Navigating Chaos through the New Age Marketing Playbook

In a country that's bursting at the seams with population of 1.4 billion, how does a brand make itself heard? Especially when a whopping 900 million of them live in villages. Besides the urban-rural divide, add substantial diversity – age, education, income, languages, and medium of choice for accessing news and information. Indians love content and their choice of platform is not monogamous – they juggle multiple sources like TV, newspapers, apps, etc.

According to YouGov survey; 56% Indians are old-school newsprint enthusiasts, while, 55% are glued to the good old TV. Then there is the social media brigade – 46% of the population is scrolling, swiping, and double-tapping their way through life on social media, news apps or portals (43%).

Long story short, if you're a brand trying to catch the attention of this motley crew, you must have a marketing strategy that is as diverse and nimble as a Bollywood dance routine. It's like throwing a party where everyone's got their own favorite dance move. Let’s dive headfirst into the ever-changing whirlpool of marketing madness!

The modern consumer isn't just on the lookout for a run-of-the-mill product; they are on a quest for a connection. We're talking about a shift from the plain old "give and take" transactional relationship to a full-blown meaningful and purpose-driven relationship between brands and consumers. Imagine brands and consumers discussing value propositions and emotional engagement. This tango of connection is turning the marketing world on its head. We're talking about deep conversations that involves sharing feelings, values, and memes. This isn't just any connection; it's a connection that can weather storms and navigate through the maze of choices like a pro. In a world where everyone's shouting for attention, these brands are giving consumers a cozy nook of relevance to settle into.

And to achieve this marketing magic, brands are chucking out the old rulebooks and bringing in a new one that reads like a choose-your-own-adventure novel. It's all about creating experiences that make consumers feel like they're getting a personalized tour of the brand universe. We're talking about strategies that are as unique as a masala dosa at a street food stall – each bite has its own flavor, and no two are the same.

It is a rollercoaster ride through the strategies that are painting the Indian marketing landscape with a new shade of fabulous. This is an era where brands aren't just selling products; they're wooing consumers. It's marketing, but with a connection that makes your brand-loving heart skip a beat.

Brand with Purpose

In a nation as diverse as India, where cultural, social, and economic differences are vast, brands that stand for a purpose have a remarkable advantage. Modern Indian consumers are not merely purchasing products; they are investing in brands that align with their values and beliefs. A recent PwC study revealed that 70% of Indian consumers consider a brand's social and environmental commitments before making a purchase decision. This emphasizes the significance of establishing a purpose that resonates with your target audience.

AI-driven Insights

With the proliferation of smartphones and the internet, consumers in both urban and rural areas of India are consuming information at an unprecedented rate. A considerable portion of this data is generated through their interactions with various digital platforms. Brands can leverage artificial intelligence (AI) to map the consumer journey, gain valuable insights, and make predictive analyses. This allows for a highly personalized approach by understanding consumer behaviors, preferences, and interests.

Surreal Marketing:

The Indian market is characterized by its rich cultural heritage and diverse artistic expressions. Tapping into surreal marketing campaigns that are unexpected, creative, and attention-grabbing can help connect with the audience. This not only captures the audience's imagination but also positions the brand as innovative and forward-thinking. Few interesting examples that caught fancy of the audiences- one of them is that of Jacquemus, a Parisian fashion label brand- they created a fascinating 3D generated video featuring super-sized versions of their bags on wheels being paraded on the streets of Paris, which went viral on social media. Another such path-breaking campaign was unveiled by Maybelline Cosmetics where Buses and Trains in London wore false eyelashes to show the benefit of their mascara wand in a very creative way.

Micro-Moments continue to matter:

In a country where digital connectivity is rapidly expanding, leveraging micro-moments continue to be a powerful tool for brand engagement. Micro-moments refer to those fleeting instances when consumers turn to their devices for quick answers or solutions. Brands that can effectively address these moments with relevant and valuable content can establish an immediate connection. Smartphone users turn to their devices for quick information multiple times a day. Many brands have aced the technique of conversion during these magical moments, Amazon for instance, shares the list of top products and categories that you must look at during the sale season, and these could be personalized based on your recent search making it all the more attractive. Another great example is that of food delivery apps such as Swiggy, Zomato who dish out recommendations for food choices and offers during cricket matches.  

In conclusion, the Indian marketing landscape is evolving at a remarkable pace, driven by the changing preferences and behaviors of consumers in urban and rural areas. To break through the clutter and create lasting brand loyalty, marketers must adopt a playbook that emphasizes purpose, leverages AI-driven insights, embraces surreal marketing, and capitalizes on micro-moments. By aligning with the unique dynamics of the Indian market, brands can forge stronger connections, enhance engagement, and secure a prominent place in the hearts and minds of their consumers.

• Meghna Varma, Director Marketing, IPM India Wholesale Trading Pvt Ltd (IPM India), a country affiliate of Philip Morris International