BZ India Top 50 2017 Download

BRAND VALUATION SERIES
TOP 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
50
16
TOP 10 INDIAN BRANDS 2017
$ = Brand Value US $ million % = Brand Value Change from 2016
1 2 3 4 5 6 7 8 9 10
50
17
18.0BIL.
$ $
10.2BIL. $
8.3BIL. $
4.7BIL. $
4.7 BIL. $
4.5BIL. $
4.4BIL. $
3.6BIL. $
3.3BIL. $
2.4BIL.
Banks +
24% Telecom Providers 3
+ % Banks
+
31% Paints 15%
+ Banks +
19% Banks +
36% Automobiles 56%
+ Automobiles 5
+ % Automobiles 17%
+ Banks 2
+ %
49
NEWCOMERS TOP RISERS

% = Brand Value change from 2016 % = Brand Value change from 2016
$ = Brand Value US $ Million $ = Brand Value US $ Million
18
# = Position in ranking # = Position in ranking
+
56%
+
89 % +
59%
48
TOP 50 TOTAL VALUE

7
66
#
The combined value of the Top 50 + % 4.4BIL. +
52%
$
Most Valuable Indian Brands 2017 #11 $
2.4 BIL.
24
# $
1.2 BIL. #
27 $
1.1 BIL.
109.3
Automobiles
19
$ BIL.
Telecom Providers Retail Entertainment
# 40
# 35 $
862MIL.
877MIL.
47
$ Automobiles
Insurance
32
#
# 44
$
974MIL.
$
658MIL.
Automobiles
Food & Dairy
Value change of the BrandZ™ Value change of the BrandZ™
20
India Top 50 2016 to 2017 India Top 50 2014 to 2017
+
21% +
57% BRAND CONTRIBUTION VALUE CHANGE BY CATEGORY
# 45 $
592MIL. # 47 $
529MIL. # 49 $
487MIL. Brand contribution measures the influence of the brand alone, excluding
46
financials or other factors, on the brand in the mind of the consumer. It is

STRONG, VALUABLE Home Appliances Entertainment Insurance measured on a scale of 1 to 5, with 5 the highest.
21
BRANDS DELIVER SUPERIOR $ = Brand Value US $ Million # = Position in ranking
SHAREHOLDER RETURNS
BrandZ™ India Top 50 Portfolio Outperforms SENSEX Home Care
$
1.3BIL. TELECOMS/
38.8%
22
#22 ENTERTAINMENT FINANCIAL
45
Food & Dairy

$
1.2BIL.
+
30 % +
26%
50
# $
484MIL. #26
15.0%
Banks
23
Lubricants
$
1.6BIL.
BrandZ™ India Top 50 Portfolio #18 AUTOMOBILES FOOD, DRINKS & ALCOHOL
44
SENSEX India
+
23% + %
5
Food & Dairy
25
24
#
$
877MIL.
#36
43
Personal Care
$
585MIL.
Download the #46
OTHER
Mobile App at
Paints
42
OVERALL OUT OF To find out more about BEST COUNTRIES visit: 928MIL.
$
80 COUNTRIES Banks +
10%
25
https://www.usnews.com/news/best-countries #34
www.brandz.com 8.3BIL.
$
#3
www.brandz.com
41
40 39 38 37 36 35 34 33 32 31 30 29 28 27 26
CONTENTS

06
8 Welcome
04
David Roth, CEO,
The Store WPP, EMEA & Asia
01 05

Brand Building
Best Practices
The India Top 50

07
Introduction 106 The India Top 50 Ranking 186 Complexity
by Aditya Kilpady, Contract
03
14 Overview 190 Storytelling
108 BrandZ™ Analysis by Anvar Ailkhan,
20 BrandZ™ India
J. Walter Thompson
Top 50 Portfolio Top Risers Brand India
24 Key Findings Newcomers
194 Spending
by Dia Kirpalani, Contract
158 Best Countries Resources
28 Cross-Category Trends Brand Contribution
Thought Leadership 162 Overview 198 Loyalty
32 Takeaways by Divya Khanna, 220 BrandZ™ Brand
168 Methodology J. Walter Thompson Valuation Methodology
120 Vitality Quotient
86 Valuation 170 Soft Power 202 Social Media 224 BrandZ™ Reports,
36 OUR INSIGHTS by Amarjeet Thakur, Mirum Overview by Karthik Nagarajan, GroupM
174 India & China Apps, and Powered by
02
88 New India India Top 50 204 Startups BrandZ™
by Arnab Bhowmik, 176 Cultural Rankings by Parul Budhiraja, Contract
Kantar Millward Brown - Firefly Practice Brand Value 228 WPP Resources
208 Social Context
90 Unicorns Brand Value Growth by Sanjana Mathur, Landor 230 WPP Company
by Sonya Misquitta and Contributors
Amanda Mendes, Grey Resilience 210 Trust
92 Brand Vulnerability Love
by Siddhant Lahiri,
Rediffusion Y&R
235 WPP in India
Market by Hareesh Tibrewala, Mirum 236 WPP Company Brand
Knowledge & 94 Advertising
Building Experts
Intelligence by Milind Pathak, Madhouse
136 C-Suite Interviews 214 OUR INSIGHTS
238 BrandZ™ India Top 50
96 Future-Ready Brands Suparna Mitra Team
40 Key Facts and Figures Chief Marketing Officer, Titan
by Shaziya Khan, J. Walter Thompson
44 Disruption Company Ltd. 240 BrandZ™ Contact
98 Social Responsibility Details
46 Consumers by Sunil R. Shetty, Contract
Ajay Kakar,
Chief Marketing Officer, Aditya 241 BrandZ™ Mobile
64 Urban-Rural 100 Apps Birla Capital Ltd.
by Varun Jain, Kantar Millward Brown
66 Digital Siddharth Banerjee,
Executive Vice President,
76 Media Marketing, Vodafone India
78 OUR INSIGHTS 150 OUR INSIGHTS

TOP 50 MOST VALUABLE INDIAN BRANDS 2017
WELCOME
David Roth
CEO, The Store WPP, EMEA and Asia
David.Roth@wpp.com
Twitter: davidrothlondon
Blog: www.davidroth.com
TOP 50 GROWS
India is changing rapidly, with GDP twice the growth rate of the India Top In these fast-changing, complicated
defying expectations and growing 50 overall. circumstances, what should marketers
faster than all other major economies, do to identify opportunities and avoid
21 PERCENT
despite several recent disruptions— Brands that remain in the India Top 50 mistakes? To start, I suggest reading
demonetization and the goods and are significantly healthier than Indian this report—closely. It is an example of
brands overall, based on their Vitality what we at WPP call “horizontality”—
services tax (GST)—aimed at driving
Quotient (VQ), our new BrandZ™ informing clients with our extensive
the economy even faster. This speed
measurement of brand health. In fact, experience creating and building
IN RAPIDLY
presents brands with a dilemma:
the health of the India Top 50 brands is valuable brands, based on knowledge
move too cautiously and miss comparable to the health of the Global and insights from our presence in 112
opportunities; or move too quickly Top 50, the most valuable and powerful countries. We’ve been in India for over
and make avoidable mistakes. brands in the world. 85 years.
CHANGING INDIA
We see this momentum in the BrandZ™ Which brings up the question of how Knowledge, Intelligence,
Top 50 Most Valuable Indian Brands the world views India, a vital topic at and Insights
2017, which appreciated 21 percent this this point in India’s rise to global player.
year, and 57 percent over the past three Business decision makers rank India We take a 360-degree view that
years, outpacing the value growth of low on some business dimensions, like includes market research, media
both the China Top 50 and the Global transparency, but they rank India No. management, futures, advertising,
BRANDS NEED KNOWLEDGE

Top 50. Similarly, the BrandZ™ India 2 in the Movers category of up-and- digital, promotion, public relations,
Top 50 Portfolio rose 38.8 percent over coming economies. This is one of many public affairs, shopper marketing,
the past three years, more than twice findings from Y&R’s BAV Best Countries content creation, and activation. We
AND INSIGHT TO KEEP PACE the rate of SENSEX, the Indian stock
market index, which increased just 15.0
study, which we present here for the
first time in a special section called
begin with WPP’s proprietary BrandZ™
database, which includes information
percent—demonstrating how valuable Brand India. from over 3 million consumers about
brands deliver superior stockholder their attitudes about (and relationships
returns. The consumers driving all this change with) 120,000 brands in 414 categories
and growth no longer live only in across 51 country markets. All that
This dynamism is also apparent in Mumbai, Delhi, Chennai, or some other produces more than 4.6 billion data
the churn of the India Top 50 and the major metro. They live throughout India, points.
emergence of new Indian brands. in cities of all sizes and in rural areas,
←
Only 38 brands that were in our 2014 too. Marketers need to think about
BrandZ™ India Top 50 remain in the Multiple India’s—an India where people
2017 India Top 50. A brand needed to want to be the best they can be—
grow 48 percent just to retain its rank. wherever they live and whatever their
Rising in the ranking required a brand to background.
increase its value 106 percent, around
8 9
TOP 50 MOST VALUABLE INDIAN BRANDS 2017
WELCOME
Throughout this report you’ll find the TRUST create and build valuable brands. To
knowledge, intelligence, and insights Indian consumers today are less likely learn more about how to harness our
necessary to keep up with brand to accept a brand message before passion to work for your brand, please
developments in fast-changing India, verifying it with online research. Still, contact any of the WPP companies
and scattered throughout these pages one of this year’s important stories that contributed expertise to this report.
you’ll also find prescriptive action points was the rebound of Maggi, the instant Turn to the resource section at the end
for building valuable brands, provided noodle brand that lost consumer of this report for summaries of each
by some of the most cutting-edge trust during a food safety crisis a company and the contact details of key
thinkers and practitioners from WPP few years ago, and regained trust by executives. Or feel free to contact me
companies in India. Here are just a few fixing its problems and leveraging its directly.
highlights to think about as you get into substantial brand equity.
the details: Sincerely,
One of our key WPP strengths—and
VALUE a benefit for our clients—is that when
The Indian notion of value is we say we cover the world of brands,
changing. The change is evident in that’s exactly what we mean. We
fast moving consumer goods (FMCG), have assembled an extensive library
where consumers increasingly prefer of brand reports and I invite to you David Roth
brands that specifically meet Indian access them with our compliments WPP
preferences. That’s often a local at BrandZ.com. Here are just some david.roth@wpp.com
Indian brand, but brands owned of the reports you will find there: the Twitter: davidrothlondon
by multinationals are responding. BrandZ™ Top 100 Most Valuable Global
Ultimately, it’s not about provenance, Brands; the BrandZ™ Top 100 Most
but the right combination of a locally Valuable Chinese Brands; the BrandZ™
relevant product and a fair price. Top 50 Most Valuable Latin American
Brands; and the BrandZ™ Top 50 Most
SPENDING Valuable Indonesian Brands. In addition,
In a vast country of 1.3 billion I recommend these recently published
people, 22 official languages, and titles: Spotlight on Cuba, Spotlight on
multiple cultural roots, the market is Myanmar, Spotlight on Mongolia, and
remarkably segmented. Our research Leaders in the Hot Seat: Behind the
has identified a sub-segment of brands that shape lives and build value.
FMCG shoppers that we call “Elites,”
people who spend more on FMCG We have the data, knowledge,
than other wealthy consumers. It’s an experience, insight, determination, and
important opportunity—one of many. single-minded purpose to help you
10 11
INTRODUCTION
PART 1 TOP 50 MOST VALUABLE INDIAN BRANDS 2017
Introduction
OVERVIEW
INDIA TOP 50 BRAND

VALUE RISES 21%
DESPITE MARKET
DISRUPTIONS
GROWTH MOMENTUM INDICATES
POWER OF HEALTHY BRANDS
The BrandZ™ Top 50 Most Valuable The strong brand value increase Portfolio rose 38.8 percent over the past Brands invested more in digital some strategically implemented by on how dependent the category was
Indian Brands 2017 increased 21 reflected consumer optimism, with three years, more than twice the rate media, which led all media segments the government of Prime Minister on cash transactions. Fast moving
percent to $109.3 billion, in a year some regional variations, and a strong of SENSEX, which increased just 15.0 in percentage rise in spending. TV Narendra Modi to improve conditions consumer goods (FMCG) brands
marked by serious disruptions, performance by financial brands, which percent, demonstrating how valuable remained strong, however, and India for doing business in India, and realize focused on short-term tactics to build
particularly from government comprise 39 percent of Top 50 value. brands deliver superior stock holder was the only major market where the government’s vision for a New revenue. In contrast, mobile wallets
Banks rebounded from bad-debt returns. In addition: investment in traditional media India with greater stature abroad and and some other financial services
initiatives to reform the economy.
problems. ICICI Prudential, an insurance continued to grow. economic equality at home. brands benefited immediately from
Following a 2 percent decline a year
brand, led in value appreciation, All but five Top 50 brands increased in demonetization.
ago, the ranking resumed its positive
increasing 89 percent. HDFC Bank value, and growth crossed categories, The India Top 50 exhibited strong brand With demonetization, implemented
momentum, with value up 57 percent retained the No. 1 rank in the BrandZ™ led by a 30 percent increase in health, as measured by a new BrandZ™ in November 2016, the government Disruption also erupted more
since 2014, when the Top 50 brand India Top 50, rising 24 percent in value, telecom providers/entertainment, metric called Vitality Quotient (VQ), banned certain cash currency to reduce narrowly, impacting certain categories,
value totaled $69.6 billion. following a 15 percent increase a year followed by financial, up 26 percent, which assesses brand health based the underground economy, increase like telecoms, where Jio, a brand less
ago. and automobiles, with a 23 percent on five indicators—Brand Purpose, tax revenues, and accelerate the shift than a year old, offered free data,
The India Top 50 outpaced both the increase. Innovation, Communications, Brand to digitization and mobile wallets. On which quickly won the brand over 100
BrandZ™ Global Top 50 and China The BrandZ™ Top 50 value increase Experience, and Love. The India Top 50 July 1, India implemented a national million customers, but also fomented
Top 50, which grew 32 percent and 46 also echoed the robust appreciation Six of the seven Newcomers are local scored 110, identical to the Global Top goods and services tax (GST), a type of a price war. Jio entered the BrandZ™
percent in value over the same period. of the Indian stock exchange, which Indian brands. And two Newcomers— 50, on an index where 100 is average. VAT intended to simplify a complicated India Top 50—at No. 11.
The composition of the Top 50 shifted soared to record levels. The BrandZ™ Sun Direct and Dish TV—inaugurate
←
combination of state and local taxes
over three years with 38 local Indian Top 50 Portfolio of stocks continued to the entertainment category in the Growth despite disruptions and add transparency.
brands in the Top 50 compared with 35 outperform SENSEX India, a weighted India Top 50, reflecting changing
in 2014, while Indian brands owned by index of 30 stocks on the Bombay Stock consumer viewing habits and greater Brand value increased despite The shock of demonetization impacted
multinationals declined from 15 to 12. Exchange. The BrandZ™ India Top 50 variety of content. successive market disruptions, brands in different ways, depending
14 15
Introduction
OVERVIEW
In FMCG, Patanjali continued to worried whether the America First

broaden from its original focus on declarations of the Trump administration
Ayurvedic wellness products into an would limit business growth in India and
extensive FMCG range that challenged opportunities to study or work in the US.
the multinationals. Patanjali turned
up the communications volume In addition, the populism of Brexit and
and more aggressively called out the Trump election reverberated in India.
the multinationals for not being as As happened in other parts of the world,
authentic. populism sometimes produced ugly
bigotry, but other populist expressions
Hindustan Unilever Ltd. and Colgate- were about Indian national pride. And
Palmolive India Ltd. responded by the sharpest distinction between
introducing new brands of Ayurvedic populism abroad and in India was that
products. Because of their ability to Indians did not reject globalization. They
communicate “Indianness,” Indian embraced it. Globalization has been
FMCG brands owned by multinationals good for India.
outscored local Indian FMCG brands—
including Patanjali—in VQ, the new Conversely, these developments
BrandZ™ measurement of brand health, influenced how the rest of the world
and in all five VQ components. views India. Business decision makers
ranked India low on some dimensions
Brand India that are important for doing business,
like transparency, according to the latest
Other disruptions resulted from India’s Best Countries research of Y&R’s BAV
global integration. In today’s wired Group. But business decision makers
world, news of overseas shocks—Brexit also expressed high regard for India as
and the US election—reached India culturally significant, innovative, and on
instantaneously and had an impact on the move. They ranked India No. 2 in
consumer confidence, especially in IT the Movers category of up-and-coming
centers like Bengaluru, where people economies, above China and Japan.
India Top 50 outpaces Global and China rankings

The India Top 50 resumed its positive momentum, with value up 57 percent since
2014. The India Top 50 outpaced both the BrandZ™ Global Top 50 and China Top
50, which grew 32 percent and 46 percent in value over the same period.
Brand Value
2017 Increase over
$
109.3BIL. 3 years
2015 2016
$100BIL. $
92.2BIL. 90.5BIL.
$ +21%
2014
+33% -2%
+57%
$
69.6BIL.
$50BIL.
+46%
+32%
$0
Source: BrandZ™ / Kantar Millward Brown (including data from Bloomberg)
16 17
Introduction
OVERVIEW // BRANDZ™ ANALYSIS
VALUE IS
Value is concentrated in the financial category…
The value of the India Top 50 is concentrated in the financial category, comprised of banks, which are primarily state-owned,
and insurance companies. Brands are distributed more evenly among categories.
CONCENTRATED
IN FINANCIAL
CATEGORIES FINANCIAL
39%
AUTOMOTIVE
19%
TELECOMS /
ENTERTAINMENT
16%
FOOD, DRINKS
& ALCOHOL
10%
OTHER
16%
10 Brands 11 Brands 6 Brands 9 Brands 14 Brands
BUT TELECOMS/ENTERTAINMENT Automotive includes automobiles, lubricants, motor oil, and tires
Source: BrandZ™ / Kantar Millward Brown
LEADS IN VALUE GROWTH … But telecoms/entertainment … And the financial category lags in brand health
lead in value growth… A new BrandZ™ metric of brand health, called Value Quotient
The telecom providers and entertainment categories led in (VQ), found that brands in the financial category could be
value growth, increasing 30 percent. Financial followed, rising healthier. Despite their financial value, financial brands score
The value of the BrandZ™ India The financial category grew 26 The food and drink brands and
26 percent in value, as banks rebounded from loan around 100, which is average, on each of the five brand health
Top 50 is concentrated in financial percent, as banks rebounded from loan automobiles scored highest in new
performance problems. indicators that make up the composite VQ score. Stronger
brands—banks, which are primarily performance problems. Automobiles BrandZ™ metric, called Vitality Quotient
brand health should make financial brands more resilient
state-owned, and insurance followed, rising 23 percent in value, (VQ), a measurement of brand health. % Value Change
during periods of market volatility.
companies. But the Top 50 brands are because of a combination of factors, The telecoms and entertainment
including: consumer confidence, brands also scored well. Brands in the
evenly distributed among five broad
30% 30%
categories: financial; automotive,
favorable interest rates, and insightful financial category have room to improve
26%
including automobiles, lubricants,
marketing that responded to customer in the five indicators that make up the 23%
desire for products that offered style composite VQ score: Brand Purpose,
motor oil, and tires; telecom providers 20% Brand Purpose 102 108 117 117 113
and performance as well as price. Innovation, Communications, Brand
and entertainment; food, drinks, and Experience, and Love.
10%
10% Innovation 98 104 112 111 109
alcohol; and other. Food, drinks, and alcohol lagged
5% Communications 100 106 115 118 113
primarily because of demonetization, These VQ finding have important
The telecom providers and the government initiative to curtail the consequences for brands across all 0 Brand Experience 100 106 114 117 113
entertainment categories led in underground economy, increase tax categories. Brands with high VQ scores Love 99 104 111 114 112
value growth, increasing 30 percent. revenue, and accelerate digitization. usually are Meaningful (consumers
Advertising and data price promotions, Implemented in November, feel an affinity for them and believe the Score 100 106 114 115 112
led by the Jio brand, and the availability demonetization removed key cash brands meet their needs in relevant
Source: BrandZ™ / Kantar Millward Brown Average VQ score = 100
of inexpensive mobile handsets, drove currency from circulation. Fast moving ways) and Different (consumer see
telecom demand. Digitization, and a consumer goods (FMCG), which rely on the brands as distinctive and trend-
growing range of content, boosted the cash currency, took several months to setting). Meaningfully Different brands
entertainment category, which is new to recover. appreciate faster in value and are
the BrandZ™ India Top 50 this year. more likely to grow market share and
command a premium.
18 19
Introduction
BRANDZ™ INDIA TOP 50 PORTFOLIO
STRONG BrandZ™ India Top 50 Portfolio vs. SENSEX India
VALUABLE
(August 2014 to July 2017) BrandZ™
India Top 50
A stock portfolio of the BrandZ™ Top 50 Most Valuable Indian Brands increased 38.8 Portfolio
percent over three years, when India’s SENSEX increased 15.0 percent. The BrandZ™ India
Top 50 Portfolio successfully navigated volatility and delivered superior shareholder value.
38.8%
BRANDS DELIVER 30%
SUPERIOR
SENSEX
India
20%
15%
SHAREHOLDER
10%
RETURNS
0%
-10%
-20%
BRANDZ™ INDIA TOP 50 PORTFOLIO Source: BrandZ™ / Kantar Millward Brown (including data from Bloomberg)
OUTPERFORMS SENSEX
A stock portfolio of the BrandZ™ The BrandZ™ Top 50 Portfolio brands also help drive sales volume,
Top 50 Most Valuable Indian brands outperformed SENSEX, even as India’s command premium pricing, and expand
increased 38.8 percent in value stock exchange reached record highs in market share.
between August 2014 and July 2017, 2017. And the BrandZ™ Top 50 Portfolio
while over the same three-year period, never declined as severely as SENSEX To quantify the impact of high-value
during periods of economic stress in brands, $100 invested in 2014, in the
India’s SENSEX, a weighted index
2015. BrandZ™ India Top 50 Portfolio, would
of 30 stocks on the Bombay Stock
have grown to around $139. However,
Exchange, increased 15.0 percent.
This performance by the BrandZ™ $100 invested at the same time in
India Top 50 Portfolio demonstrates SENSEX stocks would be worth only
the critical ability of valuable brands to $115. The ROI for the investor is over 20
navigate volatility and generate superior percent greater with the BrandZ™ Top
returns for shareholders. High-value 50 Portfolio.
20 21
B R A N D I N D I A C I R C L ES T H E G LO B E ...
. . . O N T H E W I N G S O F T E C H A N D C U LT U R E .
Introduction
KEY FINDINGS
COMPETITION
CREATES TOP 50
BRAND CHURN
SUBSTANTIAL VALUE GROWTH
DEFINES THE RANKING MEANINGFUL DIFFERENCE WAS THE KEY TO BRANDS THAT GREW VALUE SUBSTANTIALLY
SUBSTANTIAL BRAND VALUE GROWTH HAD HIGH BRAND CONTRIBUTION AND
BRAND POWER
Brands in the India Top 50 that are high in Meaningful
(consumers feel an affinity for them and believe the brands India Top 50 brands that grew substantially in value between
meet their needs in relevant ways) and Different (consumer see 2014 and 2017 had high Brand Contribution and high Brand
the brands as distinctive and trend setting) totaled $45.6 billion Power. These brands grew value at twice the rate of brands
in value, more than twice the $21.8 billion total value of brands with low Brand Contribution and low Brand Power. Brand
106%
% Increase in Brand Value
BRANDS NEEDED SUBSTANTIAL VALUE + with low Meaningful Difference Contribution represents the value of a brand itself—the
GROWTH TO REMAIN IN THE TOP 50 intangible asset that exists in the minds of consumers. Brand
Improved
in ranking
$
45.6BIL. Power is the BrandZ™ metric of brand equity.
Only 38 brands that appeared in the 2014 BrandZ™ India Top Brand Contribution measures the impact of brand alone on financial value, on
50, just three years ago, remain in the BrandZ™ Top 50 2017. 100% HIGH on a scale of 1 to 5, 5 highest. Brand Power scores are based on an index where
$50 BIL. 100 is average (India top 50 2017). The % $ value change is based on the India
Of the remaining brands, those that held their rank increased Meaningful Difference
value 48 percent, on average. Brands that failed to increase
+
57 % Top 50 2014 to 2017.
value by at least 18 percent dropped in rank. Brands that +

48%
21.8BIL.
$ Brand Contribution
India
rose in rank increased value 106 percent, on average, almost Top 50 HIGH (4,5)
Held their +109%
double the overall Top 50 value growth rate of 57 percent.
position LOW on
Brand Power
50% 317
18
+ %
Meaningful Difference 50
Brand Contribution
+38%
MEDIUM (3)
Brand Contribution
Declined
in ranking 40 Brand Power LOW (1,2)
175
Brand Power
+23 %
30
124
+18%
0
$0
20
10
0
24 25 ←
Introduction
KEY FINDINGS
LOCAL INDIAN BRANDS

INCREASED IN NUMBER
Local Indian
Local Indian
Brands in 2014
Brands in 2017
The number of local Indian
brands increased to 38 in the
2017 BrandZ™ India Top 50, 35 38
from 35 brands in 2014. Over
the same period, Top 50 Indian
brands owned by multinationals
declined from 15 to 12.
15 12
Multinational-Owned Multinational-Owned
Indian Brands in 2014 Indian Brands in 2017
LOCAL INDIAN BRANDS ALSO INCREASED IN VALUE
Local Indian brands increased 62 percent in value between 2014 and 2017, and Indian brands
owned by multinationals increased 29 percent. Although there are fewer multinational-owed
Indian brands in the Top 50 today, the remaining brands have grown in value more than the local
Indian brands. Therefore, the average brand value growth of multinational-owned Indian brands
exceeded the average brand growth of local Indian brands, 73 percent to 49 percent.
Total Brand Value Average Brand Value

$
96.8 BIL.
$
2.5BIL.
$3BIL.
Local Indian Brands
$100BIL. Local Indian Brands
$
59.9BIL.
$
1.7BIL. +49%
+62%
$2BIL.
1
$ BIL.
Local Indian Brands
Local Indian Brands
$50BIL.
$
0.6BIL. Multinational-Owned
$
9.7 BIL. $
12.5 BIL.
$1BIL. Multinational-Owned
Indian Brands
Indian Brands +73%

Multinational-Owned
Multinational-Owned
Indian Brands
Indian Brands
+29%
$0BIL.
$0 $0BIL.
2014 2017 2014 2017
26 27
Introduction
Connected with the rise in nationalism is a soothing nostalgia

CROSS-CATEGORY TRENDS countertrend to the many changes jolting India’s tradition-based society.
These changes include greater equality for women, which redefines
gender roles, and increased mobility, which strains
NOSTALGIA
strong family ties. The most obvious expression of
nostalgia is the interest in Ayurvedic products, a
SOCIAL AND
phenomenon also driven by nationalism, concern
about health and wellness, and the search for
A COUNTERTREND products deemed trustworthy.
OPENS MARKETING
ECONOMIC
Paper Boat, a local soft drink brand, based its business
OPPORTUNITIES proposition around nostalgia. Using the strapline
“drinks and memories,” Paper Boat markets flavors
that Indians associate with an earlier and simpler time. The nostalgia
wave is also evident in the changing attitudes and behavior of young
FORCES ARE
people. While they adopt the latest technology and trends emanating
from the West, more young Indians are returning to live with their
families and embrace traditional life.
RESHAPING THE
INDIAN MARKET
NATIONALISM
While most brands BRANDS FIND
avoided taking PURPOSE IN THE
a political stand,
they aligned with NATIONAL VISION
Digitization drove access, enabling people even in the
aspects of the smallest villages to have smartphones and engage
government’s national-building agenda that are most brand- in e-commerce and online banking. But greater
relevant. Dettol, a soap brand, campaigned for improved access did not always result in greater inclusion. That
sanitation and hygiene. Sports brands, including some requires understanding people, helping them benefit
cricket teams, supported government attempts to improve from new opportunities,
ACCESS AND
the status of women by having the athletes display the and communicating in the
names of their mothers or daughters on their uniforms. The appropriate language and
free data offer by Jio gained the new brand over 100 million
INCLUSION
tone. Ultimately, brands can
new customers in its first few months, and simultaneously benefit. Amazon, for example,
helped advance the government’s Digital India initiative. is positioning itself as an
Meanwhile, the Ayurvedic and fast moving consumer goods online store for India’s dreams,
(FMCG) brand, Patanjali, intensified its nationalistic message and many of those dreamers
by suggesting that its Indian provenance made the brand reside in small towns and villages. DIGITAL EXPANDS
more authentic than the brands of multinationals.
ACCESS, BUT NOT
ALWAYS INCLUSION
28 29
←
Introduction
The rich are getting richer, and some of the poor are still
CROSS-CATEGORY TRENDS left behind, as people pursue the dream of a New India, but
progress at different speeds. Within the SEC classifications
of household spending hierarchy, Kantar Worldpanel
identified a group it called “Elites.” Adding a few
WEALTH
Another global trend has reached India—distrust. Rather more household characteristics, such as car
than rely only on brand communications—or even word-of- ownership, revealed a group that spends more
TRUST
mouth—Indians, particularly in cities, are more likely on FMCG than other households in top SEC
to research online to corroborate brand claims. classifications. For brands across categories
Having been disappointed by some brands, they it is useful to know who these people are THE DREAM IS
do not want to be disappointed again. Brands and how they spend. It is also useful to
understand the less affluent, and to help
CLOSER TO SOME
BRAND MESSAGES need to earn the trust of Indian consumers.
And brands need to communicate in ways that them become more capable consumers. THAN OTHERS
MEET CONSUMER inspire trust. Reaching young people requires
SKEPTICISM projecting authenticity, for example. Idealized
celebrity brand ambassadors or overly
romanticized commercials will resonate less than messages
presented with a sense of realism.
CONFIDENCE
The urban-rural divide is less useful now as a marketing
framework for several reasons. First, the urban-rural gaps
MULTIPLE INDIAS
are narrowing, in income,
education, and other
Consumer confidence OPTIMISM IS dimensions. Second, the
is generally strong, but STRONG BUT notion of Multiple Indias more
how strong varies by
geography, according to VARIES REGIONALLY URBAN-RURAL DOES closely captures the reality of one country
combining many differences in geography,
the Shopper Barometer NOT DEFINE INDIA language, and culture. Third, all of India is
of Kantar IMRB. In most urban areas consumers felt more confident changing. And rural Indians do not match
and spent more. But confidence sagged in areas known for IT, like the conventional stereotypes. Increasingly, they do not aspire
Bengaluru, because a startup slowdown impacted employment and to be just country versions of urban people. According to
the Trump administration America First declarations raised concerns research by Kantar IMRB, rural Indians want to retain their rural
about working or studying in the US. These findings suggest that identities, while improving themselves and their communities.
brands face great opportunity in India, but maximum success These changes affect all brand activities, including product
requires identifying and adjusting for local fluctuations in spending. development, communication, and distribution.
30 31
Introduction
TAKEAWAYS
EMBRACE
VITAL ACTIONS MULTIPLE INDIAS
FOR BUILDING
The urban-rural divide is an outdated binary concept.
Successful brands understand that there are many
Indias, and these distinctions can be geographic,
cultural, or economic. Economically, as the middle
VALUABLE BRANDS
class expands, some people rise to the top, to
an elite status, while others are left behind.
Brands selling to those who have succeeded
need to remember those still struggling. It
IN TODAY’S INDIA
demonstrates leadership.
MEET DESIRE WITH

BE EMOTIONAL AFFORDABILITY
BE INDIAN
It is not just about price anymore. Indian consumers want the
Indians are now inundated with brands that have a
same things that affluent consumers worldwide seek, which
product or service to sell, and are
is, depending on the category, quality products with style and
reaching them all the time on
design, or trustworthy products with healthy ingredients. If there is
multiple screens. Being different
a difference in India, it is that Indian consumers remain price conscious.
and being heard requires presenting
They seek value, but value now includes more considerations.
The rise of Indian nationalism does not mean that Indian the message in an emotionally
consumers automatically prefer brands with Indian compelling way that helps cultivate a
provenance, but it does mean that they prefer brands relationship that is more than transactional.
that respect their culture, understand their preferences,
and communicate in the appropriate language and
BUILD
tone. A brand does not need to be Indian to act Indian.
TRUST
BE A LEADER
Skepticism is on the rise. Consumers are
likely to search the internet to test the
veracity of brand messages. Build trust
by acting with consistency. Deliver on
As India enhances its global profile, the all brand claims. And when the brand
impression of Brand India rises and comes up short, admit to a mistake
consumers outside India potentially become before it is broadcast all over social media.
more receptive to Indian products across
categories. Continue to be entrepreneurial, but
match entrepreneurship with greater innovation.
32 33
←
Introduction
TAKEAWAYS
CULTIVATE
MEANINGFUL
DIFFERENCE
The India Top 50 Brands with high Meaningful Difference
are twice as valuable as brands with low Meaningful
Difference, which is a BrandZ™ measurement of whether
consumers view a brand as Meaningful
(meeting my needs in relevant ways) and
Different (distinctive and trendsetting). Consumers
typically describe Meaningfully Different brands as
trustworthy and caring.
GAIN A
DIGITAL EDGE
Digital India is not simply a government slogan.
Throughout India people are spending more time on
their smartphones—for entertainment, e-commerce,
or banking. Astute digital strategies and tactics are
prerequisites for brand success. Brands need to be
present on multiple screens, and that often includes
TV. As in most markets, digital is growing faster
than any other medium, but as is often the case, India
is distinctive. It is the only major media market where
spending on print continues to grow.
34 35
Introduction
OUR INSIGHTS
Two parallel trends are feeding into each other. The first
GLOBAL
is accessibility. Because of technology, everyone in the
smallest of towns today has a mobile phone and access to
INCLUSIVENESS
online banking and
CONTEXT
e-commerce. As a
India is not immune to the result, they can no
forces shaping the rest longer be ignored
of the world. But
the impact varies.
BRANDS NEED TO COUPLE as consumers. Hence,
Comparing the rise

FORCES SHAPING THE WEST ACCESS WITH INCLUSION
businesses also must be
inclusive. This is the second
of nationalism in IMPACT INDIA DIFFERENTLY trend: Inclusiveness, which Siddhant Lahiri
India with what’s touches all brands, large and small, multinational and Head, Strategic Planning, Mumbai
happening in the US and the UK, we see a parallel and Indian. Until recently, brand communication (particularly Rediffusion Y&R
a difference. The parallel is that India is becoming more in tech, e-commerce or “premium” categories) was more Siddhant.Lahiri@rediffusionyr.com
nationalistic as the West turns inward, with the rise of anti- slanted to the major metros and the English language.
Sonya Misquitta immigration and anti-globalization sentiment. The difference Today, brands also need to speak in a small-town lingo.
Associate Vice President, Strategic Planning is that Indians largely benefited from globalization. It helped Even Indian brands need to get to this granularity, and talk
Grey Group raise people from poverty and boosted incomes across to people in the languages the they understand.
Sonya.Misquitta@grey.com the board. Like in the West, we see the disruptive effects
of automation, and the big question in India today is, where
will the jobs come from? Where will the millions of students
graduating from our colleges find work? How will we
provide jobs for the migrants who are coming to our cities?
VALUE VS.
We’re seeing a focus on
tactical initiatives rather
than long-term strategies,
VALUATION
especially among FMCG
The world is a global village, now brands. Several factors drive MANY BRANDS FOCUSING
more than at any time before and this trend. Demonetization, ON SHORT-TERM TACTICS
India is no exception. Indians are which took place in
able to experience and react to November 2016, especially
events in near real time. India’s arrival impacted the FMCG category. In addition, the
on the political and economic multinationals are doing OK, but feeling the
SPENDING
stage also means that events Paru Minocha effects of a global slowdown. The affected brands
can shape consumer behavior Managing Director, Qualitative and West are looking for ways to win at retail and build
and opinions at scale. Kantar IMRB sales. Put another way, they are after immediate
Paru.Minocha@imrbint.com value rather than long-term valuation. This trend
Sample two events—Trump’s
GLOBAL EVENTS IMPACT America First and Brexit have Shalini Sinha doesn’t include all brands. Brands looking for
CONFIDENCE, SPENDING impacted the IT sector as Executive Director
Kantar Millward Brown
funding are focused on growing valuation.
people analyze the events
and worry about short-term and Shalini.Sinha@kantarmillwardbrown.com
long-term impacts. This uncertainty
impacts their spending as well.
36 37
MARKET
KNOWLEDGE &
INTELLIGENCE
Market Knowledge & Intelligence
KEY FACTS AND FIGURES POPULATION

SIZE, GROWTH, AND AGE
Centers of Total population Population annual growth rate
population
(2015 estimate1) 1.32 billion 1.1%
GEOGRAPHY
Population by Age (2016 1 )
Land Area
6.1%
3.3 million sq. km. 25.7 million 65 years and over
1.2 million sq. mi. New Delhi

55-64 years 7.3%
(World’s seventh-largest
nation, about one third 25-54 years 40.9%
of the size of the US 1 )
15-24 years 18.0%
Political Subdivisions
0-14 years 27.7%
29 states and
7 territories1 Median Age (2016 estimate 1 )
27.6 29.9 31.6 37.1 37.9 39.3 40.5
India Indonesia Brazil China US Russia UK

11.8 million
ECONOMY Kolkata
DENSITY, DISPERSION, AND DIVERSITY
GDP
Population Density (People per sq. km.)
$
2.26 trillion
(World’s seventh-largest
economy, after France)
445 1,237 147 4
GDP Rate of Growth 21.0 million
7.1 % Mumbai
India Bangladesh China Canada

GDP Per Capita
$
1,709.4 8.9 million Urban Population Population Below
Hyderabad the Poverty Line
Foreign Direct Investment 18% (2011)

33%
44.0
$ $
52.5 42.3
$
1960 2015 21.2%
82% 67%
billion billion billion
India Germany France

Languages
170.6
$ $
78.9 33.0
$ 9.6 million India’s constitution recognizes 22 languages.
Hindi is an official language. 2
billion billion billion Chennai
It is spoken by over 41 percent of the population. 1
China Brazil Russia

Religion1
94% of
Ease of Doing Business 10.1 million population
1 189 Bengaluru
79.8% 14.2%
130 Other significantly represented faiths:
1 7 8 40 47 78 120 123
Hinduism Islam Christianity Sikhism Buddhism Jainism
New UK US Russia Mexico China Iran Brazil
Zealand Figures are from the World Bank and for 2016 unless otherwise noted.
(On a scale of 1 to 189, 1 being the most business-friendly)
1
CIA World Fact Book. 2 Government of India
40 41
R E S O L U T E E N T R E P R E N E U R S A N I M AT E . . .
. . .T H E V I S I O N O F A N E W I N D I A .
DISRUPTION
KEY
GOVERNMENT … But an initiative to improve
INITIATIVES
sanitation drives sales
Swachh Bharat Abhiyan (Clean India Mission), an initiative to
improve sanitation, particularly toilet habits, stimulated sales
IMPACT
of household cleaning products.
The percentages represent the moving average total (MAT), the 12-month
average of sales increases through the month indicated.
18.7%
SPENDING Toilet /
Bathroom
Cleaners
18.6%
20.6%
Before Swachh Bharat
After Swachh Bharat
26.1%
FMCG SLOWS, BUT TELECOM GROWS
8.5%
The BrandZ™ India Top 50 grew a Most affected categories rebounded center of global manufacturing and Demonetization slows FMCG growth...
8.7% Before Swachh Bharat
robust 21 percent in brand value and quickly, however, as people adjusted design. Chinese handset brands, which
Because of the dependence on cash transactions, consumption
to paying with a mix of cash and digital cut costs by manufacturing in India, now
9.5%
India’s GDP continued to expand at Floor After Swachh Bharat
of FMCG products declined after demonetization, in November
an annual rate of around 7 percent, wallets. Mobile wallet transactions dominate the Indian market. Cleaners
2016, and slowly recovered through the first quarter of 2017.
greater than all other major economies. increased by a factor of 20 to 206 billion
And these developments happened
rupees ($3.2 billion) in 2016, compared The government’s Digital India initiative, Year-on-year change in FMCG consumption
11.2%
with 10 billion rupees ($157 million) in in place for two years, disrupted the
despite—or possibility because of— APR.
2013, according to Kantar IMRB. telecom category, as illustrated by the 2017
disruption, much of it generated by 5%
Indian government initiatives to be a On July 1, India implemented a national
Jio brand. Introduced less than a year
ago, the brand entered the BrandZ™
3.9% 4.2%
leader in the global economy and build goods and services tax (GST), a type of India Top 50 at No. 11 based on its ability OCT.
MAR.
a more equitable society. VAT intended to simplify a complicated to challenge the category pricing by
2016
JAN. 4.8%
0.4% 2017
2017 Before Swachh Bharat
With demonetization, implemented

combination of state and local taxes, offering free data.
0.1 % 0.6%
add transparency, and make it easier 0% After Swachh Bharat
in November 2016, the government to transact business in India. Other Similarly, Swachh Bharat Abhiyan Liquid 5.8%
removed certain cash currency from government initiatives also impacted (Clean India Mission), initiated in 2014 Hand
the market to reduce the underground FEB. Wash
categories. to improve sanitation, particularly toilet
2017 7.3%
economy, increase tax revenues, and
accelerate the shift to digitalization and
habits, stimulated sales of household DEC.
2016 -1.4%
mobile wallets. Demonetization initially
Make in India, a government initiative
started in 2014, opened India to more
cleaning products. Sales of bathroom
cleaners, floor cleaners, and liquid hand -5% NOV.
-2.4% October 2013 October 2014 October 2015 October 2016
slowed categories dependent on cash 2016
transactions, such as luxury, leisure, and
foreign investment and competition,
as it attempted to elevate India into a
wash rose noticeably over the past
several years.
-4.2% Source: Kantar Worldpanel Source: Kantar Worldpanel
especially FMCG.
44 45
CONSUMERS // OVERVIEW
CONFIDENCE
REMAINS STEADY
DESPITE YEAR OF
DISRUPTIONS
SHOPPERS SEEK AUTHENTICITY AND VALUE
Indian consumers exhibited Shocks from abroad, like Brexit and The accelerated interest in local brands
confidence, but sentiment varied by the Trump election, resonated quickly is best illustrated by the rise of Patanjali,
income and geography, depending because of broad internet access, and which in the decade since it launched
on the impact of local disruptions and stirred anxieties. The American First has expanded from a narrow focus on
global events. And even as the gaps policies of the Trump administration Ayurvedic products to a wide FMCG Trust and “Indianness” especially for urban and other educated important determinant in brand
disturbed consumers working in India’s range that challenges established consumers who are active online. selection. Being made in India is
between rich and poor, and urban and
vast IT sector, for example, resulting multinationals. Current research by In this context of disruptive events, especially relevant in categories such
rural narrowed, the extremes became
in regional variations in spending, Kantar Millward Brown quantifies the greater access to online information, To get into the consumer’s consideration as health and wellness and Ayurveda,
more exaggerated.
according to the Kantar IMRB Shopper disruptive impact of emerging Indian and a desire for authenticity, consumers set, brands need to earn the trust where Indian heritage implies high levels
Barometer. (Please see page 48). brands, particularly Patanjali, in FMCG. scrutinized brands more closely. In the of Indians who have been impacted of quality and distinctiveness.
India consumers endured a year of
past, when consumers received a brand by the overall global decline in trust
successive domestic, government-
India also experienced its own In its analysis of Brand Power, the message they were likely to believe and disappointed by some trusted Patanjali is the most prominent example
induce shocks intended to reform
version of populism with a nationalist BrandZ™metric of brand equity, in it. Today, they are more likely to ask Indian brands. Indian consumers want of brand that emphasizes “Indianness.”
the financial system and increase
movement that embraced Indian the India Top 50 2017, Kantar Millward questions and search the internet for to trust. Many were patient with the Recently, Patajali has more aggressively
national revenue. Introduced virtually
heritage, but without rejecting Brown discovered that Patanjali answers. inconveniences of demonetization promoted its “Indianness” as proof
overnight in November, demonetization
globalization, which has impacted India increased 64 percentage points, while because it symbolized the possibility of authenticity when compared with
eliminated certain paper currency to
in positive ways. While most Indians multinationals grew by less than half Living in a communal society, Indians of reducing corruption and elevating multinational brands. Other brands
encourage a shift from cash to digital
avoided the more extreme expressions that rate, and Indian FMCG brands consumers typically have shared the importance of honesty and trust, that promote their Indian provenance
transactions. A national goods and
of nationalism, they expressed a desire declined. New Kantar Worldpanel information before making a purchase. according to Kantar IMRB. include Dabur, a brand of Ayurvedic
services tax (GST), implemented in
for products and brands that best research explains Patanjali’s impact in Today, social media has replaced—or and wellness products, and Forest
July, replaced a complicated system of
understood their particularly Indian detail. The Kantar Worldpanel research at least greatly supplements—word- Once Indian consumers trust a brand, Essentials, a premium brand that has
state and local levies. These disruptions
sensibilities and tastes. This inclination also identifies an emerging classification of-mouth. The circle of influencers is they primarily look for the best offer reinterpreted and updated Ayurvedic
impacted spending.
drove a rise in local brands, put pressure of “Elite” consumers who spend much wider, and includes bloggers, of value for money. But a brand’s and other Indian personal care and
on multinationals, especially in fast significantly more on FMCG than other “Indianness” has also become an beauty traditions.
←
moving consumer goods (FMCG) and relatively wealthy households. (Please
personal care, and fostered a nostalgia see page 50).
trend.
46 47
The consumer desire for brands market. And, in most categories, Indian To differentiate and strengthen
that authentically capture Indian consumers are likely to make purchase their emotional engagement with
tastes and heritage has pressured decisions based on product, price, and consumers, many brands connect with
the multinationals and many have service—rather than provenance. relevant progressive social issues, in
responded. Hindustan Unilever, a an expression of nationalism aimed
consumer products giant present in Reaching consumers at supporting India’s development.
India since 1933, has introduced a new A campaign from the jewelry brand
brand of Ayurvedic products, called Reaching today’s more knowledgeable Tanishq promotes empowerment of
Ayush, and intends to leverage its and skeptical Indian consumers requires women. Parachute, a body lotion brand,
extensive distribution system, which communicating with real-life, relatable also advocates for the empowerment of
reaches even the most remote parts of situations. Young people, particularly, women, with the strapline, “Be confident
India. are unimpressed with celebrity in your own skin.”
brand ambassadors who project
Colgate has introduced a toothpaste an unattainable level of perfection. Indian consumers respond to brands
with Ayurvedic properties. In its recovery Expansive romantic stories may work for that go beyond their transactional
from recent food safety issues, Maggi, a Bollywood movies, but they generally relationship with consumers and create
Nestlé brand, benefited from a reservoir are less effective for selling products. an emotional bond, according to Kantar
of brand equity built up over time. Maggi IMRB. When consumers felt stressed
rose 66 percent in brand value this year, The detergent powder Ghari appealed immediately after demonetization,
making it one of the Top Risers in the emotionally in a commercial aired during brands had an opportunity to respond
BrandZ™ India Top 50. the Muslim holiday of Eid-ul-Fitr, a time in empathetic and relevant ways, but
of purification at the end of Ramadan. few brands met the challenge, Kantar
Brands owned by multinationals The commercial showed friends IMRB found. In rapidly transforming
continue to dominate in certain reconciling differences and gathered India, however, demonetization is only
categories, like durable goods, primarily for an Eid feast, and it treated the theme one of many disruptions and brand
because they are creating products of cleansing in spiritual terms, using an opportunities.
with benefits designed for the Indian Indian word that means wash away.
48 49
10 CONSUMER 5 SPEED
The constant assault of digital data
has reduced the consumer attention
span and complicated the task of
8 MINDSET
Consumers are as old as they think
they are. Traditional demographics,
like age, are less relevant than
TRENDS & BRAND

getting consumers to focus on a shared interests, activities,
marketing message or content. and values for identifying and
marketing to consumer groups.
BRAND IMPLICATIONS
IMPLICATIONS
Marketers need to get to the point—quickly. BRAND IMPLICATIONS
Words still matter, but visuals captivate. Done Brands need to identify and understand
well, visuals grab attention and deliver the their audiences based on these new
information before the consumer loses interest. dimensions, and develop relevant
products, services, and communications.
6 SOCIAL CHANGE
Mass media, especially TV, traditionally 9 MEANING
Young consumers are less
1 3
have been the consumers’ window on exclusively career-focused than
HERITAGE AUTHENTICITY the world, a resource for absorbing and in the past. They have more
Growing cultural pride and patriotism Enlightened by their own online trying to comprehend the events and options and want to explore
are influencing consumer preferences. research, consumers are becoming more influences shaping society. But that them. Many young people
skeptical about manufacturer claims and mission may be changing, with media’s aspire to be entrepreneurs.
BRAND IMPLICATIONS are looking for trustworthy brands. current emphasis on entertainment.
An international name will not sufficiently appeal BRAND IMPLICATIONS
to consumers seeking to connect with their Indian BRAND IMPLICATIONS BRAND IMPLICATIONS As young people choose a less
roots. Consumers will want cultural references. Product claims alone—the “what”—will not satisfy Advertisers may fill this void. Although the traveled path, their search for meaning
consumer curiosity. They need the “how,” the purpose of advertising will remain commercial, and purpose will have Implications for
backstory about the supply chain—sourcing to advertising messages will be an important force employers and brands.
distribution—that authenticates the brand’s claim. for social change.
2 HEALTH
Concern about health and wellness, and
suspicion about product safety, is turning
consumers toward natural ingredients in
the food and personal care categories.
4 RELATABILITY
Consumers judge the authenticity
of a brand in part on their
perception of the brand advocates.
7 DIGITAL LIFE
Consumers are rapidly changing how
they engage with digital, shifting
from being online often to search
or chat, to being online all the time,
10 ENTREPRENEURSHIP
in their rural roots and aspire to
careers that elevate themselves
and their communities.
BRAND IMPLICATIONS seamlessly moving among activities, BRAND IMPLICATIONS

BRAND IMPLICATIONS Communicating authenticity requires including purchasing and payment. Brands, particularly multinationals, that
The natural ingredients trend will spread to moving away from traditional celebrity want to expand their presence in rural
categories beyond food and personal care, as advocates, who can make brand claims India, potentially have capable partners
BRAND IMPLICATIONS
mindful consumers make safety a key priority. seem “airbrushed.” Consumers respond in these entrepreneurial young people.
This change in consumer digital behavior
positively to stories about real people who
will influence what and how consumers buy.
have surmounted real challenges.
It impacts how and where marketers reach
consumers and communicate with them.
Source: Kantar IMRB Consumer Predictions 2017

50 51
CONSUMERS // SHOPPER BAROMETER
METRO SHOPPERS
INCREASE
SPENDING
BUT CONFIDENCE VARIES BY
INCOME, CITY, AND CATEGORY
Indian consumers are sending mixed a year ago, and they primarily were Consumer mood affects
signals, according to the Shopper wealthier members of the middle spending priorities
Barometer report by Kantar IMRB. class.
Consumers expressed less interest
Spending is up compared with a year
VARIES BY CITY in buying cars and more in going on
ago for wealthier metro shoppers, but
Confidence and spending declined a holiday trip in India or spending on
so is the number of less affluent middle health and fitness.
in Delhi, Bengaluru, and Kolkata, in
class shoppers who say they are less
part because the softening of startup % Shoppers ‘Very Likely’ to buy
confident about their financial situation. in the next couple of months.
business affected local economies
dependent on the technology sector.
The research, conducted during the first
quarter of 2017, looked at shopper mood Four-Wheel Property
Some categories seemed immune to Vehicle Investment
among the middle class in eight major
the more cautious consumer mood.
cities: Mumbai, Kolkata, Delhi, Chennai,
Bengaluru, Hyderabad, Ahmedabad,
More consumers planned to eat
15% 17%
out or spend money on fashion or
and Pune. It revealed that consumer
telecommunications, despite a rise in
confidence and spending varied widely
the consumer price index (CPI) in those
by income level and city, and these Tw0-Wheel Holiday
categories. In contrast, people planned to
factors impacted categories unevenly. Vehicle Abroad
spend less on household items, spas and
personal grooming.
RICH FEELING RICHER
20% 22%
44 percent of wealthier urban
consumers felt better off financially, Changing consumer priorities are also
compared with only 29 percent of the expected to affect car sales, as only 15
less affluent. percent of consumers said they are “very Health & Fitness Holiday
likely” to buy a four-wheel vehicle in the Product or Service in India
MOOD DRIVES SPENDING next couple of months, while 29 percent
61 percent of urban shoppers said they planned to travel on a holiday 25% 29%
increased spending compared with within India. Source: Kantar IMRB Consumer Predictions 2017
52 53
CONSUMERS // ELITES
RESEARCH
… And “Elite” penetration is greater across FMCG
Penetration is significantly greater for “Elite” households compared
with A1 households across many FMCG subcategories.
IDENTIFIES
NEW “ELITE”
Sunscreen Anti-aging Soup Honey Face Wash Hand Wash Milk / Butter /
100%
Food & Drinks Cheese
HOUSEHOLDS
Elite
SEC A1
50%
THEY SPEND MORE ON FMCG THAN OTHERS

0%
Source: Kantar Worldpanel
Indian marketers rely on a Socio- The A1 households own least nine “Elite” households
Economic Classification (SEC) system durable products and the head has spend more on FMCG…
to place households into a hierarchy more than a college education. In
a comparison of FMCG purchase The FMCG spending of “Elite”
that helps organize the market and
occasions and average FMCG households is significantly greater than
facilitate planning. Households the spending of other relatively wealthy
categories purchased per trip, the
belong in one of five classifications (A households.
report found no difference between A1
to E plus subgroups) determined by
households and other relatively wealthy
the education level of the household PURCHASE OCCASIONS:
households that own somewhat fewer
head and the number of durable ELITE SEC A1 SEC A2/A3
durable products and where the head
products owned. may be less educated.
72 69 69
A new report by WPP’s Kantar However, by adding a few more criteria
Worldpanel concludes that the to the A1 classification (owning a car AVERAGE CATEGORIES
expansion of wealth in India is and computer, and traveling abroad), BOUGHT PER TRIP:
outpacing the recently-revised SEC the report identified a sub-classification ELITE SEC A1 SEC A2/A3
system. The report— Crystal Gazing: of wealthy Indian households
Did you see this coming? — identifies a
group of households with a significantly
differentiated by its higher spending— 6 5 5
an A1+ group. Labeled “Elites” by Kantar
greater spending profile than highest Worldpanel, these households spend
SEC classification—A1. significantly more on FMCG than other RUPEES SPENT PER KG
OF FMCG PRODUCT:
relatively wealthy Indian households.
ELITE SEC A1 SEC A2/A3
66 50 41
54 55
CONSUMERS // PATANJALI
PATANJALI BRAND
Patanjali reach rises sharply across India…
Patanjali brand FMCG products reach 53 percent of urban households
and 28 percent of rural households, up sharply from a year ago.
INCREASES REACH
Patanjali reach in FMCG. The percentages represent the moving average total (MAT), the 12-month average percent sales increase.
Urban Household Reach Rural Household Reach
53%
ACROSS INDIA
MAT
2017
50% 50%
45%
31% MAT
MAT
2017
2016 28% MAT
26%
24%
2017
MAT
2017 MAT 24%
MAT 17% 2016
13
MAT
BRAND FOUND IN 100 MILLION

%
2016 14 % MAT 2016
9 % MAT
MAT
2017 MAT 2017 11%
5%
2016 7 %
INDIAN HOUSEHOLDS
2016
2
% 3%
0% 0%
Household Care Food & Beverages Personal Care Household Care Food & Beverages Personal Care
MAT 2016 Overall Household Reach MAT 2017 Overall Household Reach
In India, the brand Patanjali is year-on-year increase, following a 150 New research by Kantar Worldpanel, a Source: Kantar Worldpanel
synonymous with disruption. Patanjali percent rise a year earlier. The brand is WPP company, reveals the brand’s scale
began around a decade ago when available at 47,000 points of sale. in new ways that help appreciate its … And customers are returning
a Yoga guru named Baba Ramdev impact. The Patanjali brand is in over 100 Patanjali customers come back for more. The
started a company devoted to Baba Ramdev inspired and capitalized million Indian households. And those customer retention rate for toothpaste is 80 percent,
on the current Indian consumer interest households typically have Patanjali for example, up from 65 percent a year ago.
Ayurvedic healing. Since then, the
in Ayurveda and brands that seem to products in 3 categories compared with
brand has expanded into a broad Patanjali Retention Rate. The percentages represent the
authentically understand Indian needs. 1.8 categories just three years ago. moving average total (MAT), the 12-month average of
range of FMCG products and has
Patanjali’s growth also corresponds with retention rate increases through the month indicated.
opened retail outlets, marketed a surge in Indian nationalism. The brand reach increased dramatically
relentlessly, and challenged 100%
in the past year. Patanjali FMCG
MAT March 2016 vs. 2015
multinationals. All these factors contributed to the products now reach 53 percent of
Patanjali brand’s extraordinary growth— urban households, compared with 31
MAT March 2017 vs. 2016 80%
The Patanjali Group, which includes but they did not guarantee it. The other percent in 2016. In rural India, Patanjali
the brand’s Ayurvedic and FMCG unquantifiable factor is the charisma and doubled its reach to 28 percent, in just 64% 65%
businesses, along with a charitable trust, 58 %
reported revenue of $1.6 billion for the

drive of Baba Ramdev, for whom brand
building seems to be not only a business
one year. And customers come back for
more. The customer retention rate for
53% 52%
50%
year ending March 2017, a 111 percent imperative, but, more fundamentally, a toothpaste is 80 percent, for example,
mission. up from 65 percent a year ago.
0%
Soap Bars Shampoo Toothpaste

56 57
CONSUMERS // MILLENNIALS
YOUNGEST
MILLENNIALS
ARE NEWEST
CONSUMERS
The term millennial describes a One-quarter live on their own or with
generation born between 1981 and friends;
2001. People born at the start and the
end of that two-decade period differ Almost one-third of those living with
in life experience and attitudes. And their parents are the main shoppers
for the household; and
those differences inform their behavior
as consumers.
Over one-third of those living with
their parents influence household
The youngest millennials, born between
purchasing decisions.
1997 and 2001, are now 16-to-20 years
old. They not only are coming of age,
In many ways, these younger
but they also comprise 28 million
millennials are similar in their attitudes
consumers in India. And, according to
to older generations. They are equally
studies by Kantar IMRB and TNS, they
hardworking, collaborative, responsible,
are influential:
and loyal, which also identify distinctive
characteristics that are important for
One-third have their own source of
marketers and brand builders.
personal income;
58 59
CONSUMERS // MILLENNIALS
DISTINCTIVE
ENTITLED HEALTHY
This generation has witnessed many Compared with earlier generations, the
Indian success stories—both on reality youngest millennials are more likely to
TV, and in actual reality. To members try and live a healthy life. Almost half are
CHARACTERISTICS
of this generation it seems possible to vegetarians compared with 43 percent
have it all. And many expect to. About of the older generation. And they are 65
a fifth say they have refused to accept percent less likely to consume alcohol
a product ordered online because it and cigarettes.
OF THE YOUNGEST
did not meet their expectations.
BRAND IMPLICATIONS
BRAND IMPLICATIONS This generation appreciates brands that balance
MILLENNIALS
Brands cannot compromise on quality, and taste with health, and fitness with entertainment.
they need to surpass expectations—and
anticipate needs—to command a premium.
VISUAL NOSTALGIC
These millennials have short attention The youngest millennials are 20
spans and are impatient with advertising. percent more likely to listen to old
They do watch video and are more film songs on the internet than
MOBILE FIRST drawn to visual images than to text. Time earlier generations. And 60 percent
This first mobile generation is much spent on Instagram is four times greater prefer to return to vacation locations
more likely to use mobile than prior than time spent by earlier generations. rather than visit new places.
generations, and much less likely to be
on a desktop computer. And while older BRAND IMPLICATIONS BRAND IMPLICATIONS
generations used digital devices primarily Brands need to communicate more often and Reminders of earlier, perhaps simpler times
with shorter messages delivered with interesting help create emotional connections with
for communication, the youngest
content and not with a hard sell. these consumers.
millennials use them for relaxation.
EMPOWERED
BRAND IMPLICATIONS Technology empowers members of this
Being mobile-first is critical. generation to live their lives without some AGNOSTIC RELATIONAL
of the traditional restraints. Compared When it comes to searching and The youngest millennials value
with earlier generations, this generation is shopping, the youngest millennials relationships, but the nature of
10 percent more likely to transact online are everywhere and anywhere. They relationships is changing. They grew up
PRACTICAL are channel agnostic. Compared with at a time when the number of extended
to avoid standing in a queue. And 60
Members of this generation have
percent want to start their own venture. earlier generations, they are 26 percent families in urban India declined 22
experienced the realities of today’s India,
more likely to shop online. percent and the number of potential
the dramatic economic growth and the
BRAND IMPLICATIONS friends on Facebook expanded
growing pains. They aspire, but are realistic BRAND IMPLICATIONS
Use the latest technology, such as virtual exponentially. They are comfortable
about realizing their aspirations. Around 56 assistants, to create engaging, interactive, up-to- Brands need to provide a seamless experience with relationships based on equality
percent plan to live with their parents to date, easy-to-use online experiences. that is consistent across channels and makes and shared decision-making.
save money, and about half want to earn moving among channels easy for the consumer.
supplemental income. BRAND IMPLICATIONS
Brands will benefit from working collaboratively
BRAND IMPLICATIONS with these consumers.
Products and services need to provide real value and
the value needs to be communicated in a real way.
Source: Kantar IMRB and Kantar TNS

60 61
L AND AND PEOPLE ENRICH INDIA ...
. . .W I T H P E R M A N E N C E A N D P O S S I B I L I T Y.
URBAN-RURAL // NEW ASSUMPTIONS
RURAL INDIA
IS RISING,
IN UNEXPECTED
WAYS
MARKETERS NEED TO ABANDON
OUTDATED ASSUMPTIONS
With growing internet penetration in rural India on faulty stereotypes, and Rural youth have “gained colossal
and wide access to smartphones, have missed the core cultural insight confidence in their abilities and are
brand marketers may have assumed animating rural Indians: They can make unwilling to embrace the city as an
collective progress without sacrificing escape route,” according to the report. POWER OF
that any urban-rural gap in mentality
their roots. Farmers are reinventing Young rural Indians are optimistic and INNOCENCE PLASTICITY PASSION PERSEVERANCE PARTNERSHIP
would begin to narrow; rural people
themselves as businessmen; women entrepreneurial, but they express their
would start to resemble their urban
are expanding their roles; and young ambitions in collectivistic rather than Communicate Be spontaneous Empathize with Express Create partnerships
peers, and not the other way around.
people are embracing their rural roots, individualistic ways. And this balance the brand and courageous people’s needs commitment to with local
Those assumptions may be flawed.
rather than trying to escape them. is expressed in the rural family, where
message simply in the way the and wants, and rural India and the entrepreneurs,
children are nurtured in a “culture of
Rural Indians do not aspire to be more
“Today’s farmer is aware, optimistic, knowledge,” that places the collective and honestly— brand interacts. encourage aspirations of its listen to their
like urban Indians; they want to be and with humility. their odyssey. people, and be advice and adopt
and ambitious,” the report finds. It welfare above “individualistic gains.”
who they are. They want to create
describes today’s rural farmer as a diligent in fulfilling their suggestions.
a “more confident, progressive, and
leader who is devoted both to his land To succeed in rural India, marketers that commitment.
economically sustainable rural India,”
and to the people he empowers to help need to reject outdated assumptions
according to a recent WPP Kantar IMRB
develop it. Meanwhile, rural women and embrace the new reality of rural
report called, Revenge of a Scarecrow:
are quietly pursuing education and India, according to the report, which
Seizing the winds of change in rural
seeking opportunities outside formerly recommends that marketers apply
India.
restricted roles, but while keeping the these five core rural values:
aspects of their changing identity in
The report asserts that marketers have
harmony.
based their assumptions about people
64 65
DIGITAL // OVERVIEW
INTERNET USE
Great internet potential remains as penetration slows
Indian internet penetration reached 31 percent, with an estimated 432
million users as of December 2016. The growth rate is leveling, but
EXPANDS,
great potential remains, especially in rural India.
TOTAL
450 -
500 TOTAL
TOTAL 465
432
BUT GROWTH
TOTAL 420
400
375
175 -
TOTAL
157 163 180
RATE LEVELS
300
278 129
101
200
100 177 246 263 269 275 -

285
GREATEST POTENTIAL 0
REMAINS IN RURAL AREAS Oct. 2014

(est.)
Oct. 2015
(est.)
Oct. 2016
(est.)
Dec. 2016
(est.)
June 2017
(est.)
Urban internet users (millions) Rural internet users (millions)

Source: Kantar IMRB I-Cube; June 2017 includes the estimated impact of demonetization
Internet use in India continues to These conclusions are contained in Of an estimated urban population of priorities. Communication, the No. about a quarter were young men and
grow, but the growth rate is leveling, Internet in India 2016, a report published 444 million people, around 269 million 1 reason why urban Indians use the another quarter are college students.
particularly in urban centers where by Kantar IMRB with the Internet and people already use the internet; internet, is the No. 3 reason for rural By gender, daily internet users are 60
penetration has reached 60 percent, Mobile Association of India. Overall Indians. Conversely, entertainment, the percent male in urban India and 75
compared with only 17 percent in Internet penetration in India reached In rural India, with an estimated No. 3 reason for the urban internet users percent male in rural India. The larger
31 percent, with 432 million users as population of 906 million people, only is the No. 1 reason for the rural users. presence of women on the internet
rural areas. Rural internet penetration
of December 2016, according to the 163 million people use the internet; For both groups, social networking is in urban India results in part because
has grown more rapidly than urban
report. The impact of demonetization consequently, the second most important reason for urban women not in the workforce were
penetration, expanding at an annual
was expected to accelerate growth, the internet use. more likely to use the internet than rural
rate of 22 percent, compared with report said, estimating that total Indian Rural India contains a potential 750 women in similar circumstances.
7 percent in urban areas, between internet users would reach 450 to 465 million more internet users. Infrastructure differences in part drive
October 2015 and 2016. million during the first half of 2017. the differences in use. In general, urban Most Indians, both urban (77 percent)
Urban and rural Indians access the Indians are always connected. Rural and rural (92 percent) access the
These numbers are forecasts based internet with similar frequency. Just over Indians connect selectively, because internet the same way—with a mobile
on extensive research of urban and half of urban internet users, and just of less dependable service and to save device. Among both urban and rural
rural Indians who claimed they used under half of rural internet users, access money. Infrastructure improvements and Indians who do not currently use the
the internet at some time. The numbers the internet daily. Around 90 percent wider use of digital devices for purposes internet, few indicated that they would
are indicative of digitization trends, but of urban users and 83 percent of rural other than entertainment should in the future. Low awareness of the
they do not represent active internet users access the internet once a month. accelerate the growth of internet use. benefits of the internet was the primary
users, people who accessed the internet factor behind this low interest. People
within the last 30 days. Kantar IMRB will Indian urban and rural internet users The profile of urban and rural daily aware of the internet, but reluctant to
release those numbers in fall 2017. In access the internet primarily for the internet users is similar. In both instances use it, cited lack of need.
addition: same three reasons, but with differing
66 67
DIGITAL // E-COMMERCE
RAPID GROWTH
E-commerce grows sharply
E-commerce is growing rapidly in India, having expanded at a 30 percent compounded annual growth rate to $26.2 billion,
between 2010 and 2016.
RATE SHOULD
$
34.2BIL.
$
40 BIL. 2,20,330
26.2BIL.
$ INR Crores
ACCELERATE
1,68,891
$
30 BIL. $
19.5BIL. INR Crores
1,25,732
$
20 BIL. 12.6BIL.
$ INR Crores
$
7.3BIL.
$
8.3BIL. 81,525
$
4.1 BIL. $
5.4 BIL.
47,349 53,301 INR Crores
$
10 BIL. 26,263 35,142 INR Crores INR Crores
INR Crores INR Crores
0
Dec. Dec. Dec. Dec. Dec. Dec. Dec. Dec.
TRAVEL DOMINATES CATEGORIES 2010 2011 2012 2013 2014 2015 2016 2017 (est.)
PURCHASED ONLINE
Source: Kantar IMRB Digital Commerce 2016
With accelerated growth, e-commerce 59 percent year-on-year. Other online of online buying by replacing
in India is expected to reach $34.2 categories include: public utilities, where myriad local and state levies with a
billion by December 2017, according to people pay their bills; matrimonial single national tax. However, some
Kantar IMRB in its Digital Commerce services and classifieds; and other e-commerce companies worry
2016 report. Indian e-commerce services, such as entertainment booking that certain GST rules and high
and food delivery. implementation costs will impact their
expanded at a compounded annual
businesses.
growth rate of 30 percent to $26.2
Rising internet and smart phone use
billion between 2010 and 2016.
primarily drive e-commerce growth. Online shoppers come from throughout
Monthly Active internet users totaled 313 India, but are predominately urban, 63
Travel dominates categories purchased
million in June 2016, according to IMRB percent male and age 25 to 34, although
online, with 56 percent share. Tickets for
I-Cube, which estimates that the total young adults and people 35 to 44
domestic flights account for 40 percent
internet population (including people also actively shop online. For now, 69
of online travel purchases, but hotel
who may not use the internet monthly) percent of online purchasers prefer to
bookings increased 60 percent year-on-
could reach 450 to 465 million by mid- pay Cash on Delivery (COD), compared
year. Travel grew more slowly than other
2017. with 29 percent who prefer debit or
categories year-on-year, however, 29
credit cards. The preference for COD
percent compared with 49 percent.
Demonetization, intended to incentivize reflects the continued dependence
people to shift their spending from on cash and desire to pay for goods
The next major online sector, retail,
cash to digital, should facilitate online only after inspecting them. The need
commands around 36 percent share.
purchasing. The goods and services tax to inspect a product before purchasing
Driven by sales of smartphones and
(GST), introduced in July 2017, also is also influences the number of people
accessories, which make up 41 percent
expected to stimulate growth of online who search online but buy offline.
of online retail sales, online retail grew
sales because it simplifies the process
68 69
DIGITAL // OLA & UBER
RIDE-HAILING
BRANDS COMPETE
FOR LOYALTY
CONSUMERS STICK WITH
THEIR PREFERRED BRAND
Ride-hailing is among India’s most For now, customers prefer that they— Ride-hailing customers
dynamic e-commerce growth areas. and their traveling companions—occupy are brand-loyal
To gain insight into consumer attitudes, their car exclusively. Only around a fifth
of consumers said they would choose Ride-hailing consumers tend to
Kantar IMRB polled its 30,000-member
to share their ride. This pattern seems stick with their preferred brand,
e-commerce panel about Uber and and only 10 percent switch
to be changing, however. With more
Ola. from one brand to another.
consumers gaining internet access,
the ride-hailing brands are adding
These two brands own 99 percent of
more affordable ride-sharing options,
India’s ride-hailing market, according
such as Ola Share Pass and Uber
to Kantar IMRB, which estimates that
Pool. The report concludes with these OLA
38
6.5 million people use ride-hailing
recommendations for ride-hailing %
apps and spend around 5.2 billion
brands:
INR ($80.7 million) annually. Ola is the
10%
larger operation, present in 102 cities
Keep existing customer happy,
compared with in 26 cities for Uber.
since they express strong
Around 60 percent of cab-hailing app
preference for their chosen brand;
users select Uber, however.
UBER
Uber surpasses Ola in customer loyalty,
Continue to innovate with ride-
sharing and other options to meet
52 %
which is an important factor, since
changing needs; and
consumers tend to stick with their
preferred car-hailing brand, and only
Attract new customers with
10 percent switch from one brand to
greater affordability. Source: Kantar IMRB E-commerce Panel
another. In part to increase loyalty, Ola
introduced Ola Select, a subscription
service that promises lower prices and
greater convenience.
70 71
DIGITAL // DATA
HIGH DEMAND,
LOW PRICES
PUSH INCREASE
IN DATA USE
MOBILE PAYMENTS RISE
AFTER DEMONETIZATION
Increased demand for messaging The average time spent on search, Time on Smartphones
services, social media platforms, and social, and messaging platforms rose
Indian consumers devote almost two-
entertainment apps drove a sharp rise 42 percent;
thirds of their time on smartphones to
in data use, facilitated by affordability. search, social, and messaging.
Price promotions by telecom News and media continued among
the top five categories accessed on % Time spent on smartphone
15%
competitors lowered data costs, and
mobile; and
handset suppliers, especially Chinese
imports, offered sharp pricing.
Consumers 25 years of age or older 1%
spent almost 43 percent more time 2%
Data use rose 16 percent just in the
than average on news and media
2%
quarter that ended in March 2017,
sites.
according to Kantar IMRB. Consumers
spent 37 percent more time on their
And Indian mobile internet users
smartphones than watching TV.
They engaged 4.5 hours daily with a
continued to move beyond search and 17% 63%
data use. Mobile payments increased
smartphone, 3.3 hours daily watching
sharply following demonetization, in
TV, and two hours a week reading print
November 2016. The average time spent Search, Social, Messaging Finance
media. In addition, for the first quarter of
on the mobile wallet Paytm increased 13 Entertainment News & Media
2017: Shopping Other
percent in the first quarter of 2017.
Others includes: games, sports, career and education,
beauty, food and drink, health, and travel
Source: Kantar IMRB Mobi Trak (January to March 2017)
72 73
DIGITAL // MOBILE
MOBILE SCREENS
DOMINATE,
AND VIDEO
VIEWING RISES
TRENDS TOUCH A BROAD
SEGMENT OF THE POPULATION
Indians are more engaged on mobile and a sharp decline in the cost of data Indian consumers spend an average of
devices than on any other screen, use. The changes in mobile video three hours per week viewing video on
spending about four hours per day consumption touch a broad segment of their mobile devices, with 90 percent
on their mobile devices, 37 percent India’s population: of the time devoted to Facebook or
higher than their engagement with TV, YouTube. They primarily listen to music
Viewing is primarily, but not and view entertainment, but education
according to Kantar IMRB.
exclusively, a habit of India’s wealthy and news are the fastest-growing
middle class; categories. Educational content for
The time spent watching entertainment
on smartphones jumped 23 percent preschool is expanding especially fast.
Over 40 percent of viewers come Over 20 million Indians are considered
just in the nine months ending in March
from less wealthy households; avid video consumers, as they spend
2017. Average mobile data consumption
is expected to increase fivefold by 2021. over 22 hours per month viewing video
65 percent of viewers come from apps.
And video is evolving as a medium for
non-metro areas;
expression as well as consumption.
Over half of viewers are over age 25;

Several factors drive these
and
developments, including: a rise in
entertainment options, more access
Women are more likely than men to
to OTT services; the availability of 4G;
be avid viewers.
74 75
MEDIA // SPENDING
DIGITAL
Digital leads media spending growth…
Spending on digital media increased 30 percent in India last year, slower
than the prior year but still faster than any other advertising medium.
GROWTH
Media Spending Total % Change 12% 10%
50%
47%
RATE TOPS 37%

40%
30%
30%
OTHER MEDIA 20%

20%
10% 12% 10%

10% 8%
6 % 7%
4% 4.5%
0
TV Press Digital Out-of-Home Radio Cinema
AS OVERALL SPENDING
(includes Newspapers
and Magazines)
EASES FROM PRIOR YEAR

2016(f) vs. 2015 2017(f) vs. 2016(f)
Source: GroupM This Year Next Year 2017 India
… But traditional media remains a large part of … And FMCG continues to lead category spending
the mix… FMCG continued to attract the largest proportion of media
Even as digital spending rapidly expands in India, traditional investment, 27 percent.
Spending on digital media is expected The rate of total media spending of their incremental spending to digital advertising also remains a large part of the media mix.
to increase 30 percent in India this slowed slightly this year because of and 23 percent to traditional media.
% Share of media
year. The rate is slower than a year ago, demonetization and other factors, with
1.1% 0.7%
but faster than any other advertising spending expected to reach around INR Still, India’s digital spending growth rate 4.3% 23% 27%
61,204 crore ($9.5 billion), according to exceeds the growth rate in many other 4.7 %
medium, and it far outpaces the overall
GroupM, in its This Year Next Year 2017 major media markets, including: Russia,
10 percent increase in total Indian
advertising spending.
India report. where digital spending is expected 14.9% 45.7% 3%
to grow 17 percent; China, 22 percent;
4%
Although digital spending grew the UK, 15 percent; the US, 9 percent;
faster than spending on other media, Germany, 7 percent; and Brazil, with a 4% 8%
TV
traditional advertising also remained decline of 8 percent. Newspapers 5%
a growing part of the media mix. In Digital 8%
5%
fact, India is the only major advertising Except for fast moving consumer goods 28.5% Out-of-Home
Radio 6% 7%
market in the world where media (FMCG), with 27 percent of Indian media Cinema
spending on print advertising continued investment, spending was distributed Magazines FMCG Telecoms Services
to increase. almost evenly among categories, Auto Banks, Financial Consumer Durables
Source: GroupM forecasts December 2016 E-commerce Services, and Insurance Real Estate
led by auto and e-commerce with 8 Others
Retail Education
In India, 40 percent of year-on-year percent, and followed by retail, telecom
Source: GroupM This Year Next Year 2017 India
incremental media spending went to providers, banks and financial services,
digital; 60 percent went to traditional and education. Intensifying competition
media. In contrast, major global media and increased rural penetration should
markets on average devoted 77 percent continue to drive FMCG media spending
growth, GroupM predicted.
76 77
OUR INSIGHTS
The consumer is more informed today. Social media

enables access to much more information. Brands are
communicating much more over social media. Brands
URBAN-
are not only communicating directly with consumers,
they also are trying to engage more influencers, like
bloggers, to provide information to consumers.
Rural India may still have a

long way to go before all
infrastructure challenges
RURAL CONSUMERS
The growth of social
media, and the
availability of more
are overcome. But rural RURAL INDIANS SEEK information is helping Deepshikha Dharmaraj
consumers are emerging
DISTINCTIVE IDENTITY EMPOWERED AND INFORMED, make consumers Chief Marketing and Growth Officer
as a force of their own,
requiring marketers to
CONSUMERS FEEL CONFIDENT feel more confident Genesis Burson-Marsteller
Deepshikha.Dharmaraj@bm.com
that they are well-
recraft their rural strategies. The latest edition of STAR,
informed about brands and able to make smart
a report by Kantar IMRB about rural Indian consumers,
choices. Consumers feel more empowered to find
provides new details and insights about changes in rural
a brand that they trust, a brand that will do the right
Sushmita Balasubramaniam India.
thing for the customer, and maybe even the country,
Executive Vice President,
Kantar - Shopper Insights a brand that has a clear purpose.
Significantly, the world view of urban Indians is changing.
Sushmita.Balasubramaniam@imrbint.com Almost every rural consumer has access to a mobile phone
and even the furthest villages are becoming digitally savvy
with increasing internet penetration. They are becoming
more liberal, especially in attitudes about women. More
rural individuals accept the increasing role of women
in decision making, and believe that their daughters’
education takes precedence over marriage. Rural Indians
express concern about environmental issues and pollution.
But they also remain grounded—they believe that hard
work determines success and that blind adoption of urban
DIGITAL
or Western practices is not the route for them to take.
Rural India is determining its own path to overcoming

challenges. Post offices are doubling up as financial
institutions to sell financial products (a third of villages still BROAD CONSUMER
Everyone in India—not
do not have a bank). Rural community centers, through
just urban or wealthy ACCESS TO DATA
which companies can process their rural initiatives, are
examples of enablers to faster development. A large
individuals—has access OPENS OPPORTUNITIES
proportion of rural consumers are now engaged in non-
to data. Look at the
numbers. There are 163
FOR BRANDS
agricultural occupations.
million internet users in
rural India. Some argue that penetration is low,
People aspire to improve themselves and their
but that is a huge number. And rural Indians
communities, to create a better rural India rather than
are often accessing the internet with their
live in cities or become rural versions of urban Indians. A
mobile phones. This democratization of data is
collective shift is happening, and in the coming years each
Sunil Shetty important for brands because people don’t want
village could develop its own identity. The day when the Senior Vice President, Strategic Planning to be deprived of anything or feel left out. For
rural consumer says, “Google my village and you’ll hear a Contract, Mumbai example, Indians love entertainment. Digital has
lot more,” may not be far in the future. Sunil.Shetty@contractindia.co.in
made consumption of entertainment convenient
and this second screen is making entertainment
choices individual rather than collectivistic.
78 79
OUR INSIGHTS
Rural India will be a consumption driver and an

important laboratory for brands going forward.
Rural India’s share of total Indian consumption
and share of spending has been steadily
RURAL
increasing. Today, for most FMCG’s,
rural India accounts for over half
the share of consumption. This
development poses a lot
of challenges for brands.
How does the brand scale RURAL CONSUMPTION
TV’s popularity as an entertainment device is slowly
dipping. Today, consumers are engaging with on-
Hemant Mehta across this large market? GROWTH COMPLICATES
Managing Director, Media | Digital &
demand content across different platforms, devices, and Chief Strategy Officer, Kantar South Asia
How does the brand make
its products and services
BRAND EXPANSION
screens. The increase in internet access has empowered Kantar IMRB locally relevant? And in
viewers to view media content of their choice anywhere Hemant.Mehta@imrbint.com
what language does the brand communicate?
and anytime.
Brands face an enormous opportunity, but
MEDIA
they will need deep insights to ensure success.
With growing smartphone
ownership, many people go
straight to mobile as
Shradha Jadhav their primary screen for
Group Account Director consuming content. Digital TV SHOULD
Shradha.Jadhav@kantarmillwardbrown.com
media players like Netflix, REMAIN IN THE MIX,
Hotstar, and Amazon are
challenging TV as an DESPITE RAPID RISE
entertainment medium. The OF DIGITAL
share of media spending on
digital is expected to reach
24 percent by 2020 from the current 12 percent.
TV is certainly under threat from the increase in digital Consumers no longer accept brand
media brands. Does this mean that TV will lose its communications at face value. In the past,
relevance? Not really. Brands have to be present with when consumers received a brand message
relevant content on a variety of media. This multi-screen they were likely to believe it. Today, they are
approach will help brands engage better with consumers. more likely to ask questions and look for
information, widely
CONSUMERS
available on the
internet. Consumers
now have more
confidence in their own
CONSUMERS evaluations. And this change is Rathina Kumar
Associate Vice President, B2B and Industrial
CONFIRM BRAND seen across most categories.
This confidence may be most Kantar IMRB
MESSAGES WITH prominent among young people, Rathina.Kumar@imrbint.com
RESEARCH where the use of social media

has almost replaced the earlier
dependence on word-of-mouth.
80 81
TRADITIONAL GENDER ROLES ARE CHANGING...
. . . A N D N O T J U S T F O R T H E Y O U N G E S T G E N E R AT I O N .
THOUGHT
LEADERSHIP
Thought Leadership
BRAND PURPOSE
“The horse is here to stay but the automobile is only a novelty—a fad.”
Advice from a banker to an original investor in the Ford Motor Company
As we look back in time, there doesn’t justify the over-the-top BE THE CHANGE
are many examples of visionary valuations. There must be something These brands don’t ask people to
thinkers confronted by naysayers more than just the financial bottom change, but they are themselves
Amarjeet Thakur lines and projections that is making the change.
Senior Associate Vice President, Marketing Communications with myopic vision. But the true
visionaries ultimately could prove these brands so valuable.
Mirum, India
Amarjeet.Thakur@Mirumagency.com BE PASSIONATE
the effectiveness of their ideas with
On a mission The founders of the brands are
statistical measurements—production
passionate about what they do.
BRAND
cost, consumer demand, incremental
To understand what makes them
growth, bottom-line profit, for so special, we need to look at their DREAM BIG
example. mission statements. Tesla promises They are not afraid to dream of a
to accelerate the world’s transition Shangri-La.
In the absence of such data, how do to sustainable energy. Uber wants
VISIONARIES
we evaluate a business and arrive to make transportation as reliable DO GOOD
at a valuation? This challenge has as running water, everywhere, for They want to simplify and enhance
become even more difficult over the everyone. Airbnb wants to help create a people’s lives.
last two decades, when we have seen world where you can belong anywhere.
DRIVE
new business models taking shape Flipkart wants to provide its customers INVOLVE CUSTOMERS
based on innovative technology and a memorable online shopping They are in constant touch
the service-sharing economy. The experience. with their customers. Loyalty is
traditional metrics don’t always apply. paramount.
And herein lies the answer. These
VALUATIONS
Consider Tesla, which sold less than brands promise us a better life… a better ROMANTICIZE THE
80,000 cars in 2016, but is valued at future. They are letting their consumers BRAND STORY
around $50 billion, more than Ford and experience the promise through their They all have an emotional, human
General Motors, which sold several products and services. And, more backstory about how it all began.
WITH THE
million cars in the same year. Uber, importantly, they are in sync with the
once valued at almost $70 billion, does needs and aspirations of the young A brand is meant to be bold, even
not own a single taxi cab. generation. larger than life, because otherwise
there would be nothing much to look
Airbnb, which owns no real estate, is When the traditional business metrics forward to. Today we have dreamers
PROMISE OF A
valued at roughly $30 billion, higher cease to make sense, the emotional who want to make a difference… to
than Hilton, Marriott, and the other appeal takes over. The valuation today be the change themselves. And who
global hotel chains. In the Indian is driven by the vague and lofty goals doesn’t love a dreamer, even if the
context, consider the e-commerce site that are arousing consumer emotions. If product comes with a hefty price tag.
BETTER FUTURE
Flipkart, valued at around $12 billion, you analyze these brands closely, they
even after posting a significant loss. share a lot of characteristics, which are
worth emulating and are reflected in
Agreed that all these brands, have these actions points:
a strong financial promise, but that
THEY DREAM BIG AND CHANGE Mirum offers 360-degree digital media
communication services including
BUSINESSES AND PEOPLES’ LIVES strategy planning, content creation, media

planning and buying, building of websites
and apps. Mirum is also a Salesforce
Marketing Cloud Partner for India.
www.mirumagency.com
86 87
Thought Leadership
NEW INDIA
Arnab Bhowmik
Vice President
Kantar Millward Brown - Firefly Practice
Arnab.Bhowmik@kantarmillwardbrown.com
RAPID CHANGES
In the 2007 Bollywood hit Life in a… Interestingly, this change is not a the bride, her daughter, and her new
Metro, about young people in Mumbai, revelation. Indian mythology and husband. The ad illustrated how
a friend advises a 30-year-old woman literature are full of stories about a brand incorporates new cultural
to get rid of her inhibitions and using fragrance as a trigger for lust dimensions while sustaining its core
IN INDIAN CULTURE
experiment to find the right guy. The and desire. Until now, we have limited identity.
that truth only to showcasing female
scene departs from the traditional
attraction in deodorant ads. On the other hand, there is plenty
sanskari culture of obedience and
of brand content on the digital
proper behavior, where a woman is
New reality of Indian identity
CHALLENGE BRAND
platform is that is just serving as
expected not to express her desires, tear jerkers without delivering on
let alone practice them. The stage is set for marketers to any brand purpose. The new India is
explore the new reality of Indian an opportunity for brands to make
Ten years later, we have movies like identity, an India that’s expressive, themselves more relatable. But
COMMUNICATIONS
Masaan, Pink, and Parch that portray bullish, and unpretentious. The idea, success will require being mindfully
women as sensual, multi-dimensional however, is to use this change smartly meaningful.
characters with natural human shades and sensibly. Some brands tend to
of love, hate, lust, jealousy, or anguish. jump onto the bandwagon way too
These films reflect a new India that is soon for the sake of change without
more real. realizing the social responsibility it
BRANDS MUST REMAIN CONSISTENT, The sensibilities around traditional

Indian culture are changing fast, and
brings.
WHILE ADAPTING TO NEW INDIA

A brand needs to be relevant to the
brands need to gear up to tell stories belief it portrays to its consumers.
about the new India. Brands need to Otherwise, the consumers have every
use this opportunity sensibly, with the reason to feel betrayed as they buy
brand purpose aligned with the values into the stories that a brand promises
of new India that it portrays. to deliver in their lives. And brands
need to communicate honestly about
As researchers, we have a window the disruptions that happen as culture
onto this new India when we conduct changes.
cultural ethnographies. We get
to observe and hear stories from Tanishq, the jewelry brand synced with
people who are changing. For them, a Kantar Millward Brown is a leading global
the Indian tradition of gifting, executed research agency specializing in advertising
shampoo is not a mere hair cleansing this beautifully when addressing effectiveness, strategic communication,
or enhancement product anymore; it’s a the theme of remarriage. It showed media and brand equity research.
fragrance that will add excitement to a the disruptive effects of this cultural
romantic relationship. change in a touching moment involving www.millwardbrown.com
88 89
Thought Leadership
UNICORNS In most parts of the world, chief These companies have always who has challenged corporates
executives strive to be steady, positioned themselves in a league of to think big and tackle serious
straightforward, and as uncontroversial their own as hungry, aggressive, and social problems. Whether it’s
as possible. Not in Silicon Valley. Titans hugely ambitious. However, they need ambitious goals, such as shifting
of the technology business tend to be to learn to survive in an era where to e-vehicles by 2030, or programs
capital—that was previously on tap— like Swachh Bharat (to improve
outspoken optimists whose quests to
dries up. They have important lessons sanitation) or Digital India (to
challenge entrenched industries and
to learn from companies that have been expand access)—the prime
change the world make them seem
in business longer. Because businesses minister has thrown down the
larger than life. that thrive in the long run are those that gauntlet to business leaders to
are self-sustaining. Here are some of help India reach its ambitions.
Whether it’s the late Steve Jobs, co-
those lessons:
founder of Apple; venture capitalist
Unlike the US, India is a country where
Sonya Misquitta Amanda Mendes Peter Thiel; Jeff Bezos of Amazon; or
DON’T OVER-ESTIMATE it’s often the basics that hold us back—
Associate Vice President, Strategy Planning Strategy Planner Elon Musk, the inventor of the Tesla
Grey Grey THE MARKET SIZE unreliable and widely fluctuating
electric car, their vision is about global
Sonya.Misquitta@grey.com Amanda.Mendes@grey.com Simplistic assumptions of the size electric power, unreliable service
dominance coupled with a sense
of the market can be dangerous. networks, limited access to clean water,
of relentlessness. Their quests for
Just as Kellogg’s assumed it and excessive air pollution. These are
AS INDIAN
disruption have been marked by both
could change Indian breakfast tough problems to crack. That’s why it’s
unrivalled success and spectacular
habits when it launched here crucial for us to innovate products and
failure. And they’ve been rewarded with
in 1995, consumer internet services around these conditions. They
sky-high valuations.
companies today point to the huge may not need fundamental technology
UNICORN
opportunity of 200 million Indians breakthroughs, but they all require
Indian tech entrepreneurs have idolized
currently online with a debit or product and business innovation.
these men, vowing to recreate their
credit card and those from rural
success here in India. However, the
India that will come online as Risk taking comes from both a
souring of India’s consumer internet
connectivity improves. stomach for failure and an enthusiasm
INVESTMENT
start-ups tells a different story. After
for reinvention. Great leaders don’t
pumping billions of dollars into Indian
Rather than identifying a “huge” just communicate their vision, they
internet start-ups between 2014 and
market, these companies need acknowledge failures when things go
2015, global investors have tightened
to identify viable markets, a wrong and communicate their efforts to
their purse strings and begun the
SLOWS, BRANDS
process that requires gaining the fix it. Yet what’s becoming increasingly
crackdown on cash-burn.
right insights, counting the right clear is that corporate missions need
people, and envisioning the right to have commerce and conscience at
In Silicon Valley, tech companies
innovations to serve those people. their core. Not because it’s a marketing
continue to get funding, despite
objective but because consumers and
MUST SHIFT
reporting losses for years on end,
DON’T BE A FOLLOWER, employees increasingly demand it.
because investors are willing to give
BE A DISRUPTOR Businesses have a higher responsibility
them rope in the hope that one of their
For all the innovation in the to address social values. And it’s
moon shots pays off. Not so in India,
consumer internet space in India, possible that embracing values can
where investors demand to see a return-
THEIR PRIORITIES
we are still a follower market. actually help profits and share prices in
on-capital sooner rather than later.
We have copycat versions of the long run.
Paypal, Amazon, and Uber. If our
Their ambitions aside, the reason why
entrepreneurs spent half their
Indian unicorns like Flipkart, Snapdeal,
time trying to find a niche for
and Paytm, for example, have had
themselves, or re-framing existing
their valuations lowered is because
problems to find better solutions
they were spoiled by super abundant
CUSTOMERS EXPECT BRANDS TO LINK

rather than simply replicating
capital. These companies raised money
Western business models, they’d
at crazy valuations, over estimating
be better able to attract capital,
COMMERCE WITH SOCIAL CONSCIENCE growth prospects. They raised money
too quickly without having proved their
employees, and customers.
GREY ranks among the world’s top
business model. Basic unit economics
STAND FOR SOMETHING advertising and marketing organizations,
and need for healthy cash flows were
People want business leaders— operating in 96 countries serving one-fifth
disregarded. They chased growth at of the FORTUNE 500. Its parent company
and all leaders—to be authentic
the expense of profitability; chased is WPP.
and stand for things. It’s ironic that
customer acquisition at the cost of
in India it is Prime Minister Modi
customer satisfaction. www.grey.com/india
90 91
Thought Leadership
BRAND VULNERABILITY
Once upon a time, being a brand Additional factors, such as pricing, can and author says, “Courage starts with
was the surest way to increased impact the brand image, thus resulting showing up, and letting ourselves
income for an organization. in brand vulnerability. And lack of be seen.” Thus, brands need to be
However, thanks in a very large adequate innovation can impact brand courageous and leverage vulnerability
measure to the internet, brands are equity and weaken loyalty, also making by allowing their consumers to
the brand more vulnerable. become a part of the decision-making
becoming increasingly vulnerable.
process.
This vulnerability is especially Brand building is the antidote
relevant in India, as market influence Whether it is product development,
shifts to a younger generation and While brand vulnerability has increased pricing policies, or service delivery
Hareesh Tibrewala traditional values exist in tension with over time because of the above factors, issues, the more a brand is transparent
Joint CEO brand building remains the surest and engages with its consumers in
modern trends. Ironically, for brands
Mirum, India way to long-term business success, the decision-making process, the
Hareesh.Tibrewala@mirumagency.com that need to navigate this tension,
vulnerability can be a strength. increased profit, and better market more it will earn their trust, eventually
capitalization. creating a virtuous circle that benefits
BRANDS
The Oxford dictionary describes all stakeholders.
vulnerability as “being exposed to Being a pure manufacturer (and not
the possibility of being attacked necessarily a brand) may enable huge
or open to risks.” In the context of economies of scale. However, in a
brands, vulnerability, as seen in India competitive market, the only margin for
BECOMING
during the past decade, is arising profit is better efficiency. And efficiency
from the following factors: will start tapering at some point,
resulting in diminishing returns. Also,
FASTER PRODUCT as a pure manufacturer it is easy to get
MORE
DEVELOPMENT CYCLES displaced by a competitor operating
New product development as from a different—difficult to match—
well as go-to-market cycles have cost model.
increasingly become shorter.
Therefore, the time available Ultimately, brands reflect society. And
VULNERABLE
to generate higher revenues Indian society is evolving from being
from a new product launch or a perceived as “righteous” (the older
technological breakthrough has generation) to being perceived as
reduced significantly. “vulnerable” (the newer generation). If
IN YOUNGER,
the older generation believed in being
GREATER CHOICE conformist, the newer generation
Thanks to the internet, believes in taking the untrodden path
geographical boundaries have and taking risks. And taking risks makes
been demolished. And every you vulnerable.
DIGITIZED INDIA
brand is now just one click away.
Hence, the new generation does not
MORE COMPETITION look upon vulnerability as a negative
The internet also enables small trait. Allowing oneself to be vulnerable
businesses to efficiently reach is interpreted as being open to
consumers, an opportunity that correction and amenable to new ideas
was once a prerogative of only and new thinking. The emergence of
OPENNESS, CONSUMER ENGAGEMENT large brands. social media, allows us to express our
vulnerabilities, without feeling that we
Mirum offers 360-degree digital media
communication services including
STRENGTHENS BRANDS, EARNS TRUST

are all alone in our thinking. strategy planning, content creation, media
INCREASED CONSUMER planning and buying, building of websites
POWER Consumer opinion in a and apps. Mirum is also a Salesforce
sales cycle has become more Vulnerability is where creativity begins. Marketing Cloud Partner for India.
influential. News—good or bad— Vulnerability demands courage. And as
spreads like wildfire. Dr. Brené Brown, an American scholar www.mirumagency.com
92 93
Thought Leadership
ADVERTISING
“Elementary, my dear Watson,” Video helps us understand content 30-second slots for mobile will not
said Sherlock Holmes to his partner habits, which is a goldmine for any work. Brands should instead create
and friend. It’s a good summary marketer. All these factors have led ads made purposely for mobile.
of programmatic or automated to a dramatic rise of mobile video ad Rich media ideas, games, innovative
advertising buying for brands revenue. Think of a scenario where you storytelling using voice and video can
have to sell a bar of chocolate with a impact advertising immensely.
today, which has quickly become
display ad. Marketers always question
elementary—a basic necessity.
the impact of advertising. In the past, it Placement problems
was about the change of share of voice
It’s been only two years since the
or brand image. However, a part of this Once brands create compelling
upheaval of programmatic began in
Milind Pathak is now shifted to sales: is my advertising ads, they need to avoid potential
India, and programmatic has become
Chief Operating Officer positively affecting my sales? placement problems. Google was
Madhouse so colossal that even traditional
impacted this year when many major
Milind.Pathak@madhouseindia.com businesses like auto, FMCG, and
financial services are spending most of
Performance-driven platform brands suspended advertising on
YouTube until the channel addressed
their digital marketing budgets on it.
THE RAPID
With this in mind, many brands, concerns that ads appeared adjacent
traditional or modern, will be to inappropriate or offensive content.
Brands initially moved to programmatic
looking at advertising as more of a Facebook addressed questions about
for two primary reasons: to automate
performance-driven platform. Gone how it measures video views. We
buying and make life easier; and
are the days when cost per impression should learn from the issues faced
GROWTH OF
to reach the targeted consumer in
(CPI) and cost per action (CPA) were by these tech giants and create our
the appropriate context. Since then,
performance metrics. Cost per lead own brand safety and measurement
programmatic has rapidly become
(CPL) will prevail now. How will I be guidelines (keeping the structure
more sophisticated to keep pace with
able to sell my product with every ad of global mandates). Work with
changing consumer viewing habits.
PROGRAMMATIC
impression will be the question on publishers and create your own
every marketer’s mind. Programmatic measurement guidelines. Create a
Mobile has become the second screen,
provides both answers and challenges. transparent measurement system
after TV, for daily video viewing,
that allows you to keep tabs on your
according to the Kantar Millward Brown
Mobile blockers in India have the campaign visibility and performance.
BRINGS
Ad Reaction Study. With the launch
second highest penetration in the
of the telecom Jio, internet speeds
world after Indonesia; but And let’s bring back Watson, but not
and the number of online data users
from Sherlock Holmes, from IBM.
increased significantly in India. Three
Marketers should see this as an Let’s bring artificial intelligence (AI) to
other recent video developments
CHALLENGES
opportunity to innovate, instead as advertising. AI will be able to gauge
factors also influenced the rise of
a threat. No one needs accidental the consumer’s mood and predict our
programmatic in India.
clicks and forced ad viewing from needs and desires. When the viewer
their consumers; and sees ads for pizza, AI will anticipate
Several over-the-top (OTT)
the consumer’s need and place an
AND
players in India launched in India.
Engagement is not only about order. In this future, advertising not
Netflix, Amazon, and every TV
reaching right people at the right only sells products, it makes life easier.
channel (led by Hotstar) made
time, it’s also about reaching them
their way to the mobile screens of
with the right communication that
Indians, and now reach over 100
POSSIBILITIES
doesn’t disturb their ongoing online
million users.
activity.
Video made in the vertical format
The creative side of media planning will
made it easier to view content on
come into play here. Media planners
a phone because it eliminated the
and strategists must now come up with A recognized specialist focusing exclusively
need to turn the device sideways.
engaging ad spots that will reduce ad on mobile media and advertising, Madhouse
MOBILE HABITS, AD BLOCKERS REQUIRE Native video, content created

specifically for social media
blocking. With 80 percent of internet
traffic in India coming from mobile,
brings advertisers together with mobile
media publishers to unleash the power of
mobile media advertising.
CREATIVE RESPONSES FROM BRANDS sites, like Facebook and Twitter,

increased dramatically.
content needs to be created for mobile
only. Cutting two-minute TV ads to
www.madhouse.cn
94 95
Thought Leadership
FUTURE-READY BRANDS
The future is an adventure, going into Diving deeper, the emotional needs Future-ready brands
the unknown with a sense of thrill and for cocooning are to escape from are different
anticipation. Building a brand for the boredom, anxiety, dull routine, or even a
future is not easy. It demands both messy problem. These motives signal, The third aspect to measure is
vision and practicality. Somewhat like at the core, a need for an emotional whether consumers see a brand as
release. A recent report notes that different in some way or other. Nearly
ziplining, we need equipment to carry
enjoying life and freedom are two of 50 percent of millennials affirm that
the brand forward with momentum,
the four fundamental life needs of the their own life will be very different
while keeping it safe at most times.
new generation (the others being self- from that of their parents. An “I’ll pave
reliance and protecting family). Hence, my own way” thinking permeates the
The joint demands of vision and
Shaziya Khan brands need to check whether they are minds of millennials.
Senior Vice President and Executive Planning Director practicality, at first glance an odd
in step with the consumers’ yearning
J. Walter Thompson, Mumbai couple, are best understood and
for fun. Over 70 percent agree with these
Shaziya.Khan@jwt.com reconciled through the lens of the
consumer. The lens of consumer statements: “I would date/marry
Future-ready brands do good outside my race,” “I view race
attitudes and beliefs provides a
FUTURE-READY
visionary, yet practical, scale that can differently than my parents’ generation
The second aspect to measure is did,” “I don’t see anything wrong
help us prepare brands.
whether consumers associate a brand with men taking on jobs traditionally
with contribution to the social good. associated with women or vice
In a volatile, unpredictable but exciting
Over 80 percent of millennials believe versa,” “technology has put so many
BRANDS
future, this scale can help equip brand
it is important to leave a legacy of professional and entrepreneurial
builders to take actions that are most
goodwill, to leave the world a better opportunities in front of me.”
likely to make their brands more
place for future generations, to balance
future-ready, more aligned with the
out inequalities in the world. They We see there is an abundance of
expectations of the next generation—
STUDY HOW
believe that it is their generation’s “we’re different” data points about
the millennials. Here are three key
responsibility to shape the future of young consumers, and to be relevant
characteristics of future-ready brands.
their country, according to the JWT to them, in the present and future,
BRIC millennials survey. brands need to define themselves
Future-ready brands are fun
and, more importantly, embrace their
CONSUMERS
The survey finds that millennials are own difference.
The first aspect to measure is whether
actively looking for ways to voice
consumers associate a brand with
their opinion about social problems.
having fun. Consumer data emphasizes
In addition, there is overwhelming
that millennials are not only driven
ARE CHANGING
evidence that in an increasingly
to achieve, but also have an equally
transparent world, consumers expect
strong yearning for fun. The twin
business to earn profit with purpose.
drivers of achievement and fun lead
In modern times, brands are expected
to a consumer behavior defined as
to contribute toward a social cause.
cocooning.
Hence, to be in step with the consumer
mainstream, and the expectation of
The term cocooning emerged in
CONSUMER ATTITUDES AND BELIEFS

advancing the social good, brands
the early 1980s to describe stay-at-
need to have a tangible dimension of JWT is the most admired marketing
home behavior. Recently, there has
social good associated with them. communications agency across its
INFORM BRAND VISIONS AND TACTICS been a resurgence in cocooning, with
consumers immersed in their own
network in India, Sri Lanka and Nepal. The
companies that comprise the South Asia
world anywhere, anytime. Cocooning network are Contract, GGE, HDS, Mirum and
behavior, like watching an online video, ADK Fortune.
is exhibited late night, while commuting,
eating, or shopping. www.jwt.com/worldwide
96 97
Thought Leadership
SOCIAL RESPONSIBILITY
Brands are perhaps stronger today Progressive messaging SET AN AMBITIOUS GOAL
than at any time in history. Apple’s A goal that builds on core
valuation is greater than the GDP Some Indian brands have started competencies does not need
of some countries. The question adopting progressive messaging, brands to divert resources and
arises: Can brands continue to be expressing a point of view on social energies into peripheral activities.
issues. Laundry detergent Ariel has Volvo’s Vision 2020 is that no one
relevant in today’s world without
communicated themes of social should die or be seriously injured
embodying some form of brand
change and gender equality in its in a Volvo. It builds on the brand’s
social responsibility and identifying
“Share the Load” campaign, which core purpose of safety.
themselves with a mission that is
questions the traditional separation
Sunil R. Shetty larger than sales targets and market
of roles in a household. Similarly, the IMPROVE PEOPLE’S LIVES
Senior Vice President, Strategic Planning shares? jewelry brand Tanishq has championed Lifebuoy is an excellent example
Contract of a brand that has ascribed a
woman’s empowerment in its ads, while
Sunil.Shetty@contractindia.co.in This question is graining greater traction larger purpose to its soaps and
Anouk, a clothing brand, challenged
in India because of the convergence of other personal hygiene products
mindsets towards sexuality.
three distinct and concurrent trends:
ADDRESSING
by linking them to improved
Other Indian brands have created sanitation to protect children
THE CONSCIENTIOUS CONSUMER from disease.
campaigns to address social problems,
A large segment of consumers
such as poverty or malnutrition. A
in India today has grown up CREATE OPPORTUNITIES
Whirlpool initiative encourages people
SOCIAL
being taught to be conscious— FOR STAKEHOLDERS
to donate, rather than discard, their
ecologically and socially—and this Create opportunities for
used clothing. The sugar substitute
segment will continue to increase. consumers to benefit from the
Sugar Free donated the equivalent
of calories consumers saved using brand’s business. Dairy brand
THE CONNECTED WORLD
PROBLEMS,
its product, to a charitable foundation Amul invests in helping dairy
Because of digitization and mobile farmers improve their agricultural
providing midday meals for
devices, Indians have access to practices and, in turn, their lives.
underprivileged children.
more information that enables them
to scrutinize brands and have a As business professor and author
These initiatives create a direct and
BRANDS SUSTAIN
point of view on brand decisions. Michael Porter said, “The most
causal link between the brand and
a social cause, but they also tend to powerful way for business to benefit
RESPONSIBLE BRANDS society is by addressing social issues
be topical, one-time events rather
Brands in India are increasingly connected to the company’s industry
than part of a sustained conversation
articulating a clear purpose. They
RELEVANCE IN
between the brand and consumer. That and society directly with a business
are emulating some of the brand model.” In India, the time is ripe for
conversation is important and could be
pioneers in this area, such as Dove brands to start thinking of valuation
the next step.
and The Body Shop, which raised through a fresh lens—as a combination
consciousness about the ideals of the economic value and social
Embedding goodness
CHANGING INDIA
of beauty, and the ingredients in value that they create.
beauty products.
Doing good is not an activity for bands
to engage in for short-term rewards
These trends have shown that
and benefits. Rather, when doing good
corporate social responsibility (CSR)
is intrinsic to the brand’s purpose, it can
is just a start, and that investments
help create long-term assets, which
that connect a brand to a higher social
have tangible value to the consumer
INITIATIVES HELP BUILD BOTH good are also good for business.
Many brands have taken steps in this
and the corporation. Brands can start
with these three brand-building actions:
At Contract, we believe in building brands
from the heart. As one of India’s finest full-
direction. service integrated communication agencies,
ECONOMIC AND SOCIAL VALUE we believe in being driven by our passion to

engage consumers. We nurture some of the
most pioneering brands in Indian advertising
with the assurance of creating effective,
award-winning work across all mediums of
advertising.
www.contractindia.co.in
98 99
Thought Leadership
APPS
Consumers are looking for apps Bridging the app gap Aggregation should not come at
that help them connect multiple the cost of personalization. The
digital elements in their lives—from Marketers need to devise a better app content needs to be fluid
household chores to work, travel, way to bridge the gap between the and dynamic, serving user with
entertainment, shopping and apps they offer and the simplified the information and experience
life consumer’s desire. This app gap that is in line with each user’s
beyond. The future of apps is about
can prevent brands from making the interests, preferences, location,
aggregating multiple services into a
consumer’s consideration set. A single and intention.
single app acting like a one-stop shop
app with multiple uses can work
for different consumer needs. The user experience is a prime
well for consumers especially in low
Varun Jain bandwidth areas. concern. Aggregating your
Research Manager, Media and Digital Practise How simple life would be if you could
offerings within an app that
Kantar Millward Brown order that pizza, pay last-minute bills,
Brands in India understand the need fails to provide the right usage
Varun.Jain@kantarmillwardbrown.com and book a cab on the run while
to aggregate and are increasingly experience can dilute brand equity.
simultaneously replying to text and
adopting this concept. Calling itself Content and experiences should
emails, all from a single app. But
CONSUMERS
“India’s first all-in-one app,” Tapzo be compelling enough for a user
many marketers are running in herd in
partners with over 35 providers to to engage with the app time and
another direction, blindly eyeing a share
integrate apps for device recharging, again.
in consumer’s mobile device and mind.
bill payment, cab booking, food
ordering, and various services, There is an underlying cost in
DESIRE
Meanwhile, the value of apps is
including access to news, videos, and acquiring a user base, and keeping
gradually dwindling with proliferation
other content. users hooked to the platform is
of over 2.8 million and 2.2 million apps
equally challenging. Results will
on the Google and Apple app stores,
Paytm is a classic example that happen over time. Achieving scale
respectively. As high as 75 percent of
TO USE FEWER
integrates shopping, entertainment, with one-stop apps will largely
apps are uninstalled soon after they
travel, utility payment, and banking depend on the app design offering
are downloaded. Discovering and
services from multiple providers in a seamless interface coupled with
downloading the app that best suits a
single app. Earlier this year, Google attractive incentives.
user’s needs takes time. It sometimes
launched its app Areo, which integrates
APPS, AND
makes more sense for the user to
restaurant delivery and home services.
search for the appropriate service on
Flipkart is also reportedly planning to
Google.
roll out a single app to integrate food
ordering, cab hailing, travel booking,
With each app trying to woo consumer
BRANDS MUST
and shopping for daily essentials.
attention, what marketers fail to realize
is that mobile users have limited
While aggregating services may help
attention span. Consumers choose
ease the consumer’s life, it is not
apps with an aim to simplify their daily
like one size fits all. The benefits are
BRIDGE THAT GAP

grind and are likely to stick to them only
tangibly visible, however adopting this
if these apps continue to ease their
approach comes with its own set of
drudgery.
challenges and might evoke skepticism
from many marketers. Some critical
The battle for a share in consumer’s
considerations when executing include
mobile phone is fierce. Each new
the following: Kantar Millward Brown is a leading global
installation competes for space with research agency specializing in advertising
MORE INDIAN BRANDS NOW COMBINE

essential apps like WhatsApp and effectiveness, strategic communication,
Facebook. In addition, consumers media and brand equity research.
complain about poor user experience,
MULTIPLE SERVICES ON A SINGLE APP battery drains, and data waste. www.millwardbrown.com
100 101
S TA N D I N G O U T F R O M S A M E N E S S I S H A R D E R T O D AY. . .
... AND MORE ESSENTIAL FOR BRAND SUCCESS.

THE INDIA
TOP 50
The India Top 50
BRANDZ™ TOP 50 MOST VALUABLE INDIAN BRANDS 2017

Brand Value Brand Value Brand Value Rank Brand Brand Value Brand Value Brand Value Rank Brand
Brand Category 2017 $M 2016 $M % Change Change Contribution Brand Category 2017 $M 2016 $M % Change Change Contribution
2017 vs. 2016 2017 vs. 2016
1 Banks 17,965 14,438 24% 0 4 26 Food & Dairy 1,157 1,325 -13% -7 5
2 Telecom Providers 10,233 9,978 3% 0 3 27 Entertainment 1,064 - NEW 2
3 Banks 8,334 6,352 31% 0 5 28 Personal Care 1,035 1,016 2% -3 3
4 Paints 4,717 4,089 15% 0 4 29 Food & Dairy 1,025 879 17% -1 3
5 Banks 4,697 3,957 19% 0 4 30 Tires 1,003 667 50% 5 4
6 Banks 4,522 3,333 36% 1 2 31 Soft Drinks 983 929 6% -4 4
7 Automobiles 4,449 2,850 56% 1 2 32 Food & Dairy 974 587 66% 7 4
8 Automobiles 3,564 3,403 5% -2 3 33 Personal Care 928 808 15% -4 4
9 Automobiles 3,295 2,807 17% 0 3 34 Paints 928 739 25% -2 5
10 Banks 2,428 2,377 2% 0 3 35 Insurance 877 464 89% 10 3
11 Telecom Providers 2,427 - NEW 2 36 Food & Dairy 877 708 24% -3 5
12 Banks 2,395 1,814 32% 0 3 37 Airlines 874 1,011 -14% -11 1
13 Motor Fuels 2,131 1,467 45% 3 4 38 Personal Care 869 797 9% -8 4
14 Telecom Providers 2,102 2,214 -5% -3 2 39 Banks 862 604 43% -1 3
15 Food & Dairy 1,861 1,550 20% -1 3 40 Automobiles 862 544 59% 1 2
16 Food & Dairy 1,747 1,623 8% -3 3 41 Personal Care 737 695 6% -7 4
17 Automobiles 1,620 1,402 16% 0 3 42 Motor Fuels 684 511 34% 0 4
18 Lubricants 1,613 1,541 5% -3 5 43 Motor Fuels 669 481 39% 1 3
19 Home Care 1,425 1,394 2% -1 3 44 Automobiles 658 432 52% 4 3
20 Personal Care 1,323 1,269 4% 1 2 45 Home Appliances 592 - NEW 2
21 Alcohol 1,310 1,313 0% -1 4 46 Personal Care 585 560 4% -6 5
22 Home Care 1,306 1,113 17% 1 5 47 Entertainment 529 - NEW 3
23 Jewellery 1,231 1,060 16% 1 3 48 Telecom Providers 507 745 -32% -17 2
24 Retail 1,190 - NEW 1 49 Insurance 487 - NEW 4
25 Alcohol 1,170 1,197 -2% -3 4 50 Banks 484 - NEW 3
Source: BrandZ™ / Kantar Millward Brown (including data from Bloomberg)

Brand contribution measures the influence of brand alone on earnings, on a 1-to-5 scale, 5 being highest.
106 107
The India Top 50
BRANDZ™ ANALYSIS // TOP RISERS
MARKET TOP 10 RISERS

Brand Brand Brand Value
STRENGTH,
Top 50 Value Value % Change
Rank Brand Category 2017 $M 2016 $M 2017 vs. 2016
1 35 Insurance 877 464 89%
INSIGHT
2 32 Food & Dairy 974 587 66%
3 40 Automobiles 862 544 59%
DRIVE HIGH
4 7 Automobiles 4,449 2,850 56%
5 44 Automobiles 658 432 52%
VALUE GROWTH
6 30 Tires 1,003 667 50%
7 13 Motor Fuels 2,131 1,467 45%
8 39 Banks 862 604 43%
9 43 Motor Fuels 669 481 39%
10 6 Banks 4,522 3,333 36%

AUTOMOBILE AND FINANCIAL )Source: BrandZ™ / Kantar Millward Brown (including data from Bloomberg
BRANDS PREDOMINATE
With a total of six brands The presence of three automotive The two bank brands increased value Royal Enfield, a motorcycle brand Maruti Suzuki stretched the brand In contrast, TVS stuck with the basics,
represented, the automobile brands, the same number as in last despite bad debt issues that slowed known for performance and driving beyond its traditional appeal to the emphasizing the features and fuel
category, and categories dependent year’s Top Risers, reflects the strength category value growth a year ago. experience, benefited from a growing value segment of the market. While economy of its two-wheelers to take
on automobile sales—tires and motor of the automobile category and One brand is private, the other is a consumer interest in more powerful Maruti Suzuki brand launched models advantage of the increasing interest
fuels—dominate the Top 10 Risers, the insight certain brands exhibited, public-sector bank, indicating that, motorcycles. Around 20 percent of for its core customers, it also introduced in scooters. Until recently, scooters
responding to changing consumer regardless of legacy, customer focus consumers who consider purchasing new showrooms, called Nexa, to had been an entry point for shoppers
the list of brands that increased the
preferences with innovation and new can lead to growth. The life insurance the brand are car owners, according reach premium customers through an who eventually would trade up to a
most in brand value year-on-year.
launches. Passenger vehicle sales grew brand reflects the category’s potential to Kantar Millward Brown BrandZ™ exclusive channel instead of its existing more expensive car. Scooters have
Financial services are also well
9.2 percent for the year ending March as India’s middle class expands and research. Royal Enfield supports biker dealer network. Known as a brand that become the Indian household’s second
represented, with two bank brands 2017, surpassing 3 million units for the customers seek to grow their wealth groups, engaging them on social offered good after sales service, Maruti vehicle, however, relied on for utility,
and one insurance brand. One FMCG first time, according to the Society of and build protection for themselves media, and it markets Royal Enfield- has enjoyed a high level of Trust and convenience, and versatility in winding
brand made the Top 10 Risers. Indian Automobile Manufacturers. The and their families. The FMCG brand is a branded motorcycle accessories. good word of mouth, according to Kantar through crowded urban streets. TVS
automobiles category in India includes rebound story. Because of its brand strength, Royal Millward Brown BrandZ™ research. The increased value 52 percent.
both two-wheel and four-wheel Enfield also enjoyed strong export brand has added Status and Innovation
vehicles. sales. The brand value increased 59 as key drivers of consideration. Its 56
percent, on top of a 35 percent rise a percent value increase followed last
←
year ago. year’s 23 percent rise.
108 109
The India Top 50
BRANDZ™ ANALYSIS // TOP RISERS
The 50 percent value rise of tire-maker a 10 percent decline a year ago.

MRF is partly explained by its strength
as an original equipment manufacturer The Top Riser banks—Punjab National
(OEM) to automobile manufacturers. Bank and Kotak Mahindra Bank—
MRF also benefited from the rising cultivated their brands in different ways.
prices for Chinese tires sold in India. At A state bank, Punjab National Bank is
the same time, MRF leveraged these customer-focused and more agile than
favorable conditions by aggressively some of its competitors. Because its
marketing, particularly on TV, and branches are located primarily in the
engaging sports celebrities, usually industrial areas of India’s north and
cricket players, for ad campaigns. west, the bank was less exposed to
problems with farming loans. Punjab
Indian Oil and Bharat Petroleum National Bank increased value 43
operate extensive refinery businesses. percent, following a 51 percent decline
But the state-owned brands increased a year ago.
in brand value in part because of their
motor fuels businesses. Indian Oil and Kotak Mahindra Bank launched India’s
Bharat Petroleum operate networks of first mobile bank. It plans to double its
around 25,000 and 13,500 fuel stations, customer base in the next few years
respectively. led by the digital channel. The brand’s
36 percent rise in value follows a 39
ICICI Prudential increased the price percent rise a year ago.
of certain key policy premiums,
which now average twice the price The instant noodle brand Maggi
of equivalent products from private rose 66 percent in value, following
players. It accomplished this price rise a 24 percent decline, as the brand
through strategic collaborations across recovered from a food service scandal.
different bancassurance partners. ICICI Buoyed by strong brand equity, and
Prudential led the Top Risers with an aligned with a nostalgia trend, Maggi
89 percent increase in value, following successfully renewed customer loyalty.
110 111
The India Top 50
BRANDZ™ ANALYSIS // AUTOMOBILES
BRANDS ADAPT
CONSUMER
INSIGHTS,
CATEGORY
SURGES
NEW MODELS COMBINE
STYLE AND AFFORDABILITY
The automobile category While customers for entry-level cars These results reveal how the car
experienced a dynamic year, with sought good functionality and a category, evolving with the needs
passenger vehicle sales growing low price, shoppers for mid-market of the Indian consumer, has added
9.2 percent, exceeding 3 million cars desired a combination of complexity to a formerly limited
for the first time, according to performance, style, and price that— segmentation of small cars, usually
until recently—has been available hatchbacks, along with sedans, and
the Society of Indian Automobile
primarily from multinationals. luxury cars.
Manufacturers. Several Indian
brands introduced models
Indian brands succeeded not only When Indians purchased their first
with contemporary design because of what they did right— car in the past, they chose a basic
that more closely matched the understanding the local consumer— car at an entry-level price point.
aspirations and budgets of Indian but also because of what some Today, even some first-time buyers
consumers. multinationals did wrong—compete expect more style and features, and
with global models, not sufficiently may be willing to stretch a bit to get
modified to meet Indian needs and something more than a utility vehicle.
tastes.
112 113
The India Top 50
BRANDZ™ ANALYSIS // NEWCOMERS
JIO ENTERS
TOP 50, MONTHS
AFTER LAUNCH
DIGITAL GROWTH DRIVES TELECOM
AND ENTERTAINMENT BRANDS
The highest-ranking newcomer to The presence of the two entertainment country. Growth for these brands in Indian primarily for its washing
the BrandZ™ India Top 50 is Jio, a brands and the rapid rise of Jio,
illustrate how rapidly India is digitizing
comes especially from smaller cities
and rural India, where cable penetration
machines, Whirlpool is offering other
appliances, including refrigerators
NEWCOMERS
brand that did not exist a year ago. It
entered the ranking at No. 11, having and consumers are changing their has been limited because of last-mile and air conditioners. Both categories, Top 50 Brand Value
spent the past 12 months disrupting media consumption habits, using installment challenges. These direct-to- especially air conditioners, are growing Rank Brand Category 2017 $M
their mobile screens for downloading home, satellite-based suppliers enable in response to greater consumer
the telecom provider category with
data and viewing a rapidly-expanding rural customers to leapfrog cable. wealth and evolving middle class 11 Telecom Providers 2,427
a series of free-data promotions that
amount of available content. desires. And multinational brands, like
in just the first few months attracted
D-Mart succeeded in part by Whirlpool, continue to dominate in
over 100 million customers. Part of Reliance Industries, Jio countering key retail trends. It is appliances, despite the rise of local 24 Retail 1,190
introduced its telecom service to Indian opening physical stores when brands in other categories.
To put this accomplishment into consumers in September 2016. Along consumers are increasingly shopping 27 Entertainment 1,064
perspective, four of the other seven with rapidly building its customer base online. And it operates hypermarkets The financial services brands benefited
Newcomer brands entered the India by offering free data, Jio introduced a when most large-format operators from the relatively low penetration of
Top 50 in more typical fashion, near free 4G feature phone called JioPhone. are reducing their store footprint. Plus, insurance and banking services in India, 45 Home Appliances 592
the bottom of the ranking. The seven Customers paid only a refundable D-Mart is opening more stores, beyond and the rapidly growing need. Bajaj
Newcomers come from six categories. deposit for phone, which helped Jio its concentration in western India, Allianz Life Insurance Company Ltd.,
Along with telecoms, the categories 47 Entertainment 529
build business by expanding digital around Mumbai, Maharashtra, and a joint venture with Germany’s Allianz
and brands are retail, D-Mart; home access. Gujarat. The brand focuses on lower- SE, offers a full range of life insurance
appliances, Whirlpool; insurance, price, fast-turning items. The company and general insurance products. 49 Insurance 487
Bajaj Allianz; banks, Canara Bank; and Of the entertainment brands, Sun launched a successful IPO and earned Established in 1906, and present across
entertainment—a new category to the Direct operates mostly in southern strong profits. India, Canara Bank increased net profit
India Top 50 this year—with Sun Direct 50
* Banks 484
India, where it has its own channels. almost 10 percent, following a difficult
and Dish TV. Dish TV focuses on the rest of the The home appliances brand Whirlpool year that impacted the banks category.
* Reentering the India Top 50 )Source: BrandZ™ / Kantar Millward Brown (including data from Bloomberg
expanded its product portfolio. Known Canara Bank is reentering the India Top
50, having first appeared in 2015.
114 115
The India Top 50
BRANDZ™ ANALYSIS // BRAND CONTRIBUTION
BRAND
CONTRIBUTION TOP 10 IN BRAND CONTRIBUTION
Top Brand Brand
ADDS LONG-
50 Value Contribution
Rank Brand Category 2017 $M Index
1 46 Personal Care 585 5
TERM BRAND
2 22 Home Care 1,306 5
3 34 Paints 928 5
STABILITY
In addition, brands high in Brand 4 3 Banks 8,334 5
Contribution have a high Vitality
Quotient (VQ), a BrandZ™ metric
of brand health. The VQ score is
5 26 Food & Dairy 1,157 5
a composite of the scores in five
indicators: Brand Purpose, Innovation,
6 18 Lubricants 1,613 5
Communications, Brand Experience,
and Brand Love. 7 36 Food & Dairy 877 5
An average score for VQ and for the 8 4 Paints 4,717 4

RANKING REMAINS five indicators is 100. Brands with high
Brand Contribution achieve a VQ score 9 30 Tyres 1,003 4
CONSISTENT YEAR-ON-YEAR of 116. Other brands in the India Top 50
averaged a score of 108. Brands high 10 21 Alcohol 1,310 4
in Brand Contribution also outscored
other Top 50 brands, on average, in the Source: BrandZ™ / Kantar Millward Brown (including data from Bloomberg)
five indicators.
Brand Contribution, a BrandZ™ Brand Contribution can take time to Different (consumers feel the brands
metric, measures the value of build, but it is enduring. Except for one are distinctive or trend setting), and
a brand itself—the intangible brand—the tire brand MRF—the 2017 Salient (consumers think of them Brands with higher brand contribution are more powerful and grow value faster
asset that exists in the minds of Brand Contribution Top 10 is identical quickly when considering a purchase
to the Brand Contribution Top 10 from in the relevant category). Brands high in Brand Contribution enjoy strong Brand Power, the BrandZ™ metric of brand equity, and they increase
consumers—stripped of any market
last year, and little changed from brand value faster.
influences, such as price, availability,
2015 and 2014. Brand Contribution is Brands high in Brand Contribution % value growth 2014 to 2017
and distribution. Put another way,
expressed as an index that is scored 1 enjoy strong Brand Power, the
Brand Contribution is the portion of Brand Contribution Brand Contribution Brand Contribution
to 5, with 5 being the best score. BrandZ™ metric of brand equity,
a financial value generated by the LOW (1,2) MEDIUM (3) HIGH (4,5)
and they increase brand value
+18% +23% +38%

brand’s ability to increase purchase Brand Contribution high scorers faster. Between 2014 and 2017,
volume and charge a premium. typically have cultivated the three brands with high Brand Contribution
BrandZ™ components of brand equity. increased 38 percent in brand value
They are Meaningful (consumers have on average, while brands with low 0% 40%
an emotional affinity with them and Brand Contribution increased only 18
feel the brands meet their needs), percent. Source: BrandZ™ / Kantar Millward Brown
←
116 117
The India Top 50
BRANDZ™ ANALYSIS // BRAND CONTRIBUTION
…And brands high in Brand Contribution are healthier

Brands high in Brand Contribution have a high Vitality Quotient (VQ), a BrandZ™ metric
of brand health. The VQ score is a composite of the scores in five key attributes: Brand
Purpose, Innovation, Communications, Brand Experience, and Brand Love.
BRAND BRAND
PURPOSE INNOVATION COMMUNICATION EXPERIENCE LOVE
BRAND BRAND BRAND BRAND BRAND

CONTRIBUTION CONTRIBUTION CONTRIBUTION CONTRIBUTION CONTRIBUTION
TOP 10 TOP 10 TOP 10 TOP 10 TOP 10
113 118 117 115 116

OTHER TOP 50 OTHER TOP 50 OTHER TOP 50 OTHER TOP 50 OTHER TOP 50
BRANDS BRANDS BRANDS BRANDS BRANDS
106 109 109 107 108
BRAND
CONTRIBUTION OTHER TOP 50
=
TOP 10 BRANDS
116 108
Average VQ score = 100
Other does not include Newcomer brands Source: BrandZ™ / Kantar Millward Brown
118 119
The India Top 50
VITALITY QUOTIENT // OVERVIEW
BRANDZ™
METRIC
PRESCRIBES
REGIMEN FOR
BRAND HEALTH
Communication Brand Experience Love
To benefit from Brand Purpose and Communicating a brand’s story well The outcome is Love, which adds
Innovation, brands need to amplify helps persuade consumers to try resilience and helps brands sustain
these indicators with effective the brand—as opposed to trying their relationship with consumers over
advertising and other relevant a competitive brand. If the Brand time, as brands cycle through normal
communication. Brand Purpose and Experience delivers the promised Brand periods of innovation and iteration.
Innovation produce good stories, and Purpose and Innovation, then people
FIVE HEALTH INDICATORS the stories need to be told. decide that the brand is for them.
COMPRISE VITALITY QUOTIENT The VQ score is based on an index Five brand health indicators comprise the VQ score
where 100 is average. Brands
Five indicators reinforce each other and together build brand health, indicated by a
that score 105 or more on each of
high VQ score. The indicators start with Brand Purpose and end with Love, which is
the five VQ indicators are healthy
To rank in the BrandZ™ Top 50 an outcome that helps sustain brands over time.
brands. Conversely, brands that
Most Valuable Indian Brands is
score 99 or below on all five
MEANINGFUL DIFFERENCE
a significant accomplishment
indicators are relatively frail.
that raises these questions: what
distinguishes high-value brands Brand Purpose Innovation VQ scores correlate closely with
from other brands; and what actions BrandZ™ Meaningfully Different
do brands need to take to remain in Healthy brands begin with a purpose. It Brands become stronger when scores. A Meaningful Different
the India Top 50 or rise to that level? does not need to be a grand purpose consumers see them accomplishing brand is healthier. And healthier
about changing the world, but it does their Brand Purpose through innovation. brands are Meaningfully Different.
A new BrandZ™ metric called need to be a clear purpose that leaves Consumers see innovative brands Brands viewed by consumers as
Vitality Quotient (VQ) supplies some consumers believing that, in some way, as Meaningfully Different from the Meaningful (filling rational and
important answers to these questions, the brand is improving their lives. competition, as leading their categories emotional needs in relevant ways)
along with insights for building and and setting trends. achieve greater market share,
sustaining healthy brands. The VQ and brands perceived as Different
score is a composite of these five
indicators for monitoring brand health:
(distinctive, even trend-setting) can
command a higher price premium. VQ SCORE
120 121
INDIANS ON THE MOVE...
...COMBINE UTILIT Y WITH ST YLE.

The India Top 50
VITALITY QUOTIENT // INDIA TOP 50
INDIA TOP 50
India Top 50 brands are healthier than other Indian brands…
The BrandZ™ India Top 50 brands are much healthier overall than Indian brands
in general, based on an analysis that compares the VQ scores of the India Top 50
ARE HEALTHIER
brands with other Indian brands.
BrandZ™ research of 1,342 brands in India 2014 to 2016
Frail OK Healthy
THAN OTHER
12% 38% 50%
110
Indian
Top 50
INDIAN BRANDS
2017
Frail OK Healthy
37% 46% 16%

All Indian
Brands 100
Figures may not total 100% because of rounding
The India BrandZ™ Top 50 brands

… And the India Top 50 and Global Top 50 are comparable
are much healthier overall than
Indian brands generally, based
on an analysis that compares the
BRAND IMPLICATIONS in brand health
The BrandZ India Top 50 and the Global Top 50 both achieve a healthy average VQ
score of 110 overall.
VQ scores of the India Top 50 with These findings suggest that India’s most valuable brands
almost 1,350 other Indian brands. compare favorably with some of the world’s highest value Frail OK Healthy
12% 38% 50%

The India Top 50 scored 110 brands. While brand health can always be improved, and
overall—the same score achieved by needs constant attention, VQ results indicate that the
110
the Global Top 50. India Top 50 brands are in robust heath. The VQ scores tell Indian
Top 50
a different story about other Indian brands, which need to
And half the India Top 50 brands—and 2017
improve their health. VQ is both a measurement of brand
half the Global Top 50—scored over Frail OK Healthy
health at a moment in time, and a diagnostic tool for
105 on each of the five VQ indicators.
4% 46% 50%
improving it, based on the scores on the five indicators.
In contrast, other Indian brands—not
in the India Top 50—achieved only
110
Global
an average VQ score of 100, and only Top 50
16 percent of the brands qualified as 2017
healthy, and 37 percent are frail. Source: BrandZ™ / Kantar Millward Brown
124 125
The India Top 50
VITALITY QUOTIENT // BRAND VALUE
HIGHER VQ
BRANDS HAVE
HIGHER VALUE
Among the many arguments for
building and sustaining brand health
is this: healthier brands are worth
more—often substantially more.
BRAND IMPLICATIONS
Among the India Top 50, brands with
The VQ indicators begin with Brand Purpose. And the other
low VQ scores average $1.9 billion in
four indicators depend on the strength of Brand Purpose.
brand value. In contrast, brands with
Sometimes Brand Purpose comes more naturally to newer or
high VQ scores average $2.4 billion, a
smaller brands. But it is important that more mature brands also
difference of over 25 percent.
demonstrate Brand Purpose. It can be useful to connect with the
original reason that brought a brand into existence, and interpret
The correlation between strong
brand health and higher brand value that reason in ways that are relevant to today’s consumers.
is consistent for four of the five VQ
indicators—but not for Brand Purpose.
For Brand Purpose, the correlation is Healthier brands … But the most purposeful brands are sometimes smaller in value
reversed. Brands with higher Brand are worth more… The correlation between strong brand health and higher brand value is
Purpose scores have lower brand value. Healthier brands are worth more. consistent for four of the five VQ indicators—but not for Brand Purpose.
Among the India Top 50, brands with
This anomaly happens frequently in low VQ scores average $1.9 billion in
fast-growing markets where smaller, brand value. In contrast, brands with
entrepreneurial brands with a clear high VQ scores average $2.4 billion.
purpose appear toward the bottom
of the BrandZ™ rankings. These
brands are all about Purpose. They
Brand Purpose Innovation Communication Brand Experience Love
exist specifically because they want
LOW LOW LOW LOW LOW
to introduce new ways to make
Average Value Average Value Average Value Average Value Average Value
2.3BIL. 2.0BIL. 2.0BIL. 2.0BIL. 2.0BIL.

consumers’ lives better. LOW
Average Value
HIGH
Average Value $ $ $ $ $
$
1.9BIL. $
2.4BIL. HIGH HIGH HIGH HIGH HIGH
Average Value Average Value Average Value Average Value Average Value
$
2.0BIL. $
2.4BIL. $
2.3BIL. $
2.4BIL. $
2.4BIL.
126 127
The India Top 50
VITALITY QUOTIENT // BRAND VALUE GROWTH
HIGHER VQ
BRANDS GROW
BRAND VALUE
MORE QUICKLY
Healthy brands grow value faster. Each of the five VQ indicators—Brand The short-term impact of VQ
High VQ brands rise faster in brand value…
And any brand can improve in health. Purpose, Innovation, Communications, indicators on brand value growth
Between 2015 and 2017, brands that
raised their VQ score grew 21 percent
Brand Experience, and Love—
influences brand value growth. For
can be stunning. Between 2016
and 2017, brands with high Brand
BRAND Brands that raised their VQ score grew 21 percent in value,
four times greater than brands that declined in VQ,
in value, four times greater than
brands that declined in VQ, which
example, Brands with high Innovation
grew 63 percent faster that brands with
Purpose grew 16 percent, compared
with a value rise of only 1 percent IMPLICATIONS % increase in brand value 2015 to 2017 IMPROVED
in VQ
low innovation. for brands with low Brand Purpose.
21%
notched up only 5 percent in value. 25%
+
Similarly, brands with high Innovation The findings show a direct correlation between MAINTAINED
And the importance of Brand Purpose increased 18 percent in value, while brand health—high scores on the five VQ indicators VQ
as a foundation for brand health cannot the value of low Innovation brands 20%
15%
—and brand value appreciation. This correlation +
be overstated. Between 2014 and remained unchanged. Most revealing, is important because high value brands are more
2017, brands with high Brand Purpose brands with low Communication 15%
likely to grow market share and command a price
increased in value 41 percent, almost lost value, while the value of high DECLINED
premium. And, unlike the impact of the economy, in VQ
double the growth rate of brands with Communication brands increased 16
competition, or even the weather, brands have 10%
5%
low Brand Purpose. percent.
control over their health. They can choose to have +
a clear Brand Purpose—or not. Critically, as brands 5%
improve their VQ indicators, they also need to
communicate their progress or risk losing value. 0%
←
128 129
The India Top 50
VITALITY QUOTIENT // BRAND VALUE GROWTH
… Strong VQ indicators correlate with long-term value growth…

Each of the five VQ indicators—Brand Purpose, Innovation, Communications, Brand Experience, and Love— influences brand
value growth. For example, Brands with high Innovation grew 44 percent in brand value, while brands with low Innovation grew
only 27 percent.
% Increase in brand value 2014 to 2017

HIGH HIGH
HIGH HIGH HIGH
50
+
41 %
+
44% +
41%
+
43%
LOW
+
40% LOW
LOW
32
LOW
40
+ %
29% +
30%
LOW
+
30 +
24% 27%
+
20
10
… and the VQ indicators correlate with short-term value growth

The short-term impact of VQ indicators on brand value growth can be stunning. Between 2016 and 2017, brands with high
Innovation grew 18 percent in value, while brands with low Innovation remained unchanged.
% Increase in brand value 2016 to 2017

HIGH HIGH
HIGH HIGH
HIGH
+
16% 18%
+
+
16% +
17%
20
LOW 14
+ %
LOW
LOW LOW
3 3
LOW
10 + % + %
1
+ %
0 %
1
- %
0
-10
130 131
The India Top 50
VITALITY QUOTIENT // RESILIENCE
VQ HELPS
Maggi rebounds
in brand value…
After declining in brand value following
… And Maggi is No 1. in the VQ Top 10
SUSTAIN BRANDS
a food safety crisis, Maggi bounced Maggi ranks No. 1 in VO Top 10, with a score of 135, and it leads in
back, with brand value rising 66 percent all five VQ indicators—Brand Purpose, Innovation, Communication,
in 2017, a rate exceeded by only one Brand Experience, and Love.
other BrandZ™ India Top 50.
THROUGH
$
1.1BIL.
$
974MIL.
-32 %
TURBULENT TIMES
Brand Brand
$
770 MIL. +66% Purpose Innovation Communication Experience Love
134 124 133 138 146

-24 %
$
587MIL.
VQ not only helps drive high brand Brand value dropped 32 percent the
= 135
value growth, it acts like insurance first year after the scandal and 24
to protect value and the investment percent the next year. But strong brand 2014 2015 2016 2017
Source: BrandZ™ / Kantar Millward Brown Source: BrandZ™ / Kantar Millward Brown
made to achieve it. Maggi, the equity and Love, developed over time,
instant noodle brand owned by sustained the Maggi brand. This year
Maggi bounced back, with brand value
Nestlé, best illustrates the power of
rising 66 percent, a rate exceeded by
strong brand health and equity.
only one other India Top 50 brand.
A couple of years ago, Maggi faced

Maggi ranks No. 1 in the VO Top 10, with
a challenging food safety crisis
a score of 135, and it leads in all five VQ
that disappointed customers who
indicators—Brand Purpose, Innovation,
considered Maggi part of their routine
Communication, Brand Experience, and
eating habits, an iconic heritage brand.
Love.
Maggi confronted the challenge and
reformulated the affected products.
But implementation took time.
BRAND IMPLICATIONS
Brand health is increasingly critical in India as the market becomes more
competitive. Because of the dynamic and disruptive nature of the Indian
market, and the impact of social media, change can happen quickly,
making brand health—a high VQ score—a critical priority.
132 133
The India Top 50
VITALITY QUOTIENT // LOVE
LOVE MULTIPLIES
Loved brands achieve … Love has a multiplier effect…
higher value… Love has a multiplier effect. Brands that are loved are more likely to capture
market share, command a price premium, and grow value.
POSITIVE
Among brands in the India Top 50,
the value of brands with high Love Indexes of Brand Power, Premium, and Potential where 100 = average. High and Low on Love
is 43 percent higher than the value
Brands that are loved…
of brands that score low on Love.
% Increase in Brand Value. ... Have the POWER ... Have more price flexibility ... Have much greater
OUTCOMES
32 brands common to both the India BrandZ™ to capture significantly to command a higher price POTENTIAL to gain value
2014 and 2017 rankings, excluding banks. MORE VOLUME PREMIUM share in the future
High and Low on Love
HIGH
HIGH
50 +
43 %
LOW 395
40 400
+
30% +43%
30 300
HIGH HIGH
Love is not all you need, but it Facebook, which itself ranks No. 10
LOW LOW
134 144
helps. It is the fifth VQ indicator in Love, and is one of five technology LOW
20 200
and the outcome of the other
four. Love is the affinity that the
brands in the Love Top 10, which also
include Google and Amazon. 101 105 85
10 100
customer develops over time
When Amazon entered India, less
for brands that express a strong
than five years ago, it faced a strong 0 0
purpose, demonstrate innovation,
e-commerce competitor in Flipkart. But Source: BrandZ™ / Kantar Millward Brown Source: BrandZ™ / Kantar Millward Brown
communicate effectively, and deliver
Amazon chose to integrate into Indian
a consistently superior experience. culture and become a brand helping
… And any brand can inspire Love
people achieve their dreams. Similarly,
Love has a multiplier effect. Brands Uber faced Ola, a larger, Indian car- Half of the Love Top 10 are technology brands, which entered India
that are loved are more likely to hailing service. Competition is fierce, but relatively recently. The other half of the Love Top 10 is comprised of
capture market share, command Uber adapted quickly to India, and about heritage brands, Indian or multinational.
a price premium, and grow value. 60 percent of passengers hire Uber.
Among brands in the India Top 50,
the value of brands with high Love is TOP 10 BRANDS IN LOVE
43 percent higher than the value of Brand Category
brands that score low on Love.
BRAND IMPLICATIONS 1 Maggi Food and Dairy
Love also helps sustain brands, both 2 WhatsApp Technology (Networking and sharing)
through crisis and the natural ups Half of the Love Top 10 are technology brands, that entered India
3 Britannia Food and Dairy
and downs of the production cycle, relatively recently. Google and Facebook arrived around a decade ago.
keeping customers interested during The technology brands benefited by high recognition and a core of 4 Google Technology (Information, news and search)
periods of iteration as they anticipate young consumers linked across national borders by shared values and 5 Colgate Personal Care
the next innovation. technology acumen. The other half of the Love Top 10 is comprised of 6 Amul Food and Dairy
heritage brands, Indian or multinational, with a long history in India: Maggi,
The most loved brands in India 7 Amazon Technology (Retail)
Britannia and Amul in food and dairy; the personal care brand Colgate; and
cross many categories and include
LIC, in life insurance. This even split in the Love Top 10 reflects the tension 8 Uber Technology (Ride-hailing)
both local Indian brands and brands
owned by multinationals. The instant between new and old in the Indian market, and the importance of Love. 9 LIC Banking and Insurance (Life Insurance)
noodle brand Maggi leads the Love For new arrivals, Love can accelerate entry. For heritage brands, Love can
10 Facebook Technology (Networking and sharing)
ranking, followed by WhatsApp, the keep the customer close, even as the market changes.
online messaging service owned by
134 135
The India Top 50
C-SUITE INTERVIEWS
CUSTOMERS How does Titan segment would have played a role in important
the youth market? moments of their life—a wedding,
SUPARNA MITRA Who are your key customers? We have a trendy youth brand called
anniversaries, graduations. We find
that these customers are more loyal
Chief Marketing Officer, Fastrack. It is a fun brand about and emotionally connected to the
Titan Company Ltd. Women are super important to us. enjoying a unique stage in life. We also brand. And now they have a lot more
disposable income. We are exploring
Almost 80 percent of our consumers have a brand called Sonata that we are
are women because of the unique repositioning to appeal more to youth. It how we can best reach out to these
nature of the product. Jewelry caters is about optimism and confidence and customers and connect.
almost 100 percent to women. Sales may appeal to people of less privilege
of watches and eyewear are about half but great ambition. The Sonata youth How is your business split
and half, women and men. It’s not just have fire in the belly. between urban and rural?
WITH RISING
about working women. It’s about the
rising status of women in society and What about the Around 50 percent of our business
the amount of disposable income they silver or senior market? comes from the top 10 cities. We have
have. We have a jewelry brand aimed a wide reach. We do see a rise in rural
WEALTH, INDIANS
only at working women. It’s called Mia. Someone who became our customer sales. But what’s actually happening is
Women have a sense of freedom and 30 years ago, when the Titan brand that the affluent areas are getting more
empowerment and worth that was began, is about 50 years old now. Titan affluent. And consumption is trickling
not there in the previous generation. down.
BUY WATCHES
We have a watch brand, called Raga,
designed specifically for women, in
contrast to most women’s watches,
which are scaled down versions of
men’s watches. That’s like treating We have a wide reach. We do
FOR SPECIAL
your women customer as if she’s a
smaller-size man, which she isn’t. We
focus instead on the uniqueness of
see a rise in rural sales. But
women and why they wear watches.
what’s actually happening
MOMENTS AS WELL
It’s a generalization, but largely true,
that men buy watches for status and
women buy watches for adornment.
Adornment is very primal.
is that the affluent areas are
getting more affluent. And
AS OCCASIONS
What are some of the key
market influences today?
consumption is trickling down.
Young people have been a strong
influence on the market. The youth
TECHNOLOGY CHANGES ALL market is large, influential, and digitally

sophisticated. But it’s a slippery slope.
By the time that you figure out the
ASPECTS OF THE BUSINESS youth market, it’s changed. The youth
market is so large and influential
that marketers segment it based on
mindset.
←
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The India Top 50
C-SUITE INTERVIEWS
Titan is a leading marketer of mass-market consumer lifestyle accessories, including
watches, jewelry, eyewear, and fragrances. Suparna Mitra has served as the CMO of the Titan
watches division for the past two years, and is responsible for product design and technology,
product management, and marketing strategy for watches and accessories. Trained as an
electrical engineer, she also has an MBA from the Indian Institute of Management (IIM).
TRENDS BRAND BUILDING sharper targeting as well as get into online. And there are a lot of consumers
conversation. In retailing, a lot of it is for whom an international brand works
There is rise in the importance about influence. We have 700 bricks
and mortar stores under our brands,
like magic. Because we are here
and we see things earlier, that’s an
What major new trends How has technology
are you seeing? of appearance—how you impacted the business?
and are in the process of enabling them
for omni-channel. And we are present
advantage. This is the case with our
brand Raga, for example, which we
in about 7,000 multi-brand outlets. designed exclusively for women, and to
Over the past few years we have seen
the emergence of the importance of look, how you accessorize. We’ve seen a tectonic shift in the
business model. Our business rests on
Our e-commerce sales are already
experiencing triple-digit growth.
match the sensibilities of Indian women.
It would be almost impossible for an
moments rather than occasions. This three main pillars: products, marketing
phenomenon is happening across
many categories. Occasions had
This is a huge change from and communication, and retailing.
Technology and digitization has How does the dynamic
international player to pull off a brand
like Raga.
been a big driver for us. We sell a lot
of watches during wedding season
just five years ago. This impacted all three pillars in irreversible
ways. In products, we’ve already
between physical and online
stores work in this category?
because they make good gifts. And
the festive seasons, like Diwali and a tend crosses age groups,
introduced quite a few smart watches.
Smart watches provide an opportunity Young shoppers don’t need to put
the watch on their wrist. They are
The sales
festival that celebrates the brother- to engage with consumers because of
sister bond, are important for sales.
We see a huge spike on Valentine’s
genders, urban-rural—every the data. The purchase of the watch
by the consumer is just the start of the
comfortable buying online. In our
research, we found that a large
spikes remain,
Day. These occasions remain, but
moments are being added. People are demographic. Everyone is relationship. We see how customers
use the watches and that helps us
proportion of customers are quite
comfortable buying online. And but a lot of
buying watches for self-indulgence, for make future iterations of the product people are seamlessly going from
rewards, or just for an evening out—for
reasons to celebrate and gift someone
spending a lot of time, effort, more relevant. . one channel to the other. There is
no typical journey for researching,
mini spikes
or yourself. There is also an aspect
of retail therapy. Buying something and money to look good. How has technology changed
marketing and retailing?
shopping, and purchasing. That’s
fine, so long as the customers are have been
moving down the decision path. This
created.
because you feel good or because you
want to feel better. The sales spikes Social media is huge. In marketing that comfort and familiarity online crosses
remain, but a lot of mini spikes have What other trends reflect next paycheck is coming from, and means a lot of community building demographics, but it’s higher for men
been created. how India is transforming? they’re reasonably comfortable, they and content creation on YouTube, than women, younger than older, metro
realize that appearances matter. Part of Facebook, Instagram, or our own consumers compared with consumers
Who are these customers? There is rise in the importance of the trend relates to life stages—when channels. Digitization has added in smaller areas.
appearance—how you look, how you people leave home or college and complication. In the past, a new product
They are not the superrich. These are accessorize. This is a huge change join the workforce, for example. You introduction would have required print Is international
people with good jobs, maybe in IT, for from just five years ago. This tend need the right clothes, the right shoes, ads and TV commercials. Now, it’s competition a factor?
example. They are not making a huge crosses age groups, genders, urban- handbag, and watch, and the right more complicated. For example, we
amount of money, and they are not rural—every demographic. Everyone hair, and the right perfume. All these just launched a watch called Squadron, There is a lot of international
spending a lot of money on a per-item is spending a lot of time, effort, and categories are booming in India. Part which is inspired by fighter jets. I’m competition. And it’s a constant
basis. This is not luxury shopping. money to look good. Economics in of the reason is that the base is so low. creating content for communities that battle to get the right product, design
part drive the trend. Once people are Some people buying perfumes are seem to be really interested in fighter and price. It also requires having
confident that they know where their buying them for the first time. jets. Instead of spraying everyone an emotional appeal and the right
with a TV commercial, I can do much presentation in the retail stores and
138 139
E V E R Y M O M E N T R E F L E C T S M U LT I P L E I N D I A S . . .
. . .T H E P A S T, T H E P R E S E N T, T H E P R O M I S E .
The India Top 50
C-SUITE INTERVIEWS
CATEGORY AND CUSTOMERS Indian food for them. They remain with THE BUSINESS
their roots, but they have the money to
AJAY KAKAR How do you define your
go out and see the world. Purchasing
power is far ahead of what I would have
What areas are most dynamic
Chief Marketing Officer product category?
dreamt only a few years ago. People do
now? What areas are you
Aditya Birla Capital Ltd. not worry about inflation or job security,
which was a concern during the enthusiastic about?
We represent a category called
financial crisis. There is also a sense
financial services. But the fact is, we Next month we are announcing the
of optimism that comes from the stock
represent a category called money. reorganization of these businesses
market being at an all-time high.
BRAND
Financial services is our calling card, into three broad categories: protecting
but the consumer doesn’t understand needs of our customers, investing
it. Money is the way the consumer What does this optimism and needs of our customers, and the
engages with this category. Money rising purchasing power mean financing needs of our customers.
makes the world go around. Every for you as a brand marketer? I’m saying that from the customer’s
SIMPLIFIES, ADDS
citizen of the globe needs money for perspective, you have only three needs
even the basics of life—food, clothing, We focus on the mass affluent and for money. If you have it, you want to
and shelter. The minute you see it above. And we have 12 lines of know what to do. If you don’t have it,
from that perspective, you realize that business. Each of them is big in its you want to know what to do. And if
CONVENIENCE TO
money can never go out of fashion. own segment. We have life insurance you’ve created assets, you want to
There are periods of gloom and doom, and asset management companies in protect them. We have protecting,
like the financial crisis of 2008 and the top five. We have a private equity investing, and financing solutions. It
2009, but these are air pockets. You’re business and a corporate lending means that the first thing you want to
business. We have general insurance,
UNDERPENETRATED
in the plane that goes through an air do in life is protect yourself because
pocket and you think this is the end of wealth management, housing finance, there are people financially dependent
life. And then the turbulence over. pension funds, health insurance, and on you. So, I’m very bullish on life
we’re soon going into low-cost housing. insurance. Life insurance in India has
Staying with the metaphor, And we have other businesses. It’s minimal penetration compared with
PRODUCT
a wide spectrum of consumer and
India seems to be nearing elsewhere in the world.
business-to-business operations.
cruising altitude. But people
are seated in different classes.
How do you segment the
CATEGORY
market? We will ask, “Are you living the
The other day I was flying to Dubai,
and the upper deck was all business life you imagined, or have you
class. And it was filled with people who
NEW STRATEGY AIMS TO

I would not have imagined would be
on such a flight five years back. Travel
stopped imagining?”
agencies organize overseas tours of
TAP LARGE OPPORTUNITY people from cities that even I have not
heard of. The people stand out in their
clothes, language, and mannerisms. But
they have the money to go. They will
go in a group with a cook who makes
←
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The India Top 50
C-SUITE INTERVIEWS
Aditya Birla Capital is one of India’s largest financial services groups, serving over 400
cities with around 1,300 points of service and 150,000 agents. Its operates across 12
business lines, including life insurance, asset management, health insurance, home loans,
and private equity. CMO Ajay Kakar is leading the transition to a master brand strategy.
The life insurance market is supposed importance of money in their lives. he will say, “I’m sorry, I can’t answer We will not take any sides. We want
to double in six years. Today, only 12 Most people don’t realize that their you.” The consumer will say, “But it’s the to create conversations. We will ask
out of 100 Indians who die have life
insurance. And of the 88 people who
Our intention is to grow the hard-earned money is not working hard
for them. People don’t come to our
same company.” And the manager will
reply, “Yes, but it’s a different division.”
questions like, “You have big dreams.
Have you done anything about them?”
are not covered, only 10 leave their
families well off. I’m bullish about health market. Our brand purpose category because they believe there’s
something in it for us. They don’t realize
We will give customers one ID that is
recognized across all our businesses.
Most financial services brands start
from the category. “I have mutual
insurance because only 3-or-4 percent there’s something in it for them. Also, fund products. Do want a mutual fund
of Indians are covered under health
insurance.
is to simplify money. Our they have a false sense of security that,
if they’re earning well today, tomorrow
Will a customer coming to product? I can make all your dreams
come true.” We’re saying, we will not
you for life insurance be
What other investment

mission is to provoke Indians will take care of itself.the data. The
purchase of the watch by the consumer
assigned a representative
knowledgeable across the
start with our categories, we will start
with your life. We will ask, “Are you
to realize the importance

products are you is just the start of the relationship. We living the life that you truly desire or
entire master brand portfolio?
enthusiastic about? see how customers use the watches deserve?” We will ask, “Are you living
and that helps us make future iterations the life you imagined, or have you
of money in their lives. Most
India is large. We have an agent force of
I’m buoyant about the mutual fund of the product more relevant. stopped imagining?” We want to leave
over 150,000. It is difficult to empower
industry. India has approximately 6 consumers with the thought, if you’re
every human being to become a
percent penetration. The industry is
expected to grow two-and-a-half times people don’t realize that their How will you communicate? superman, a multiproduct hero. We are
going to issue every customer an ID
doing something about it, great. If not,
do start, because only you can take
We’re proposing to launch a brand care of your loved ones. A traditional
hard-earned money is not
in six years. You either need money, that will recognize the customer across
have money, or require protection. called Aditya Birla Capital, in brand would say, “I love you guys. I love
our businesses. We will have one call
Indians currently keep their money September. That will take this simplify- your family as much as you love them.”
center where the customer can ask
in a bank. About 39 percent of Indian
savings are in a bank earning an
working hard for them. money idea to the consumer. Here
is the magnitude. We currently have
about anything and everything. We will
have one website where the customer
We don’t want to say any of that.
average of 5 percent. Only a small 12 lines of businesses. Each has its

can seek advice and transact. On the What are some of the
percentage is in capital markets, which own logo. We will sunset all those obstacles you face in realizing
backend, we will have one technology.
can potentially earn a 13 percent return. And do you expect this growth BRAND BUILDING identities. And we will go to market
And we have created a category called this large opportunity?
They must move to the capital markets to come from across India, or only as one brand. Many groups in
“Select” for high-wealth customers, and
if they want to beat inflation and live will it be concentrated in the India have lines of financial services This category, money, has universal
high-performing advisors have been
the life of their dreams. Similarly, for the major metros? You’ve identified a major business, but they have all nurtured appeal but very low penetration, for
empowered to sell any product to that
more affluent, wealth management is opportunity to simplify the individual identities. The consumer one reason. Most Indians have not
group.
important. The entire financial services industry sees big groups, and they come to him realized the relevance of our category.
category for people. How will
is heavily underpenetrated. And I don’t through many different entities. And the The average Indian thinks we’re
you implement this vision? What media will you use to
mean the rural areas, that you might consumer is confused. We have chosen profiteering from him. He doesn’t see
How important is the communicate the new master
expect to be underpenetrated. I mean to simplify the brand and use the that it is in his interest. On the other
financing business? There’s so much opportunity, financial brand?
even in the large metros. And people name Aditya Birla, which is the most hand, our category has healthy growth
businesses don’t need to go into niche
who have some financial involvement revered business house in India. It’s a rates. Opportunity is raining down. Just
In India, 4 percent of people have home markets. They don’t need to do drip We will go to conventional media
often don’t have enough. For example, household name known for business put your hand out. But we did not want
loans. China is 9 percent. Russia is 18 irrigation. Just put your hand out and and beyond. We’ll have to use TV,
the conventional wisdom is that you and creating wealth. It’s a master brand to be a me-too brand. The category is
percent. Brazil is 11 percent. This market you’ll capture water. Therefore, most print, out of-home, radio, digital, and
should have life insurance coverage of strategy, while others in India have a stuck in its language and complexity.
is expected to triple in six years. We will brands in this category are happy with social. We’ll have to speak to our
at least 10 times your annual earnings. house of brands. With the other brands, So, we pulled back and asked, rather
expand loans to small- and medium- share of market. Our intention is to employees, distributors, customers,
Most current life insurance policy if you are wealthy enough to have a than being competition obsessed, can
size enterprises, or SMEs. Only 25 grow the market. Our brand purpose and shareholders. But we will not
holders don’t even have one-time their relationship manager assigned to you, we become customer obsessed?
percent of SMEs have access to credit. is to simplify money. Our mission sell. We will not preach. We want to
earnings. It’s a huge opportunity. It’s an he will take care of all your banking
That business is expected to double in is to provoke Indians to realize the empower the consumer to self-realize.
all-India opportunity. needs. But if you ask him to take care
six years. We will ask provocative questions.
of any credit needs or lending needs,
144 145
The India Top 50
C-SUITE INTERVIEWS
CHALLENGES
SIDDHARTH BANERJEE We have gone beyond the

What key challenges do
Executive Vice President, Marketing
Vodafone India
India consumers present
for the brand?
urban-rural divide because,
Consumer habits are changing in this although differences
remain, those two worlds
very dynamic country and category.
BRAND TAILORS
Our first challenge is understanding
the changes that are happening
in the consumption of voice, data,
services, and content. It’s about what
are colliding, as technology
people are using our services for. We
democratizes access.
MIX TO MATCH
tailor the right basket of product and
services for the consumer, so that we
offer a competitive overall customer
experience. The second challenge is looked at customer experience in and understand their daily habits and
INDIAN
keeping the brand equity, engagement, a different way, so we can delight attitudes, their 24-hour clocks. For
and brand love growing. The consumer customers in a relevant manner. We’re example, when we provide a Youth
today has many choices in terms of looking at India and saying, there is Data Pack with extra data allowances,
brands and how she consumes media. an India that is young and vibrant. We we recognize that he or she might
CONSUMERS’
How do I keep the conversations have 200 million-plus young people, be awake at three in the morning. So,
going? How do I keep our brand around the population of Brazil, and could that person get some extra data
messaging top-of-mind? The third their aspirations and requirements if he or she is a 23-year-old, first-jobber
challenge is that a lot of consumer from Vodafone are very different from who’s just returned from an office party
behavior is happening in the online other customer segments. Similarly, the and has two hours to kill watching
RAPIDLY
world, and how do we move with the rural farmer is an important segment Game of Thrones in the middle of the
consumer in this world that has gone because farmers have the need for night? Hence, Insomnia Quotas. By
digital? How do I make sure that the mobile phone service, but also the understanding needs and aspirations,
entire customer experience—the need for information. Another segment and what is of value to the consumer
CHANGING HABITS
gateways and user journeys—are all that we focus on is the high-value in that segment, we can offer relevant
aligned with our customers’ behavior customer. Again, the needs are very customer experiences. Also for youth,
and expectations. different, including the need to roam we combine the telecom offering with
internationally. offerings under Vodafone U, which
How is the Indian consumer provides invitations to concerts, movie
changing and how do you CUSTOMERS tickets, access to meet a popular
SPENDING ON DIGITAL view or segment the

consumer market?
film celebrity, or other desirable
experiences.
MEDIA INCREASES We have gone beyond the urban-rural

How are you presenting the
brand to young people?
divide because, although differences
remain, those two worlds are colliding, We try to respond with a solution for
as technology democratizes access. what our customers value the most.
In terms of understanding consumers, With young people, who would like
we are applying some basic marketing to experiment more and discover the
←
principles of customer segmentation. world through their mobile phones,
For the last several quarters we have data becomes very important. We try
146 147
The India Top 50
C-SUITE INTERVIEWS
Vodafone India serves around 211 million customers with mobile telecommunication
services. Siddharth Banerjee, Executive Vice President – Marketing, heads brand,
insights, media, and digital. He brings extensive business and brand building leadership
experience in telecommunications and fast moving consumer goods (FMCG), including
15 years of packaged goods experience, largely with Unilever, across several countries.
How do you apply your Do the high-value customers in the market by keeping our focus and we communicate our messaging
marketing approach represent a change in the relentlessly on the consumer. in partnership with them. If we look at
to rural people? distribution of wealth? Consumers associate us with superior
service, a high-quality network, and
If you look at the shape of rural, we have a distinct media mix, with
free-to-air radio. Overall, our media
We have a powerful offering for the
Indian farmers called Kissan Mitr (A
If you look at the shape of income
distribution in most developing
iconic communications campaigns
that endear them to us. We do human income distribution in most priorities are TV, digital, and outdoor,
and then specialized media vehicles.
storytelling. That’s how we have built
Friend of the Farmer). It’s a value-
added service for a nominal monthly
economies, it typically looks like
a pyramid. In India, that pyramid is our brand. And in a heated competitive
environment, we will continue to
developing economies, it How have recent disruptions,
cost. With this service, we can provide changing into a diamond. The base is like demonetization, impacted
real-time information about weather
patterns, crop information, and other
contracting and the middle is becoming
wider. And the tip of the pyramid
ruthlessly focus on our customers’
needs.
typically looks like a pyramid. the category and the
Vodafone brand?
details that enable farmers to increase
the yield that they get from their farms.
widens with many more people with
high disposable income. The per capita How do you see the brand In India, that pyramid is We are well placed to take these
That increases the farmer’s income disposable income is going up. Also, as changing strategically, as challenges as they come—whether
and reduces earning volatility. Here we
have gone beyond just providing this
consumers become more aware of the telecom brands globally try to changing into a diamond. The competition or regulation. Personally, I
world through technology, their needs become more than conduits of strongly feel that the telecom category
consumer segment with connectivity
through mobile phone services. This is
and aspirations change. The urban
youth, for example, begin to mirror their
voice and data? base is contracting and the is not for the fainthearted and that’s
the excitement. In terms of business
middle is becoming wider. And

another segment of consumers where global counterparts. People will see telecom providers opportunities, the glass is always half
we give something of relevant value to bringing in relevant technology for full so there’s huge headroom for
them. BRAND BUILDING consumers, and moving beyond basic growth. In terms of the direct impact
And who are your high-value

mobility into convergence products.
That’s about total mobility solution
the tip of the pyramid widens of digitization and m-commerce,
Vodafone India has a successful money
customers and how do you
serve them?
How do you respond to the
fierce competition in the
products, whether it’s a landline or
television. In the Internet of Things (IoT),
with many more people with transfer business called M-Pesa, which
began in Africa. We’re increasing the
availability of that product and have
high disposable income.
telecom provider category? Vodafone globally has built up huge
We are privileged to serve a large base expertise. On the business-to-business seen a good amount of consumer
of high-value customers across both side, Vodafone already has a deep uptake.
Telecom competition has always
large metros and the Tier 2 cities. They been fierce in India. Now, there is a understanding of machine-to-machine.
range from corporate professionals to new player in the market that has We already offer some of these possibilities of impacting people across there is a role for television, because
entrepreneurs located across these unleashed pricing moves, which have capabilities in the dynamic market that the world, and you will see more and television enables us to gain the reach
cities who trust and use Vodafone. For driven down the price of data. At the is India, especially on the B2B side with more of that. at a certain cost. Given the fact that
them, it is very important that they have same time, there is a host of handset our Vodafone Ready Business services. there are consumer segments that
relevant plans and access to Vodafone manufacturers in India who now As the India market changes, are multi-screening and using their
when they need it. Hence, we ensure offer devices across multiple price Are you looking beyond has your media investment mobile phones, our spending on
that our high-value customers get points. Consequently, you can see India to nearby markets? changed? digital over the past two years has
great service, either through our faster adoption of smartphones and, increased in percentage and absolute
customer retail touchpoints or via our because of the low data costs, people Currently there is huge scope and As the world becomes more digital, terms. The touchpoints depend on the
My Vodafone app. We also offer them are experimenting with the internet, hyper-competition in India, so we need and the world becomes multi-screen, consumer segment. However, if I look
tailor-made plans, including our Red looking for uses beyond entertainment. to maximize what we have in India. it is not only about TV. We have 211 at the high-value customer, I also use
plan, which we believe is one of the We have built a powerful position But the global footprint of Vodafone is million subscribers, and counting. cinemas. If I look at youth, we look at
best post-paid plans in India. certainly a big advantage. We have the Reach is of prime importance to us. So, platforms like YouTube and Instagram,
148 149
The India Top 50
OUR INSIGHTS Hi,

I’m RoZie, the BrandZ™ Chatbot.
Ask me about brands. I can
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CHATBOTS
client leaders and brand growth.
Let’s say you choose the first
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Associate Research Manager You can ask RoZie questions about
purpose. Immediately in the chat
CHATBOTS SERVE box you are asked, “What’s your
Kantar Millward Brown the most valuable global brands What is Amazon’s
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Ambarish.Chatterjee@millwardbrown.com
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Chatbots are appearing across categories, sometimes
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from India’s Hike messenger service. Even financial
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• Full list of FAQs, hints & tips and
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150 151
The India Top 50
OUR INSIGHTS
More than 65 percent of the Indian population is below 35 years
of age. Many young people have benefited from the growth of
India’s economy, and are bolder and more adventurous with their
brand choices. They have influenced the emergence of new
With today’s plethora of advertisements, capturing brands that are deeply rooted in Indian ethos and, at the same
the attention of consumers is a tough task. To engage time, appeal to the modern consumer’s tastes and preferences.
consumers, despite their short attention span, brands
INDIAN
need to emotionally integrate their product or service Brands like Paper Boat (soft drinks),
with consumer’s life story and roots. Forrest Essentials (cosmetics),
BRANDS
or Chumbak (e-commerce) are
NOSTALGIA
Paper Boat is a good Gayatri Hamand regarded as premium. They
example of a brand Associate Research Manager, Quantitative carve a niche for themselves in
selling a utilitarian their respective categories. The
Gayatri.Hamand@millwardbrown.com
product that make e-commerce surge has also seen
PEOPLE REMEMBER BRANDS an emotional Pratibha Pande many Indian portals emerge, NEW BRANDS ROOT
THAT CONNECT EMOTIONALLY impression. Its
Associate Research Manager
including Nykaa (cosmetics and MODERN APPEAL IN
products—soft
drinks—are essentially for quenching thirst. But they
Pratibha.Pande@kantarmillwardbrown.com
beauty), and Limeroad (fashion).
ANCIENT TRADITIONS
also evoke the India of a simpler time. The brand Gone are the days when Indian
creates flavors that remind people of childhood—their brands were regarded as substitutes for international ones. The
own or their parent’s or grandparent’s. preference for international brands existed because consumers
perceived that they offered greater value and quality. These
On each bottle the brand promises, “Drinks and new Indian brands have understood the appeal of international
Memories.” Paper Boat makes flavors that were lost brands and are creating value and quality. Perhaps Desi at heart,
somewhere in the past because all of us lead busy they have international service standards and are here to stay.
lives and lack the time to make the drinks ourselves.
The brand says it helps people “taste memories.”
SOCIAL DISRUPTION It’s a simple product,

INSIGHT WITH INNOVATION just a hard-boiled
ACTION
candy, a kind of
We are living in a world of paradoxes. While CAN DISRUPT CATEGORIES sweet and colorful
consumerism is on the rise, there is an sucking lozenge. The
increasing need to give back. This paradox success of Pulse candy, now a popular name among
provides an opportunity for creating meaningfully
SOCIAL ACTION kids and adults alike in India, illustrates how the right
different brand stories. Every action shapes a INITIATIVES HELP insight, coupled with innovation, can disrupt even the
most mundane market. Pulse was launched just two year
brand—for good or for ill— as the brand’s actions
generate feelings, associations, and ideas in the
DIFFERENTIATE back. Its entry disrupted India’s $1.3 billion candy market,
consumer’s mind. BRANDS which is cluttered with many players and variants. Amitesh Chauhan
Account Manager
Social action helps differentiate brands and becomes a rationale for Pulse has been able to become the most prominent
Amitesh.Chauhan@kantarmillwardbrown.com
Aakriti Goel choosing one brand over the other. Today, people want to choose things player in hard-boiled candy segment due to an insight
Planning Director that help them stand out from the crowd, and brands with a progressive into a strong local preference for the tangy taste of
Ogilvy & Mather social agenda help accomplish that goal. All things being equal, a green (unripe) mangoes with salt. Innovating, the brand
Aakriti.Goel@ogilvy.com reputation for social action can help influence purchasing. embedded the slow oozing tangy portion in the center
of the hard mango-flavored shell. The product was an
What would you choose, a detergent that only washes stains, or a instant hit, receiving marketing and distribution support
detergent that advocates for gender equality as it communicates its from parent company DS Group.
ability to wash stains? Similarly, would you choose a tea that is a strong
brew or a strong-brew tea that advocates for social equality and fairness?
The choice is simple. Brands that build stories about social responsibility
build resonance, connection, and salience—and justify a premium.
152 153
The India Top 50
OUR INSIGHTS
YOUNG
Convenience has been an
important purchasing driver.
But the purchase drivers
PEOPLE
are changing, especially for
young people who seek
CHANGING
brands that reward them with ATTITUDES DRIVE
a sense of accomplishment, YOUNG PEOPLE’S
and a platform to showcase
their worth. PURCHASING
Mahima Aggarwal Lately, we are seeing the increasing importance of
Account Director
drivers like “makes me feel empowered,” “helps me
fulfil my dreams,” and “is a guide to me.” These appear
Mahima.Aggarwal@kantarmillwardbrown.com
in several categories, including FMCG, where young
mothers increasingly want to be part of the meal
preparation process instead of using a packaged food.
Similarly, in transportation self-drive options are

progressively more prevalent. And in hospitality brands
like Airbnb are becoming popular as they provide an
alternative to a traditional hotel stay. For brands to
attract young people, it is imperative that they recognize
these changing purchase drivers and become partners
in helping these consumers fulfill their goals.
154 155
BRAND
INDIA
Brand India - BEST COUNTRIES
IT IS POSSIBLE NOT
ONLY TO MEASURE
THE VALUE OF INDIAN
BRANDS, BUT ALSO TO
BEST ASSESS THE STRENGTH
OF BRAND INDIA ITSELF.
COUNTRIES The Best Countries ranking does exactly
that, comparing perceptions of countries
around the world held by a broad spectrum
of consumers. There is a close relationship
between how people feel about a country,
and their attitudes towards the brands they
associate with that country. Strong countries Developed by
fuel strong brands, and vice versa. WPP’s Y&R BAV
Group with partners
SPOTLIGHT
US News and the
Wharton Business School, the annual
ON INDIA
Best Countries ranking was launched
at the World Economic Forum’s
meeting in Davos, the world’s largest
gathering of global leaders and heads
of industry and influence.
158 159
ANCIENT INDIAN IDEAS ARE APPEARING...
... I N M O D ER N W EST ER N PAC K AG I N G .

OVERVIEW
PERCEPTION Business decision
0F INDIA LAUDS
makers rank India No. 2
in the Movers dimension
THE PROGRESS of up-and-coming
AND POTENTIAL
economies, above
China and Japan.
HERITAGE, CULTURE RANK HIGHER

THAN SOME BUSINESS ATTRIBUTES
Seventy years since its establishment illustrious history: endemic poverty, Cultural Influence, Entrepreneurship, No. 2 in the Movers dimension of New India Demonetization to raise tax revenue,
as an independent state free of British class division, excessive bureaucracy, Heritage, Movers, Open for Business, up-and-coming economies, above reduce corruption, and curtail the
rule, and over two decades after the official corruption, and inadequate Power, and Quality of Life. China and Japan. They see the The Entrepreneurial and Innovative black-market economy by weaning
first economic liberalization policies, infrastructure. greatest potential for improvement attributes correspond to the vision of a the country from dependence
India is purposefully asserting itself People outside of India recognize in business dimensions, ranking India New India, advanced by Prime Minister on cash and moving to electronic
The pace of change also depends the country’s historical and cultural No. 27 in Open for Business and No. Narendra Modi. Since his election three payments; and
as a global geopolitical leader.
on how the outside world views achievements and see India as 28 in Entrepreneurship, reflecting a years ago, Modi has launched a series of
India. New research by Y&R’s BAV dynamic and influential. India ranks perception that India needs to continue initiatives, including: GST to increase tax revenues and
Government reforms intended to
Group, a WPP company, provides No. 25 overall. It ranks in the Top its important initiatives, improving improve the ease of doing business by
streamline the bureaucracy, create a
a definitive assessment in the Best 10 in two of the nine dimensions. In infrastructure, for example. Make in India to increase overseas replacing myriad state and local levies
more business-friendly environment,
Countries 2017 study, completed by Movers, a dimension that measures investment in India and encourage with a simplified national goods and
and stimulate consumer spending are
BAV in collaboration with US News and distinctiveness and dynamism, India At the same time, business decision companies to produce in the country; services tax.
having an effect. The IMF predicts that
Wharton Business School. ranks No. 3. India Ranks No. 6 in makers rank India high on many
India’s GDP will grow 7.2 percent this
Heritage, a recognition of its rich of the 65 brand attributes, such as Digital India to narrow the urban- Coming from Gujarat, a state on India’s
year, somewhat off the recent pace,
The study is based on interviews with history and culture. The country ranks Entrepreneurial and Innovative, which rural divide and increase access to western coast long known as a center
but still faster than all other major
21,400 elites, business decision makers, 16 in Power, which measures global could help strengthen the perception government services, health care, of industry and international trade, Modi
economies.
and citizens from 36 markets rating 80 influence. of Brand India as a symbol of global and other vital services, as well as to seemed well suited for the monumental
countries across 65 brand attributes. geopolitical and economic leadership. products and brands; task of transforming and rebranding
Stubborn challenges modulate
The attributes are then grouped into Business decision makers outside India.
advancement however, as India tries
←
these nine thematic subrankings or of India rank India slightly higher
to untie some troublesome knots
dimensions: Adventure, Citizenship, overall, at No. 24. And they rank India
in the unbroken thread of a long,
162 163
OVERVIEW
In many ways, everyday life is catching of technicians. This notion of India low—until recently, ambitious individuals
up to his vision. Material well-being as a service provider is a legacy of often went abroad to pursue their
is improving, the urban-rural gap its colonial past. The character of careers.
is narrowing, and local brands are India’s startups also helps explain the
flourishing. But the promise of change difference between India’s ranks in The Innovative ranking of India
has also generated impatience. And the Innovative and Entrepreneurial. should improve as local opportunity
rise of nationalism adds new frictions. continues to expand and the brain
India’s startups are to Silicon Valley drain eases. India could experience a
The external perception of India’s what Bollywood is to Hollywood. Indian renaissance that recalls the history of
progress may somewhat lag this reality. startups create superb products that Indian innovation that Modi references:
But changing the outsider perception meet the needs and tastes of the local the India credited with inventing a
requires fixing some fundamentals. Indian market, but often products numbering system; Ayurvedic medicine;
Business decision makers rank resemble existing products and lack and Sanskrit, the basis for Indo-
India No. 33 in Transparent Business global impact. European languages.
Practices, No. 29 in Trustworthy, No. 50
in Well-Developed Infrastructure, and Flipkart resembles Amazon, for India is well positioned to break into the
No. 63 in Not Bureaucratic. example, and these other brands are Top 10 in several important, business- India ranks No. 25 overall…
similarly related: Uber and Ola; Expedia related attributes. Along with its No. 12
Innovative and and goibibo; and Alipay and Paytm. rank in Entrepreneurial, India ranks No. India ranks No. 25 overall, below Portugal and above Thailand, in the Best Countries 2017 ranking. It ranks higher than No. 25 in
25
entrepreneurial These comparisons do not minimize the 13 in these in these two attributes: Being three of the nine categories: Movers, No. 3; Heritage, No. 5; and Power, No. 16.
#
accomplishments of Indian startups, but Politically Influential and Dynamic,
In addition, the relatively positive they add context. according to business decision SUBCATEGORY RANK
perception that business decision makers. They also rank India No. 14 in ADVENTURE
#
36
makers have of India in the Innovative The Indian startups are not Google, Technological Expertise, and No. 15 in
and Entrepreneurial attributes leaves Apple, Facebook, Amazon, or being A Leader. 0 10
room for narrowing the gap between Microsoft—which is understandable— CITIZENSHIP
#
52
that India’s rank in Innovative, No. 21, and and neither have they reached the India does not control all the factors
its rank in Entrepreneurial, No. 12. scale of Baidu, Alibaba, or Tencent, influencing change or the perception
0 10
Although rank No. 21 in Innovative is

Chinese brands that imitated technology
leaders and now are ranked in the
of change—geopolitics is always a
wildcard. But in India, the government
CULTURAL INFLUENCE
#
26
strong, it places the country just below BrandZ™ Top 100 Most Valuable Global and Indian citizens can largely shape
0 10
28
Russia, in the view of business decision Brands. Innovative Chinese brands also their future. And as more Indians
dominate the BrandZ™ Chinese Global experience change—increased wealth,
OVERALL OUT OF ENTREPRENEURSHIP
#
makers, when India aspires to be in the
same set as the Top 5 countries in Brand Builders 2017 ranking. greater access to jobs, better roads,
80 COUNTRIES
0 10
Innovative—Japan, China, the US, cleaner air, shorter queues—the rate of
South Korea, and Singapore. India’s India’s technology brands may have change should increase. HERITAGE
#
5
No. 12 rank in Entrepreneurial places greater global growth potential than the
the country closer to the Top 5: Japan, Chinese brands, however, because they Sustaining change depends on 0 10
Singapore, China, the US, and South are not restricted by an internet firewall. reinforcing the pillars of India’s grand MOVERS
#
3
Korea. And this possibility suggests India’s and diverse democracy of 1.3 billion
potential to raise its Innovative ranking. people and 22 official languages. India 0 10
The higher rank in Entrepreneurial ranks No. 52 overall in Citizenship. OPEN FOR BUSINESS
#
27
reflects India’s reputation as a as a Future of growth Business decision makers rank India
nation of small-business owners, and No. 50 in Citizenship. The Citizenship 0 10
the visibility of Indian business people India’s lower Innovative ranking does not category includes attributes such POWER
#
16
worldwide, with around 16 million result from a lack of talent, as evidenced as Gender Equality and Cares about
Indians living in a diaspora, according to by the Indian presence in Silicon Valley, Human Rights—attributes that are 0 10
the UN. which includes Indian-born Americans fundamental to India’s democracy, and QUALITY OF LIFE
#
30
like Microsoft CEO Satya Nadella and to the social stability necessary for
The lower Innovative ranking may result Google CEO Sundar Pichai. But these business growth and the elevation of 0 10
in part from the lingering impression individuals also point to another reason Brand India. The bars in this chart represent India’s score in each dimension. A score for eight of the dimensions is computed after
of India as a nation with a workforce why the Innovative ranking is relatively weighing each dimension according to how closely it correlates with domestic product purchasing power parity per capita.
←
Movers is a separate momentum metric. The total score for the nine dimensions determines the country’s overall rank.
Source: BAV Best Countries 2017 / View of business decision makers, elites, and citizens
164 165
OVERVIEW
… But India ranks lower in business-related attributes
Both the general population and business decision makers see India as stronger in attributes related to culture and weaker
in attributes related to business, according to the Best Countries rankings. The rankings in this chart shows the perception of
businesses decision makers. The difference between India’s rank in Entrepreneurial and Innovative indicates an area of potential.
The low Trustworthy rank indicates a need for improvement.
Many Cultural Economically

Attractions Distinctive Entrepreneurial Influential Innovative Trustworthy Progressive
#
1 1
2
UAE
Saudi Arabia
1
2
Japan
Singapore
1
2
China
Japan
1
2
Japan
China
1
2
Canada
Netherlands
1
2
Japan
South Korea
INDIA
3
3 3 3 3 3
# China United States United States Norway Canada
2 Italy 4 United States 4 UAE 4 South Korea 4 Sweden 4 Sweden
3 Spain INDIA 5 South Korea 5 United Kingdom 5 Singapore 5 Austria 5 Singapore
4 Egypt 4 Russia 6 Germany 6 Russia 6 Germany 6 Switzerland 6 United States
5 Greece 5 Brazil 7 United Kingdom 7 Germany 7 Sweden 7 Germany 7 Denmark
6 Thailand 6 Singapore 8 UAE 8 France 8 United Kingdom 8 Denmark 8 Switzerland
7 China 7 Japan 9 Australia 9 Saudi Arabia 9 Switzerland 9 Australia 9 Norway
8 France 8 Thailand 10 Sweden 10 Singapore 10 Norway 10 Finland 10 Germany
9 Mexico 9 China 11 Canada 11 South Korea 11 Finland 11 New Zealand 11 Netherlands
12
10 United Kingdom 10 Egypt 12 Canada 12 Denmark 12 Japan 12 Finland
#
11 Turkey 11 Vietnam 13 Switzerland 13 Netherlands 13 Luxembourg 13 United Kingdom
12 Russia 12 Italy INDIA 14 Qatar 14 Canada 14 Ireland 14 UAE
13 Brazil 13 South Korea 13 Switzerland 15 Sweden 15 Israel 15 United Kingdom 15 Australia
14 Japan 14 Morocco 14 Norway 16 Israel 16 UAE 16 France 16 China
15 Israel 15 South Africa 15 Israel 17 Australia 17 Australia 17 Portugal 17 New Zealand
18
16 Morocco 16 Norway 16 Malaysia 18 France 18 Singapore
# 18 France
17 Indonesia 17 Switzerland 17 Denmark 19 New Zealand 19 Italy 19 Austria
18 Peru 18 Israel 18 Netherlands INDIA 20 Russia 20 United States 20 Luxembourg
#
21
19 Portugal 19 Sri Lanka 19 Qatar 19 Norway 21 Spain 21 Italy
20 United States 20 Greece 20 Finland 20 Brazil 22 Czech Republic 22 Israel
21 Poland 21 Bahrain 21 Russia 21 Italy INDIA 23 South Korea 23 Ireland
22 Singapore 22 Myanmar 22 South Africa 22 South Africa 22 Italy 24 Poland 24 Spain
23 Argentina 23 Germany 23 Czech Republic 23 Netherlands 23 Qatar 25 Slovenia 25 Qatar
24 South Africa 24 France 24 Thailand 24 Spain 24 Luxembourg 26 Saudi Arabia 26 Czech Republic
25 Malaysia 25 Turkey 25 France 25 Turkey 25 Spain 27 Israel 27 Russia
26 Czech Republic 26 United Kingdom 26 Ireland 26 Finland 26 Austria 28 Hungary 28 Brazil
29
27 Switzerland 27 Australia 27 Luxembourg 27 Luxembourg 27 Malaysia 29 Saudi Arabia
#
30
28 Ireland 28 Tanzania 28 Spain 28 Denmark 28 Thailand
#
29 Australia 29 Qatar 29 Poland 29 Malaysia 29 Brazil INDIA
20 Chile 20 Tunisia 30 Saudi Arabia 30 Bahrain 30 Poland 30 Indonesia INDIA
Source: BAV Best Countries 2017 / View of business decision makers
166 167
METHODOLOGY
MEASURING
A COUNTRY
This analysis of Brand India is based Some subcategories carry more weight
on the Best Countries 2017 study,
developed by Y&R’s BAV Group Views on 65 attributes are collected into nine dimensions. Scores in each subcategory
in partnership with US News and are weighted, based on their correlation with the country’s gross domestic product
Wharton Business School. The annual purchasing power parity (GDP PPP) per capita. In addition to the eight dimensions
Best Countries study analyzes and shown in the pie chart, the Movers dimension measures a country’s momentum.
4
ranks countries as brands, based
%
4%
on a model of nation brand equity
19%
developed in partnership with the
Wharton School.
For the Best Countries study, BAV Group

surveys 21,400 elites, business decision
8%
makers, and citizens worldwide about
their views of 80 countries, based on 65
attributes. These attributes are collected
into nine subcategories: Adventure,
Citizenship, Cultural Influence,
Entrepreneurship, Heritage, Movers,
Open for Business, Power, and Quality
13%
of Life.
Scores in 8 of the subcategories are

weighted, based on their correlation with
the country’s gross domestic product
19%
purchasing power parity (GDP PPP)
per capita. The results provide unique
14%
metrics to complement traditional
economic and demographic data and
better understand the perceptions
19%
influencing country development. For
further methodology details, please visit
https://www.usnews.com/news/best- CITIZENSHIP OPEN FOR BUSINESS
countries/articles/methodology. ENTREPRENEURSHIP POWER
QUALITY OF LIFE ADVENTURE
CULTURAL INFLUENCE HERITAGE Source: BAV Best Countries
168 169
SOFT POWER
SOFT POWER
IS KEY DRIVER
OF A NATION’S
BRAND VALUE
INDIA’S LOWER RANK IS
INCONSISTENT WITH ITS HISTORY
Soft power, the ability to exert In the Best Countries 2017 ranking, The Mughals invaded India from central CITIZENSHIP For India, or any country, to improve in high in the three attributes of soft power,
influence with cultural and human compiled by Y&R’s BAV Group with US Asia in the early sixteenth century, India ranks especially low in these these attributes it could help to learn but it ranks higher than India. China’s
capital rather than military might, News and Wharton business school, the and ruled until the British displaced attributes: Religious Freedom, Cares from—but not necessarily imitate—the higher rank may result from its soft
is key to building a powerful nation Top 10 countries overall closely match them and India became a colony. about the Environment, Cares about soft power leaders. Except for Canada, power initiatives, like One Belt, One
brand, according to the Best the leaders in Citizenship, Quality of The philosophy of Mahatma Gandhi, Human Rights, and Gender Equality. the top-ranking countries in Citizenship, Road, an effort to establish trading links
Life, and Entrepreneurship. The overall which helped India win independence Its Trustworthy score also needs and Quality of Life are European, often that recall China’s Silk Road commerce
Countries data. Although India has
Top 10 Best Countries are: Switzerland, from British rule, was a remarkable improvement. Nordic. during globalization’s earliest days.
exerted this kind of influence—since
Canada, the UK, Germany, Japan, demonstration of soft power, achieving China has also affirmed its commitment
long before it was called soft power—
Sweden, the US, Australia, France, and national liberation using non-violent QUALITY OF LIFE The Top 5 countries in Citizenship to slowing climate change.
people outside of India view the Norway. political means. India needs to improve its scores on are: Norway, Sweden, Switzerland,
country as low on many attributes these attributes: Income Equality, Canada, and Finland. The Quality India’s lower scores may be appropriate
that contribute to soft power. Despite perception, India’s soft Changing perception Well-Developed Public Education of Life Top 5 are: Canada, Sweden, for a small country with regional
power credentials are indisputable. System, and Safe. Denmark, Australia, and Norway. The ambitions, but India will soon surpass
This disconnection is important The nation’s engagement with its Raising India’s perceived soft power Top 5 leaders in Entrepreneurship are: China as the most populous nation on
because a nation’s perceived soft neighbors is historically known for the today requires improving its ranking ENTREPRENEURSHIP Germany, Japan, the US, the UK, and the planet. and strengthening the India’s
power correlates with its brand spread of innovative ideas—Hinduism, in the three categories of attributes India’s Entrepreneurship rank Switzerland. perceived soft power should help the
equity, according to BAV analysis. Soft mathematics, language, and Ayurvedic that drive the soft power score. would rise with improvements to nation build brand value and achieve its
power attributes—combined into the medicine—not conquest. India has India’s ranks in these categories are: these attributes: Well-Developed China may best illustrate determination political and economic ambitions.
categories of Citizenship, Quality of never sought to be an imperial power, Citizenship, No. 52; Quality of Life, 30; Infrastructure, Transparent Business to influence the perception of soft
Life, and Entrepreneurialism—drive 57 although it has been subjugated by and Entrepreneurship, No. 28. In each Practices, and Well-Developed Legal power. Like India, China does not rank
percent of a nation’s brand equity, while empires. instance, India lags in certain underlying Framework.
more conventional measurements of attributes.
power drive only 8 percent.
←
170 171
SOFT POWER
… And traditional power
impacts country brand
value less
Soft power drives country brand value… The attributes that measure traditional
power—being A leader, being
Of the 65 attributes that BAV measures to gain insight into country brands, 27 pertain to soft power. Grouped into three Economically Influential or Politically
categories—Citizenship, Quality of life, and Entrepreneurship—these soft power attributes together drive 57 percent of country Influential, for example, together only
brand value. drive 8 percent of country brand value.
Citizenship Entrepreneurship Quality of Life Power
19 %
19 %
19 % 8%
Cares About Human Rights Skilled Labor Force Income Equality A Leader
Cares About the Environment Transparent Business Practices Good Job Market Economically Influential
Gender Equality Well Developed Infrastructure Economically Stable Politically Influential
Progressive Connected to Rest of the World Family Friendly Strong International Alliances
Religious Freedom Educated Population Politically Stable Strong Military
Trustworthy Entrepreneurial Safe
Well Distributed Political Power Innovative Developed Public Education
Respects Property Rights Provides Easy Access to Capital Developed Public Health System
Technological Expertise Affordable
Well Developed Legal Framework
Citizenship Top 5 Entrepreneurship Top 5 Quality of Life Top 5 Power Top 5
1 NORWAY 1 GERMANY 1 CANADA 1 US
2 Sweden 2 Japan 2 Sweden 2 Russia
3 Switzerland 3 US 3 Denmark 3 China
4 Canada 4 UK 4 Australia 4 UK
5 Finland 5 Switzerland 5 Norway 5 Germany

←
Source: BAV Best Countries 2017 Source: BAV Best Countries 2017
172 173
INDIA & CHINA
BUSINESS
1 and India is No. 2. More consequential, Although India lags China in most keeps is indicative, too. Immediately
business decision makers rank China attributes, India is not far behind. China preceding India in Technical Expertise
higher than India—often much higher— often ranks in the Top 10, and India in the are countries with strong technology
DECISION
on the attributes that are more relevant to Top 20. In instances where China ranks in reputations: Finland, Sweden, Israel, and
doing business. the Top 5, India often ranks in the Top 15. Canada.
Across most attributes, India usually ranks
Business decision makers rank China in the top quarter or even 20 percent of Based on the assumption that
rank No. 1 in being Economically countries, positioned to potentially pass differentiation is an important predictor
MAKERS RANK
Influential. They rank India No. 18. China many country competitors. of future growth, BAV created a category
ranks No. 2 in Innovative, just below called Movers by aggregating these
Japan and above the US. India ranks No. For example, in these attributes— attributes—Distinctive, Different, Unique,
21. And in being viewed as Connected to Entrepreneurial, Politically Influential, and and Dynamic. BAV found that India
CHINA HIGHER IN
the Rest of the World, China ranks No.5, being A Leader—China ranks No. 3, and ranked No. 3 in the Movers category,
after Japan, the US, France, and the UK. India ranks within the Top 15. China ranks below the United Arab Emirates and
India ranks No. 24, below New Zealand No. 4 in Technical Expertise, and India Singapore—and above China.
and above Ireland. ranks No. 14. The company a country
KEY ATTRIBUTES
China ranks higher but India is strong… … And India often keeps
China ranks higher than India in most of the 65 attributes measured in the Best strong company
Countries data. But in attributes where China ranks in the Top 5, India often ranks The company a country keeps is
in the Top 15. India usually ranks in the top quarter or even 20 percent of countries, indicative. Immediately preceding India
suggesting that it is well positioned to rise. in Technical Expertise are countries with
BUT IS INDIA POSITIONED

strong technology reputations: Finland,
Sweden, Israel, and Canada.
TO RISE IN THE RANKING China India Difference

Technical Expertise Top 15
1 Japan
Cheap manufacturing costs #
1 #
2 -1
2 United States
Economically influential #
1 #
18 -17
India and China share much in common, economic growth, while expanding Differing systems and experiences have 3 South Korea
including a population size of around opportunity and maintaining social also shaped the way the outside world Has an influential culture #
1 #
2 -1
1.3 billion people, a 2,500-mile border, stability. In 1979, with the first Special views China and India, according to BAV’s 4 China
and the distinction of being modern Economic Zones established by Premier Best Countries data, which reveals: (1) Has a rich history #
2 #
4 -2
Deng Xiaoping, China began sprinting. China ranks higher than India across 5 Germany
states developed from civilizations
With economic liberalization, introduced almost all 65 attributes BAV uses to Innovative #
2 #
21 -19
dating to the dawn of human history, 6 Singapore
in 1991, India adopted the stride of a measure how people worldwide—both
around 5,000 years ago.
long-distance runner, picking up the the general population and business Dynamic #
2 #
13 -11 7 United Kingdom
pace with the election of Prime Minster decision makers—view 80 different
In the mid-twentieth century, both
Narendra Modi, in 2014. countries; and (2) India is well-positioned
Entrepreneurial #
3 #
12 -9 8 Russia
countries reached important turning
to rise in key attributes.
points. India gained independence in Politically Influential #
3 #
12 -9 9 Switzerland
China is in its Thirteenth Five-Year
1947, becoming a democratic republic
Plan, propelled by the efficiencies of India rankings show potential A leader #
3 #
15 -12 10 Finland
following centuries of rule by the
centralized economic and political
Mughals and then the British. China
control. Restrained by its democratic Both the general population and Technological Expertise #
4 #
14 -10 11 Sweden
established the Communist People’s
process and extensive bureaucracy, India business decision makers tend to rank
Republic of China, in 1949, culminating a 12 Israel
only recently harmonized the various India higher than China on certain Skilled labor force #
4 #
28 -24
long, disruptive period after the fall of the
taxations systems of 29 states and seven culture-related attributes, such as being 13 Canada
Qing Dynasty almost 40 years earlier.
territories, with the implementation of a Distinctive or Unique. Business decisions Connected to the rest of the world #
5 #
24 -19
national goods and services tax (GST). makers rank China marginally higher in 14 India
And both countries faced similar a similar
having an Influential Culture: China is No. Source: BAV Best Countries 2017 / View of business decision makers
challenge: to reduce poverty and drive 15 Norway
174 175
Brand India - CULTURAL RANKINGS
BRAND ATTRIBUTES
TRUST AND
Trust is important to Indian consumers… … Trusted and Daring brands are
Of the many attributes Indian consumers consider when more relevant and respected…
DARING FORM
selecting a brand, being Trustworthy tops the list. Both Trustworthy and Daring correlate with high levels of Esteem
Top BAV Personality Attributes most correlated to “One I Prefer” and Relevance, important determinants of brand preference.
Top 10 BAV Personality Attributes most correlated to Esteem and Relevance
TRUSTWORTHY 100%
RELIABLE
POWERFUL
100%
RELIABLE
TRUSTWORTHY
BRAND TENSION
FRIENDLY
DARING
HEALTHY
FRIENDLY
GOOD VALUE
TOGETHER, ATTRIBUTES PRETIGIOUS
PRODUCE ENGAGING BRANDS DARING

HIGH PERFORMANCE
DOWN TO EARTH
VISIONARY
BAV Consulting created a research fascinating component driving brand recognize the country as dynamic and
tool—Cultural Rankings—to capture strength is Daring. Daring is nearly 70 influential. FUN
a snapshot of the mindset of the percent correlated to Brand Esteem and
HIGH QUALITY
consumers and their markets across Relevance, important determinants of Business decision makers view India
categories. The Culture Rankings brand preference. as innovative and entrepreneurial, CARES ABOUT CUSTOMERS
demonstrating the impact of Prime
measure brands on key dimensions LEADER
While these two brand characteristics— Minister Narendra Modi’s vision of a New
that matter, from trust to innovation to
Trust and Daring—might seem India. Brands in India are building on this HIGH QUALITY
social responsibility. The importance
contradictory, they create a powerful momentum of change and newness.
of the attributes varies in relevance brand tension that pairs excitement with In fact, the most trusted Indian brands GAINING IN POPULARITY
depending on the context—the dependability, and makes brands truly today are over 10 percent more Daring Source: BAV India, General Population 2016
time and region being studied. The engaging. These important drivers of than 10 years ago.
results yield insights into otherwise brands in India are also reflected in how Esteem Relevance
Source: BAV India, General Population 2016
inexplicable cultural factors underlying the outside world views India, as an The tension between Trust and Daring
the success and failure of brands. exciting and fast-moving market leaning creates an attention-grabbing, yet
into its powerful heritage. dependable, brand personality that ... And increasingly, strong brands have both traits
Applying Cultural Rankings to India propels interest and engagement. Brands
Over the past 10 years, Daring
today reveals a new and useful insight. In the 2017 Best Countries study, exhibiting this personality are especially
has become more associated
Brands seen as trustworthy are the developed by BAV in partnership with compelling for a new generation of
with India’s most Trusted
ones consumers are likely to prefer. US News and Wharton business school, Indian consumers looking for progress
brands. Daring scores for the Trustworthy 40 Daring
Consumers expect their brands to India is rated No. 5 globally in Heritage, and new opportunities. And these brands
Trustworthy Top 100 brands Top 100 Brands Top 100
deliver on promises backed by a which relates to history and culture, and might also help energize the image of
increased 10.6 percent. And 40 Brands Brands
strong track record of dependability it ranks in the Top 3 in Movers, which Brand India to the outside world—both to
of the Trustworthy Top 100 and
and reliability. In addition to Trust, a indicates that people outside of India the public and business leaders.
the Daring Top 100 overlap.
Source: BAV India, General Population 2006, 2016
176 177
CASE STUDIES
BRANDS COMBINE
Top 10 Most Trusted and Daring Indian Brands
1 2 3 4 5
TRUST AND
DARING IN
Automobiles Carbonated Soft Drinks Beauty Products Laundry Products Carbonated Soft Drinks
6 7 8 9 10
CREATIVE TENSION Bar and Liquid Soaps Laundry Products Salman Khan -
Celebrities
Automobiles Snack Foods
Source: BAV India Cultural Rankings
TWO EXAMPLES FROM DIFFERENT CATEGORIES

These examples illustrate the and acquired Thums Up, it is rumored Common to all the brand ambassadors Ariel: The brand did not stop at just office, ask her son about his homework,
interplay of Trust and Daring by that Coke initially wanted to kill the was this element of virility and daring- progressive and provoking highlighting the massive gender and prepare dinner while her oblivious
two leading India brands—the indigenously produced market leader do. Former brand ambassadors, Akshay inequality that existed in Indian society, husband stares at his computer.
soft drink Thums Up and Ariel, the (something that the company denies). Kumar and Salman Khan, and the While Thums Up is a lot about the but also had the guts and gumption to
detergent. Through their actions current ambassador, Ranveer Singh, are demonstration of the physical aspect cajole Indian men to “Share the Load” Realizing that his daughter’s stressed
But the Thums Up brand was so all poster boys of Indian masculinity, of daring, there is another brand that of washing at home. It was clearly life is in part his fault because of the
and communications, these brands
loved, and consumers trusted it so ruggedness and bravado. For decades, has recently shown a lot of guts in India. progressive thinking at work, something example he’d set with this own past
achieve the perfect blend of these
completely, that it not only survived, the acts of physical dare-devilry This brand is P&G’s Ariel, which is one of that resonated well with a new India behavior, the father writes an apology to
two attributes.
but continues to be India’s favorite revolved around the protagonist chasing India’s most trusted premium detergent where women were proving themselves his daughter, declaring that it’s never too
cola brand. And one reason for that a bottle of Thums Up. Lately, there has brands and one that excels particularly to be more than equal to men in every late to change, and promising to help
Thums Up: popularity has been that the brand has been a slight shift, with more purpose sphere and walk of life. The “Share the her mother with the laundry.
in the washing machine detergents
resilient and iconic stayed consistent both with its product and good citizenship aspects to the Load” campaign not only questioned
category. In a male-dominated and
and in its communications. Thums Up, character, who now saves the lives of patriarchal country like India, where old stereotypes, but also held a mirror The ad stoked the collective guilt within
This is the story of one of India’s most
unlike other colas, was not just another school children, just before their school household chores were invariably to what ideal parenting should be in this our patriarchal society and it showed
resilient and iconic brands. Launched
sweet drink, but had that strong fizz bus tips off a cliff. A brand which used and solely a woman’s domain and new age of gender equality. the way forward. This was not your
in 1977 to fill the gap that Coca-Cola
and punch that made it a symbol of to say Aaj kuch toofani kartey hain (“Let’s responsibility, the brand dared to ask run-of-the-mill detergent ad talking
left when it exited India, Thums Up
masculinity over the years. For decades, do something daring today”), is now the question “Is laundry only a woman’s An ad memorably captured this about whiter and brighter clothes, but a
introduced a new flavor with some extra
the brand stuck to its promise of “Taste lacing the action and energy with a do- job?” message in the emotional impact of refreshing act of provocation, daring the
fizz and boldness. Indian customers
the Thunder,” and the advertising good spirit, and a protagonist who is not a father’s remorse as he watches his audience to do the right thing.
so adored the new drink, and it soon
showcased physical acts of daring only daring, but also can be trusted now adult daughter return home from the
became the market leader. However, in
performed by the different celebrity with other people’s lives as well!
1993, when Coca-Cola re-entered India by Navonil Chatterjee
brand ambassadors over the years.
Chief Strategy Officer, Planning
Y&R India
Navonil.Chatterjee@yr.com
178 179
BAV AND
CULTURAL RANKINGS
The BrandAsset Valuator (BAV) is a study of consumer brand
perceptions, measuring brands on imagery and equity
dimensions in a category agnostic fashion. By understanding
and exploring a brand against the broader dynamics of
culture, BAV can provide insight into a brand’s larger role in
the evolving cultural marketplace and provide actionable
insights that drive both brand growth, and the brand’s impact
on culture.
For more information about BAV and its

Cultural Rankings, please contact CEO
Michael Sussman at Michael.Sussman@yr.com.
To find out more about

BEST COUNTRIES visit:
https://www.usnews.com/news/
best-countries, or contact:
Anna Blender
BAV Group
ablender@bavconsulting.com
180 181
YO U N G I N D I AN S ACC ES S TH E WO R LD...
. . . B U T A L S O S E E K O P P O R T U N I T I E S AT H O M E .
BRAND
BUILDING
BEST
PRACTICES
Brand Building Best Practices
COMPLEXITY
One of the most important insights Similarly, the affluent class will BRANDS NEED TO MEET DESIRE
about India is: There is no universally expand to 23 million by 2025. With WITH AFFORDABILITY
applicable and enduring insight. rising affluence, the frequency of The telecom brand Jio changed the
Let me explain. purchase and spending occasion will telecom game in India. While the
rise in importance. The composition average smartphone price declined
Given the size, growth, and complexity of spending will also change, as to $130 thanks to the Chinese
of India, “Newton’s Law of Consumer discretionary spending will take a larger brands, the true potential could be
Trends” applies. For every consumer share, and a higher chunk of income will harnessed only if combined with high
trend, there is an opposite, not be spent on looking and living better. speed data. In the first six months of
necessarily equal, trend. So while Some recommendations: launch, Jio (offering free voice and
Aditya Kilpady many consumers are concerned with 4G data at $5 for 30GB) acquired 100
Senior Vice President, Strategy Planning preserving tradition, there are also BRANDS NEED TO EMBRACE million subscribers, rapidly taking
Contract India CONTRADICTIONS market share away from incumbents.
those who desire the new, exciting,
Aditya.Kilpady@contractindia.co.in Lakmé, a cosmetics brand, straddles
and international. Obviously, the same
individual consumers could sometimes the extremes of contemporary beauty BRANDS NEED TO REFRAME
BRAND
advance both trends, varying their and fashion, and tradition (The Lakmé THE OPPORTUNITY
behavior according to the occasion. name is a derivation of the Hindu Truecaller, a caller ID mobile
goddess, Lakshmi). It communicates app, had captured India’s urban
Similarly, 30 percent of Indian to each of its consumers with a foot smartphone users. However, as
consumers are willing to spend more in each world. Lakmé successfully growth plateaued, Truecaller shifted
MARKETERS FIND
on products they perceive to be “better,” balanced its brand heritage with its focus to emerging towns and new
while consumers also trade down its contemporary presence, by smartphone users. By positioning
for products that do not have image establishing Lakmé Fashion Week, the itself as an identifier of opportunities,
connotations. And while Indian domestic brand’s own fashion event, ensuring rather than identifier of calls or spam,
OPPORTUNITIES
air travel witnessed a high 23 percent that the brand is the centerpiece and Truecaller more than doubled the
increase, twice the growth rate of not an accessory at the event. app downloads in these towns.
China’s domestic air travel, Indians still
fly less than Chinese and even less than BRANDS NEED TO There may not be a universal and
neighbors in Pakistan and Sri Lanka! ADAPT AND ADJUST enduring insight that leads to brand
WITHIN
MasterCard redesigned its business success in India. But the opposite
Contradictions prevail among Indian model, letting consumers “push” cash notion seems to be true. Brand
consumers. in many categories. While from their cell phones to merchants, opportunities are abundant within
the fast food industry is growing at 25 making cash transfer simultaneous India’s complexity and contradiction.
COMPLEXITY AND
percent, pizza consumption is growing with the purchase. The brand expects Success rewards brands that take
at only 3 percent annually, far lower to invest $800 million over the next the time to find the opportunities and
than other countries. India contains several years, as India transitions from respond in ways that are relevant for
under-penetrated potential waiting to a cash to a digital economy. Indian consumers.
be unlocked. From a marketing point
←
CONTRADICTION
of view, this represents an interesting Tapping the unexplored
paradox with opportunity at both at the
top and bottom of the pyramid. With 1.3 billion inhabitants, India offers
scale. Building scale requires serving
Discretionary spending grows the needs and interests of different
segments of the population. Consumer
Traditionally, increasing market spending in emerging cities (population At Contract, we believe in building brands
INDIA’S MARKET SIZE AND DIVERSITY penetration has been the biggest driver
of growth. But this is set to change. As
less than 1 million) is growing 14 percent
annually. These people have high
service integrated communication agencies,
DEMAND LONG-TERM COMMITMENT Indians climb the economic ladder, a ambitions, purchasing aspirations, and a we believe in being driven by our passion to
strong value-for-money orientation. But engage consumers. We nurture some of the
mammoth 800 million people, 2.5 times most pioneering brands in Indian advertising
the population of the US, will belong to they are often constrained by product with the assurance of creating effective,
the consumption class ($4,000 average availability. Consumers in both large and award-winning work across all mediums of
annual household income) by 2025. emerging cities desire “the good life.” advertising.
Opportunity for brands lies in helping
them achieve it. www.contractindia.co.in
186 187
COMPLEXITY
BRAND BUILDING
ACTION POINTS
1 BRING AN OPEN MIND

Do not be tied to traditional
brand-building assumptions.
A master brand strategy is
not always the formula for
instant success. Brands need
to worry less about sharp
focus in India and instead
learn to stretch and expand
across dissimilar categories.
2 THINK AND ACT REGIONALLY

For international brands, it
is useful to think of India as
Europe, a large geography
with states that are both
unified and distinctive.
3 PREPARE FOR A MARATHON,

NOT A SPRINT
In India only noodles and
coffee are instant. Winning
requires preparing for a long
distance marathon, bringing in
discipline, patience, and a large
heart to overcome challenges.
188 189
STORYTELLING
The most powerful words in any Connecting with the consumer There’s an important lesson in this for
language are, “Let me tell you a story.” all brand marketers: we need to read a
No wonder some of advertising’s Storytelling is essentially a strategy lot more fiction, for it is from fiction that
greats have been highly skilled that takes us through the process of we learn the dynamics of compelling
storytellers. As the legend goes, when crafting a relevant narrative—from the storytelling—not to mention a wealth
creation of an initial “brand Bible” to of sharply-etched human insights.
David Ogilvy was on his way to shoot
the creation of characters, plot, conflict Meanwhile, there are hundreds of
the first Hathaway Shirt ad, he picked
and resolution. But the crux of it is timeless brand stories out there in
up some props to add a story element
that the brand needs to interact with literature just waiting to be discovered,
to an otherwise bland fashion shoot. ranging from R.K Narayan’s tales of
a consumer’s own story. It is how you
Anvar Alikhan And one of those props was, of
activate the personal narrative that Malgudi, his fictional town, to Amish
Senior Vice President and Strategy Consultant course, the famous black eyepatch. determines your ultimate connection to Tripathi’s mythological fantasies,
J. Walter Thompson, Hyderabad or, indeed, Charles Schultz’s classic
the consumer.
Anvar.Alikhan@jwt.com In an era when dashing World War II Peanuts cartoon strips.
veterans occasionally wore eyepatches,
Great examples are brands like Harley-
it immediately created a mythology
GOOD
Davidson, Absolut Vodka, Starbucks, But the real trick is to understand
around the elegant model with the that a good story taps into a specific
Apple, Coke and Ben & Jerry’s, and
expensive lifestyle: Who was he? What emotion and takes the consumer on
the reason they inspire such brand
was his story? What was the mysterious a journey of transformation. Whether
loyalty is because they tell a story
secret of his past? These things were it helps sell a product or not, the story
that consumers are eager to adopt as
STORYTELLING
never explicitly revealed over the must necessarily stand on its own. If
their own. We need to examine the
next two decades that the Hathaway the story is nothing more than a thinly
mythologies surrounding such brands,
campaign ran, unchanged. disguised marketing message, you’re
and think like storytellers, developing
narrative skills that will enable us to just fooling yourself.
Ogilvy later confessed that he got the
IS A POWERFUL
craft brand stories that will resonate
idea from James Thurber’s classic An outstanding example was
with the consumer’s sacred beliefs,
short story, “The Secret Life of Walter Barclaycard’s brand story of a
and thereby drawing him/her into an
Mitty,” to trigger the “Walter Mittyesque” bungling secret agent (played by
enduring relationship.
fantasies lurking inside all of us. The Rowan Atkinson, of Mr. Bean fame)
TOOL FOR
Hathaway campaign was ranked by who demonstrated the credit card’s
Indian brands like Paper Boat (soft
Advertising Age as one of the Top 25 advantages through his various
drinks), Royal Enfield (motorcycles) and
Advertising Campaigns of the 20th mishaps. It was a story so powerful
Sodawaterbottleopenerwala (café) all
Century, and it went on to inspire that it was eventually spun off into a
tell great brand stories, in their own
numerous other brands over the years,
BUILDING
different ways. But there is a special feature film: the hilarious spy spoof,
including Marlboro, with its iconic Johnny English.
learning in Surf Excel, with its Daagh
Marlboro Man.
achhe hain story, which asserts that
stains on children’s clothing are good So how engaging is your brand story?
Today, the nature of brand storytelling
←
because they represent the fun and
MEMORABLE
has obviously evolved, and the brand
freedom of childhood.
stories that were once simply written
into TV commercials and press ads
Before that idea was unearthed through
have become part of the consumer’s
market research, it had been lying there
larger brand experience. With exciting
BRANDS
for years, waiting to be uncovered, in
new media opportunities, from digital
many much-loved works of popular
and interactive to in-store branding,
literature, like the misadventures of
storytelling has become more relevant JWT is the most admired marketing
Dennis the Menace, and Richmal communications agency across its
than ever before, and an entire
Crompton’s Just William books (about network in India, Sri Lanka and Nepal. The
mini-industry of brand storytellers companies that comprise the South Asia
her endearing little schoolboy rascal).
and consultancies has sprung up, network are Contract, GGE, HDS, Mirum and
Indeed, the idea goes all the way back
specializing in the art of articulating and ADK Fortune.
THE BEST BRAND STORIES RELATE narrating brand stories.

to the lovably naughty antics of Lord
Krishna as a child.
www.jwt.com/worldwide
TO CONSUMERS’ PERSONAL STORIES

190 191
STORYTELLING
BRAND BUILDING
ACTION POINTS
1 TELL STORIES
Today, storytelling has
become more relevant than
ever before, with exciting
new media opportunities,
from digital and interactive
to in-store branding, thus
making brand stories an
integral part of the brand
experience.
2 TELL REAL STORIES

A good story is an end in
itself. If the brand story is
merely a thinly disguised
marketing message, it’s
probably not going to work.
3 INTERACT WITH THE

CONSUMERS’ STORIES
The secret of good brand
storytelling is that it needs to
interact with the consumer’s
own story, and thereby create
an intimate connection with her.
192 193
SPENDING
The India we live in today is Perhaps more pertinent, Indians are BY PRODUCT SUPERIORITY
significantly different from the spending on better, higher-priced sub- THROUGH INNOVATION
country we lived in 20 years ago. Our segments within the same categories. Like Gillette did with its ProGlide
consumption has gone up by more This ranges across the board—from blade that could last up to five
than three times in the past 10 years food to white goods. Over a third of weeks, or like Tide demonstrated
Indians are expected to trade up—switch in its latest #CollarUpWithTide
and is set for roughly the same rate of
away from buying cheap products and campaign, that emphasizes
growth in the next 10.
toward buying slightly more expensive cleaning power.
products that offer them better value.
And with this growth has come a boom
BY ALIGNING WITH A CAUSE
in the mid-price segment of goods
Dia Kirpalani Fogg deodorants, for example, is priced Like Tata Tea did with its “Power of
and services. For a country of price-
Director, Strategy higher than mass deodorant brands. 49” campaign, encouraging women,
Contract India conscious consumers, what has enabled
But consumers still choose it over 49 percent of the electorate, to vote
Dia.Kirpalani@contractindia.co.in this shift upwards from low-price to
mass brands because they see value and thus shape issues, particularly
mid-price?
in the product proposition, which is to those that impact women.
NORMALLY
offer a more concentrated formula that
The Indian middle class is growing in
promotes the benefit of more sprays BY BUILDING PREMIUM
size, so it’s not surprising to see a growth
per bottle. Clearly, we are seeing a shift CREDIBILITY
in the number of products and services
away from price and towards value. Like IndiGo airlines did with its
that cater to them. Nestlé India manages
But, as the Fogg example illustrates, young and trendy tone, which
THRIFTY,
its entire basket of brands keeping
to project value, brands must create a reflects its on-board experience.
one differentiating thought in mind.
feeling of differentiation.
The company believes that the Indian
In its iconic “Because You’re Worth
market, which has customarily been
Daikin air conditioners, available on It” campaign to empower women,
represented as a pyramid, is actually
INDIANS TODAY
Flipkart, Quikr, and Amazon, come at L’Oreal captured the spirit of the new
shaped like a diamond, with the middle
a 15 percent premium over basic air India. People have a stronger sense
class growing in girth and prosperity
conditioner brands and models. But with of self-worth and are more aware of
its claims of superior cooling, energy their options for purchasing goods and
Couple growth of the middle class with
efficiency, and therefore reduced energy services. Indian consumers can now
ARE SPENDING
the fact that India is getting younger.
costs, the Daikin brand manages to more easily afford the trappings of an
The median age in India is 27, around
create a value perception that more than improved lifestyle. It’s time for brands
10 years younger than the median age
offsets its higher price. to up the ante and keep pace with
in the US. And young means hungry,
their changing needs and desires, and
aspirational, ambitious and, importantly,
MORE AT THE
more comfortable with technology.
Digital expands access spending priorities.
If there’s one thing that has exposed

These factors are driving a shift in
consumers to value alternatives
consumer spending priorities, away from
and provided access to a wider
MID-PRICE LEVEL
the bare necessities—food, clothing,
range of products and services, it’s
and shelter—that historically accounted
the smartphone and e-commerce.
for the largest portion of the Indian
E-commerce gives us greater exposure
household budget.
to what constitutes an improved lifestyle
in keeping with our greater affluence.
Focus shifts to lifestyle
The innumerable promotions we receive At Contract, we believe in building brands
Indians are spending an increased
GREATER AFFLUENCE AND YOUNGER portion of their income on education,
entertainment, and leisure. There’s more
online encourage us to experiment and
overcome our innate thriftiness. This
service integrated communication agencies,
POPULATION DRIVE THE CHANGE

environment gears middle-class Indians we believe in being driven by our passion to
of a focus now on being smarter, looking engage consumers. We nurture some of the
to pay more attention to self-image,
better, eating better, and having more most pioneering brands in Indian advertising
comfort, and health and wellness. with the assurance of creating effective,
fun. The previous adage of “Work is
It challenges brands to gain a value award-winning work across all mediums of
worship” has subtly shifted to “All work
perception in the consumers’ mind, advertising.
and no play makes Ram a dull boy.”
which can be accomplished in several
ways, including: www.contractindia.co.in
194 195
T H E Y L I V E A FR EER L I FE T H A N T H EI R PA R EN TS ,..
. . . B U T S T I L L P R E S E R V E C L O S E F A M I LY T I E S .
LOYALTY
“Brands can enjoy higher loyalty, but only if they very substantially improve
their penetration. A loyalty-first approach is simply not a growth strategy.”
Jenni Romaniuk and Byron Sharp, in their book, How Brands Grow Part 2
Divya Khanna Market evidence shows that brands THE POSSIBILITY OF BETTER In this fast and fickle world, some
Vice President and Strategic Planning Director, Bengalaru that are bigger in size tend to have more OPTIONS MAKES FOR COMPLEX brands do manage to sustain and
J. Walter Thompson loyal consumers. However, for a brand DECISION-MAKING nurture their consumer relationships—
Divya.Khanna@jwt.com to become bigger in size, it requires “I feel compelled to do a lot of and build loyalty. Not because they
attracting new consumers. This seems research to make sure I’m getting have a magic formula to promote
like the chicken and egg dilemma. the best,” Aziz Ansari says in his loyalty but because, deliberately or
OUR NOTION OF
book, Modern Romance. Is he talking otherwise, they have built something
Rather than attempt to resolve what about the book’s subject, the epic consumers value more than the shiny
comes first—loyalty or size—I feel we search for a soulmate? No. Just the appeal of something new. Loyalty is
need to update our notion of loyalty elaborate process he goes through an outcome for a brand, not an action.
LOYALTY NEEDS
to match the cultural and economic to decide where to have dinner. It’s There are steps brands can take to
realities of India’s current and future difficult to settle on just one choice achieve that outcome.
consumers. when you know that there may be
Here are some reasons why the concept

better choices out there..
←
UPDATING
of loyalty is becoming irrelevant in AN “UPGRADE MENTALITY”
consumer lives: HAS TAKEN HOLD
With limitless possibilities and an
EXPLORING, EXPERIENCING overwhelming array of choices,
TO MATCH THE
AND EXPERIMENTING IS IN young people are finding it easier to
Today, India is an exciting market move away from extended families,
because of its vibrant youth switch jobs and cities, even drift in
population and optimistic outlook, and out of relationships. Just like
which are driving growth through they turn in their phones for a newer
REALITY OF
adoption of new products and model every year, they can also
categories. Young affluent switch to a better job, move to a
consumers in urban India, at least, better city, find better friends and
seem to have caught up with the partners, and completely remodel
TODAY’S INDIA
world and the rest of India is in a race their lifestyles when they choose.
to catch up to them.
SWITCHING IS EASY
IT’S A FICKLE WORLD OUT THERE AND LOW-RISK
FOR THESE YOUNG INFLUENCERS Many new brands desperate for JWT is the most admired marketing
They can get unfriended for a poorly market share tend to buy consumers communications agency across its
network in India, Sri Lanka and Nepal. The
expressed opinion, broken up with rather than earn them. Promotional
companies that comprise the South Asia
YOUNG INDIANS EXPECT THE BEST, over text or Whatsapp, ghosted for
no apparent reason, and overlooked
deals, price-cutting, discounts, and
exchange offers, all make it easy to
network are Contract, GGE, HDS, Mirum and
ADK Fortune.
merely because someone else looks make a switch and rationalize the
AND WILL CHANGE QUICKLY TO GET IT better—not necessarily in real life,
but on Tinder.
change. www.jwt.com/worldwide
198 199
LOYALTY
BRAND BUILDING
ACTION POINTS
1 SIMPLIFY CHOICE BY
BUILDING FAMILIARITY
There is value in promoting
some consistency in the brand
communication and offering. It’s
4 BE LOYAL
Loyalty given is loyalty earned. It’s
not just consumers who can be
fickle. Brands can be fickle too. They
often change target audiences
easy to select what’s familiar when and products without concern for
the other choices are too many and the shock loyal consumers may
too complex. It’s not mere chance feel. Find ways to reward loyal
that many big brands—like Colgate, consumers for sticking with the
Coca-Cola, and McDonald’s—only brand. Maggi’s Me Aur Meri Maggi
make small incremental changes (Me and My Maggi ) campaign
over the years. celebrated and strengthened its
emotional connection with loyal
2
users, who then stood by the brand
ENCOURAGE A HABIT WITH A when it went through its food safety
PREDICTABLE SENSORIAL CUE crisis several years ago.
The taste of Amul butter, the
5
typeface of the Times of India,
the aroma of Nescafé—sensorial ACKNOWLEDGE THAT
cues—are comforting and habit- LOYALTY IS OLD-FASHIONED
forming. Habits are stronger and It’s unrealistic for brands to expect
much harder to break than mere loyalty from consumers who have
affection for a brand. Consumers already lowered their standards of
resist changing their habits. loyalty in personal and business
relationships. Creating variety through
3
a portfolio of products to satisfy core
BE SECURE AND NOT TOO NEEDY customers can help retain promiscuous
Brands, just like people, can come consumers. But using the variants to
across as desperate and needy attract new users to the brand is a
when they chase consumers in more effective strategy. When new
overt and obvious ways. People users come into the brand, they make
place higher value on things they current users see it in a more attractive
need to work for compared with light. No young person likes to be in a
things that come more easily. relationship that’s stifling.
Apple’s limit on promotions helps
keep the brand more desirable.
200 201
SOCIAL MEDIA It was a fine Wednesday afternoon completely unrelated incidents, on two at the party. Great brands on social
and the weather was pleasant in different platforms, reinforce the point media have always been able to
most parts of the country. A drizzle that brands are never completely safe extend the creativity and tonality in
somewhere, a cloudy sky elsewhere, on social media. Why is that? their content to the conversations
and a mild breeze in most places. as well. This outcome requires
First, our world is deeply divided on having a brand team that is
It was also a slow news day. No
politics, religion, and economic trends. spontaneous, and having the right
surprising deaths, no political breaking
Social media is obviously not insulated. influencers on the platform.
news or cricket defeats. A cup of
If anything, it is at the forefront of this
coffee would have been apt, wherever divide. For a mob that is looking for an DO NOT CREATE CONTENT
you were and whatever you were up excuse to express outrage, branded IN ISOLATION
to. As if to add to the positive mood, a content unintentionally becomes easy In the example above, could the
major telecom brand decided to post fodder. battery brand have handled things
Karthik Nagarajan
an anecdote from a popular stand-up better? Probably. Today, given the
Head, Content Practice
GroupM comedian on its Facebook stream. The Second, brands are not safe from extent of content trendspotting
Karthik.Nagarajan@groupm.com anecdote was about making the most themselves either. Some sectors and natural language processing
of every moment, which fit well with more than others have very frequent (NLP) analytics available at a
the telecom’s theme for the month. touch points with customers, and this brand’s disposal, it is possible to
UNANTICIPATED
means that they probably have more gauge the mood of a medium
It took only a few seconds before the dissatisfied customers than others and make educated content
brand’s Facebook page become filled as well. And nothing gives more decisions—in terms of form, talent,
negative comments. “Rotten network,” satisfaction to a dissatisfied customer genre, and even timing. Fluid
CONSEQUENCES
claimed one person. Another person than an opportunity to watch the brand content is no more an academic
piled on with, “It’s been 10 days and bleed. The more unfair and unrelated it term, but a reality. A necessity
you have not resolved my query.” The is, the better! even.
person asked if the brand had any
shame left. The audience, which usually So how should a brand react? Can one For decades, brands and agencies
ON SOCIAL
loves a good fight, added comments avoid the medium entirely? No. Can decided what content needed to be
supporting the outraged customer. one satisfy everyone equally and avoid created, and where and when it should
Predictably, the brand soon posted a conflict? No. Not at all. Can one prepare be housed. In many ways, what we are
courteous, standard response promising adequately and give the content the seeing today is this authoritarianism
MEDIA THREATEN
swift action. best chance of succeeding? Absolutely! giving way to a democracy where
brands are creating content as a
A few days later, India was booted out of UNDERSTAND YOUR DIGITAL response to, and in collaboration with,
the finals of a major cricket tournament. AUDIENCE BETTER the audience. The technology, the
The entire nation seemed to be Your social media audience is not command centers, and the analytics to
BRANDS
polarized into either a state of sadness a monolith. It is not homogeneous. make this possible exist. Brands need
or anger, nothing in between. However, Thankfully, most brands have a only to bring their will to the party.
this did not stop a battery company reach that is contained within a
from launching a digital video whose particular group, and hence is
protagonist, and brand ambassador, was finite. It is important, however,
a leading cricket player. The campaign to know what kind of profiles
was promoted on Twitter. And to make populate this group and what
PLANNING, DATA, ANALYTICS HELP matters worse, the hashtag of the

campaign was convenient enough to
social media associations are likely
to resonate with them.
ASSURE A POSITIVE EXPERIENCE spawn extraordinary creativity among

a multitude of “memers.” Sadly, for the CONTENT IS NOT THE END, BUT
THE BEGINNING OF A JOURNEY
brand, this content ended up being
more fun than the genuine brand The piece of content that a brand GroupM’s primary purpose is to maximize
conversations that the video was creates is a conversation starter. It the performance of WPP’s media
generating. Add to this a couple of is m erely a gate pass to a party. communications agencies on behalf of
Like all great conversations in life, their clients, stakeholders and people by
activists, who were quoting the hashtag
it takes more than one person operating as a parent and collaborator in
to bring into limelight the government performance-enhancing activities such as
inaction on the rapidly drying water and it happens only when you are trading, content creation, sports, digital,
reservoirs in their city. interesting. “Give me a number finance, proprietary tool development and
and I will call you back,” is not other business-critical capabilities.
Not quite the “brand experiences” that interesting, especially when you
were intended, I am sure. These two are going to say that to everyone www.groupm.com
202 203
STARTUPS
India has become a leading global However, 2016 turned into a rather The experiences of these two groups
startup hub. The winners of the Indian cautious funding environment story of startups confirmed that the secret
startups scene followed the advice for India. Several factors contributed sauce needed to build a successful
of inventor Thomas Edison, who once to slower activity following 2015, when brand contains these ingredients:
said “Genius is 1 percent inspiration, startups experienced a golden year, solving problems for the benefit of
marked by investors pouring in money customers, and India; prioritizing the
99 per cent perspiration.”
to the tune of billions of dollars. customer experience; and developing
This approach has resulted in a sustainable business model instead
products that are not only based on This funding gave strong impetus to of one based on unrealistic growth in
inspired ideas, but also anchored in some winners, who with viable and brand valuation or customer numbers.
Parul Budhiraja the knowledge of Indian consumer sustainable business models and Here are three startup summary case
Associate Vice President, Strategic Planning problem-solving demeanor, expanded studies that illustrate the point.
attitudes and beliefs, and delivery of
Contract aggressively and moved forward. But
Parul.Budhiraja@conractindia.co.in great customer experience. Related
brand-building practices have been other startups used the funding to
long-term, strategic, and insightful. gain eyeballs without spending time
BEST STARTUPS
on creating a unique product, clear
business model, or execution plan.
BASE BUSINESSES
CASE STUDY: DROOM CASE STUDY: NAUKRI.COM
Droom.in, an e-commerce platform for selling used cars Naukri.com is India’s No. 1 job search portal. Founded 20
and bikes, has shown strong strategic long-term vision. years ago, Nakuri.com identified and gradually built a service
ON LOCAL
Founded in 2014, the brand maintains a lean and agile around a market gap—the need for a simple, searchable
team. Unlike typical classified sites, which are mostly web page where companies could post jobs and employees
transactional, Droom is building an ecosystem of consulting could look for jobs. The business model depended on
services that build trust while facilitating purchase decisions companies paying a monthly fee.
MARKET
One of the brand’s proprietary tools, Orange Book Value, The brand grew by using consumer insights to expand its
helps buyers and sellers evaluate the price of car. A trusted offering and perfect the customer experience. Naukri.com
price evaluation has been a key factor in successfully developed its advertising messaging around the insight that
closing deals. Droom also built its brand communication people leave bosses, not jobs.
CONSUMER
around a deep-rooted cultural truth: when people buy new
cars, they feel proud, but they do not feel the same pride Naukri.com operates on a simple premise that it’s easier
when buying a used car. Droom promotes the emotional lift to gain business from existing customers than to gain new
people can get from driving a vehicle—new or used. customers. Naukri.com provides basic search for free
INSIGHTS
to ensure the customer keeps coming back, and it sells
additional services at a premium.
CASE STUDY: CHAAYOS

←
Chaayos, founded in 2012, creates a unique experience in
its tea rooms. Chaayos understands the desire for a place to
BRANDS SOLVE PROBLEMS, DELIVER

enjoy a break from daily stress, but responds with tea, India’s
traditional drink, instead of coffee. Chaayos targets the rising
middle class that has money to spend on experience, and it
EXCELLENT CUSTOMER EXPERIENCE offers thousands of varieties of tea. At Contract, we believe in building brands from the heart. As
one of India’s finest full-service integrated communication
Chaayos has a sustainable business model with significant agencies, we believe in being driven by our passion to engage
consumers. We nurture some of the most pioneering brands
growth opportunity in India. The brand has ensured that
in Indian advertising with the assurance of creating effective,
while the company scales up, the quality or the customer award-winning work across all mediums of advertising.
experience will not be compromised.
www.contractindia.co.in
204 205
STARTUPS
BRAND BUILDING
ACTION POINTS
1 PRIORITIZE CUSTOMER EXPERIENCE

Customer expect a lot from startup
brands. There is little room for error.
Mistakes can mean losing a customer
for life. Startup brands need to excel in
executing their ideas and experience
well to deliver on the promises
they make. They need to avoid
overstatement and under-delivery.
2 CONNECT BEYOND FUNCTIONALITY

Convenience, access, and price might
seem like the important consumer
benefits offered by online startups.
But the key to building long-term
connection lies a little beneath the
surface. An emotional connect can
be a reason for your brand to attract
more people in an environment
where competition is just a click away.
3 BALANCE LONG-TERM AND

SHORT-TERM ACTIONS
Short-term tactics like sales,
promotions, and incentives are
important. But they do not substitute
for actions that sustain the brand
long-term. Even if the future is
unclear, it is important to implement
initiatives based on long-term vision,
and not simply repeat short-term
tactics to inflate valuations.
206 207
SOCIAL CONTEXT Can you package politics, retail Let’s get down to brass tacks. Here are with great success as a brand
religion, and price patriotism? the five things you need to keep in mind. that has stood for hygiene and
sanitation over the years. The
For those who like to get straight to CREDIBILITY IS A MUST brand outperformed category
the point—yes. Brands don’t exist in a While this may seem par for growth. Similarly, Tata Tea’s Jaago
vacuum. One cannot deny that social the course, authenticity is the Re (Awaken) campaigns to raise
context affects the way brands must backbone of any socio-political awareness around social issues
behave and do business in a country. proposition. Authenticity is built connected at a fundamental level
Next time you’re at a McDonald’s over time, so this one is less of a with their product’s “refreshing”
restaurant in India, look out for the sign criterion and more of a conviction. properties.
that says, “No beef and beef products Think about it. Missionary schools
sold here.” in India don’t sell a belief system, USE LANGUAGE TO BE AN ALLY
they live it. OF THE NATION
Sanjana Mathur
But how can the socio-political context Brands are able to tug on our
Strategist and Client Manager
Landor be leveraged to help Indian brands DON’T OVERPLAY IT collective Indian heartstrings with
Sanjana.Mathur@Landor.com succeed? To understand the “how,” let’s Unless you happen to actually be well-timed slogans like “Bleed
first tackle the “why.” a guru or Narendra Modi, the hero blue,” to support India’s cricket
of your story cannot be religion or team. I am personally susceptible
COUNTERING
It might seem counterintuitive to focus politics. It should, instead, manifest to the word desh (native land), as
on a local political, religious, or patriotic as part of the driving values of the used in Tata Salt’s desh ka namak
story in today’s aspiring, globally brand. Think of Patanjali. It is not a campaign to recognize people
engaged India. But the observant will brand with spiritual products per who in some way are giving back
GLOBAL
note that the reality is growing to be se. The brand instead leverages to India, or Hero Honda’s desh ki
quite the opposite. Among all the firang founder Baba Ramdev’s image as dhadkan, which celebrates India’s
(foreign) influences permeating Indian a yoga guru to associate itself with cultural and geographic diversity.
culture today, Indians crave some the idea of natural, pure, healthy, The dairy brand Amul has
shuddh desi ghee (traditional clarified and Indian—qualities directly consistently been there at every
INFLUENCE,
butter used in Indian cuisine). relevant to the products that it turning point in Indian history with
sells. a well-placed pun in the world’s
Bye bye Prada, hello Patanjali. longest running campaign,
BE SENSITIZED TO THE TOPICS establishing the brand’s credibility
INDIANS EMBRACE
This isn’t just an Indian phenomenon. YOU ARE DEALING WITH as commentator.
The Brexit vote and Trump’s election In the internet age, where brands
are both symptomatic of countries face the constant threat of the Indians are embracing their roots
anxiously “reclaiming” their identities. In social media shredder, death by and culture, and there is great value
LOCAL ROOTS
truth, brands represent ideals, values, tweets and hashtags is a stark to be found for brands tapping into
and identities. As such, when they ally reality. The fiasco with Kendall cultural nuances. As with most things in
themselves with religion, politics, or Jenner in the Pepsi “Live for Now” branding, the key is finding your story
nationalism, they are able to tap into a film illustrates this point perfectly. and telling it right. The big difference?
deep well of preexisting emotion. The tone-deaf advertising that Your story already lives in the hearts of
AND CULTURE
appeared to be capitalizing on consumers; it’s waiting to be unlocked.
With foreign players like Starbucks and the protests taking place in the
their ilk penetrating the Indian market, US ultimately did the brand more
Indian companies can leverage this harm than good.
Indian need for identity in order to drive
brand loyalty. Even in a time when FIND THE RIGHT POINT OF
BRANDS NEED TO UNLOCK THE STORIES brands enjoy less consumer loyalty—
faith sells. It’s even inflation proof.
RESONANCE BETWEEN YOUR
BRAND AND SOCIO-POLITICAL
THAT EXIST IN THE HEARTS OF CONSUMERS

MESSAGE
If you’re trying to answer the question, The lack of resonance between
“how do I get the Indian customer to Pepsi as a brand and political
care about me?” this certainly does activism is perhaps what also led
seem to be a winning strategy. However, to the failure of the “Live for Now”
A global leader in brand consulting and
building a narrative around people’s campaign. In contrast, Dettol, design, Landor helps clients create agile
belief systems is a double-edged sword a brand of soap and cleaning brands that thrive in today’s dynamic,
to be wielded with caution. In a country products, was able to ally itself disruptive marketplace.
like India, a minefield of sentiments and with Prime Minister Modi’s Swacch
opinions, you have to do it right. Bharat (Clean India) initiative www.landor.com
208 209
TRUST
Siddhant Lahiri Why do we buy brands? Why do we What is a new development, however, Trust: difficult to gain,
Head - Strategic Planning, Mumbai spend extra and pay a premium to is the relationship consumers now have easy to lose
Rediffusion Y&R buy a product that has a brand name with trust. Trust is outstripping many
Siddhant.Lahiri@rediffusionyr.com plastered on its surface? other virtues to become the primary Today, brands don’t have consumers—
value the consumer is concerned about. they have communities. Rather than
In a world where trust is falling rapidly, it
BRANDS REACT
Simply put, brands imply an assurance just a collection of individuals who have
of quality and of reliability. In other becomes the new currency: increasingly purchased a brand, consumers today
words, a brand stands for trust. If I rare and increasingly important. are an influential, aware, savvy collective
have paid a premium and purchased a who will rally behind a brand—or tear it
branded product, instead of buying an This is partly because the environment to shreds. The power has shifted from
AS SKEPTICISM,
unbranded one from the local market, in which all Indian corporations function brands to communities of consumers,
it is because I trust the brand to deliver today is rapidly changing. As in the and all communities thrive on trust.
value and experiential satisfaction in a rest of the world, huge volumes of
better, more durable way. cross-channel media clutter, with one The role of trust is reflected in the
competitive claim on top of another,
A GLOBAL TREND,
way the new India transacts. We are
However, recent studies show that this has created an audience less willing to now jumping into cars with strangers,
kind of thinking may be the hallmark of a trust the big companies. The “Big Bad ordering food from restaurants we
bygone era. Increasingly, consumers are Corporation” is struggling with being have never heard of, and living in the
losing trust in brands. A recent global trusted in India now too. The sentiment spare bedrooms of people we have
REACHES INDIA
study conducted by Y&R shows that has shifted from the earlier, “I’m a never met in faraway locations. And
trust in corporations and brands has brand—trust me,” to, “I know I’m a brand, we are comfortable doing these things
declined by over 50 percent worldwide but please trust me anyway!” because that stranger or the restaurant
since 2001. In fact, consumers has five stars next to the name, and
considered only 25 percent of brands In today’s open, interconnected world, because there is a logo somewhere on
trustworthy by 2013. information to build or erode trust the screen which I have faith in. There
travels faster than anything else, is, therefore, far more at stake today
EVER MORE RARE AND CRITICAL, Let that figure play in your mind for a
while—25 percent. That means that
irrespective of which corner of the
world the brand lives in. For example,
than simply buying a product. This is a
world that is literally moving on trust—no
recent events have ensured that Indians
TRUST IS THE NEW CURRENCY
a consumer trusts only one-in-four wonder trust is gaining in importance
brands. Conversely, the consumer has are wary of United Airlines because of and brands are fighting hard for it.
no trust in three-out-of-four brands.
Now that’s a scary thought for any
news reports and social media about
an incident of passenger mistreatment. ←
marketer. This trend now is increasingly And to think that the brand that has no
visible in India, too. presence in India! Conversely, Xiaomi,
with no previous presence of its phones
Trust has always been key in the Indian in Indian market, sold out its entire
market. The only difference is that earlier inventory within hours of its first-ever
trust percolated down from figures of launch in an online flash sale a couple
of years ago. Trust is increasingly Rediffusion-Y&R enjoys an enviable legacy
authority. That is why we would happily of 40 years of creating category-busting
trust figures we look up to—doctors, becoming delicate and ephemeral— communication that is strategically sound
actors, sportsmen—and unquestionably difficult to gain, easy to lose, but armed and which makes brands endure in the lives
buy whatever they endorsed. Hence, with make-or-break power. of consumers.
the role of trust in brand building is not
necessarily a new phenomenon. www.rediffusionyr.com
210 211
TRUST
Rise of authenticity
BRAND BUILDING
ACTION POINTS
Trust automatically corresponds to
authenticity in our minds. Irrespective of
what business you are in and what you
produce, authenticity and honesty are
admirable values, and lead to building
1
trust. This is visible globally with the rise
of companies like (the aptly named)
3
WALK THE TALK
The Honest Company, which promises
healthy home and baby products. Even
Trust is built on actions. Show that you
are trustworthy through your actions. BE RELEVANT
in India, products which would earlier
have played generically on taste and McDonald’s does not make any lofty It is important to interact with the
health are today abandoning those claims about being the most healthy consumers in relevant ways if you
platforms and going out of their way to or nutritious of food sources, but by want to gain their trust. See the
position themselves on contents and
recently becoming open about its way Chinese mobile brands have
authentic ingredients. flooded the Indian media. Be it
recipes and ingredients, McDonald’s
shot to the top of many trust surveys Vivo sponsoring the Indian Premier
It is almost as if they want to look the
consumer in the eye, show what lies across the world. Similarly, when Tata League or Oppo sponsoring
within, and ask the consumer for their Tea insists on giving 49 percent of its the Champion’s League, these
trust. Raw Pressery makes a huge show jobs to women, that is an action that Chinese smartphone brands
of being about “The fruit… and nothing
creates ripple effects. Show who you have successfully used cricket to
else.” Britannia insists on stressing that entrench themselves into Indian
there is no maida (bleached flour) in
are through your actions.
culture. In one sweep, these
its biscuits. Khadi (personal care) and
FabIndia (handmade products) go brands have managed to get the
to great lengths to demonstrate fair recognition and trust which would
trade and ethical sourcing. The share ordinarily have taken years, simply
2
of your wallet will come later. Through by engaging with their target
authenticity, these brands are first BE TRANSPARENT audiences in a dynamic, visible,
appealing for your respect and trust.
Live up to your claims—and and relevant way.
We all live today in a Brave New World.
hide nothing, even failures. The
A world where people line up for hours Samsung CEO’s recent admissions
about the need to improve after
4
to buy the next Apple product without
even experiencing it. A world where a the Galaxy Note 7 debacle is a
small startup can stand on the shoulders refreshing and applause-worthy BE CONSISTENT
of its community and give giants a run In a world where technology
expression. Similarly, Airtel
for their money. A world where massive
managed to earn trust, respect, is democratized and media
global brands can be torn down with
the power of a video clip gone viral. This and subscribers when it recently exposure is increasingly
is a world that is arguably run on trust. became an open network, willing easier, trust also comes from
Therefore, it is not enough today to push to share details about its workings consistently performing year on
your product out there. Given the way with consumers. There is simply year, product on product, in a
media is exploding, exposure is easy. stable way. That is why Indians
too much information out there
What is difficult is to get the consumer to
today to try and cheat consumers. will wait every year to see what
trust you. And that trend is here to stay.
Consumers respect honesty. OnePlus brings with its annual
offering, because of a consistent
history of launching excellent
and affordable smartphones.
212 213
OUR INSIGHTS
SPENDING Consumers are feeling

In today’s times, when consumers are being overloaded with CONSUMERS WANT more financial distress
advertisements and brand content on every platform imaginable, NEW EXPERIENCES as the economy slows a
bit from the rapid growth
creating a unique identity in the consumer’s mind has become an
even tougher task for the advertisers.
THEY CAN AFFORD of a few years ago. But
consumers are reluctant
SENSORY
The use of sonic branding can help to give up the new categories and
marketers address this problem. products that are now a part of their
Sonic branding refers to the lives. They don’t want to completely
CUES
practice of identifying a brand with lapse out of categories. Instead,
a specific music or other sound. It they are maintaining their baskets by Eveneet Singh
Prachi Gupta buying smaller-size SKUs. The key Executive Vice President, Consumer
can include a sonic logo (SOGO),
Associate Research Manager, Mumbai insight for brands is that consumers Kantar IMRB
for example, like the tingling sound
Kantar Millward Brown at the end of commercials for SONIC BRANDING want to sustain new and unique Eveneet.Singh@imrbint.comm
Prachi.Gupta@millwardbrown.com Britannica cookies, or the musical HELPS BREAK experiences, so are increasingly
looking for brands to provide them
chord that identifies Intel.
THROUGH CLUTTER with affordable and needed offerings.
The right use of music in the
ads can lead to long-term recall of the brand and a greater
association between the ad and the brand. In addition, music
opens new avenues for brands to bring about integration in
communication. The same SOGO can be used online, in physical
stores, or as a part of the end-product itself (like in some gadgets).
LOCAL
SENIORS BRANDS
Until a few years ago, there was a
divide between local players and
multinationals. Consumers viewed
multinationals as offering
OLDER CONSUMERS The growth of
seniors, or silvers, is a
superior products and service. CONSUMERS CHOOSE
They considered local brands
REPRESENT GREAT significant trend. And as generally inferior. Today,
BRANDS FOR VALUE,
POTENTIAL FOR BRANDS going forward, brands local brands offer the same NOT PROVENANCE
will need marketing value or greater value than the
plans dedicated to multinationals. The other shift that happened is that
reaching these older citizens. They often have Aditya Kilpady the multinationals traditionally were from Western
more spending power because their kids are Senior Vice President, Strategy Planning countries. Now there are multinationals from the
settled and they have fewer obligations. Brands Contract India East. But consumers don’t look for whether the
in certain categories—such as travel, real estate, Aditya.Kilpady@contractindia.co.in product is made in China or in Korea. They are not
and health and wellness—may have the clearest Arnab Bhowmik so finicky about the origin of the brand. Consumers
opportunity. But the opportunity is broader. We Vice President, Firefly
are more concerned about the value the brand
noticed that a lot of people, at age 45 to over 50, Kantar Millward Brown
offers them. The key for brands in India is not about
are purchasing premium motorcycles, a product Arnab.Bhowmik@kantarmillwardbrown.com
focusing on provenance, but how well they wow
usually associated with youth. But for these consumers with quality, price, and service.
people, starting another stage of their lives, a
premium motorcycle is a means of self-expression.
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H O R I ZO N S A R E W I D E R I N TO D AY ’ S I N D I A . . .
... AND THE SHADOWS ARE DEEPER.

RESOURCES
Resources
BRANDZ™ BRAND
VALUATION METHODOLOGY
THE VALUATION
INTRODUCTION PROCESS
The brands that appear in this report Importance of brand Importance of brand valuation Step 1: Calculating financial analysts to determine the quickly and easily as the answer
are the most valuable in India. They Financial Value market value of stocks (Example: 6X when people are making category
were selected for inclusion in the Brands embody a core promise of Brand valuation is a metric that earnings or 12X earnings). Information purchases).
BrandZ™ Top 50 Most Valuable Indian values and benefits consistently quantifies the worth of these powerful Part A supplied by Bloomberg data helps us
Brands 2017 based on the unique and delivered. Brands provide clarity but intangible corporate assets. It We start with the corporation. In some calculate a Brand Multiple. We take We identify the purchase volume and
and guidance for choices made by enables brand owners, the investment cases, a corporation owns only one the Branded Earnings and multiply that any extra price premium delivered by
objective BrandZ™ brand valuation
companies, consumers, investors and community and others to evaluate and brand. All Corporate Earnings come number by the Brand Multiple to arrive these brand associations. We call this
methodology that combines extensive
others stakeholders. Brands provide compare brands and make faster and from that brand. In other cases, a at what we call Financial Value. unique role played by brand, Brand
and on-going consumer insights with
the signposts we need to navigate better-informed decisions. corporation owns many brands. And Contribution.
rigorous financial analysis. Step 2: Calculating
the consumer and B2B landscapes. we need to apportion the earnings of
At the heart of a brand’s value Brand valuation also enables the corporation across a portfolio of Brand Contribution Here’s what makes BrandZ™ so unique
The BrandZ™ valuation methodology and important. BrandZ™ is the only
is its ability to appeal to relevant marketing professionals to quantify brands.
can be uniquely distinguished from So now we have got from the total brand valuation methodology that
customers and potential customers. their achievements in driving business
its competitors by the way we use value of the corporation to the part that obtains the customer viewpoint by
BrandZ™ uniquely measures this growth with brands, and to celebrate To make sure we attribute the correct
consumer viewpoints to assess brand is the branded value of the business. conducting worldwide on-going, in-
appeal and validates it against actual these achievements in the boardroom. portion of Corporate Earnings to each
equity, as we strongly believe that how But this branded business value is still depth quantitative consumer research,
sales performance. Brands that brand, we analyze financial information
consumers perceive and feel about not quite the core that we are after. To online and face-to-face, building
succeed in creating the greatest Distinction of BrandZ™ from annual reports and other sources,
a brand determines its success and arrive at Brand Value, we need to peel up a global picture of brands on a
attraction power are those that are: such as Kantar Retail and Kantar
failure. We conduct worldwide, on- away a few more layers, such as the category-by-category and market-
BrandZ™ is the only brand valuation Worldpanel. This analysis yields a
going, in-depth quantitative consumer in-market and logistical factors that by-market basis. Our research now
Meaningful tool that peels away all of the financial metric we call the Attribution Rate.
research, and build up a global picture influence the value of the branded covers 3.2 million consumers and more
In any category, these brands appeal and other components of brand value We multiply Corporate Earnings by the
of brands on a category-by-category business, for example: price, availability than 100,000 different brands in over
more, generate greater “love” and and gets to the core—how much Attribution Rate to arrive at Branded
and market-by-market basis. and distribution. 50 markets since we first introduced
meet the individual’s expectations brand alone contributes to corporate Earnings, the amount of Corporate
and needs. value. This core, what we call Brand Earnings attributed to a particular BrandZ™ in 1998.
Globally, our research covers 3.2 million What we are after is the value of the
Contribution, differentiates BrandZ™. brand. If the Attribution Rate of a brand
consumers and more than 100,000 intangible asset of the brand itself that Step 3: Calculating
Different is 50 percent, for example, then half
different brands in over 50 markets. exists in the minds of consumers. That Brand Value
These brands are unique in a positive the Corporate Earnings are identified
This intensive, in-market consumer
way and “set the trends”, staying ELIGIBILITY CRITERIA as coming from that brand. means we have to assess the ability
research differentiates the BrandZ™ of brand associations in consumers’ Now we take the Financial Value and
ahead of the curve for the benefit of
methodology from competitors that minds to deliver sales by predisposing multiply it by Brand Contribution,
the consumer. The brands included in the BrandZ™ Part B
rely only on a panel of “experts,” or consumers to choose the brand or pay which is expressed as a percentage
Top 50 Most Valuable Indian Brands What happened in the past—or even
purely on financial and market desktop more for it. of Financial Value. The result is Brand
Salient meet these two eligibility criteria: what’s happening today—is less
research. Value. Brand Value is the dollar amount
They come spontaneously to mind important than prospects for future
as the brand of choice for key needs. Brands are owned by an earnings. Predicting future earnings We focus on the three aspects of a brand contributes to the overall
Before reviewing the details of this brands that we know make people buy value of a corporation. Isolating and
enterprise listed on a stock requires adding another component to
methodology, consider these three more and pay more for brands: being measuring this intangible asset reveals
exchange in India; and our BrandZ™ formula. This component
fundamental questions: why is brand Meaningful (a combination of emotional an additional source of shareholder
assesses future earnings prospects as
important; why is brand valuation and rational affinity), being Different (or value that otherwise would not exist.
a multiple of current earnings. We call
important; and what makes BrandZ™ Bank brands derive at least 25 at least feeling that way to consumers),
this component the Brand Multiple.
the definitive brand valuation tool? percent of their earnings from and being Salient (coming to mind
It’s similar to the calculation used by
retail business.
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Resources
BRANDZ™ BRAND
VALUATION METHODOLOGY
WHY BRANDZ™
IS THE DEFINITIVE
BRAND VALUATION
METHODOLOGY
All brand valuation methodologies How does the competition Why is the BrandZ™ What’s the BrandZ™ benefit?
are similar—up to a point. determine the consumer methodology superior?
view? The BrandZ™ methodology produces
All methodologies use financial BrandZ™ goes much further and is important benefits for two broad
research and sophisticated Interbrand derives the consumer more relevant. Once we have the audiences.
mathematical formulas to calculate point of view from different sources important, but partial, financial picture
current and future earnings that like primary research and panels of of the brand, we communicate with • Members of the financial
experts who contribute their opinions. consumers, people who are actually community—including analysts,
can be attributed directly to a brand
The Brand Finance methodology paying for brands every day, constantly. shareholders, investors and
rather than to the corporation. This
employees a complicated accounting Our on-going, in-depth quantitative C-suite—depend on BrandZ™ for
exercise produces an important but
method called Royalty Relief research includes 3.2 million consumers the most reliable and accurate
incomplete picture. Valuation. and more than 100,000 brands in over brand value information available.
50 markets worldwide. We have been
What’s missing? The picture of the using the same framework to evaluate • Brand owners turn to BrandZ™
brand at this point lacks input from consumer insights since we first to more deeply understand the
the people whose opinions are introduced the BrandZ™ brand building causal links between brand
most important: the consumer. This platform in 1998, which allows historical strength, sales and profits and
is where the BrandZ™ methodology understanding of the change in brand to translate those insights into
and the methodologies of our equity. strategies for building brand equity.
competitors part company. Since we have been using the
same framework to measure these
insights, this enables historical and
cross-category comparisons.
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REPORTS AND APPS AND

POWERED BY BRANDZ™
GOING THE BRANDZ™ CHINA

GLOBAL? BRANDZ™ TOP 100 MOST
VALUABLE GLOBAL
BRANDS 2017
BRANDZ™ TOP 100 MOST
VALUABLE CHINESE
BRANDS 2017
INSIGHTS REPORTS
WE WROTE THE BOOK This is the definitive global brand
valuation study, analyzing key
The report profiles Chinese brands,
outlines major trends driving brand IN-DEPTH BRAND-
trends driving the world’s largest growth and includes commentary
BrandZ™ country reports: Essential travel

brands, exclusive industry insights,
thought leadership, B2B trends
on the growing influence of Chinese
brands at home and abroad. BUILDING INTELLIGENCE
ABOUT TODAY’S CHINA
and a look at Emerging Brands. brandz.com/report/china/2017
guides for global brand building brandz.com/region/global
Our BrandZ™ country reports contain unparalleled

market knowledge, insights, and thought leadership The opportunity to build brands in China is
about the world’s most exciting markets. You’ll find, in greater than ever. But so are the challenges.
one place, the wisdom of WPP brand building experts UNMASKING THE THE POWER AND
from all regions, plus the unique consumer insights The fastest growth is happening deep in the country, in INDIVIDUAL CHINESE POTENTIAL OF THE
less well-known cities and towns. Consumers are more INVESTOR CHINESE DREAM
derived from our proprietary BrandZ™ database.
sophisticated and expect brands to deliver high-quality This exclusive new report provides “The Power and Potential of
the first detailed examination the Chinese Dream” is rich with
If you’re planning to expand internationally, BrandZ™ products and services that show real understanding of
of Chinese investors, what they knowledge and insight, and forms
country reports are as essential as a passport. local market needs. think about risk, reward and the part of a growing library of WPP
BRANDZ™ TOP 50 MOST BRANDZ™ TOP 50
brands they buy and sell. This will reports about China. It explores
VALUABLE INDONESIAN MOST VALUABLE LATIN
WPP has been in China for over 40 years. We know the help brand owners worldwide the meaning and significance of
BRANDS 2017 AMERICAN BRANDS 2017
understand market dynamics and the “Chinese Dream” for Chinese
Now in its third year, this study The report profiles the most Chinese market in all its diversity and complexity. This help build sustainable value. consumers as well as its potential
analyzes the success of Indonesian valuable brands of Argentina, experience has gone into our series of BrandZ™ China brandz.com/article/unmasking-the- impact on brands.
brands, examining the dynamics Brazil, Chile, Colombia, Mexico reports. They will help you avoid mistakes and benefit individual-chinese-investor-report brandz.com/article/chinese-dream-report
shaping this fast-developing and Peru and explores the socio-
market, and offering insights for economic context for brand
from the examples of successful brand builders.
building valuable brands. growth in the region.
brandz.com/report/indonesian/2017 brandz.com/report/latin-america/2017
BRANDZ™ TOP 30 8 RETAIL TRENDS IN CHINA THE CHINESE GOLDEN THE CHINESE NEW YEAR
CHINESE GLOBAL BRAND FOR THE YEAR OF THE WEEKS IN FAST IN NEXT GROWTH CITIES
BRANDZ™ TOP 20 MOST BRANDZ™ SPOTLIGHT BRANDZ™ SPOTLIGHT BRANDZ™ SPOTLIGHT ON BUILDERS 2017 ROOSTER GROWTH CITIES The report explores how Chinese
VALUABLE SAUDI ARABIAN ON CUBA ON MYANMAR MONGOLIA This groundbreaking study With the continued rebalancing of Using research and case families celebrate this ancient
BRANDS 2017 Cuba is a market unparalleled The story of Myanmar is one of Mongolia’s GDP has grown at rates aims its radar at the edge of the the Chinese economy, 2017—The studies, the report examines the festival and describes how the
both in the Caribbean region huge potential, as a new era of as high as 17 percent in recent Chinese brand universe, exploring Year of the Rooster, could be shopping attitudes and habits holiday unlocks year-round
As Saudi embarks on an ambitious
and the world. Brand awareness openness signals strong growth years, encouraging a growing developed country markets characterised as another year of of China’s rising middle class opportunities for brands and
program of transformation, this
among Cubans is high, but opportunity. Now is the time for number of international brands to where only a few Chinese brands change for China. The retail sector and explores opportunities for retailers, especially in China’s
ranking explores the country’s
gaining access to them uniquely brands to make an impression gravitate toward this fast-growth have dared to go—so far. is at the intersection of much of this brands in many categories. lower tier cities.
most accomplished brands,
analyzes their success and challenging. Now is the time to in this emergent economy. market and make a beeline for brandz.com/article/just-launched- transformation, and with the rapid brandz.com/article/chinese-golden- brandz.com/article/chinese-new-year-
identifies the key forces that are plan your Cuba strategy. one of Asia’s hidden gems. brandz--chinese-global-brand-builders- growth of e-commerce, Chinese weeks-report report
brandz.com/article/spotlight-on-
driving growth in this market. myanmar-report
download-the-full-report-now retail is changing and adapting fast.
brandz.com/article/spotlight-on-cuba brandz.com/article/spotlight-on-
For the iPad magazine, search For the iPad magazine, search
brandz.com/report/saudi-arabia/2017 mongolia-report brandz.com/article/china-retail-trends-
Golden Weeks on iTunes. Golden Weeks on iTunes.
report-2017
224 225
Resources
REPORTS AND APPS AND

POWERED BY BRANDZ™
BRANDZ™ BRAND
BUILDING TOOLS
TRUSTR REPZ
Engaging Consumers in MaximiZing Brand and Corporate Integrity
the Post-Recession World Major brands are especially vulnerable to
Trust is no longer enough. Strong brands unforeseen events that can quickly threaten
inspire both Trust (belief in a brand’s promise the equity cultivated over a long period of
developed over time) and Recommendation time. But those brands with a better reputation
(current confirmation of that promise). This are much more resilient. Four key factors drive
combination of Trust and Recommendation Reputation: Success, Fairness, Responsibility
results in a new metric called TrustR. and Trust. Find out how your brand performs.
www.wpp.com/wpp/marketing/brandz/trustr
SocialZ is the new social media data

CHARACTERZ INNOVATIONZ WEBZ visualization product from BrandZ™ that
Brand personality analysis Discover InnovationZ, a dynamic Your web traffic story for your brand enables you to easily track, visualize,
deepens brand understanding new tool from BrandZ™ WebZ helps you understand your brand’s and present a real-time view of the
Need an interesting and stimulating way to Discover innovation ideas from around the digital journey! Through analyzing how traffic social landscape surrounding any brand.
engage with your clients? Want to impress world, personalized to your client’s category. is driven to your brand’s website, it will help
them with your understanding of their brand? wppbaz.com/wpp-resources-and-companies you understand your audience demographics
A new and improved CharacterZ can help! It and gain insights into viewer trends.
is a fun visual analysis, underpinned by the
power of BrandZ™, which allows detailed
understanding of your brand’s personality.
wppbaz.com/wpp-resources-and-companies Only available via your WPP Agency
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Resources
WPP COMPANY CONTRIBUTORS
THESE COMPANIES
CONTRIBUTED KNOWLEDGE,
EXPERTISE, AND
PERSPECTIVE TO THE REPORT
BAV CONSULTING CONTRACT EVEREST BRAND GENESIS BURSON- GREY GROUPM J. WALTER THOMPSON KANTAR
Y&R’s BAV Group is a global Setting a scorching pace since SOLUTIONS MARSTELLER GREY ranks among the world’s GroupM is the leading global J. Walter Thompson Worldwide, Kantar is one of the world’s leading
strategic consultancy with expertise its inception in 1986, Contract top advertising and marketing media investment management the world’s best-known marketing data, insight and consultancy
Over seven decades of cutting Genesis Burson-Marsteller has
in corporate, brand and marketing Advertising in the last 30 years has organizations, operating in 96 company serving as the parent to communications brand, has been companies. Working together
edge work and award winning mirrored India’s public relations
strategies and customer insights. built a reputation for igniting the countries serving one-fifth of the WPP media agencies including creating pioneering solutions across the whole spectrum of
campaigns makes Everest Brand and public affairs journey and we
Using BrandAsset® Valuator, a flames of passion that have created FORTUNE 500. Its parent company Mindshare, MEC, MediaCom Maxus, that build enduring brands and research and consulting disciplines,
Solutions a place that offers a have now embarked on our 25th
proprietary brand management trailblazing brands across industries. is WPP. Under the banner of “GREY Essence and Motivator in India, as business for more than 150 years. its specialist brands, employing
unique blend of creative talent and year of pushing the boundaries of
tool and global database of A passion for insights, an obsession Famously Effective Since 1917,” well as the programmatic digital Headquartered in New York, 30,000 people, provide inspirational
marketing expertise. A lean agency communications with imagination,
consumer perceptions of brands, with out-of-the-box ideas, strategic the agency serves a blue-chip media platform, Xaxis, each global J. Walter Thompson is a true insights and business strategies
where seasoned professionals creativity and agility to Be More—
BAV informs strategic and creative thinking that breaks the traditional client roster of many of the world’s operations in their own right, with global network with more than for clients in 100 countries. Kantar
from marketing, advertising, for our clients, teams, industry and
development for clients and drives mould, a fanatical pursuit of best known companies: Procter & leading market positions. GroupM’s 200 offices in over 90 countries, is part of WPP and its services
research, design and interactive community.
results in consideration, usage, sales creativity and a commitment to Gamble, GlaxoSmithKline, Volvo, primary purpose is to maximize employing nearly 10,000 marketing are employed by over half of the
backgrounds come together to
and shareholder value. Over 24 driving business results; these Britannia, ITC, Ferrero, Lactalis, Dell, the performance of WPP’s media professionals. The agency Fortune Top 500 companies.
build strong client relationships and A leading public relations and
years, BAV has captured data and resolves sum up the Contract and Adobe to name a few. GREY agencies by operating as leader consistently ranks among the top
deliver the best counsel. public affairs firm, we deliver
insights from more than 1 million difference and have made us India’s was recently named Adweek’s and collaborator in trading, content networks in the world and continues www.kantar.com
Everest’s unparalleled experience integrated communications
consumers across 50,000 brands firebrand agency. Besides mass “Global Agency of the Year” and Ad creation, sports, digital, finance, a dominant presence in the industry
and unrivalled brand building services to some of the best global
in 52 countries around the world, media advertising, Contract offers Age’s “Agency of the Year.” and proprietary tool development. by staying on the leading edge— Preeti Reddy
practice helps them partner and Indian companies. We create
evaluating 72 brand image and truly integrated marketing and GroupM’s focus is to deliver from hiring the industry’s first female CEO, South Asia
their clients in building category real measurable impact on client
equity dimensions that matter. Y&R’s communication solutions through grey.com/india unrivaled marketplace advantage to copywriter to developing award- Preeti.Reddy@kantar.com
leadership. businesses through evidence-
BAV Group also produces the Best its specialist divisions namely its clients, stakeholders and people, winning branded content today.
based, ideas-driven and result-
Countries report, an annual ranking iContract (Digital), Designsutra Sunil Lulla and is increasingly working closely For more information, follow us @
They have been proud partners oriented campaigns. Our network
and data analysis of 80 countries (Design) and Core (Consulting). Chairman & Managing Director for the benefit of clients with WPP’s JWT_Worldwide
to Parle Products, Sony spans offices in six Indian metros
around the world, in partnership Sunil.Lulla@grey.com data investment management
Entertainment Television – SAB TV, and affiliate footprint in 200+ cities
with US News and World Report www.contractindia.co.in group, Kantar. Together GroupM www.jwt.com/worldwide
Tata Housing, Aditya Birla Group across India, Sri Lanka, Bangladesh,
and The Wharton School. and Kantar account for over 50% of
Retail – More, Pantaloons Fashion Nepal, Bhutan and Myanmar.
WPP’s group revenues of more than Tarun Rai
Raji Ramaswamy Retail, DS Group Catch Spices and
$20 billion. CEO South Asia
www.bavconsulting.com CEO Salt, Ranbaxy Volini and CNN-IBN. www.genesisbm.in
Raji.Ramaswamy@ Tarun.Rai@jwt.com
www.groupm.com
Anna Blender contractindia.co.in Deepshikha Dharmaraj
Senior Vice President www.ineverest.com Chief Marketing and
CVL Srinivas
ABlender@bavconsulting.com Growth Officer
CEO South Asia
Dhunji Wadia Deepshikha.Dharmaraj@bm.com
CVL.Srinivas@groupm.com
President, India
Dhunji.Wadia@ineverest.com
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WPP COMPANY CONTRIBUTORS
THESE COMPANIES
CONTRIBUTED KNOWLEDGE,
EXPERTISE, AND
PERSPECTIVE TO THE REPORT
KANTAR IMRB KANTAR MILLWARD BROWN KANTAR TNS LANDOR MADHOUSE MIRUM OGILVY & MATHER REDIFFUSION Y&R
Kantar IMRB is a pioneer of market Kantar Millward Brown is a leading Kantar TNS is one of the world’s Landor creates some of the Madhouse India was established Mirum India, is a leading digital Ogilvy & Mather is the largest Rediffusion Y&R - one of India’s
research services in Asia. With over global research agency specialising largest research agencies with world’s strongest and most agile in 2012, in collaboration with media agency. Formerly known as marketing communications largest agencies is part of the Young
40 years of expertise in emerging in advertising effectiveness, experts in over 90 countries. brands—brands that thrive on Madhouse China and WPP. In the Social Wavelength, Mirum offers agency in India, and one of the & Rubicam network, a globally
markets Kantar IMRB builds strategic communication, media With expertise in innovation, change. As new audiences and last 5 years Madhouse India has complete 360 degree digital media largest in the world. It was named leading creative company with
customised solutions to create and brand equity research. Kantar brand and communication, new technology generate new grown to become the leading communication services including the Cannes Lions Network of the 187 offices and 6,500 employees
powerful growth paths for its clients. Millward Brown helps clients shopper activation and customer demands, disruption has become ‘Data Driven Mobile Marketing digital strategy planning, content Year for five consecutive years, in 91 countries globally. While
Kantar IMRB offers unparalleled grow great brands through relationships we help our clients the norm and the pace of change Solutions Company’ in South Asia. creation, platform management, 2012, 2013, 2014, 2015 and 2016; remaining faithful to its founding
depth and width of services across comprehensive research-based identify, optimise and activate is accelerating every day. Agile Madhouse’s mission is to ‘Make digital media planning and buying, and the EFFIEs World’s Most vision it has evolved from a creative
sectors & categories. The company qualitative and quantitative the moments that matter to drive brands seize these opportunities Brands Love Mobile’, Madhouse is UX-UI solutions, building of Effective Agency Network in 2012, hot-shop into a truly integrated
also has rich data assets in its large solutions, embracing the latest growth for their business. to sharpen their strategies and actively evangelizing the journey websites and apps, enterprise CMS 2013 and 2016. The company communications company.
array of syndicated studies and technologies and leveraging them transform their markets. Walter of ‘Mobile First to Mobile Most’ solutions using AEM, social listening has industry leading expertise in Together with its specialized
data alliance partnerships. With its to develop new products and We are part of Kantar, one of the Landor wrote the book on branding, among brands and advertisers in and marketing automation. We Branding and Advertising; Digital group of companies, which
multidisciplinary and multi- cultural services to help marketers compete world’s leading data, insight and and he did it from the deck of a India. Madhouse India has been are a team of 150+, with offices in and Innovation; Influence and includes Rediffusion-Wunderman,
workforce, Kantar IMRB is at the and win today and in the future. Part consultancy companies. ferryboat named the Klamath. Like a pioneer by introducing many Mumbai, Delhi, Chennai, Hyderabad PR; Customer Engagement and Everest Brand Solutions, Sudler &
cutting edge of market research of Kantar, WPP’s data investment our clients, he found opportunity ‘firsts’ in terms of mobile marketing and Bangalore. We work with more Commerce; Consulting; Data and Hennessey, Rediffusion-TSS and
and consulting services. It operates management division, Kantar www.tnsglobal.com where others saw adversity. From innovations in India that has helped than 50+ brands . Mirum is also a Analytics; Health and Wellness. Rediffusion- Edelman, the Group
in 49 offices and 67 countries across Millward Brown operates in more Barclays to BMW and Tide to Taj, brands and advertisers tap the right Salesforce Marketing Cloud Partner offers its clients comprehensive,
the world. than 55 countries. Chhavi Bhargava Landor helps brands stand out and audience and establish a greater for India. Mirum is a part of J. Walter www.ogilvy.com 360-degree solutions.
Managing Director stand for something—while never connect with their consumers. Thomson and WPP.
www.imrbint.com chhavi.bhargava@kantartns.com standing still. Kunal Jeswani Rediffusion Y&R‘s clientele includes
millwardbrown.com
www.madhouse.cn www.mirumagency.com CEO, India some of the biggest brands in India
Preeti Reddy www.landor.com Kunal.Jeswani@ogilvy.com such as Tata Motors, ITC, Eveready,
Vishikh Talwar Exide and many more.
President & CEO Milind Pathak Hareesh Tibrewala
Head - South Asia
Preeti.Reddy@imrbint.com Lulu Raghavan Chief Operating Officer Joint CEO
Vishikh.Talwar@millwardbrown.com rediffusionyr.com
Managing Director Milind.Pathak@madhouseindia.com Hareesh.Tibrewala@mirumagency.
Lulu.Raghavan@landor.com com
Navonil Chatterjee
Sanjay Mehta Chief Strategy Officer
Joint CEO Navonil.Chatterjee@
Sanjay.Mehta@mirumagency.com rediffusionyr.com
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Resources
IN INDIA
WPP is the world’s largest
communications services group with We help build valuable brands
billings of US$74 billion and revenues of
over US$19 billion. Through its operating Our WPP companies have been engaged in India
companies, the Group provides a for more than 85 years. Today, 15,000 people
comprehensive range of advertising and including associates work in offices across India,
in Mumbai, Delhi, Bangalore, Chennai, Kolkata,
marketing services including advertising Hyderabad and many other cities. Collectively,
& media investment management; data WPP companies in India generate revenues of
investment management; public relations US$600 million.
& public affairs; branding & identity; They provide advertising & media investment
healthcare communications; digital, management; data investment management;
eCommerce and shopper marketing and public relations & public affairs; branding &
identity; healthcare communications; direct, digital,
specialist communications. The company promotion & relationship marketing and specialist
employs over 205,000 people (including communications necessary to understand India
associates and investments) in over 3,000 and for building and sustaining brand value.
offices across 112 countries. Ranjan Kapur

WPP Country Manager, India
WPP was named Holding Company Ranjan.Kapur@wpp.com
of the Year at the 2017 Cannes Lions Juliana Yeh

International Festival of Creativity for the Head of Corporate Communications, WPP Asia
seventh year running. WPP was also Pacific
Juliana.Yeh@wpp.com
named, for the sixth consecutive year, the
World’s Most Effective Holding Company
in the 2017 Effie Effectiveness Index, which For further information about WPP companies
worldwide, please visit: www.wpp.com/wpp/
recognizes the effectiveness of marketing companies
communications. In 2017 WPP was
recognised by Warc 100 as the World’s or contact:
Top Holding Company (third year running). David Roth

CEO The Store, WPP EMEA and Asia
David.Roth@wpp.com
For more information,
visit www.wpp.com.
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WPP COMPANY BRAND

BUILDING EXPERTS
THESE INDIVIDUALS FROM WPP COMPANIES

PROVIDED ADDITIONAL THOUGHT LEADERSHIP,
RESEARCH, ANALYSIS AND INSIGHT TO THE REPORT ADITYA KILPADY
Contract
DIA KIRPALANI
Contract
RATHINA KUMAR
Kantar IMRB
SIDDHANT LAHIRI
Rediffusion Y&R
SANJANA MATHUR
Landor
MAHIMA AGGARWAL ANVAR ALIKHAN SUSHMITA CHHAVI BHARGAVA BISWAPRIYA HEMANT MEHTA AMANDA MENDES PARU MINOCHA SONYA MISQUITTA PURVI MISTRY
Kantar Millward Brown J. Walter Thompson BALASUBRAMANIAM Kantar TNS BHATTACHARJEE Kantar IMRB Grey Group Kantar IMRB Grey Group J. Walter Thompson
Kantar IMR Kantar IMRB
ARNAB BHOWMIK ANNA BLENDER PARUL BUDHIRAJA AMBARISH NAVONIL RONITA MUKERJEE KARTHIK KSHAMA PAI SAMPA PAL PRATIBHA PANDE
Kantar Millward Brown Y&R Contract CHATTERJEE CHATTERJEE Landor NAGARAJAN Kantar Millward Brown Kantar Millward Brown Kantar Millward Brown
Kantar TNS Rediffusion Y&R GroupM
AMITESH CHAUHAN DEEPSHIKHA SANDEEP DUTTA AAKRITI GOEL PRACHI GUPTA MILIND PATHAK RAHUL RASTOGI TANYA SARAN SUNIL SHETTY PARNIKA SHRIMALI
Kantar Millward Brown DHARMARAJ Kantar TNS Ogilvy & Mather Kantar Millward Brown Madhouse Kantar TNS Kantar Millward Brown Contract Kantar Millward Brown
Genesis Burson-Marsteller
GAYATRI HAMAND SHRADHA JADHAV VARUN JAIN SHAZIYA KHAN DIVYA KHANNA EVENEET SINGH SHALINI SINHA MARIANA SUN AMARJEET THAKUR HAREESH
Kantar Millward Brown Kantar Millward Brown Kantar Millward Brown J. Walter Thompson J. Walter Thompson Kantar IMRB Kantar Millward Brown BAV Consulting Mirum TIBREWALA
Mirum
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Resources
BRANDZ™ INDIA
TOP 50 TEAM
VIKRANT SHARMA AMANJIT SINGH NIMAI SWAIN
THESE INDIVIDUALS CREATED THE REPORT, Vikrant Sharma is an Account Director
at Kantar Millward Brown. He is
Amanjit is based in Mumbai and is
the country lead for BrandZ™ India.
Nimai Swain is Executive Vice
President with Kantar Millward Brown.
PROVIDING VALUATIONS, RESEARCH, ANALYSIS responsible for analysis of BrandZ data Apart from managing BrandZ, he He manages BrandZ™ research and
AND INSIGHT, EDITORIAL, PHOTOGRAPHY,

to mine and collate meaningful insights. is also a client lead for the Firefly- analysis in India. He is a seasoned
Millward Brown’s qualitative business market researcher with over 22 years
COMMUNICATIONS AND PROJECT MANAGEMENT

which he helped set up in 2010. of experience and comprehensive
exposure in brand, communication
and stakeholder loyalty research.
NIKHIL BANGA ELSPETH CHEUNG LUCY EDGAR ASHISH KARNAD VISHIKH TALWAR RAAM TARAT IGOR TOLKACHEV
Nikhil Banga is a BrandZ™ Elspeth Cheung is the Lucy Edgar is the Global Ashish Karnad heads the Vishikh Talwar is the Managing Raam Tarat is the Global Project Igor Tolkachev is a part of The Store
Valuation Manager for Global BrandZ™ Valuation Marketing Manager at Media and Digital practice Director of Kantar Millward Brown Manager for BrandZ™, at Kantar WPP’s EMEA and Asia team and
Kantar Millward Brown. Director for Kantar Millward Kantar Millward Brown of Kantar Millward Brown South Asia region. He is part of the Millward Brown. He project coordinates BrandZ™ worldwide
He manages the brand Brown. She is responsible where she is responsible in South Asia. He is part core WPP BrandZ™ Committee managed the production of the projects and partnerships.
valuation projects for various for valuation, analysis, for the PR, marketing of the core WPP BrandZ™ and is closely involved with launch BrandZ™ Top 50 Most Valuable
countries for BrandZ™. client management and and communications on Committee for India, and of BrandZ™ India rankings. Indian Brands 2017 report, as well
external communication the BrandZ™ projects. oversees the BrandZ™ India as marketing communications
for the BrandZ™ rankings event. He has spent 20 for other BrandZ™ projects.
and other ad hoc brand years with Kantar in India in
valuation projects. the Media and Digital space.
With special thanks

CECILIE ØSTERGREN PREETI REDDY DAVID ROTH KEN SCHEPT PETER WALSHE DOREEN WANG and appreciation to:
Cecilie Østergren is a Preeti Reddy is the CEO David Roth is the CEO of Ken Schept is a professional Peter Walshe is Global Strategy Doreen Wang is the Global Head
professional photographer of Kantar Insights, South the Store WPP for Europe, writer and editor Director of BrandZ™ and was involved of BrandZ™ at Kantar Millward Ranjan Kapur, Richard Ballard,
based in Denmark, and she Asia. She is part of the core the Middle East, Africa and specializing in reports in the creation of this brand equity Brown, and a seasoned executive Anna Blender, Sarah Cousins, Tuhin
has traveled extensively WPP BrandZ™ Committee Asia, and leads the BrandZ™ and books about brands and insight tool 19 years ago, and has with over 17 years experience Dasgupta, Katherine Dickinson,
in China, Brazil and other and provides guidance and worldwide project. He is also and marketing. He helped contributed to all the valuation studies in providing outstanding market Jessika Duggal, Kimberley Jane
locations to photograph thought leadership to the Chairman of the BAV Group. develop WPP’s extensive and developed BrandZ™ metrics, research and strategic consulting Fitzsimmons, India Hovenden,
images for the BrandZ™ overall BrandZ™ India effort. Prior to joining WPP David library of global publications including CharacterZ, TrustR, and RepZ. for senior executives in Fortune 500 Nikhil Mall, Anthony Marris, Paul
reports. was main Board Director of and has reported on the companies in both the US and China. Reiffer and Vinay Sharma.
the international retailer, B&Q. international retail sector as
an editor with a leading US
business media publisher.
238 239
Resources
BRANDZ™
VALUATIONS
CONTACT DETAILS MOBILE
GET THE FREE APP
The brand valuations in the BrandZ™ Top 50
Most Valuable Indian Brands 2017 are produced
If you are interested in brands, you need
by Kantar Millward Brown using market data this app to get valuation data and a lot
from Kantar Worldpanel, and Bloomberg. more at your fingertips. It enables you to:
• View the latest BrandZ™ valuation

ranking from across the world
The consumer viewpoint is derived from the BrandZ™ database.
Established in 1998 and constantly updated, this database of brand • Obtain the latest real-time brand news
analytics and equity is the world’s largest, containing over three • Create your own ranking tables and sort
million consumer interviews about more than 100,000 different by value and brand
brands in over 50 markets.
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For further information about BrandZ™ you want to compare
contact any WPP Group company or: • Share articles and data across social
media
DOREEN WANG
• View individual brand profiles and
Global Head of BrandZ™ videos
+1 212 548 7231 • Access unique content and insights on
Doreen.Wang@kantarmillwardbrown.com and offline
• View on any Android or Apple device
ELSPETH CHEUNG BLOOMBERG
Global BrandZ™ Valuation Director
The Bloomberg Professional Free and available from
service is the source of real-time www.BrandZ.com/mobile
+44 (0) 207 126 5174 and historical financial news and
Elspeth.Cheung@kantarmillwardbrown.com information for central banks,
investment institutions, commercial Or the Apple and Android app stores:
MARTIN GUERRIERIA banks, government offices and just search for BrandZ100.
Global BrandZ™ Research Director agencies, law firms, corporations
Kantar Millward Brown and news organizations in over 150
+44 (0) 207 126 5073 countries. (For more information,
Martin.Guerrieria@kantarmillwardbrown.com please visit www.bloomberg.com).
240 241
Writing Ken Schept
Photography Cecilie Østergren
www.brandz.com

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BRAND VALUATION SERIES

NEWCOMERS TOP RISERS

TOP 50 TOTAL VALUE

financials or other factors, on the brand in the mind of the consumer. It is

Food & Dairy

Download the #46

78 OUR INSIGHTS 150 OUR INSIGHTS

BRANDS NEED KNOWLEDGE

INDIA TOP 50 BRAND

In FMCG, Patanjali continued to worried whether the America First

India Top 50 outpaces Global and China rankings

OVERVIEW // BRANDZ™ ANALYSIS

BRANDZ™ INDIA TOP 50 PORTFOLIO

STRONG BrandZ™ India Top 50 Portfolio vs. SENSEX India

BRANDS DELIVER 30%

value by at least 18 percent dropped in rank. Brands that +

LOCAL INDIAN BRANDS

Source: BrandZ™ / Kantar Millward Brown

LOCAL INDIAN BRANDS ALSO INCREASED IN VALUE

Total Brand Value Average Brand Value

Indian Brands +73%

Connected with the rise in nationalism is a soothing nostalgia

MEET DESIRE WITH

Comparing the rise

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KEY FACTS AND FIGURES POPULATION

1.2 million sq. mi. New Delhi

27.6 29.9 31.6 37.1 37.9 39.3 40.5

India Indonesia Brazil China US Russia UK

India Bangladesh China Canada

Foreign Direct Investment 18% (2011)

India Germany France

China Brazil Russia

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After Swachh Bharat

With demonetization, implemented

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TRENDS & BRAND

BRAND IMPLICATIONS seamlessly moving among activities, BRAND IMPLICATIONS

Source: Kantar IMRB Consumer Predictions 2017

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CONSUMERS // SHOPPER BAROMETER

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THEY SPEND MORE ON FMCG THAN OTHERS

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Urban Household Reach Rural Household Reach

BRAND FOUND IN 100 MILLION

reported revenue of $1.6 billion for the

Soap Bars Shampoo Toothpaste

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Source: Kantar IMRB and Kantar TNS

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URBAN-RURAL // NEW ASSUMPTIONS

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100 177 246 263 269 275 -

REMAINS IN RURAL AREAS Oct. 2014

Urban internet users (millions) Rural internet users (millions)

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DIGITAL // OLA & UBER

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