MAM

Dheeraj Sinha provides insights into Indian consumers mind and wallet

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2017/10/05/Olympics.jpg?itok=xeo1h0r7

MUMABI: Today’s India is seeing things it has never seen before - medals in Olympics, cheerleaders in cricket, kissing scenes on national television, fairness creams for men, agricultural tips on SMS and marriages arranged on the Internet. There is a cultural shift that is happening with time, said Bates Asia chief strategy officer Dheeraj Sinha who spoke at Shopper and Consumer Insights Forum here.

Sinha is author of the book ‘Consumer India-Inside the Mind and Wallet’. At the forum, he talked about changing India. He pointed out some cultural shifts happening in the society. According to him, there is a change in morality which is happening through the Bollywood eye. What is shown in Bollywood or advertisements is what is happening in and shaping real life. Earlier when people were bothered about society more, the movies showed those values; today when people are more concerned about what they want in life without bothering about society, films and advertisements are showing that.

He felt that the mindset of the consumer is changing. He is living more of Kshatriya kind of life. Indians are living out with a warrior kind of feeling, of getting what they want.

“The fact that Big Bazzar and other retailers are successful is because in India shopping is like an event. In a context where everything is changing, all brands in India should remember that staying attached to the foundation would help them. Dabur has a huge market and has products like Chyawanprash. This shows that brands should stand for tradition and package themselves in that way because there is a space in the market. Reiterate the value that India has given us,” he said.

According to him, the country is young but there are no youth brands. Being young is an easy way for brands to succeed. Virgin Mobile ads during IPL last year were learnings for the industry. “TV legitimates many things. Earlier when there was a kissing scene shown in movies, it used to be a big issue. But now even television shows that and people have accepted it. Also, abuses in beep form are used on Indian television today. They are considered to be cool,” he added.

Sinha noted that Indian consumers buy into a ‘proven success’ rather than ‘niche experiments’. People have the tendency to follow what others do. Whenever anything big happens, it goes viral because people want to have the same experience and don’t want to be left out.

When Docomo launched in India, it came out with a tariff that wasn’t being provided by any other network. They played with the leadership values and changed the paradigm. So, it’s essential for brands to scale up and do something that the competitors are not doing.

Youth is not the only market. There are other people in India too. But people like Ratan Tata, Vijay Mallya, Shobha De, Javed Akhtar have found their way of change.

Also, today the ‘bottom of the Pyramid’ wants to be ‘top in statuses’. People hesitate in buying Nano because that will show others that they can’t afford it and will question their status.

Sinha concluded by saying that Indians have progressed more than India has. China’s growth is policy-led but India’s growth is people-led.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/17/ipsos.jpg?itok=AxDkIzZx
Food Habits of Indians: Ipsos Study 74% Indians are content with their current body weight; 63% Indians are willing to eat a plant based substitute for meat The study busts myths about Indians

According to a new study by Ipsos that explores world’s food habits, insights about Indians are particularly interesting as they bust myths about food habits of Indians

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/17/kanta.jpg?itok=QLnHVlZY
91% Indians to spend more on e-com sites in 2019

Factors like growing traffic congestion across the cities are prompting more and more people to shop online reveals the business and brands predictions report 2019.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/17/blender.jpg?itok=B1_TuSiS
Celebrating the self, Blenders Pride Fashion Tour 2018-19 arrives in Mumbai

The 14th edition of the Blenders Pride Fashion Tour celebrated the self and the individual through its extraordinary new concept-‘Pride’, in Mumbai.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/17/MS_Dhoni-Orient_Electric.jpg?itok=3itdCHDp
MS Dhoni turns world upside-down in Orient Electric's new ad for Aeroslim fan

Orient Electric, part of the USD 1.8 billion CK Birla group, launched an integrated advertising campaign to promote Aeroslim, “India’s first smart ceiling fan”. Aeroslim fan is IoT-enabled and can be controlled via Orient Smart mobile app or by using voice commands via Alexa or Google Assistant. It...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/17/Bradley_Cooper-Sonam_Kapoor.jpg?itok=tf-uqFSP
IWC celebrates new Pilot's watches launch in Geneva

IWC Schaffhausen celebrated the launch of its new Pilot’s Watches with an exclusive gala evening at the Salon International de la Haute Horlogerie (SIHH) in Geneva. Around 800 guests had the chance to admire a true icon of British aviation – the Spitfire – and ring in the year of Pilot’s Watches...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/16/iamge.jpg?itok=mD17Fb_t
Rohitash Srivastava named Planning Head, Ogilvy North

Ogilvy Gurugram has appointed Rohitash Srivastava as the head of its planning unit.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/16/dentsu.jpg?itok=RLg33FCT
Dentsu Impact launches new campaign for Mobiistar

Dentsu Impact, the creative agency from Dentsu Aegis Network, has rolled out the launch campaign for Mobiistar X1 Notch.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/16/funfoods.jpg?itok=EZVHXF0B
FunFoods by Dr. Oetker attempts to make ‘Ghar Ka Khana’ more appealing

FunFoods by Dr. Oetker has launched a digital campaign titled #NothingLikeHomemade based on an everyday insight that children prefer ‘Bahar Ka Khana’ over ‘Ghar Ka Khana’.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/16/Untitled-1_0.jpg?itok=fP9BS_Gs
Facebook to bring stricter ad rules ahead of India's general election

Reuters has reported that Facebook Inc will be extending some of its political advertising rules and tools, for curbing election interference, to several countries including India ahead of the general elections. India will be electing the parliament this summer.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories