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Why Some Brands Have Indiansed Their Promotional Approach While Some Brands Have Not?

“Culture is a particular way of life,” says Raymond Williams. With this definition in mind, it’s easy to see why some brands use the culture of a specific group, religion, community, or country to promote their brand. We will better understand our target audience’s way of life if we know their culture, and if we know their culture, we only have to explain how our product fits into their culture. We need to establish a connection between our product and the lifestyle of our target customer.

As a result, considering the fact that India has a market, brands from all over the world promote their goods in India by making commercials that are Indianized. Despite having a demand in India, some brands do not have ads that are tailored to Indian culture.

The following examples would show the differences between brands that take a culturally specific approach and brands that don’t, as well as the reasons for using or not using an Indianized approach for promotion.

Starbucks and CCD (Café Coffee Day)

This example is fascinating in a variety of ways. Despite the fact that Starbucks is an international brand and CCD is an Indian brand, neither has ever attempted to reach the middle class in their advertisements, and there are explanations for this.

To begin with, café culture is not necessarily Indian. It is hypothesized that it is intended for office workers, college students, and people who have free time. It is a little pricey for those who are not financially secure.

Both brands recognise that they are targeting the same demographic: office workers who are trained and willing to spend money on a hangout. Regardless, each brand takes a different approach to promotion. Starbucks’ advertisements for Indians have never changed; they are the same everywhere. CCD, on the other hand, takes an Indianized approach, with its #sitdown ad campaign aimed at Indians. Its advertisement has a modernist feel to it, which the Indian community has been dealing with since the advent of social media. All is included, including video calls, long-distance relationship problems, college time pranks, and office meetings. For its name, we may claim it has a modern Indianized approach.

Cinthol and Dove soap advertisements

While Cinthol is an Indian commodity, the company’s approach does not appear to be truly Indian. It has made several commercials with the tagline “I use cinthol, do you?, Don’t hesitate,” and the two I’m referring to are the ones with the taglines #SunKoKardoSet & #AliveIsAwesome. Despite the fact that both advertisements have Hindi lyrics for the background music, nothing about them strikes me as being particularly Indian. Dove, on the other hand, while not being an Indian brand, has always taken an Indian culture-specific approach. Dove’s 7-day challenge has shown Indian women with skin problems and recommends that they use Dove products for all their skin problems.

This is a clever, one-of-a-kind, and intriguing promotion that Dove has been running for years. The latest #StopTheBeautyTest ad has shown the truth of our culture. It was, in my opinion, the most culturally significant ad in recent years. It encourages people to embrace beauty in its natural state. It has targeted the mentality of Indian culture, where there is always something lacking when judging absolute beauty, and it has asked the question, “How much beauty is enough?”

Apple’s (iPhone) and Redmi’s mobile marketing strategies

When we consider the approaches all companies take to their products, there is a strong difference. Redmi has mostly advertised to the middle and lower middle classes. In their commercial for the Redmi 8 Note, Indian actor Ranveer Singh is seen talking to boys who are stalking a lady drying her hair on her terrace. Ranveer Singh is the one who reveals that the lady is actually a man with long hair, and he does so with the aid of the recently released Redmi Note 8 Pro, which has a 65 megapixel camera.

Apple (iPhone), on the other hand, will never use this approach for their product because they have a different target audience. Apple is an expensive brand, and in a country like India, where the majority of people come from middle or lower middle-class families, purchasing an iPhone would not be a wise investment. In India, Apple has always promoted its original advertisements, and they have never changed their strategy for Indians. The simple explanation is that the iPhone is something that a certain segment of India’s wealthy, affluent, and well-to-do will appreciate. To summarize, every brand, whether Indian or not, understands its target audience and tailors its advertising campaigns accordingly. The middle and lower middle classes, which make up the majority of India’s population and economy, are primarily targeted by brands with an Indianized approach. As the Indian middle class transforms into the affluent portion, we can expect to see an iPhone ad that is Indianized in nature, as well as Starbucks offering Indian-specific deals and combos.

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