Saturday, May 14, 2005
MNCs touch the desi heart- The Times of India
NEW DELHI: Global ambitions, local flavours — MNCs in India have understood the formula for success. And why not? India has both the market and the moolah, and to make the most of it, you have to speak the people's language.
Perhaps that's why Pizza Hut adopted the line "International brand, Indian heart". Realising the need to speak the local lingo, smart sellers have embarked on regional marketing to succeed.
While Domino's have created Chettinad Chicken toppings to suit the southern palate and McDonald's introduced McAloo Tikki burgers and dial-a-meal service, MTV is belting out Indian remixes 80 percent of the time, while Samsung is using cricketing icons to sell white goods to a cricket crazy nation.
"We are like that only," says adman Prahlad Kakkar. "That's because the Indian market defeats any kind of description. It changes every 100 km.
It's not a homogeneous country but has many smaller countries within." And you need to adapt yourself. "Given the diversity, any campaign that does not incorporate local flavours has very less chance of succeeding," says R Zutshi, deputy MD, Samsung India.
"It's an intriguing and difficult market as there are two distinct segments here — Bharat and India — and you have to market to both.
Also, there is a lot of Bharat in India, so it's not a one-cloth-fits-all case," says Vikramjit Roy, Sony Pictures Releasing India.
MTV was launched in 1996 with an international avatar, but had to come back with a complete revamp. "We needed the subsequent desi-fication (the invention and birth of desi-cool) in 1997 for us to connect with local audiences," says Vikram Raizada, VP, marketing, MTV Networks India.
When McDonald's introduced the vegetarian McAloo Tikki Burger, it was taking a calculated risk.
Keeping Indian tastes in mind, they even tampered with the traditional sauces. Vikram Bakshi, MD, McDonald's India says: "Keeping in mind the hectic lifestyle of the urban Indian, McDonald's also started the home delivery service here which has proved a big success.
As a concept, it's not followed by us internationally." The company has raked in a record Rs 2 crore from delivery sales alone.
Pizza Hut went a step ahead. "We created the all-Jain menu in Ahmedabad where no garlic, onion or mushrooms are used as toppings," says Pankaj Batra, director marketing, Yum! Restaurants International.
"Unlike in the West where pizzas are eaten more for convenience, here, eating out is seen as entertainment. That's why our servers do an impromptu song and dance while serving."
Coca Cola too has gone in for regional marketing. In Tamil Nadu, for instance, it sponsored Rajnikant's silver jubilee in films.
TV channels too are realising that mass-produced culture does not work always. No wonder, Cartoon Network and Nickelodeon have Hindi options now.
Anshuman Misra, MD, Turner International India, says their strategy includes showcasing locally-produced content like Ramayana, Pandavas, Tenali Raman, Chhota Birbal and signature events like Toon Cricket which combine the two most favourite things of Indian kids — cartoons and cricket.
Naturally, the change is part of a larger game plan — increasing volumes. "Sensitivity to other cultures is growing because of selfish reasons," says Kakkar.
"There's money to be made. The big cities are saturated and the small town guy is emerging as the real buyer."
After all nothing connects as well as culture.
Perhaps that's why Pizza Hut adopted the line "International brand, Indian heart". Realising the need to speak the local lingo, smart sellers have embarked on regional marketing to succeed.
While Domino's have created Chettinad Chicken toppings to suit the southern palate and McDonald's introduced McAloo Tikki burgers and dial-a-meal service, MTV is belting out Indian remixes 80 percent of the time, while Samsung is using cricketing icons to sell white goods to a cricket crazy nation.
"We are like that only," says adman Prahlad Kakkar. "That's because the Indian market defeats any kind of description. It changes every 100 km.
It's not a homogeneous country but has many smaller countries within." And you need to adapt yourself. "Given the diversity, any campaign that does not incorporate local flavours has very less chance of succeeding," says R Zutshi, deputy MD, Samsung India.
"It's an intriguing and difficult market as there are two distinct segments here — Bharat and India — and you have to market to both.
Also, there is a lot of Bharat in India, so it's not a one-cloth-fits-all case," says Vikramjit Roy, Sony Pictures Releasing India.
MTV was launched in 1996 with an international avatar, but had to come back with a complete revamp. "We needed the subsequent desi-fication (the invention and birth of desi-cool) in 1997 for us to connect with local audiences," says Vikram Raizada, VP, marketing, MTV Networks India.
When McDonald's introduced the vegetarian McAloo Tikki Burger, it was taking a calculated risk.
Keeping Indian tastes in mind, they even tampered with the traditional sauces. Vikram Bakshi, MD, McDonald's India says: "Keeping in mind the hectic lifestyle of the urban Indian, McDonald's also started the home delivery service here which has proved a big success.
As a concept, it's not followed by us internationally." The company has raked in a record Rs 2 crore from delivery sales alone.
Pizza Hut went a step ahead. "We created the all-Jain menu in Ahmedabad where no garlic, onion or mushrooms are used as toppings," says Pankaj Batra, director marketing, Yum! Restaurants International.
"Unlike in the West where pizzas are eaten more for convenience, here, eating out is seen as entertainment. That's why our servers do an impromptu song and dance while serving."
Coca Cola too has gone in for regional marketing. In Tamil Nadu, for instance, it sponsored Rajnikant's silver jubilee in films.
TV channels too are realising that mass-produced culture does not work always. No wonder, Cartoon Network and Nickelodeon have Hindi options now.
Anshuman Misra, MD, Turner International India, says their strategy includes showcasing locally-produced content like Ramayana, Pandavas, Tenali Raman, Chhota Birbal and signature events like Toon Cricket which combine the two most favourite things of Indian kids — cartoons and cricket.
Naturally, the change is part of a larger game plan — increasing volumes. "Sensitivity to other cultures is growing because of selfish reasons," says Kakkar.
"There's money to be made. The big cities are saturated and the small town guy is emerging as the real buyer."
After all nothing connects as well as culture.
// posted by Shri H @ 9:01 PM 
