India versus Bharat: A ‘one-size-fits-all’ strategy can no longer work: Best Media Info

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by Jacob Solomon Feb 3, 2023 News
India versus Bharat: A ‘one-size-fits-all’ strategy can no longer work: Best Media Info

With the narrowing down of the divide between India and Bharat, marketers believe that it is important to cultivate aspiration across regions of the country with different communication strategies. New strategies should be implemented on the ground in order to change the practice ofubbing content.

According to marketers, there are a lot of opportunities to tap into in the future, and they are only going to increase in the years to come. All brands should prepare and execute strategies keeping the non-metros, rural areas, Tier 2 and 3 cities and different regions in mind.

According to Yesudas S Pillai, founder and CEO of Y&A Transformation, the smaller markets have unparalleled media or communication delivery opportunities.

The number 2 daily for media planners in the country, the Mathrubhumi group, has a program called #GatewayToKerala where they bring all their media assets together to deliver on specific client briefs and key performance indicators.

None of these voices get heard in the rat race. I hope marketers take a breath and look at markets that are media isolatable, rather than a new one-size-fits-all India vs Bharat strategy trend.

The President of the North and East believes that the segment is driving consumption and growth.

She said that the next three years would see Bharat shift gears and accelerate not just in terms of user adoption but also in terms of consumption metrics, commerce metrics and driving India's market growth.

She said that the marketing profession needs to spend more time understandingBharat as it is not bound by geography, socio-economics class, or education and affluence as it currently lives in metros too.

We need to clear up some myths in our own minds. She said that we needed to think about regionalisation with a focus on vernacular content.

With the emergence of regional channels, the idea of rural India being a dark place can no longer be held back.

Digital mediums are available to reach out to rural audiences. The amount of personalization that marketers used to think of for urban India has to be possible for rural India as well.

Sometimes the RoI in rural areas can't be measured on a quarterly or yearly basis because it's difficult to get the loyalty from rural audiences, but when a brand has it, they stick around for a longer period and time as compared to the urban mass. He pointed out that the digital medium acts as a reminder medium for customers in rural areas.

The main challenge for marketers is content creation which is tailored to each pre-defined audience set because of short and engaging content formats.

As long as the look and attitude is true to them, one can stretch the idea and execute to create a stronger connect.

According to the 'Bharat - The Neo India' Report, users of the country are interacting with digital content at a higher rate.

They have the same purchasing power as India and prefer digital payment gateways. Tactical campaigns can be rolled out in multiple languages at the same time thanks to online platforms. For strategic campaigns, a more tailored approach is needed.

The first and foremost challenge for any brand is marketing and the goal is to penetrate the mediums where the 'Bharat' customer consumes content from - as these can be very different from that of the 'India' customer.

He said that once you crack that, you need to create content that the customer can relate to and strengthen your retail network.

It's important for brands to succeed in rural regions because language becomes a barrier in certain areas.

One can manage North and West with one language but when there's a brand with a very strong south presence, one may want to do a separate.

She said that a lot of the popular faces from the entertainment industries in the south are known to the public across the country.

Sampath said that when marketers spend more money on mass media, they need to be more sensitive to the different tastes of the audience in India.

She said that people have reached a stage with digital where they have realised the limitations of the medium and have figured that they would eventually have to go back to TV if they wanted to scale.

According to the founder and CEO of The Rethink Company, marketers need to think about three things. Every consumer in India or in Bharat has the same view of any brand and what can help achieve that is a brand purpose which is equally relevant to consumers.

There is a view thatBharat's IQ level, exposure to what's happening in the world and ability to comprehend are all lower, but that cannot be farther from the truth.

With tech adoption and exposure to media growing at a significantly faster pace in Bharat, there is reason to believe brands can up the game.

Sen thinks that marketers should beware of the fact that they tend to overlook the similarities when they focus on the differences. We are all humans and Indians. He pointed out that there are certain values that India and Bharat have in common and that they can be used effectively to minimize the need for different approaches.

The audiences are different and if the content needs to connect, there are no challenges that the marketers will have to address.

It is difficult when the expectation is to create content that works for everyone and not everyone. She said that the content needs to be created by people who think in the local language.

India has two tiers of challenges when it comes to the linguistic component, one by region and the other by regions that have a multilingual nature.

He said that they are not running any adaptation anymore and are trying to run copies in the native languages of the audience they are trying to target.

Mascarenhas pointed out that if one doesn't have an innovative idea and compelling content, no digital platform will be effective.

Sometimes the brand experience is created virtually, to drive purchase at the store, and other times it's exactly the other way around, he believes.

The info is at Best MediaInfo.

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