India GENERATION POWER 2014

GenAsia

The World’s Largest Study of 18-35 Year-Old Connected Asians

In it’s 3rd year of study

The World’s Largest Study of 36-55 Year-Old Asians

New in 2014

VML Qais’ proprietary research into the hearts and minds of connected Asians, across 10 countries, 6 languages and 16 service & product categories.

GenAsia Potential

GenAsia Power

TM

QUANTITATIVE RESEARCH: In Jun-Sep 2012 (GenAsia Potential) and Jan-Mar 2014 (GenAsia Power), over 30,000 people across 10 countries answered an exhaustive questionnaire in an exclusively online study. The study has representative samples from different regions, income levels, employment status and genders across the countries. Being ‘connected’ to the world and in the prime of their lives, these people represent the sweet spot for nations who seek to understand their population and help in policy formulation and they’re also relevant to most brands and marketers across the region as being consumers or strong influencers.

RIGOROUS DEPTH: The study covers over 400 questions to provide the most exhaustive look at the attitudes, behaviors and mindsets that define GenerationAsia.

ASIA WIDE: 10 countries and over 20 cities – China, Hong Kong; Indonesia; India; South Korea; Malaysia; Philippines; Singapore; Thailand and Vietnam.

IN THEIR OWN VOICES: With over 6 languages and a spread of income and education demographics with open-ended statements the research is a true reflection of their opinions and ideas.

BROAD COVERAGE: 17 topics covered – Life; Automotive; Beauty; Communication; Education; Entertainment; Fashion; Food; Health; Kids; Love; Luxury; Media; Money; Sports; Technology and Travel.

34,000 400+

17

10

6

The India chapter of GenAsia™ covers 2,000 respondents Across 5 major cities of Mumbai, Delhi, Bangalore, Hyderabad & Chandigarh

Following the “best practice” model is successful, and Asia is going to be 70% of world capital stock. Of which, China and India lead the charge.

Equals Development Sameness

BANGKOK SHANGHAI KUALA LUMPUR INDIA

We Don’t Always Like This Loss Of

Traditional Values

70% 75% 36-60 years old!18-35 years old!

We Feel Culture Is Being

Steamrolled

We Like Living In A World That Is Flat Where We Can

Learn From Other Cultures

77% 72% 36-60 years old!18-35 years old!

But Not At The Expense Of

Our Own 77% 72%

36-60 years old!18-35 years old!

try to preserve the cultural connections through family values

Whether it be the lanes of Hauz Khas or the Koolar cafe in Matunga…

Increasingly The Most Alive And Dynamic Places Are The Ones Which Are

Authentic

Whether it’s fine dining meets Indian cuisine or Anita Dongre’s Global Desi

which marries international cuts to true blue Indian prints…

Premium Authenticity Is The New

Consume

It’s True In What They

Jamming formats meet Indian folk & classical

in Coke Studio

The Mahabharat from Draupadi’s POV , a take

on feminism

Shakespeare in a completely Indian

context

Eat And Drink

It’s True In What They

Quintessential pizza with Tandoori Chicken

or Veggie options

Global beverage brand adopts the Nimboo

Pani

Culturalisation

Indians are seeking a sense of identity and relevance, of ‘here’ rather than ‘anywhere’,

rejecting the global homogeneity that too many are embracing

The ‘world-wide vanilla’ approach to everything represents a missed opportunity when so many consumers are craving relevance based upon cultural values

What does this mean

for marketers and brands?

1. Learn From Culture Respecting the cultural need is more than just using a local name or a tag line in local language or worse still simply sticking a local celebrity in a global campaign. A brand needs to examine the role it plays in society beyond just its product uses, observe what the society around it believes in and understand respect those values e.g. Big Bazaar understood the behaviour of Indian consumers and that they liked the chaos of the local markets and display methods of kirana store, where one can see the products and even touch them. They incorporated this into the “super stores” they built, thereby taking the international format of a mega store but giving it the cultural nuance that works for India

2. Contextualize Your Idea In an era when digital media has erased all sense of geography it is indeed hard to create and limit campaigns to being ‘local’ and neither is it wise to abandon the wealth of good work done on the global brand idea. And its too simplistic to reduce the effort needed to the common options of ‘Global’ or ‘Local’, instead its about giving the idea a clear context by rooting it in a core cultural truth and thus setting the stage for relevance e.g. Coke universally has been about Open Happiness, and all its communications stay true to brand. Yet, they always contexualise their advertising to situations and cultural norms of a market. Their latest campaign of “Formality hatao” speaks to an Indian audience yet stays true to how people come together around a Coca Cola.

3. Live in the Community This isn’t about social media communities of ‘fans’ or any other form of creating a community separate from the one the brand lives. It is about belonging to the community of people and making a positive impact on the society. One of the key elements of living in the community is to identify and go beyond observations to understand what really is the zeitgeist of the people and how that ties in with their hopes, dreams and even fears. e.g. Shell in some parts of India mans its petrol stations with disabled people from the surrounding locality of the pump. As does Costa Coffee in several locations in Chennai. This is the brand’s attempt to be meaningful to its immediate environment.

4. Integrate not Template Consistency is a false economy. It’s a world where its harder if not impossible to really isolate a brand’s exposure to any one geography, so the right thing to do is to pursue a brand idea that remains the same no matter where the brand operates. But how do you use in any particular region then use it to connect with local culture when the idea’s been based on a predominantly ‘anywhere but here’ insight? The trick is to not to confuse a central idea with consistency. e.g. There is a current drive by the Modi government, to grow manufacturing in India. International auto brands like VW are joining this wave, by tying up with local Indian car designers to manufacture VW cars that work for the Indian market. While they bring best practice technology to the mix, they are looking to create products that work for the Indian consumer.

5. Go to the Jungle There’s consumer research and there’s research into people. While the former is important to understand current behaviour and usage patterns, the latter is where you uncover the motivations for why people are behaving the way they are. e.g. With our tools like GenAsia™ and eXploring, we are attempting to immerse ourselves in the consumers’ life and situation. GenAsia™ moves the conversation beyond demographics and SECs. It looks into what attitudinally drives a generation. With eXploring, the point is to uncover what the consumers do, not just what they say. The only way to do this is to be where they are, in situations they are in and not in closed glass rooms with a representative focus group.

Thank You