India Reloaded is an attempt to cut to the real India, beyond the cliches" :Dheeraj Sinha

GREY group India has created and executed  a new campaign to promote  the book ‘India Reloaded – Inside the Resurgent Indian Consumer Market’, authored by Dheeraj Sinha, Chief Strategy Officer, South & South East Asia, Grey. The book delves into the large, emerging consumer market in India and tries to resolve myths associated with it.You may have come across two videos on your facebook timeline, (links below) one featuring a Rajasthani folk singer and another with Babas in the boardroom. Both the videos are driving home the lessons that marketers can learn from unconventional sources.

The first video features a  Rajasthani folk singer who in his inimitable style discourses – bhaiyya ye market nahin bazaar hai, masses ko bhi upgrade ka intezaar hai (dear, this is not your sanitised marketplace, it’s a bazaar, here even the masses want an upgrade). The video goes on to talk about the insights from the book, how the bottom-of-the pyramid wants to be sexy here and how dosa has become a national snack and Karwachauth a national festival.

The second video features ie charge of a 'baba brigade' into a boardroom of executives discussing complicated strategic issues. The song highlights today , spiritualism and consumption in India go hand in hand. It says, “Bina MBA baba ka ghar ghar bikta…Corn Flakes, soap aur manjan” (to sell in India, you don’t really need a professional degree, what you need is native intelligence). It goes on to discuss how the equation between need, demand and supply isn’t linear in India, and how executives would do well to learn from this native way of marketing.

“India Reloaded is an attempt to cut to the real India, beyond the clichés. It captures the India in which poor want purpose, aspiration trumps affordability and our diversity is inspiring a unified national popular culture. These songs showcase some common sensical insights, which in India, can be discovered in the most unexpected places and from the most unexpected people. Creatively in the Indian Marketing landscape one can roll the traditional, the modern, the intellectual and the spiritual, all into one,” said Dheeraj Sinha, the author of the book.

“Dheeraj's India Reloaded brings out the real India, not just for the business and marketing community but for anyone who is interested in understanding the emergence of new India at the cusp of consumption and culture. The book and its ideas have generated a fantastic response. This campaign does a great job of amplifying the buzz that India Reloaded has created around the myths and assumptions about India and its consumer market," said Krishnakumar Nair, Head Marketing, Westland, the publisher of the book in India. "

The videos, with catchy and full on lyrics, creates cut-thru buzz for the book, which is being promoted over Facebook, Twitter, You Tube.

You can find videos on: https://www.youtube.com/watch?v=2xlJHzAv2_k

                                        https://www.youtube.com/watch?v=SVSrCoYB3SM