Posts Tagged ‘ communication ’

Why green is transparent?

Today the color “green” is the most fashionable topic in the corporate circles. NGO’s, Media and politically correct politicians have made a point to juice the juice out of the word. In a way the word is abused and bruised, may leave a bitter and ugly scar one day on the face of the earth.  Faking green is worst than destroying green.

This day and age, where the world is virtually live 24×7. it is difficult to fake than ever before. It just takes a tweet to expose. People are connected and empowered.  You can not close your eyes and pee in your pants thinking that the world will not notice.  I have been part of many conversations in the board rooms where tokenism is the biggest remedial action. Plant five trees and PR the pictures, or conduct a painting competition to staff kids on planet earth and dump the industrial waste in the Indian ocean with eyes firmly shut. This is like murdering people and putting coins in Tirupathi Hundi.

Under the garb of CSR, stupidities are been done, which are more harmful than not doing any thing, Imagine distributing 100,000 saplings and letting people killing them by not planting or watering, will you ever do this to a puppy? than why to a plant because it can’t bark back?

Almost every product carries a sign of recycling, have any of them ever recycled? why do we become suckers to such traps? Organic and Untouched by hands are other tags.  It is imposible to create anything without destruction. The intelligence lies in doing things in a permissible/ lawful manner than taking backdoor options. Today if you break anything you’ll get caught because remember your destruction is just a tweet away by the Aam Admi.

Thank god for the luminous and transparent nature of green.

India is not one country.

Contrary to popular belief India is not one country. Its several.

22 official languages , 28 states and 7 union territories, 12 different cuisine types, more than half-a-dozen religions, Thousands of dialects. Its like putting Europe and Africa together and term them as one country. Nothing Indian about India for example there is no Indian food but there is Punjabi, Rajasthani, Andhra, Bengali and so on, similarly there no one Indian style of wedding, each state has its own way. What binds this huge diverse nation? It’s not language, its nor religion, it’s not food, it’s not culture. Its common shared values, wisdom and aspirations.

People may follow the same religion but the rituals are different, north Indian women fast for the prosperity of her husband during Diwali south Indian women do the same two months before, its difficult to talk to entire nation in a single breath.  There are close to 500 satellite TV channels in the country. Tamilians have a choice of over 45 channels. Apart from the language, food and cultural differences there are economic and social divide marked by income and caste systems. It’s too complex to deal with.

Imagine the plight of national brands present across the country, how can they communicate with its consumers with a single language commercial? How many languages can you dub? How many versions can you shoot with different cast and costume? Can you run a french commercial across europe and africa? will the British accept German news dubbed in english? Why should the Telugu’s accept a hindi commercial dubbed in Telugu while there are watching original Telugu programming on television?

When will the Indian marketers understand and act? Local brands discovered this chink , armed with local stars, celebrities and native knowledge, started pushing big brands out of consideration. Only few exceptional brands may survive this brutal national and local divide.

If a local market is important than the brand must invest in creating the local content , other wise just run the German ad, who cares? As the game is shifting to smaller towns and rural areas of the country, brands must tag along as locals than outsiders.

Who says India is one country and all Indians are identical ?

Growth in real India is for real now.

Emerging economies are providing the growth to the world GDP than the developed ones is a fact known to all. In fact it’s the emerging markets who miraculously helped the recovery of the world economy. Ditto is true to India, while urban markets are saturated like the developed ones its the rural markets which have become the growth engines in many a sectors. FMCG to Automobiles to Durables to Telecom every sector is looking towards the hinterland.

With 20% plus growth in FMCG, Unilever is believed to be investing heavily by recruiting rural sales force and by increasing retail presence, according to a recent report DTH sales contribution from rural is as high as 60%, talk to any marketer the same story. What does all this mean? are we prepared to this shift of consumer mindset?

Sheer change in numbers are mind-boggling from a mere 200 million urban middle class to almost 700 million heartland’s new consumer class. The stimulus package for rural employment which is close to $8.5 billion is what I believe is doing the trick. For the first time in independent India’s history government is really infusing money into rural system. In next couple of years you will witness real India emerging with gigantic consumption, to illustrate whats in store; look at the rural BPO’s in Tamilnadu and Andhra Pradesh which are significantly cheaper because of low overheads and infrastructure cost.  Now look at the economic and consumption impact of education sector’s growth. What “Bangalore” did to urban India is what “Kizhanur village” is going to do to rural India.

In short education and employment with infusion of money by government is bridging the gap between the villages and cities. Imagine 700 million mobile phones ringing at the same time, and now imagine the cash registers..

The pace at which life in a smaller town is changing is unbelievable, young guys are the changing agents powered with education, a mobile phone connection and exposure to big city ambitions are influencing the mindset of elders. This changing India is difficult to understand as this India is diverse and deep.


Get every new post delivered to your Inbox.

Join 8,045 other followers

%d bloggers like this: