Speaking on Day Two at Spikes Asia 2014, Nima Namchu, chief creative officer, Cheil Worldwide SW Asia, demonstrated how Indian brands manage to do jugaad (a fix) to communicate to 'two-and-a-half Indias’.
The two-and-a-half Indias Namchu was referring to are:
- India of yesterday (no access to technology)
- India of tomorrow (which has access to technology and is moving towards the future)
The third one, he said, was a combination of the two above.
He said, “I live in Gurgaon, which is an Indian city that has it all. Every Christmas I go to my wife’s house. That village got electricity only six years ago and internet is science fiction for this land. So, the challenge for everyone is how do we go through this. Fortunately, there is always the great Indian jugaad (fix).”
He brought up two examples of how brands and agencies are doing jugaad.
First up, was Unilever’s Kaan Khajura Tesan.
Second, was YouTube’s new offline model. He labeled it 'fantastic news' for those who don’t have continuous access to internet.
This was followed by a word of caution for marketers in India: “Mother India is not easily wooed. It’s about 1.2 billion people across 29 States, seven Union Territories, speaking 22 languages. Everytime we make ads, we ask how many languages do you want it in, and generally make in four to six languages.”
He added, “The requirement now is of a bi-copywriter or tri-copywriter. Earlier it was okay for copywriters to know only one language. Now, we ask copywriters if they know more than one language. It’s not about saving money, but also that if they know languages, they’re likely to know cultures as well and that’s great. The way to the heart of the consumer is through the Indian in the consumer.”
He ended his session with some examples.
Cadbury Bus Stop
Idea Cellular - Diwali
Halonix Safer City
Lifebuoy Kumbh Mela