India is a land of cultural heritage. While lifestyles and consumer preferences are seemingly turning western, brands still have adequate bandwidth to appeal to Indian consumers through ethnic ways.

Brands can also use ethnic aspects to reflect changing cultural values. Good Knight mosquito coil, Robin Blue (from Reckitt & Benckiser), the liquid that provides a blue tinge to white clothes; Himalaya, the over-the-counter tablets for personal care and healthcare based on an alternative system of medicine (known as Ayurveda in India); Chik brand’s shampoo with a whiff of jasmine; and Kurkure, the brand of snacks, are examples that reflect how brands have successfully used ethnic cultural aspects. Hindustan Unilever’s Fair & Lovely fairness cream is positioned a symbol of confidence to the aspiring middle-class young women. After Shower is a brand of hair cream that has been instrumental in the diffusion of the category of hair cream that had never taken off for decades. Hair cream is not a part of the grooming ritual among males in the country. The brand is positioned towards urban youth and had used a celebrity from cricket (also a part of Indian culture).

Making oil a hot factor Coconut oil has been a part of the grooming ritual in several parts of the country for decades. Women apply it almost everyday, believing in the benefits of coconut oil for hair care.

Parachute, with packaging innovation, provided the offering to the lower economic segment of the mass market. Its ‘Advansed’ variant’s positioning makes very good use of established cultural beliefs. Over the years, youth have shunned the traditional oily look associated with hair care, preferring the non-greasy dry looks associated with hair grooming.

Parachute’s Advansed was positioned towards appearance-conscious young women. There were also several variants of the brand, including a “hot oil” one that contained herbs that provide heat while the oil is applied. Coconut oil, herbs and the strength of application associated with mild heat while being applied are all a part of the grooming culture associated with hair care. The brand also had a website that encourages consumers to check their “hot oil factor”. From a traditional oil associated with the masses, the brand has adapted the category to address urban youth with an appropriate combination of communication imagery and product benefits.

Sweet tooth and pay day The brands in the food category reflect the need for brands to be sensitive to Indian culture. Kellogg’s probably did not expect consumers to mix warm milk with cornflakes. (Milk is usually consumed warm/hot in India.) After years of adaptation, the company now advertises that the cornflakes are to be had with hot milk. Nestle introduced dark chocolates more than two decades ago and the offering was withdrawn soon and reintroduced as the chocolate eating culture among adults caught up. Cadbury, the other major brand of chocolates only recently started advertising its dark chocolate offering Bournville. The brand had been selectively distributed by the company for the last several decades without being advertised much.

Cadbury’s advertising for its moulded variant emphasises enjoyment of Cadbury’s on the first of every month. Culturally Indians have a “strong sweet tooth” and the first of every month is perceived as the day to celebrate as it is pay day. Cadbury uses the strongly entrenched practice among Indians.

Oats for health The entry of Quaker Oats brand marks an interesting point in dealing with cultural nuances. The brand’s timing was in tune with the health and fitness culture sweeping urbanites. Oats were not a part of the food culture in this country, largely. The brand positioned itself initially as a breakfast item with several health advantages. The brand’s imagery ensured that the breakfast proposition was not strong enough to attack traditional eating habits. More importantly, the brand also emphasised the availability of ₹25 packs as consumers would want to compare the price of the brand with the existing alternatives (besides the cultural fit).

Family orientation Family orientation is a frequently used brand imagery across product categories ranging from soaps to cars. Hindustan Unilever repositioned its soap Lifebuoy (a soap that has been in the Indian context for several decades) with family imagery. Its Lux brand is associated with celebrities (a part of the Indian culture). The company also has a brand Hamam (one of its oldest brands) built around the family. Tanishq, a jewellery brand, used family tradition to position its diamonds. It made use of a humorous visual in which the husband falls at the feet of his wife (the wife falling at the feet of the husband to get his blessings on auspicious occasions is still a widely accepted tradition) conveying the changing cultural values making use of traditions. Tanishq also introduced an ad that portrayed a young widow entering into remarriage, a progressive value in the Indian context. Culture in the Indian context has many unexplored strands that will benefit branding.

Dr S Ramesh Kumar is Professor of Marketing, IIM Bangalore

Related Topics