FUTURE OF ADVERTISING IN THE GEM & JEWELLERY INDUSTRY


 

 

“Shining Stars.”

The regional shine nationally: A peculiar phenomenon of Indian jewellery brands.

We are a nation of many cultures, a nation globally unique owing to its diversity. Over the years as I travelled the length and the breadth of this country, I realized a new world meets you every few miles. From food, to architecture, to language, to apparels you will find a new hue, a unique lifestyle. This diversity has had an interesting impact on the realms of brands. It has created two level playing fields national and regional, which operate on equal strengths.

There are some categories where the regional v/s national brands dynamics thicken and often the regional brand trumps in merits. Real estate, furniture, Retail, foods and textiles are some of them. Regional brands have been in existence way before the national brand concept came into being. The era before television, was the era where there wasn’t a national media binding the diverse nation into one. After the advent of television even though a national presence became possible it wasn’t easy. Establishing your brand regionally with more region specific mediums was simpler, while making a mark nationally was an expensive challenge, a feat that the likes of Unilever, Tata, Procter & Gamble and ITC could achieve, that too was a possibility owing to their national distribution capabilities. Television surely was instrumental in helping many regional brands go national for instance Zandu, Amul, Rasna, Chick, Margo and many more. But the regional v/s national phenomenon still is a strong element in the brandscape of India.

Even today there are many categories where there exists no national brand existing or emerging and even if there is a white-space to occupy it is a herculean task. Amongst all jewellery as a category tops the list, the high value, high margin retail brands yet haven’t come up to the national level like Tanishq. Tanishq too has braved a multiple challenges to get where it is today.

Currently there exists only two national brands in the jewellery space, Tanishq and Reliance, of which the latter is struggling to establish itself and will take time. But in the same space dwell regional brands that have managed to garner national attention and are paving their way to become a strong national brand. The likes of Kalyan Jewellers, Malabar Jewellers, Joy Allukas, PC Jewellers, Lalitha Jewellers. For instance the Mumbai rooted Tribhuvandas Bhimji Zaveri, has created strong presence in Delhi these brands are now competing with Tanishq nationally. Tribhovandas Bhimji Zaveri Ltd. (TBZ) is a noted Indian jeweller and jewellery retail chain based in India. Established in 1864 (153 years ago) The company today, has 37 showrooms in 23 cities across eleven states, including Mumbai, Surat, Kochi, Bhopal, Hyderabad, Kolkata, and Rajkot.

The brand has evolved with time and adapts communication that makes them be perceived as a national player. Rishton ko savarte aaye hai hum….their campaign talks about the connecting the older generation to the new, designs a combination of the two, a message that solves the problem of design vulnerability.

But no blanket national brands are emerging, intrigued by this dynamics I dived into comprehending the reasons that result in a brandscape so regionally heavy and the insights are interesting:

Reasons why Regional Brands shine nationally:

  1. Trust:Jewellery is a high-involvement category, the precious yellow metals core currency is trust. The mistrust in the quality of gold one is buying makes them choose the comfort zone of buying from the jewellers their family has known for generations. Generations of a family in India often buy gold from one jeweller. The concept of a family jeweller is a strong reality in India.
  2. Design: Regional players win heavily on traditional, authentic design that reflects the cultural nuances. Also the traditional designs are known and revered for their intricate craftsmanship. Mothers’ are more than happy to invest in traditional designs as they are the need of life-altering occasions like marriage. The vulnerability however steps in when the next generation, the daughters voice their choice of a contemporary designs. The designs that work for the new generation is a blend of traditional and modern, this is where the national brand scores over the regional player. Here is where Tanishq gets a brownie point over regional brand, as they have best of both worlds. However regional brands are quickly catching up and capitalizing on this trend, for instance TBZ has started a new light of design which appeals to the new generation. Hence this can become a great impetus for national brands to shine.
  3. Rates: National brands have their limitations when it comes to providing spot discounts over catalogue prices, as it becomes a matter of authority, ledgers and economies. But a regional player being an owner driven setup has the flexibility of incentivising big ticket purchases by spot discounts.
  4. Resale:Yet another decision making element where regional players earn a brownie point. Going to the same jeweller they have bought from gives them a chance to get higher resale value for their gold, and for the regional player it is about maintaining relations, the same isn’t true for national brands.
  5. Relationships:We are a country that operates on the warmth and goodwill of relations. This become one major area where regional players score highly over national players. The regional player know their customers by faces, name and vice-versa. For instance the comfort you share with your local kiranawala is valued more than the anonymous experience at the supermarket with professionals. The familiarity factor plays an important role, as customers truly indulge in the home like services and special treatment and word-of-mouth becomes an important fuel in building a regional brand.
  1. Consider making a matrix based on all these factors and when you map jewellery brands on it you will find that the regional players score higher on each of the parameters. They have the pedigree of craftsmanship. And it is these factors that can help them be a national brand, for instance Kalyan jewellers, Malabal jewellers and Joy Alukkas are hiring national level celebrities like Amithabh Bachchan, Aishwarya Rai, Kajol to create an impact across the country. 20 years back no one knew Kalyan Jewellers even in Andhra, but 10 years back when they engaged Nagaarjuna as their ambassador they became a huge brand in Andhra. They follow suit nationally by having the Bachchan’s on board.

Kalyan Jewellers is an Indian jewellery store chain. It was founded by T. S. Kalyanaraman, who started their first jewellery shop in 1993 in Thrissur, Kerala, India with a capital of ₹7.5 million (US$110,000) and has since grown to become the largest jewellery store chain in India.[1] With approximately 8000 employees, the chain has 100 showrooms across India.

Kalyan Jewellers have partnered with a number of celebrities to be regional brand ambassadors, including Amitabh Bachchan and Jaya Bachchan, Shah Rukh Khan, Katrina Kaif in North India, Manju Warrier in Kerala, Nagarjuna Akkineni in Andhra Pradesh and Telangana, Shiva Rajkumar in Karnataka, Prabhu Ganesan in Tamil Nadu. Aishwarya Rai Bachchan was paid ₹100 million (US$1.4 million) per year for a two-year deal with Kalyan Jewellers to be a nationwide brand ambassador, which was formerly Sushmita Sen. The advertising and marketing budget of Kalyan is around ₹900 million (US$13 million). Also Katrina Kaif for the young generation. Har Bharatiya shadi ke liye.Uses celebrity strategy mostly, and this has made it go national.

Today the possibility of a regional brand going national is higher than a new national brand succeeding, due to the new media efficiencies’. Digital targeting, simpler national advertising options make it easier for regional players to dream national. On the other hand it is difficult for national brands to establish themselves efficiently, we only have a few and they belong to the big-houses, Tata and Reliance, the names people trust. This scenario is only true for Gold, as for platinum and diamonds the scenario changes are you see customers absolutely comfortable buying them online owing to the forever mark and a different attitude towards the jewellery. Gold being a cultural element of importance has a peculiar nuance and that is for now heavily rooted in the known and loved regional brands.

Originally published  in Gem & Jewellery Industry magazine.

 

A Son’s Father


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Often the phrases, ‘A father’s son’ or ‘like father, like son’ have been heard, each defining how a son grows up to emulate and be like his father. In the world of conventionalities, this is a conventional virtue – ‘being like your father’. We will meet many who are their father’s son’, but today on the occasion of Father’s Day, I take the road less travelled and introduce you to – ‘A son’s father’. Sounds quite odd right, but in this oddity we come across a Father who let his kids be rebels, who instead of thinking on behalf of them, provided them with the ability to think for themselves, who taught them to explore and then choose, who fashioned himself to be a Father that a Son truly needs!

The father I talk about was a sportsman; football and hockey player. He has five sons, who turned out to be diagonally opposite to him. Often just to ignite the interest in sports amongst his sons he would fill the house with varied sports gears, but the only time his sons would touch them would be when their friends wanted to play. He also used to take his sons for practice matches of football and hockey thinking may be this could work, but his sons would join in only for the goodies and mouth-watering street food they would get after the matches are over. All this while he had a secret longing that his sons embrace sports but this longing never morphed into a vocal expectation or pressure. Even though he had to retire from his own sports career prematurely owing to a severe injury where he lost his collar bone while playing hockey, he still did not force his dreams onto his sons. His five sons would often hear their father’s friends advising, cajoling and reasoning with them to join sports, ‘Now that your father can’t play, you should take up sports and in 5-6 years you can play for national teams and you father can be your manager.’ They would say. But his sons never took these nudges seriously, neither did he make it a compulsion of any kind. He just wished but never insisted, all he did was just introduce the five brothers to the possibility of sports as a career. What his sons embraced were different form of arts! Painting, acting, dancing and when they made a choice he enthusiastically gave each of them a push. And it is because of this ‘let them be, what they want to be’ fatherhood, his five sons are what they are today!

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The five sons, being my four brothers and me and the father being – Goli Venkateshwara Rao (Goli is his nick name as he was a goal keeper and his real name is K Venkateshwara Rao). Our father, ‘A son’s father’. I vividly remember the day when I decided I want to Paint, my father who knew nothing about Painting as a career, consulted one of his office colleagues. His colleague approached their government office union, who in those days for educational and awareness purposes used to put up huge posters and boards which were painted and from their he got half a dozen chart-papers, colours, brushes and gave them to my father. And my father brought this task back home to me and said I have to paint these awareness campaigns on the huge chart-papers. As a small kid I was a bit overwhelmed looking at this herculean task, because back then we were just used to small drawing books and colour pencils. This task contributed to my being as an artist, it made me a bolder artist. As a kid I was very timid, but when I used to paint my work was really bold. This little act of my dad with the spirit to encourage me liberated me from the typical start to a drawing/painting career. A little later in life my father got me yet another amusing painting job. He had a friend who owned a film distribution company and advertising billboard company, he went and spoke to him about me. His friend asked him to get me to him, so we went and my father and me initially both were a bit shocked looking at the status-quo of this job. Drunken painters, painting huge billboards mounted on crazy heights, the mess and it was an overnight job. My father gave me a simple advice, if you think you can learn something from this job then stay and if you think there is nothing to learn then come back. The choice was mine! In a confused state of mind, I somehow stayed back and what I earned was my second instalment of boldness.

Such was his modus-operandi hurl us into a situation and see if we like it, adapt to it, and how do we find our way. In our childhood when we were clueless about our lives he simply used to force us to explore. For instance, one day he took all five of us to a huge well in which people used to actually swim. With a life vest he just threw all five of us into the water! Out of us five two started to swim and enjoy like a fish in water. And the other three were scared to death, I being one of them. Ever since he never forced us three to swim he simply gave us an environment to explore what we want or don’t want. The only thing he has ever insisted in his entire life was for us is to get a college degree. He never stressed on scoring great marks, he simply said pursue what you want to but also go to college and get a degree. Because college would expose us to a whole new real world experience. It will make us meet different people, different experiences like politics, elections in college, sports. This experience would make us ready for life, because it would dole out life skills. And we adhered to this insistence.

Yet! Another interesting quality of ‘a son’s father’ is that he is always your friend. To us he was never a father, a figure of authority, he was a friend with whom we shared a candid, honest relationship. When we were 13-14 he encouraged us to ogle at good looking girls, he used to say, ‘It’s natural you should get attracted’. He once caught me smoking and out of fear I threw the cigarette, all he said was ‘you just wasted 20 paise’. I was even more petrified because he did not react and shared the incidence with my Mother, who simply said you were smoking not from your money but his and he just wants to teach you the value of someone else’s money. He wants you to know that you have no right to burn away someone else’s money like this. He used to treat us like adults, if someone came and complained about us, he would first take us aside and ask us if it was our fault. If we denied being defaulters he would in fact support us and if we accepted it was our fault, then he would reprimand us.

He never preached, he had his unique ways to teach us varied values. To teach us the value of money he had constructed an interesting practice. Every month when he got his salary he would give the entire amount to us five brothers and ask us to segregate it in varied envelopes, each envelope would be a fixed monthly expense, like the milkman’s bill, kirana bill and so on. This way we became aware of the expenses a household went through. Then whatever was left would go into a savings box, which had a book placed next to it. Whenever anybody makes a withdrawal from the box he/she has to write why, when and how much money was taken. Every month this book was read out loudly just so that everyone knows, when this happened we used to realize the pointless withdrawals we had made. With this practice we learnt, value of money, honesty, integrity and transparency.

One of the most valuable lesson he has taught us is to respect Women, we had no sisters and thus he insisted each one of us learn at least two skills that a girl is expected to know. So I learnt cooking and making rangoli, similarly my brothers learnt what they wanted. Thus when my mother wasn’t well each one of us was equipped to run the house and help her get better. He taught us through experience!

And this experience he has lived it all through. 27 years back when I got my first credit card, out of the sense of pride and the sense of giving something back to my father, I got an add on credit card for him as a gift. I gifted him but he politely denied it. After some months I insisted he keeps the card, because now I was capable enough to do something for him. He took it, but ever since he hasn’t used the card. Every year I renew it but he never uses it, once my mother told me, ‘He accepted the card to honour your pride and feelings but he will never use it!’

Although he was never a father, he was more like a sixth brother! I still attempt to be ‘a father’s son’ by trying to be ‘a daughter’s/son’s father’. I also thank him for being him, because that is the sole reason why I am what I am today!

Happy Father’s day!

Big Brands – Bigger Purpose


 

Commitment to quality and values

The above statement isn’t a mere vision statement that companies put on their walls but a mark of authority that is etched into brands like Tata and Aditya Birla Group and forms the core of each of their endeavors. Both these groups have been a beacon of trust for years and have set standards for everyone else to follow. They are the fulcrum and the inspiration on which New India has been built. Today we’re going to take a look at one dimension of the brands to try and decode why they are what they are.

Like all other practices, Tata Group’s communication also puts ‘people’ at the heart of it. Long time back when Tata came out with the corporate campaign for Tata Steel, it connected with people on a socially relevant basis without taking away the relevance of its brand. Tata Chemicals’ ‘Desh Ka Namak’ campaign for Tata Salt was based on bringing back values like honesty that have been long forgotten in our country. Over the last two decades, Tata Salt has lived up to its claim of being ‘Desh Ka Namak whether its change in behavior or business numbers’. According to Nielsen Retail Audit, March 2011, each month more than 50,000 metric tonnes of Tata Salt is sold through over 12 lakh retail outlets reaching 50 million households across the country.

Perhaps one of the most defining campaigns of the last decade was Tata Tea’s- Jaago Re. Jaago Re was a cause based initiative taken by Tata Tea in 2008 with other NGOs and non-profit organizations to create awareness on certain issues plaguing the country around elections. The aim was to awaken the nation to the fact that they tend to hold the government accountable to various mishaps and encouraged them to participate in the functioning of the country’s politics by voting. The campaign received numerous accolades and was an extremely successful campaign.  Taking the good work of Tata Tea forward, Tata Capital positioned itself on the platform of ‘Doing Right’ and putting people above oneself. The brand and its communication propagated the virtue of selflessness- projecting right values, putting people first and preaching what is right. Coming to jewelry, the recent Tanishq campaign from Tata celebrates the second marriage of a woman which has always been frowned upon by our society. It is a brave and progressive attempt by Tata which has always been the agent of change in this country and showing the way to others.

Tata’s commitment to the nation and the society for all these years without losing focus of its business has led to it being one of the most responsible, credible and transparent brands in the world. This is a message to other businesses and brands who are not consumer facing to take a leaf out of Tata’s book and make a social connect along with the business connect. There’s something in the DNA of Tata to build brands which have social commitment and respect for the same values. Apart from this, championing acts like Tata Nano to empower the middle class is really magnanimous and commendable.

Another brand which has set an example for others to follow is the Aditya Birla Group. Whether it’s their corporate campaign which in spite of its larger than life feel, yet retains a strong connect with the masses or its Birla Sun Life Yuvraj Singh campaign which aimed to inspire mass India with the personal triumphs, trials and tribulations of Yuvraj, who like a Phoenix, never accepts defeat. The biggest triumph for the group came in the form of Idea Cellular. Idea has always come up with campaigns which have been for a greater cause.

In 2007, the brand came up with a campaign ‘What an Idea Sirjee’ taking up the caste issue plaguing the society. This series included campaigns like ‘Use Mobile, Save Paper’, ‘Walk When You Talk’, ‘Education for All’, ‘Democracy’ et al. Idea took up several causes plaguing the society and provided brilliant solutions to it without the brand losing relevance.

The world is changing very fast. And in this changing world unfortunately, values are taking a backseat. Fortunately, for us there are brands like Tata and Aditya Birla Group which stand tall and firm like a lighthouse showing us light amidst a sea of doubts while guiding us towards the right port.

 

-Published in Business Standard  09th of december 2013

 

 

When you witness Tendulkar getting out along with Waqar Younis, Shaun Pollack, Stephen Fleming and Carl Hooper…


One of the perks of being in advertising is to be privy to some of the most intimate moments of the history; in retrospective I recollect one, as Sachin is hanging his boots in few days I owe it to myself to narrate this amazing event to the world. It was in 2002, while working on a world cup cricket campaign for LG electronics; I was shooting 36-television commercials at a breakneck speed for the world cup in South Africa. LG tied-up with ICC as the primary sponsor and was allowed by ICC to use all participating 14 team captains for publicity hence the campaign with 14 captains ( “Cricket first” was the campaign theme), we got the time for shoot allotted by ICC in Colombo Sri Lanka whist the ICC champions trophy being played in that country. We had around 6 days to shoot all 14 captains, were allowed a couple of hours a day with out upsetting the team schedules.

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We parked ourselves at the Hilton Colombo and marked several locations in the hotel for shooting different commercials to save time, one such location was the penthouse suite; One of the days when we were set to shoot the combinations with Nasser Hussain, Waqar Younis, Shaun Pollack, Stephen Fleming and Carl Hooper, while Nasser Hussain was getting ready for his shot, I was watching India playing Zimbabwe in one of the bedrooms sitting in center of the bed, soon I was joined by the legendary bowling captains, Waqar, Pollack, Flaming and Hooper.

Soon the bowlers were glued to the TV watching the Indian “God” batting, I still remember the mesmerizing site of four bowlers watching master batsman Sachin bat,  like little kids seeing an instructor play. I was pinching myself for what I was witnessing and then all hell broke loose as Sachin gets out cheaply to Heath Streak or Henry Olongo, In unison you see all four raising hands in air and say “Shit” with utmost disgust and argue amongst themselves about, how unfair the life is; while Pollack says “ we all are always asked to bowl straight and we follow that religiously and look at this bloke bowling wide outside the off stump and the master decides to ignore all his discipline and reaches the ball to give a catching practice to the second slip.” “Why does this bowler gets “Masters” wicket so easily? And why do we have to slog for days to get him?” adds Waqar.

I can never forget how lucky I was to see the greatest bowlers of all time discussing about Sachin’s batting and putting the kind of importance to his wicket in their life is simply amazing, bowlers around the world practice relentlessly for months and years to get him out is a testimony to his greatness and being a witness to such an event makes my 34 years of advertising career worth the while.

Create. Collaborate and Compete.


 

Advertising has become more complex today then ever before, there was a time when all channels of communications were controlled by advertising agencies but today advertising has gone through a significant change today we have more then two dozen specialist agencies specialized from creative planning to digital executions. Apart from loads of channels to communicate to the consumers have changed, people themselves have changed.

A recent study published in Times of India points the average age of the consumer had dropped dramatically, for instance an average car buyers age had come down from 45 to below 30. This change not only affects the target for marketing but it also changes the media planning. Hence one needs to look at the content of communication in the context of message consumption therefore it is extremely important for the communication content creators to understand the contextual targeting. The moral of this story is if the creative and media planning or digital planning agencies do not collaborate then how the hell are they going to create a relevant campaign?

 

 

 

In this ever-evolving complex world everything is linked to everything and not everyone can be experts in everything. Super specializations are hear to stay and the intelligence lies in learning from each other and working as a team even if the team you are supposed to work with, belongs to a competing holding company. If a creative agency can collaborate with a film production company, which also works with competing agencies can happen with out any hesitation, then why not collaborate with another competing small agency on a project in the interest of a brand?

Bigger and traditional creative agencies can learn a thing or two from modern design companies which have learned to co-create and collaborate with technology companies for starters take a look at the design winners from Cannes this year. Small and nimble agencies have realized this early enough and are raking in now. Now it’s the turn of the biggies.

We all are witnessing the results of coalition government with out any collaboration. I urge all the communications channels to come together and get to learn from each other and march ahead into the new age communication era.

After all the solo sulking days have gone, as my friend Agnello puts it “jo tera hai wo mera hai”,