The iconicity playbook – addressing acute contradictions of a nation

Authored by Kundan Joshee and Shweta Khosla of Wunderman Thompson, Bangalore

‘Main kuch bada karna chahta hoon.’ (I want to do something big)

Something big.

From start-up ideas to life-missions – ‘something big’ is the prime desire that is driving the doers. It is an admirable ambition to create something glorious, valuable, to leave the world better than we found it. And of course, to be remembered for it.

Marketers and advertisers are no exception. The desire to create that big idea that will elevate our respective brands to iconicity is the driver of everything we do; to create valuable brands that not just inspire usage, but also respect and love.

There are many a rulebook written to achieve iconicity for brands and there is one key premise common to all. The key to being iconic is to address acute contradictions, collective anxieties of a nation to help people think differently, to re-evaluate and re-calibrate towards being better. And thereby create a distinct quality world that the consumer wants to identify with – through aspirational symbols, visuals and grammar. Through the right partnerships, and especially today, taking a stand for something that the brand and the consumer mutually care about. To act responsibly and create positive change.

However, the challenges today are a bit more intense. Time is the new enemy, and we want instant iconicity. We want to do it with shallower pockets and in the face of intense competition.

It’s fortunate then that India’s vividly colourful tapestry is abound with opportunities and cultural tensions. And brands are doing their best to highlight and resolve them. They have inspired people to let go of archaic norms related to menstruation; they have raised their voice for equality and against discrimination. They are celebrating unlikely heroes.

But are cultural conflicts the only path to iconicity? Are there others? Ones that would be safer for a sensitive country? Conflicts that could solve consumer tensions and reveal opportunities for mutual growth; the brands, the consumers and the nation at large? If we unlocked India’s secrets, it would reveal economic and social conflicts that could propel the country forward, solve real world problems. We discovered the first, simplest ones and here they are for you to consider.

Simple The Best

India has forever been the David to the Goliath of developed nations. Whether it’s in terms of opportunities, progress, salaries, respect, quality of life – we are always looking up at the Jones’s. We have lower expectations. We expect to ‘adjust kar le’; to thump electronics to make them work and the infamous, real world IST. We have accepted shoddy design and our struggling status as the reality. But if we don’t set higher aspirations and standards, how will we ever know what to achieve? Is there a conflict in our right to expect ‘Best in Class’ (especially for the poor) that may be leveraged? Maybe higher expectations could be the first step to prosperity.

I’m Every Woman!

While we are on the topic of ‘Best in Class’, let’s talk about our women. On the one hand, India’s women are worshipped, progressive and legally empowered. Enough is being said and done about women in India by brands when it comes to handling prejudice against them. Everyone is celebrating Women’s Day. Of course, there is movement on pay equality, professional growth, etc., but it’s in pockets and not deep & loud enough. Can brands make it salient and powerful?

India’s female labour participation rate fell to 16.1% as pandemic hits jobs. Women in India spend around five hours a day on unpaid work at home, while men devote a mere half an hour on average. Women are still dependent on male family members for financial decisions. Is there a conflict in our expectations from our ‘Ghar ki Laxmi’s’ that needs to shift?

If for a moment if we take our eyes off of ‘issues’ and inspire the patriarchy to harness the potential of women instead, we might see what a beautiful world it could be. Truly BIC. Meryl Streep declared that more women leaders will bring more peace and thwart doom. More women in the work force would mean more growth. Potential is Female.

Forever Young. Not.

Potential is also our older generation. Our median age today stands at 29 and the proportion of 50+s is expected to double by 2050. Of course, it makes sense for brands to stay young, but our consumption audience is getting older, wiser, richer. The 40-55 year olds may not be young, but they are important players. We’ve created impact on the prejudice against dark skin and body types – is it now time to resolve the conflict of ageism? Maybe it is time for us to acknowledge and address the desires of our older cohorts. They need age relevant fashion. They need gap-filling nutrition. They need dating platforms. They need entertainment from stories told about them; and not just as the life-roles that they play.

I Can Be Your Hero, Baby

Everyone wants to be someone’s hero. GWI data suggests that consumers want brands to make them look good. Not just their fragrance or their fashion; but their personality and place in the world. At the same time, over 70% consumers don’t want to spend money on sustainable brands if it is not convenient. People feel good when they do good and are recognised for it. The conflict remains in their ability to make talkable impact and that is amongst the easiest ones for brands to resolve. Everyone wins; consumers, brands and the planet.

The possibilities to go wild are endless. We did not even explore slightly crazier ideas like SME adoption by corporates or their expansion into upskilling India. But as a wise person once said that Crazy is the necessary prequel to breakthrough. Maybe we will find ourselves brave enough to explore it!