‘Brands must be relevant and affordable to consumers'
Monday, August 30, 2021 4:34 PM

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Bangalore, Aug. 30

It is important for commercials to be interesting as emotion works in India and any advertisement has to work for the entire family, said Mr Ramanujam Sridhar, Chief Executive Officer of Brand.comm here.

Delivering a lecture on ‘The great Indian bazaar' organised by the BL Club and sponsored by Syndicate Bank for the students of MATS Institute of Management and Entrepreneurship, he said that the current Indian market offers a huge opportunity for advertisers and marketers and he wished he had born been 25 years later.

“Yet, many foreign and Indian brands have lost their way in the quest for the vast Indian middle class whilst some have made it really big,” Mr Sridhar noted.

Sharing his experience in advertising over the years, he said that brands must not only be relevant but also affordable to consumers in rural markets as consumers are price-conscious and brand managers need to be aware of this fact. He said that 57 per cent of India's population is below the age of 24 and some advertisements that appealed to this segment did not make sense to the old.

“Young Indians don't mind laughing at themselves, but it wouldn't have made sense to a 50-year-old and advertising reflects the time we live in,” Mr Sridhar said.


Marketers are realising the value and importance of India even as they recognise the differences that this country has, and especially global brands are increasingly realising that they needed to Indianise, Mr Sridhar pointed out.

He quoted the example of a soft drink company and how it has Indianised the positioning of its brand. “Your advertising strategy could be global but take into account the Indian perspective,” he told the students.

He said public relations (PR) was a growing activity and some companies are using this tool quite effectively. A software company has used PR to great effect to become one of India's most dominant and admired brands, he noted.

Celebrity endorsement

During the interactive session, to a query from a student, Mr Sridhar said that celebrity endorsement does not work across categories. However, if a celebrity is endorsing a new product, it will help to create awareness. “Yet the obvious strategy needs to be the best,” he said.

Mr Ramakrishna Raju, Assistant General Manager, Syndicate Bank said that the bank was aggressively promoting its products for the youth especially SyndVidya and SyndYuva that helps students pursue their higher education.

Mr G. Lakshman, Assistant Dean, MATS Institute of Management and Entrepreneurship welcomed the gathering and introduced the guests.



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