A lot complicated !

India is, no doubt, a country of diversity. And within it lies a whole bag of opportunities-unexplored & unexperienced. And, therefore, since ages marketers have tried to understand this vast pool of customers in terms of their tradition, their differences, their oneness and so on so that they can strike the right cord with its people. Many companies have come and gone but the Indian consumers still have a lot to teach the global brands (especially). It has a peculiar set of consumers which make Nokia win- not just the market share but also a million hearts with its handset models especially suited to Indian hands. It is a place where though a particular brand might be a huge success in other parts of the world but fail miserably due to their failure of understanding our complex, emotion-driven Indian consumers. It is a place where big brands like Coca-Cola & Pepsi are at a continuous competition with each other just to grab that extra share; it is a land where a brand like Kellogg's was an utter failure initially and where Heinz is still struggling. Surprisingly, many Indian companies have also failed to connect with their own people.

But it has also seen companies taking that extra mile and reaching the Indian consumers right to their hearts. I am talking about brands like ICICI which changed the way we treat insurance schemes with their 'Ayushmaan Bhava' ad or their 'Karva Chauth' ad wherein they projected very beautifully an Indian wife blessing her husband long life before he leaves for work telling him 'Jeetay Raho' (Live on) unlike other ads which try to sell it on fear. This was a different projection of the Indian culture and it certainly attracted many eyeballs! Companies like Maggi could connect well with the kids because the whole concept of 'hot' snack food which is very dear to Indian taste buds was retained unlike Kellogg's which tried to change the way people begin their day with their cold, insipid (though healthy) instant breakfast solution. It was not well taken hence failed. Now here's some food for thought for the rest of us I guess ;)