son to Son-Father

37. Rule 8: Use TV & Print –
Supplement with digital

38. Media has changed
Year 2000 Year 2010

39. Rule 9: Address desire not just need

40. Rule 10: Think Experience, not just
product
Product + service + add ons + place
+ interactivity

41. The 10 Rules of Successful Brand Building in India
Rule 1: Adapt to Indian culture
Rule 2: Innovate for India
Rule 3: Offer value - substance + style
Rule 4: Offer a range of affordable price points
Rule 5: Celebrities work
Rule 6: Project a Youthful attitude
Rule 7: Be consistent – stay up-to-date
Rule 8: Use TV+ print, supplement with digital
Rule 9: Address desire, not just need
Rule 10: Think Experience