The year 2023 wasn’t just a turning point for global corporate messaging; it sent shockwaves through Indian businesses as well. Gone are the days of bland, positive-only statements on social issues. Here, missteps can trigger outrage and boycotts faster than ever. Remember the controversy surrounding fairness cream brand Fair & Lovely’s rebranding as “Glow & Lovely” in 2021? While aiming for inclusivity, the move was criticised for not addressing the deeper issue of colorism in Indian society.
Lost in Translation: When Global Campaigns Miss the Mark
India’s diverse cultural landscape presents unique challenges. International brands entering the market often face the pitfall of replicating global campaigns without considering local sensibilities. Take Pepsi’s infamous 2017 campaign featuring Kendall Jenner “solving” racial tension with a can of soda. In India, such a tone-deaf approach would likely be met with derision.
Similarly, H&M’s 2018 sweatshirt depicting a South Asian child wearing a hoodie that read “the coolest monkey in the jungle” sparked outrage for its racial undertones. These incidents highlight the importance of cultural sensitivity and the need for localised marketing strategies.
The Celebrity Conundrum: When Endorsements Backfire
Indian consumers have a strong emotional connect with their favorite celebrities. However, brands partnering with them need to tread carefully. The pressure to land big-name celebrities for endorsements can sometimes lead to questionable choices. In 2021, a popular fairness cream brand in India came under fire for featuring a Bollywood actress known for her naturally dusky complexion in a campaign promoting skin lightening. This instance highlighted the hypocrisy of promoting a product that contradicts the very feature the celebrity embodies. Consumers felt misled and questioned the brand’s authenticity.
Universities in the Spotlight: Balancing Freedom and Responsibility
The “University Dilemma” transcends borders. In India, premier institutions like IITs and IIMs, often seen as bastions of liberalism, have faced criticism for handling sensitive issues inconsistently. Instances of alleged suppression of free speech on campus have clashed with the values of intellectual freedom these institutions uphold. This underscores the need for clear communication policies and a well-defined stance on sensitive topics.
In today’s competitive landscape, clear and consistent corporate messaging is crucial. It shapes brand perception, differentiates your value proposition, motivates employees by aligning them with the company’s purpose, and ensures stakeholders are on board with your goals, ultimately strengthening your reputation and driving success.
Building a Strong Corporate Messaging Strategy for India
Cultural Competency is Key: Conduct thorough market research and employ culturally sensitive marketing tactics. Engage local teams and advisors to ensure campaigns resonate with the audience.
Embrace Authenticity: Consumers connect with brands that feel genuine. Promote your brand’s core values and its role in contributing to Indian society. Campaigns like Mahindra Rise’s “Rise with India” campaign that celebrates India’s entrepreneurial spirit resonate well with audiences.
Walk the Talk: Don’t just preach social responsibility; actively engage in initiatives that benefit the community. Companies like ITC’s “Wellbeing” program, focusing on sustainable agriculture and healthcare, demonstrate genuine commitment.
Harness the Power of Storytelling: Indians have a rich tradition of storytelling. Craft compelling narratives that connect with audiences on an emotional level. Look at campaigns like Tanishq’s “Ekatvam” celebrating India’s diversity for inspiration.
Be Responsive and Transparent: Social media is a powerful tool for engagement in India. Actively monitor conversations and address concerns promptly. Be transparent about your policies and practices.
Developing a Crisis Management Plan: Even with the best intentions, communication missteps can happen.
Assemble a Crisis Response Team: Establish a team responsible for managing communication during a crisis. This team should include representatives from PR, legal, and marketing departments.
Develop Clear Communication Protocols: Have a pre-defined plan for issuing statements and addressing concerns during a crisis. This ensures consistent and timely communication.
Practice Makes Perfect: Conduct regular simulations to test your crisis response plan and identify potential weaknesses.
The ultimate goal of corporate messaging in India, or anywhere, should be to build trust with stakeholders. By prioritising cultural sensitivity, authenticity, and transparency, companies can navigate the complex landscape of public opinion and emerge as responsible entities valued by Indian consumers. Remember, in today’s world, silence is no longer an option. Taking a thoughtful and inclusive approach to communication is the key to surviving and thriving in the “messaging minefield.”
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
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