Brand, branded items, branding, ambassadors , brand ambassadors . Who comes to our mind when you read these words ? Some star, or a product or a sexy model ?
If you are not getting any of such things in mind , it’s time you visit a doctor for any normal person on earth is sick of these ever repeating advertisements , only time when you don’t see ad is when you are sleeping .
Ahhhhh,I am dying to make this public now , Think Studio is working closely and soon to place ads even during your dreams so next time if you wake up remembering an apple green rectangle with something written in white , don’t bother it’s us .heheheh
Now you will ask how will we do all of this ? Right . For that you have to wait for few more nights and you will see how it all happens .
Interesting thing I want to talk about is not what I said a while ago , but the very concept of branding and how its so different here in India.
Toothpaste, cookies, chocolates, hairoils, shaving creams, pens, hair gel, whitening creams, TV, phone ,cars,mobiles and even pain relievers every goddamn thing being sold in India is being endorsed by some star , player , sportsmen . On the contrary look at West or Europe you don’t see such huge love for ambassador endorsed product !!
This may hit you like yellow school bus and if you are smashed ,I would say I am happy coz , seriously speaking It’s pretty insulting for most Indian consumers .Yes , we are the race of firm believer and idol worshippers but is it true that we start worshipping people too , do we idolize personalities too !
Situation is same in politics as well.feudal system perhaps has still roots intact in huge population of India .Our love for Hero. Since ages India has been a land of celebrating Heros and their work and it seems this trend has found some place in our genes as well.
Why is it that Indian brands spend so much money on endorsement ? Are they not sure about the quality of their product ? Why Baba Ramdev has to appear on every news channel every 5 minutes or so to make us recall about ,” Ap Apne Balo se kaho, Jug Jug Jio ” ! Isn’t this strange ? Who ends up paying all of this superficial cost which is eventually added up in the cost of the product ?
Lets look at the infographic to understand this concept of brand endorsement better , this has lot to do with applied psychology.
Whoa….this didn’t speak at all about ambassadors !! The logic is we all have accepted these charismatic people with some desirable characteristics and some how subconsciously we start believing that the product being endorsed matches the claim made by the famous person. I think this is area where we need to work a lot. After all what is the use of talking about the Critical Thinking , and consumer is the king kind of things.
Mentioned below is the research paper by Indian Institute of Management , Bangalore. Do read this to understand the reason behind this concept of brand endorsement
India is comfortable with this situation where we all want to trust one person and its a general perception even in the most sophisticated consumers. As we are advancing to growing economy its important we think deeply about why we buy , what we buy?
Last thing we need is a tag “Sold In India”. This would be the worst nightmare for all of us. I hope some souls will help me spread this across. That better be you.
Abhishek V (RisingAbhi)