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TOP

50 1 2 3 4 5 6 7 8 9 10 11 12 13 14

15
TOP 10 BRANDS
Eight of Top 10 brands were banks or automobiles.
NEWCOMERS
50

$12.6 Bil. $11.0 Bil.


1
2 $9.4 Bil. MRF

Rank 8 Rank 36 Rank 37 Rank 50


3
49

16
$5.1 Bil. Brand Value Brand Value Brand Value Brand Value
4 $3.9 Bil. $3.4 Bil. $2.9 Bil. $2.5 Bil. $2.4 Bil. $2.3 Bil. $2.5 Bil. $645 Mil. $630 Mil. $403 Mil.
5 6 7 8 9 10 Banks Banks Tires Automobiles

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48

BRANDZ INDIA TOP 50 Banks Telecom Providers Banks Banks Paints Automobiles Automobiles Banks Banks Automobiles

18
GROWS IN BRAND VALUE
47

Rate exceeds the growth of the Global Top 100 for every year
since the launch of the Global BrandZ rankings a decade ago.
BRANDZ INDIA TOP 50 PORTFOLIO OUTPERFORMS SENSEX INDIA FINANCIAL SERVICES, HOME AND PERSONAL CARE LEAD BRAND VALUE GROWTH
% Change in Sector Brand Value
Home and Personal Care

33%
BrandZ India Top 50 Portfolio

18.6%
15% of the India Top 50 total value
SENSEX India
20%
Financial
32%
Auto Aftermarket
Services 5% of the India Top 50 total value

19
15%
US$ 92.2 Bil. 41% of the India Top 50 total value Automobiles
28%

49%
(2015) 12% of the India Top 50 total value Telecom Providers
46

15% of the India Top 50 total value


US$ 69.6 Bil.
10%
(2014) Food & Drink
27%

20
21%
12% of the India Top 50 total value

1.5%
45

5%

0%
10%

21
TOP 10 IN BRAND CONTRIBUTION
-5%
Brand contribution leaders
44

came from diverse categories. August 2014 July 2015


Brand contribution measures the influence of brand alone on

22
financial value, on a scale of 1 to 5, 5 highest.

TOP 10 RISERS
43

The strong got stronger.


Personal Care
5 Paints
% Change in Brand Value

72% 69% 54%


Brand
Contribution
61% 49% 46%
45% 45% 44% 44%
Index
Lubricants

23
Home Care Rank 46
42

Brand Value $469 Mil. Rank 44


Brand Value $502 Mil. Rank 22
Rank 10
Brand Value $1.2 Bil. Rank 31
Food and Dairy Brand Value $2.3 Bil.
Rank 13

4
Brand Value $759 Mil. Rank 4 Rank 40
Paints Brand Value $1.5 Bil. Rank 26 Rank 35
Alcohol Brand Value $5.1 Bil. Brand Value $531 Mil.
Brand Value $1.1 Bil. Brand Value $648 Mil.
Brand Contribution

24
Index

Banks
41

Home Care
Food and Dairy Source: BrandZ / Millward Brown

www.brandz.com

25
40

39 38 37 36 35 34 33 32 31 30 29 28 27 26
I N I N D I A S V I B R A N T D E M O C R A C Y, P R O G R E S S

C A N B E R A U C O U S A N D S L O W, B U T S T E A D Y.
TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Contents
Market Intelligence
Brand Building Best Practices

BACKGROUND
152 Empowerment
Economy and Demographics by Arnab Chaudhuri and Chandana Raizada,
56 Key Facts and Figures J. Walter Thompson
58 Rising India: Recent history and timeline
156 Youth
60 Brand India by Almas Ahmed and Mehul Shah, Contract,
10 Welcome
62 The Indian Dream The India Top 50 and Gazala Vahanvati, Landor

160 Social Media


MARKET CHARACTERISTICS by Divya Khanna, J. Walter Thompson

66 Consumers 110 The India Top 50 Ranking 162 Shopper Marketing


by Krishnakoli Sengupta Kumar, Smollan
Digital India BrandZ Performance Analysis
68 Connectivity Overview 112 Overview 164 Social Media
70 Smart Cities 114 Definitions by Vartika Hali, Firefly Millward Brown
71 Internet 115 Different
72 E-commerce 116 Meaningful 168 Empowerment
Introduction 76 Mobile 117 Salient by Abhishek Hariharan, Ogilvy
77 Social Media 120 Premium, Power, Potential
122 Future Success Drivers 170 Delivery
78 Media Spending 124 RepZ by Narayanee Viswanathan, Millward Brown
126 Top Risers
14 Overview
80 OUR INSIGHTS 128 Newcomers 172 OUR INSIGHTS
130 Brand Contribution
20 BrandZ Stock Portfolio
Q&A with Chief Marketing Officers
22 Key Results
134 Sagnik Ghosh, Axis Bank Limited
136 Sumeet Narang, Bajaj Auto Limited
Key Themes
140 KK Chutani, Dabur India Limited
26 Empowerment
142 Kartik Jain, HDFC Bank
28
34
Tradition
Growth
Thought Leadership
144 OUR INSIGHTS
36 Disruption
38 Ownership
40 Trust
Brand India
Resources
44 Cross Category Trends 88 by Veruschka Menon, Ogilvy & Mather

Beyond Villages
46 Take Aways
90 by Krishna Vilasini Bharadwaj, Genesis Burson-Marsteller
178 BrandZ Valuation Methodology
49 OUR INSIGHTS Brand Experience 182 BrandZ Reports, Apps and iPad Magazine
92 by Ambrish Chaudhry, Brand Union 184 WPP Resources
188 WPP Company Contributors
Digital
192 WPP Company Brand Building Experts
96 by Ashwath Ganesan, Ogilvy One Worldwide
194 BrandZ India Top 50 Team
E-commerce 196 BrandZ Valuation Contact Details
98 by Ajay Tawde, Ogilvy & Mather, 197 WPP in India

Empowerment
100 by Shaziya Khan, J. Walter Thompson

Masculinity
102 by Aakriti Goel, Grey

Empowerment
104 by Siddhant Lahiri, J. Walter Thompson
8 9
TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Welcome

The Indian respect These brands have segmented their


product portfolios, adding premium
and other offerings, and theyve
used media, particularly mobile, in
This report is a primer in understanding
the opportunities and challenges for
brand building in India. It examines the
BrandZ India Top 50 ranking results,
The backbone of all this intelligence
remains the WPP proprietary BrandZ
database, the worlds largest,
customer-focused source of brand

for the past makes


innovative ways. And Im not speaking explores the many opportunities that equity knowledge and insight, and the
only of brands with Indian ownership. brands face in India, and analyzes the BrandZ brand valuation methodology
In fact, 30 percent of brands in the cultural distinctions and contradictions of Millward Brown, a WPP company.
BrandZ India Top 50 are owned by that need to be understood in order Our BrandZ database now has more
multinationals. These corporations, to build sustainable brand value in a that 4.5 billion individual data points. Its

progress slower, but


which are publicly traded in India, have market thats this complicated and a manifestation of Big Data and, yes, it is
so thoroughly understood the Indian growing with such speed. in the cloud!
consumer the brands are considered
Indian in the consumers mind. BUILDING VALUABLE BRANDS Its our consumer focus that makes all
this data not just big, but powerful. First
Second, Indians today feel empowered. Brand experts from 14 WPP companies we analyze relevant corporate financial

more sustainable
This empowerment is related to in India contributed to this report data and strip away everything that
optimism inspired in part by the with insights and thought leadership doesnt pertain to the branded business.
current Indian political leadership and essays that provide deeper strategic Then we take a critical step that makes
its visionary promises. But its deeper. understanding and tactical advice for BrandZ unique and definitive among
Indians feel proud and confident in implementation. brand valuation methodologies we
the future. According to The Futures Our experts are specialists in add unparalleled consumer research.
Company Global MONITOR, 78 advertising; insight; branding and The BrandZ database includes in-
percent of Indians say its important to identity; direct, digital, promotion depth quantitative consumer research

Brand success requires fresh


demonstrate pride in India. and relationship marketing; media with more than 3 million consumers
investment management and data across 50 markets to assess consumer
This empowerment permeates the
investment management; and public attitudes about, and relationships with,
society and is the energy that brands

insights into a distinctive market


relations and public affairs. We are over 100,000 brands in 400 categories.
need to link with to succeed. That
requires brands to not simply tap into especially focused on new global At WPP, were passionate about using
the energy, but to connect with it in markets and new media, the application our creativity to establish and build
constructive ways that help Indians of Big Data and the coordination all our strong, differentiated brands that deliver
build a more prosperous and equitable resources for the benefit of our clients, lasting shareholder value. To learn more
This second annual BrandZ Top 50 Most Valuable Indian India. something we call horizontality. about how to apply our experience and
Collectively we bring global knowledge expertise to benefit your brand, please
Brands report has set a record. It increased an impressive Third, the prospect of building brands based on our WPP presence in 112 contact any of the WPP companies
33 percent in value, a rate that exceeds the growth of the in the fast growing Indian market countries. that contributed expertise to this report.
Global Top 100 for every year since the launch of the Global is exciting, but its also challenging
By linking all this talent, creativity, and Turn to the resource section at the end
because India is different in many ways
BrandZ rankings a decade ago. from other country markets. It will not wisdom we amplify global trends of this report for summaries of each
and insights that help our clients in company and the contact details of key
do to only apply lessons learned from
useful and unique ways. We invite executives. Or feel free to contact me
other country markets. If you rely solely
Indias strong economy 7.5 percent This growth imperative, and the many you to access our unrivaled Brand directly.
on the winning strategies and tactics
GDP growth expected this year other important insights and take aways from your last battle, youll likely lose. resource library. Its titles include: the Sincerely,
helped drive brand value appreciation, in this report, lead me to the following BrandZ Top 100 Most Valuable Global
of course. But if brand value depended three key conclusions, which I believe Rather, its important to understand Brands 2015, the BrandZ Top 100
on economic push alone all brands are critical for all brands that intend to India in depth, as a young modern Most Valuable Chinese Brands 2015;
would benefit, and roughly equally. But successfully compete in India. state, not yet 70 years old, built on the the BrandZ Top 50 Most Valuable
thats not the case. culture and traditions of a 5,000-year- Indonesian Brands 2015; and the
I start with this basic point: No matter old civilization. India is a place where BrandZ Top 50 Most Valuable Latin
Most categories in the BrandZ India what market youre doing business in, consumers feel pulled in two directions American Brands 2014. To download
Top 50 improved significantly in brand and regardless of how fast its growing, to the past and to the future often
value, but some did not. And seven success relative to the competition
these and other BrandZ reports, David Roth
at the same time. To succeed in India, please visit www.brandz.com. For the
brands that actually increased over 20 comes down to brand. Successful brands need to get this phenomenon CEO The Store WPP, EMEA
interactive BrandZ mobile apps go to
percent in brand value dropped down brands in the India Top 50 understand in all its nuances. David.Roth@wpp.com
www.brandz.com/mobile.
in the ranking. They grew fast, but not Indian consumers and their rapidly Twitter: davidrothlondon
fast enough. expanding needs and desires. Blog: www.davidroth.com

10 11
Introduction
PART
Part 1 | Introduction - Overview TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Overview

A 33 percent rise
in brand value
sets record for
BrandZ rankings

In addition, disruption is on the near horizon. Some
brands, particularly in e-commerce and mobile handsets,

Brands that contribute to Indias


have not yet been included in the India Top 50 because
theyre not publicly traded, a BrandZ country ranking
eligibility requirement. But that condition could change,

growth can benefit from it


imminently.

INDIA IS DISTINCTIVE
The headlines tell only part of the story. India is not simply
growing quickly; its growing differently. Brand building
The BrandZ Top 50 Most This remarkable growth rate illustrates Growth spread across categories:
in India requires gaining the deep insights needed to
Valuable Indian Brands the overall strength of the Indian market, Not only the financial services sector
understand these differences.
with a GDP growth of 7.5 percent, faster increased sharply in brand value,
2015 increased 33 percent than any other major market worldwide. home and personal care brands Indians prefer Indian brands. But what is an Indian brand?
in value, a rate that exceeds And it also points to the particular rose 32 percent, and the increases of In fact, 70 percent of the brands in the BrandZ India
the growth of the Global Top strength of the financial sector, banks many other categories exceeded 20 Top 50 are of Indian origin. Only 18 percent of the India
100 for every year since the and insurance brands, which increased percent. Top 50 brands are SOEs, while 52 percent are private,
rankings were launched a 49 percent in brand value year-on-year. either owned by individual companies or by large Indian
Growth spread across ownership
conglomerates, an indication of Indias entrepreneurial
decade ago. Most important, the brand value models: State Owned Enterprises
energy.
rise reflects the renewed sense of (SOEs) led in brand value growth, but
empowerment and possibility in India, private brands, and brands owned by The other 30 percent of brands are owned by MNCs
which most dramatically impacts multinational corporations (MNCs) publicly traded in India. However, many of these brands
women, but touches the entire society. with long history in India, also grew in have operated in India so long and effectively, theyve
Brands that excelled in brand value brand value. established themselves as Indian brands in the minds
growth responded to this spirit by of consumers, suggesting that the Indianness of a
Growth alone sometimes wasnt
understanding the changing consumer brand depends more on how its perceived than on its
enough: Seven brands dropped
and responding with innovative products provenance.
in rank, although they increased
and communication.
over 20 percent in value, and four Indian consumers trust brands. While trust in brands is
As noted in the following headlines, brands dropped out of the ranking declining or settling at low levels in much of the world,
rapid growth produced not only many completely. trust in brands is growing in India for variety of reasons,
unprecedented opportunities, but also including consumer appreciation for brands and the rapid
some potential threats: expansion of brand choice. Indian consumer trust in
brands seemed to hold even during a recent food safety
crisis similar to scandals that eroded brand trust in China.

14 15
Part 1 | Introduction - Overview TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Overview

BRAND SUCCESS Urban and rural: Almost 70 percent The governments Make in India initiative
REQUIRES DEEP INSIGHT of the population still lives in rural India, and other programs, such as Digital India
and these individuals overall are poorer and Smart Cities, are aimed at increasing
While the opportunity in India is great, it and less well educated than the growing access to education, health care, jobs,
cant be realized by simply implementing middle class of Indias cities. But the and adequate housing. Brands have
the strategies or tactics that proved urban-rural divide is changing. And the an opportunity to engage with these
successful in other country markets. most successful brands are trying to endeavors, which ultimately can result
India is complicated for many reasons close the gap. in a larger and more affluent consumer
that are distinctive to India. Indians are market.
comfortable with dualities and tensions OPPORTUNITY TO
that dont exist to the same extent in BUILD BRANDS Brand building in India requires some
other markets, and making decisions patience, however. India is a democracy
In May 2014, Indians rejected the Indian the largest democracy on earth.
based on appearances alone can lead to
Congress Party, which had governed Change often happens slowly and not
costly mistakes. These dualities include:
the country for most of the almost 70 without rigorous debate. But when
Modernity and tradition: As Indians years since independence, and elected a change happens, it tends to be stable and
welcome more brands, and the modern new government led by Narendra Modi sustainable.
comforts and conveniences they offer, and the Bharatiya Janata Party, which
they try not to displace cherished presented a transformative vision of a India has the possibility not only to
traditions, but rather integrate them. more prosperous and equitable India. become a more prosperous and
Brands need a strategy for responding to equitable nation, but also to achieve
In less than two years in office, this this goal in a different, Indian way
this reality.
government has promulgated several that becomes an alternative economic
Individual and collective: As brands initiatives to advance this vision in ways growth model slower, perhaps, but
in other parts of the world try to infuse that both support brands and invite more sustainable, adding financial value
brands with purpose beyond simply their participation. The permitted levels while maintaining cultural values.
making money, higher purpose remains of Foreign Direct Investment (FDI)
a basic expectation in India. Building a increased across many categories, Brands can participate in this growth and
brand also means helping to build India. for example, and FDI rose almost 25 build successful brands, while at the same
The government mandates Corporate percent in fiscal 2015, according to India time helping India develop as a modern
Social Responsibility spending. government sources. state with products and services that add
convenience and comfort, but leave the
planet more intact and individuals more
emotionally and spiritually nourished.

16 17
FO O D I S L O C A L , C U LT U R A L A N D DI V E R S E ,

P R E F E R E N C E S VA RY F R O M R E G I O N T O R E G I O N .
Part 1 | Introduction - BrandZ Stock Portfolio TOP 50 MOST VALUABLE INDIAN BRANDS 2015

BrandZ Stock Portfolio

Strong valuable BrandZ India Top 50 Portfolio vs. SENSEX India

brands deliver
Over a 12-month period, the BrandZ India Top 50 Portfolio yielded an ROI
over 12 times greater than Indias SENSEX Index.

25%

18.6%
superior 20%

shareholder return 15%

10%

BrandZ India Top 50 5% 1.5%


Portfolio outperforms SENSEX
0%

A stock portfolio comprised In outperforming SENSEX, the BrandZ


of the BrandZ Top 50 Most India Top 50 Portfolio produced an ROI
thats more than 12 times greater. Put
Valuable Indian Brands another way, $1,000 invested in the -5%
increased a healthy 18.6 BrandZ India Top 50 Portfolio would
August 2014 July 2015
percent in value between have grown in just a year to $1,186. The
August 2014 and July 2015, $1,000 invested in the SENSEX stocks
BrandZ India Top 50 Portfolio
while over the same 12-month would be worth only $1,015.
SENSEX India
period, Indias SENSEX, a The performance of the BrandZ India
weighted index of 30 stocks on Top 50 Portfolio demonstrates another
the Bombay Stock Exchange, key reason for building strong, valuable
Source: BrandZ / Millward Brown / Bloomberg
brands. They not only drive sales
increased only 1.5 percent.
volume and market share growth, but
strong, valuable brands also generate
superior returns for shareholders.

20 21
Part 1 | Introduction - Key Results TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Key Results

Results indicate
vibrant growth
for brand value HOME AND PERSONAL CARE
CATEGORIES UP 32 PERCENT
Driven by consumer confidence,
increased disposable income, and

The trend lifts brands


spending on premium products, the
home care, personal care, paints
and jewelry categories collectively
increased 32 percent in brand value.

across most sectors RISE IN BRAND VALUE


LINKS WITH STRONG
BRAND POWER
BRAND VALUE RISES 33 The BrandZ India Top 10 increased
PERCENT, SETS BRANDZ 34 percent in brand value and 38
RANKING RECORD percent in Brand Power, a BrandZ
The 33 percent year-on-year brand brand equity metric that indicates a
value increase of the BrandZ India brands ability to grow sales volume
Top 50 exceeds the growth rate of the and market share. The correlation
Global Top 100 for every year since the indicates how strong Brand Power
rankings were launched a decade ago. drives brand value.

FINANCIAL SERVICES
SECTOR LEADS WITH
49% INCREASE
The total brand value of the 13 bank
and insurance brands in the BrandZ
India Top 50 rose 49 percent and
produced 41 percent of the India Top
50 value. State owned banks drove
most of the value growth.

22 23
Part 1 | Introduction - Key Results TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Key Results

HDFC BANK REMAINS as it accelerated digitalization efforts THE 4 NEWCOMER PRIVATE BRANDS CONSUMER TRUST
RANKINGS MOST and expanded its Immediate Payment BRANDS IN TOP 50 COMPRISE MAJORITY IN BRANDS IS HIGHEST
Service (IMPS), a real-time money
VALUABLE BRAND transfer facility popular in India. These
ARE INDIAN OWNED OF TOP 50 RANKING IN INDIA
Achieving a 33 percent rise in brand initiatives reflect a brand building focus The four brands that debuted this year Private brands of Indian origin comprise About one-third of Indians said they
value, HDFC Bank remained number on customer centricity. in the BrandZ India Top 50 are of 52 percent of all the India Top 50 trust brands compared with roughly
one in the BrandZ India Top 50, Indian origin. Three are private brands brands. The proportion of privately a quarter of consumers in other parts
as the rapidly expanding private LAKM LEADS RANKING IN and one, a bank, is a State Owned owned and state owned brands of the world, where trust is leveling or
bank introduced the brand to new BRAND CONTRIBUTION Enterprise. This result indicates the increased slightly year-on-year. While continues to decline. Indians appreciate
customers, particularly in rural markets, The second-fastest riser, with a brand influence of Indian entrepreneurs and multinational proportion declined their expanding brand choice and were
driving up profits with revenue growth value increase of 69 percent, skin care Indian family conglomerates. marginally, many of these brands are less impacted by the global financial
and cost optimization. brand Lakm also led the BrandZ so embedded in local life, consumers crisis that disenchanted consumers
India Top 50 in Brand Contribution, think of them as of Indian origin. worldwide.
UNION BANK OF INDIA
the BrandZ measurement of the
BRAND VALUE UP 72% proportion of sales and margin directly
One of Indias largest state owned attributed to the brand alone. Brand
banks, Union Bank of India increased strength helped Lakm command a
brand value an extraordinary 72 percent premium for its products.

24 25
Part 1 | Introduction - Key Themes TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Key Themes: Empowerment

Rising empowerment
EMPOWERMENT TOUCHES percent of Indian women, compared affluent urban neighborhoods, shoppers
ALL SEGMENTS OF SOCIETY with a 33 percent global average, say can find liquid washing machine
theyd take on short-term debt to detergent to add convenience, save time
Empowerment throughout Indian purchase items they want. and balance work and family.
society began with the liberalization of
BRANDS ACROSS In a campaign for its Ariel detergent,

touches all segments


the economy in 1991. A more capitalist
and less socialist approach produced CATEGORIES RESPOND Proctor & Gamble raised the question:
rising respect for individual initiative. Is doing the laundry only a womans
The government of former Prime job? One ad features two older women
More flexible interpretation of traditional
Minister Manmohan Singh established a conversing over tea while a young
societal roles paralleled the relaxation of
bank dedicated to women in 2013. Many woman works on her laptop. A young
the central control and regulation of the

of Indian society,
banks, such as State Bank of India, now man enters, complaining to the young
economy.
offer loans with special terms for women woman that she hasnt washed his green
The empowerment of women is the entrepreneurs. Banks address women shirt. The ad ends with an invitation to
most impactful aspect of this change. in their ads, offering loans for home react on Twitter at #ShareTheLoad. It
Indian women represent a large improvement and other needs. prompted an online debate.

both urban and rural


potential market of around 620 million
The attempt to reach women extends FURTHER PROGRESS NEEDED
people, or about half the population of
to many other categories previously
India and almost twice the population of Evolving gender roles are evident in
targeted at men. Not long ago, the
the US. popular media, where films and TV
paint category was a male domain.
Their empowerment is transforming the Today, leading brands, such as Asian programs now are more likely to feature
traditional Indian family structure and Paints and Berger Paints, direct strong and assertive women characters.
touching all segments of Indian society. messages to women who often are And a growing number of men populate
It has forced brands to reconsider their the home decoration decision makers. the audiences of TV cooking shows.

Womens greater independence messages and the media they use to


communicate them.
An Indian woman in the
Hero motorcycles markets a model
specifically for women.
Change is happening even in small
towns and villages, although more
slowly. Several years ago the

is the most impactful change workplace today, born before


economic liberalization
began, grew up in a time
government promulgated a
policy to assure minimum
representation by women
when choosing a spouse was on village governing bodies.
Indians feel a renewed The new government, led by Narendra job opportunities and enhanced skills, her parents decision to make, Further progress is needed,
Modi and the Bharatiya Janata Party, Make in India increases levels of foreign and her role in life revolved however, as measured by the
sense of confidence since UN Gender Inequality Index.
promised a transformative vision for a investment permitted across over 20 around duty to husband and
they deposed the Indian more prosperous and equitable India, sectors, to encourage more international family. Pursuing education India ranks 135 out of 187. Of
National Congress party which it has begun to advance with brands to manufacture and sell in India. was fine, but just enough to the other BRICs, Brazil ranks
that had ruled the country ambitious programs that include: be eligible for marriage. 79, Russia 57, and China 91.
Implementation of these programs
for most of the almost 70 Digital India: A connectivity initiative entails dealing with high costs, Today, this woman not her Empowerment of women
years after independence. aimed at harnessing the power of digital enormous complexity and historical parents, is more likely to opens new possibilities for
But empowerment of women is
In that election, in May technology to build national electronic bureaucratic sluggishness. Progress select her spouse. Her marriage is more everyone men and women. But its
unfolding at different speeds across a powerful disruptive force in a society
2014, Indians took a step networks, improve government has been slower than planned but fast of an equal partnership. Although she
India. The choices women have or
efficiency and empower Indian citizens enough to sustain credibility. GDP is may manage the family day-to-day, organized around a long-accepted
beyond the politics of dont have influence the products they hierarchy that favored men and left
with expanded access to information, expected to grow 7.5 percent this year, shes not doing all the chores. Her role
grievance to a period of models, traditionally her mother and
need and use. Even as Indian women women weaker in health, wealth and
education, health and other services. faster than any other major economy,
heightened expectations and exert greater independence, almost education.
including China, according to the IMF. mother-in-law, now include women of
empowerment. Smart Cities: An urban initiative 80 percent also believe its important
worldly accomplishment. Growing in It challenges ancient social conventions
to empower the unempowered Both presidents Xi Jinping and Barack to preserve family traditions, according
confidence, shes concerned less with in ways that motivate most people
by replacing village-based narrow Obama visited Prime Minister Modi to The Futures Companys Global
being accepted and more with being to find a moderate balance between
economies with new cities, built during his first year in office, signalling MONITOR.
recognized for who she is and what she tradition and modernity. In extreme
throughout the country with state-of-the that both China and the US view India can become. To fit the needs of women all along cases, however, this rupture with
art technology and infrastructure, and as a key strategic partner. Consumers
the empowerment spectrum, Unilever the past threatens male self-esteem,
providing broader job opportunities. are spending. Brands are expanding to Research by The Futures Companys
tailored its portfolio of laundry produces resentment and contributes
India and brand values are increasing. All Global MONITOR found that 60 percent
Make in India: An economic initiative detergents. Basic bar soap is available in to considerable incidents of violence
these developments produce a strong of Indian women today feel they control
aimed at empowering Indians with smaller towns and villages, where many against women in India.
sentiment that this is Indias time. their financial futures, compared with
women still do laundry by hand. In more
a global average of 45 percent. And 51

26 27
Part 1 | Introduction - Key Themes TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Key Themes: Tradition

The Indian respect


Winning: In the past, the goal in a
contest or negotiation was to reach
a mutually agreeable compromise.
Today, the goal more often is to win
everything.

for the past makes


Merit: In the past, people respected the
person descended from a prominent
family, educated in the best schools,
carrying success easily, whether earned
or not. Today, people have high regard

progress slower, but


for the small town achiever who
overcomes disadvantages to succeed.
Similarly, people in the past believed
their destiny was determined at birth.
Most people have abandoned that

more sustainable
view. And greater empowerment not
only opens more opportunity, but
also loosens the social constraint that
shaped families and the society.

THE GLOBAL
INDIAN CONSUMER
The term global Indian consumer

Brand success requires doesnt refer to someone seeking


advancement in North America or
another destination in the Indian

getting the balance right diaspora. Rather, it increasingly


describes an Indian physically living in
India but with a global mindset. These
Indian consumers adhere to traditions,
As India contends with all This desire to live vibrantly in the present rather on a secure seam fused over time but are aware of international brands
the pressures of any other while respecting the foundational by heated and sometimes contentious because of travel and popular culture.
values and traditions of a 5,000-year- debate.
fast growing market trying old civilization touches Indian men and
They can afford international brands
to rapidly build an economy, Brand success in India requires and feel entitled to purchase them.
women of all ages, regions, and religions
acknowledging this tension between In the clothing they wear, the music
increase wealth and expand and the government itself.
tradition and modernity and the they listen to, the dcor of their
the middle class, it also faces This duality means, for example, that challenges and opportunities it presents homes, these people appear like other
a distinctive challenge consumers want the latest and also the for developing relevant products and international cosmopolitans and are
accomplishing all this while most traditional fashions; and that the building close customer relationships. as responsive to international popular
remaining fundamentally new cities the government builds in rural fads and trends. But they navigate the
India will feature modern high rises and EMPOWERMENT AND most important aspects of their lives
Indian.
shopping malls, but also temples and OPPORTUNITY relationships between husband and
mosques. wife, raising children, respecting parents
The tension between tradition and
with values that are emphatically
Like anywhere else, tradition in India can modernity is fluid. Recent consumer
Indian.
be cumbersome, ritualistic, impractical attitudes reflect greater empowerment
and inconvenient. Indians respect and and recognition of the primacy of the Some may look like young people
protect tradition, however, because its individual. Here are several examples: anywhere struggling to be independent
a critical aspect of their personal and from their parents, and many fit that
Mind over matter: In the past, Indians
national identities. description. But a generation gap, a
valued mind over matter. Most of Indias
chasm of misunderstanding between
Progress can be slow, but its more likely religious traditions center on renouncing
children and their parents, doesnt exist
to be sustainable. Its not built over a the physical world by exercising mental
in quite the same way in India as it has
fault line between past and future, but power. Today, substance and style
in the West.
coexist.

28 29
Part 1 | Introduction - Key Themes TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Key Themes: Tradition

NUANCED MESSAGES
Brands need multi-level messages
Preserving traditions ranks
high among Indian priorities
that reach both the contemporary
and traditional aspect of the individual
simultaneously. The newest and
shiniest product may appeal to the
consumers westernized spirit but her Even as the pressures of
more traditional self will seek good modern life erode traditions
value for money. and family ties in much of the
Tradition and modernity coexist
In the West, holidays often are times world, preserving these values Compared with the average consumer across 24 countries, Indians are
notably more inclined to believe its important to preserve family traditions.
for sales promotions. In India, a sale continues to be a driving force
during a festival is unsatisfying unless shaping Indian society. I like products that few people have and arent easy to get
its communicated in a way thats
relevant to the festival. It can be a costly In the 2014 Futures Company Global
mistake for brands to uncritically rely on MONITOR survey of 24 countries, 79 0% 100%
percent of Indians answered that it was
32% 50%
strategies that worked in other country
extremely or very important for them to Extremely/very important in your personal life today: Purchasing luxury products
markets. To succeed in India brands
must understand and find a way to fit preserve their familys cultural traditions.
in this balancing act between tradition The average response among the other 0% 100%
countries was only 58 percent.
15% 41%
and modernity. Approaches vary by
brand but they generally fall into one of Extremely/very important in your personal life today: Showing pride in your country
This finding doesnt automatically
three categories: mean that preserving family traditions
0% 100%
1. INDIVIDUALITY: circumscribes engaging in the modern 54% 78%
Connect the brand with the shift to world or enjoying its benefits. Rather,
individualism. respect for tradition and the engagement Extremely/very important in your personal life today: Preserving your familys cultural traditions
with modernity coexist, as suggested by
2. TRADITION: other Futures Company findings. 0% 100%
Reinforce tradition at a time when 58% 79%
some Indians worry that rising Almost two-thirds of Indians compared
individuality is among the factors with less than half of respondents from The Internet helps me find new ways of expressing my identity and feelings
eroding peoples connection to other countries agree with the statement,
tradition. I am always looking for different cultural 0% 100%
experiences and influences that will 48% 72%
3. BALANCE: broaden my horizons.
Take a position in the middle
presenting the brand as a resolution Similarly, when asked about what Loyalty symbolizes But Indians are open
to the dilemma. accomplishments they consider to be
signs of success, Being a dutiful member
success to new experiences
Tata Tea takes this last approach. of your family was selected by 71 percent Compared with the average consumer Compared with the average
A DIFFERENT KIND In other respects, Indian young people The brand illustrates multi-level of Indians, compared to an average of 54 across 24 countries, Indians are much consumer across 24 countries, Indians
could be young people anywhere. They communication using the term awake
OF MILLENNIAL and all its implications. It promotes
from all the countries surveyed. more likely to view being loyal to family are much more open to experiences
wear the same clothes and listen to and owning luxury brands as measures outside their own backgrounds.
In the West, the family launches similar music. But theyre different from being awake in ones self, a call for Revealing some movement in the tension
of success.
children into adulthood and they remain other millennials. Some Indian young mindfulness that resonates with between tradition and modernity, the % who agree with the statement, I am always
Indian response about family loyalty Owning Luxury Brands looking for different cultural experiences and
somewhere in the family orbit during people are more westernized; others are traditional Indian values. And it uses the
influences that will broaden my horizons.
adult life. In India, the gravitational pull is more traditional. And most confounding, term awake to mean being aware of declined slightly between 2013 and 2014.
much greater. Family occasions are more sometimes the westernized and ones rights. The desire for luxury products and brands, 0% 100% 2013
likely welcomed as times of celebration another success measure, increased. 19% 37%
traditional spirits inhabit the same body. These meanings are not contradictory, 0% 100%
rather than obligation. 48% 61%
This dichotomy of appearance and but rather connect both with the Indians are grounded in their own Being Loyal to Family
traditions and not constrained by them. 2014
Indian young people are grounded in the deeper reality is important for brands to private space of individuals and their
Being secure in their own cultural identity 0% 100%
historical traditions and values passed understand because what they see or public responsibility to the collective 0% 100% 48% 62%
down by their parents. Unlike some what they think they see is not always welfare. They address the whole person Indians feel free to explore those of 54% 71%
2015
of their western peers, Indian young what theyll get. What they get is much in an integrated way, simultaneously others. That disposition may be natural in
0% 100%
people usually look for meaning in their richer consumers who are in step with communicating to the self that draws a nation of 22 official languages where Global MONITOR average (Other Countries) 47% 64%
India
traditions, not irony. the world on the outside and grounded strength and comfort from ancient people daily encounter both commonality
on the inside. values and the self that lives in the and difference. Source: Global MONITOR 2014/The Futures Company

modern world.
30 31
I N D I A I S WA R M A N D E N E RG E T I C ,

MOV ING IN A L L DIR ECTIONS A L L THE TIME .


Part 1 | Introduction - Key Themes TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Key Themes: Growth

BRAND VALUE GROWS INNOVATION AND trend toward greater social responsibility,

Growth, the new


ACROSS CATEGORIES COMMUNICATION GET RESULTS Lifebuoy, an affordable soap brand,
promoted positive hygiene habits,
Brand value also grew significantly The brands that excelled in brand particularly for children.
across categories. When aggregated building pursued product innovation and
into six sectors that broadly represent connected with consumers in new ways, Regulatory issues may have slowed brand
value appreciation of the telecom provider

imperative, challenges
key consumer-facing industries in India, often through social media. In many
every sector but one grew in brand value categories brands communicated more category, which still grew a healthy 21
by more than 20 percent, led by the 49 effectively with women, appealing to their percent. Expanded Internet use and the
percent increase of financial services. growing sense of empowerment and availability of low-price mobile handsets
These sectors, in the order of the brand their financial independence. One popular should drive future telecom provider brand
value growth they achieved, include: detergent campaign questioned whether value growth. Only one category declined

brands to keep up
home and personal care (32 percent), men should share the laundry chore. in brand value. Motor fuels lost 4 percent
auto aftermarket (28 percent), auto (27 in value and brands in the category
Personal care brands responded to rising dropped an average of nine spots in the
percent), telecom providers (21 percent),
consumer expectations about brand ranking.
and food and drinks (10 percent).
benefits and a willingness to pay for those
Along with the 41 percent financial benefits. Positioned as an indulgence, The value of the BrandZ India Top 50
services contribution to BrandZ India Lakm, the cosmetic and skin care brand, may not increase one-third in value every
Top 50 total brand value, the other benefited from this premiumization year, but with an expanding economy and
sophisticated brand building expertise,

Strong economy and Brand


sectors each contributed 12-to-15 trend, while it also added salons to reach
percent, except for auto aftermarket, more recently empowered women. As the value of the India Top 50 should
which contributed less. The relatively premiumization touched other categories, appreciate at a steady pace for the
large brand value contribution of financial the jewelry brand Tanishq also up scaled foreseeable future, across an expanding

Power drive record value increase services is consistent across the BRIC
markets and characterizes the BrandZ
Global Top 100 as well. The high brand
some of its offering. Leveraging the number of product categories and all
brand ownership models.

value contribution of auto and FMCG


Growth is the new imperative. As the Indian market became more competitive, seven brands that brands, and the absence of technology, Financial services 3 13 Financial
Services
grew over 20 percent in brand value actually dropped to a lower rank in the BrandZ Top 50 Most are particular to India. leads the India Top 50 Food and
12 Drinks
Valuable Indian Brands. And 8 percent of the brands from the 2014 India Top 50 dropped out of the The steady expansion of Indias middle in number brands Auto
2015 ranking completely. class, and the strong boost in consumer
Auto
confidence following the elections in With 13 banks and insurance brands
Aftermarket
Faster rising brands produced a 33 same time, the Top 10 grew substantially Legacy brands spiked. The three Top May 2014, created the conditions for in the BrandZ India Top 50, the
financial services category exceeds 5 Home and
percent year-on-year increase in the 2015 in all three components of Brand Power, Risers and their increases were: Union brand value growth to touch most Personal Care
categories. The fortunes of individual all categories in number of brands
BrandZ India Top 50 brand value, and which measures a brands ability to grow Bank of India (72 percent), personal 6 11 Telecom
raised the ranking cutoff to $403 million sales volume and market share. care brand Lakm (69 percent) and brands, however, depended on their represented. Providers

from $208 million, in just one year. The Punjab National Bank (61 percent). brand building expertise. Although the
And in the components of Brand Power
33 percent increase exceeds the growth auto category increased 27 percent in Financial
Different (unique or trend setting), At the same time, brand value grew 15% 41%
rate of the Global Top 100 for every year
Meaningful (meeting needs and inspiring across all ownership models. The nine
brand value, for example, the six brands in And in brand Services
since the launch of the Global BrandZ the category experienced varying results. Food and
rankings a decade ago.
love) and Salient (being top of mind) the State Owned Enterprises (SOEs) in
And auto brands dropped an average of 8 value contribution 15% Drinks
high scores of the BrandZ India Top the BrandZ India Top 50 increased Auto
places in the ranking. The 13 financial services brands
The following recent results add 10 improved further. Meaningful grew 9 36 percent in brand value, but 26 Auto
perspective: The 2015 BrandZ China percent to 134 from 123; Different grew 8 private brands, both autonomous Two auto brands outperformed the 33 in the BrandZ India Top 50 Aftermarket
produce the greatest brand value
Top 100 increased 22 percent in brand percent to 138 from 128; and Salient grew brands and brands owned by Indian percent brand value rise of the India
contribution by far, 41 percent.
5% Home and
value; the BrandZ Global 100 improved 24 percent to 143 from 115. An average conglomerates, were close behind with Top 50. The four-wheeler leader Maruti Personal Care
a healthy 14 percent in 2015; and the brand score is 100. In addition: a 33 percent brand value increase. Suzuki increased a whopping 54 percent 12% 12% Telecom
Providers
BrandZ Latam Top 50 declined 4.5 in brand value. Hero, a leader in the two-
Financial services led growth. The The 15 multinationals (MNCs) trailed
percent in the most recent report. Indias wheeler segment, improved 34 percent
total brand value of the 13 bank and with a brand value rise of 26 percent, a
robust economic growth combined with
strengthening Brand Power, a BrandZ
insurance brands in the BrandZ India strong result but less than the increase
in brand value. These brands reinvented
themselves by identifying and filling
And in brand value 49% Financial Services

measurement of brand equity, made the


Top 50 rose 49 percent and produced
41 percent of the India Top 50 value.
of the India Top 50 overall. Three of the
four newcomers that entered the India
product gaps in the evolving India market. percent increase 10% Food and Drinks
Auto
difference. With well-considered segmentation the 27%
Top 50 this year were private brands The financial services brands rose 49 Auto Aftermarket
Strong brands grew stronger. All but one
Category leaders excelled. These
and one was an SOE.
brands served the needs of first-time
percent in brand value, exceeding
28% Home and
brands exceeded the 33 percent Top buyers, shoppers trading up to premium 32% Personal Care
of the Top 10 brands outperformed the the strong 33 percent increase of the
50 growth by 10 percent or more: models as well as those in the vast 21% Telecom Providers
33 percent rise of the India Top 50 and BrandZ India Top 50 overall.
Automaker Maruti Suzuki, Colgate, middle.
the Top 10 overall rose 34 percent. At the
Lifebuoy, HDFC Life, and Berger paints. Source: BrandZ / Millward Brown

34 35
TOP 50 MOST VALUABLE INDIAN BRANDS 2015
Part 1 | Introduction - Key Themes

Key Themes: Disruption

Fast growing Flipkart outscores Alibaba in Brand Power metrics


Indian e-commerce leader Flipkart scores higher in Meaningful, Different and Salient in India than Chinas Alibaba scores in China
and globally, in these three metrics that comprise Brand Power.

e-commerce, mobile
248
175 165 150 143 137 141 142
129

brands may soon Meaningful Different Salient Meaningful Different Salient Meaningful Different Salient

enter the Top 50 India


100 is an average score; 105 and above is a good score
China Global

Source: BrandZ / Millward Brown

Dynamic categories
Competing with Amazon no doubt brand development curve. Launched The entrance of a powerful brand can
sharpened Flipkart, Snapdeal and the in 1991, Micromax produced low- dramatically impact a BrandZ ranking,
other Indian e-commerce players. priced products until Chinese value as illustrated by Alibabas inclusion in

portend market disruption


Flipkart scores higher in Meaningful, brands entered the Indian market and the 2015 Global Top 100, following
Different and Salient in India than undersold Indian brands. Micromax the brands IPO. Alibaba immediately
Chinas Alibaba scores in China and then quickly repositioned as a rose to the number one rank in the
globally. Flipkart scores 248 in Salient brand offering quality smart phone retail category, surpassing Amazon and
(unaided awareness) in India, for performance without the Samsung or Walmart in brand value.
Brand leaders in two of Indias The brands in these categories, such These India e-commerce brands
example, while Alibaba scores 143 in Apple premium.
as e-commerce leader Flipkart and Fashionandyou, Flipkart, Jabong, The inclusion of the leading
fastest-growing and disruptive Micromax, a handset maker, are Myntra and Snapdeal compete not
Salient in China and 142 globally. A
To build that reputation internationally, e-commerce and mobile headset
categories e-commerce score of 100 is average. These three
not only rapidly growing sales and only with each other, but also with the brand engaged actor Hugh brands in the BrandZ India Top 50,
and mobile handsets are metrics comprise Brand Power, the
market share, theyre also developing Amazon, which entered India in 2013, Jackman as its spokesperson. will broaden the number of categories
BrandZ measurement of a brands
expected to soon appear in the ecosystems that influence consumer and Alibaba, which launched in India
ability to grow sales volume and market
Micromax has generated significant represented, reflecting the growing
BrandZ Top 50 Most Valuable purchasing across categories. during the summer of 2015. foreign investment. Over the past five diversity of the Indian economy as
share.
years, Micromax has grown 389 percent new upstart brands increase in value
Indian Brands. The brands are attracting billions of Amazons presence in India for
in Brand Power. Competition intensified and balance the historical brand value
Competition among Indian brands
dollars from foreign investors and several years is especially significant.
and Amazon and now Alibaba recently when the Chinese brand contribution of the financial services
creating new marketing avenues that It means that the substantial growth
will be fierce, and the surest winner Xiaomi, which sells its mobile handsets sector.
are uniquely Indian and reach individual of Indian e-commerce brands, and
of this face-off will be the mobile in India, started also assembling them
consumers anywhere in the country in their ability to gain the confidence
phone sector. Over 40 percent of India.
low-cost, targeted ways. of foreign investors, occurred when
e-commerce purchases in India are
they competed with the company Micromax, and the other mobile
Investors are betting on these brands made with mobile devices, according
that literally wrote the book about handset brands, dont yet appear in
because India is one of the worlds to some estimates, compared with less
succeeding in the e-commerce the ranking, either because theyre not
largest markets and the one place on than 35 percent in China, 20 percent in
business. publicly traded or they fall somewhat
earth where five homegrown online Brazil and below 15 percent in Russia.
short of the threshold brand value. The
marketplaces compete, but none
Some of the leading Indian smartphone e-commerce brands are not publicly
dominates.
brands Intex, Karbonn, Lava and traded. These circumstances could
Micromax rapidly moved up a change imminently.

36 37
TOP 50 MOST VALUABLE INDIAN BRANDS 2015
Part 1 | Introduction - Key Themes

Key Themes: Ownership

Brand Power drives


accessible, making financial services result in part from India being a relatively openness. And, during the past few
available for the first time to many open and welcoming market for years, the Chinese government has
people. The SOE improvement in the brands. Even when the state exclusively advanced policies to increase market
Meaningful score indicates that SOEs dominated the financial services sector, competition and encourage the growth
are meeting customer needs, adopting which is now being liberalized, the state of private brands.
more consumer-centric brand-building left ample room for small entrepreneurs,

value growth
As the Indian market becomes even
attitudes. The growth of mobile, in well-established Indian family
more competitive, growing Brand Power
particular, has enabled banks to establish conglomerates and MNCs to participate
will require brands to continue to be
more personal and useful relationships vigorously in the economy.
Meaningful and Salient while improving
with consumers.
Both the Indian and Chinese markets are their scores in being Different. Brands
Both MNCs and private brands increased changing, of course. The government of that accomplish these goals will drive

across brand
somewhat in Salient but declined India opened the Indian market over time sales volume and market share, and
in Meaningful. And MNCs, private and in a measured way, incrementally theyll also be able to command a
brands and SOEs all declined in a third removing protectionist regulations. premium.
component of brand equity, Different. Current leadership advocates greater
A decline in Different is not unusual

ownership models
as markets mature and become more
crowded with brands that consumers Indian SOEs increase most in Brand Power
view as similar. Conversely, improvement
The SOEs increased Brand Power 18 percent, while MNCs grew 8 percent and
in Different becomes increasingly
private brands improved more modestly.
important, as customers experience
more choice and being Different from
the competition in a Meaningful way MNC Private SOE
becomes a determinative factor in (15 Brands) (26 Brands) (9 Brands)

Indian and Chinese Brand


purchasing decisions.
Change in Change in Change in
INDIAN AND CHINESE Brand Power Brand Power Brand Power
BRAND POWER VARIES BY
Power varies by ownership
(2015 vs. 2014) (2015 vs. 2014) (2015 vs. 2014)
OWNERSHIP
Indian MNCs scored 330 in Brand Power,
increasing from 305 a year ago. MNCs in
China scored only 101 in Brand Power,
+8% +0% +18%
Robust economic growth, increased consumer confidence, and strong Brand Power
not much higher than the average Brand
lifted brand values across all types of brand ownership models, in the BrandZ Top 50 Power score for all brands, which is 100. Component Changes Component Changes Component Changes
Most Valuable Indian Brands 2015. 2015 vs. 2014 2015 vs. 2014 2015 vs. 2014
The special strength of MNCs in India
Each brand ownership model private, These results indicate: (1) all types of LEVERS OF BRAND SUCCESS reflects their long-time presence in Meaningful -4% Meaningful -3% Meaningful +2%
multinational (MNC) and State Owned brands in India, regardless of ownership India and MNC brand building expertise,
Brand Power scores are derived from which has produced some leading
Different -2% Different -2% Different -3%
Enterprise (SOE) scored relatively high model, drive brand value growth; and
these three components that indicate brands in India that most Indians view Salient +4% Salient +2% Salient +10%
in Brand Power, a BrandZ brand equity (2) there is a clear correlation between
how effectively consumers say brands as indigenous. The Indian governments
metric that measures a brands ability to brand value growth and high Brand
are connecting with them: Meaningful success in attracting foreign investment Source: BrandZ / Millward Brown
grow sales volume and market share. Power.
(meeting consumer needs and being also contributed to the significant MNC
The nine SOEs in the ranking, mostly Brand Power scores are not only high loved), Different (being unique and presence in India and high Brand Power. Indian and Chinese Brand Power varies by ownership
banks, led in brand value growth, rising across ownership models in India, SOEs setting trends) and Salient (top-of-mind
36 percent. Private Indian brands, which in the BrandZ India Top 50 increased awareness). The increase in SOE Brand Private brands in India scored 192 in In Brand Power Indian brands scored high in each brand ownership model and
totaled 26, including both brands owned 18 percent in Brand Power and MNCs Power can be attributed to two of these Brand Power, and SOEs scored 166. highest in MNCs.
by individuals and those owned by Indian grew 8 percent, while private brands factors. SOEs increased 10 percent in Private market-driven brands in China
scored 205. Chinese Competitive SOEs,
MNC Private SOE
conglomerates, rose 33 percent in brand remained flat. Some of the variations in Salient and 2 percent in Meaningful.
value. And brand value of the 15 MNC growth rates may be category related. those in consumer-facing categories, 330 192 166
The strong growth in Salient signifies scored 214 in Brand Power. The Strategic
brands rose 26 percent. But theyre also an important window
that these SOE brands, mostly in SOEs, financial and energy brands,
that reveals how brands are evolving in
financial services, are well known to scored 220.
India, and the levers to pull for brand 214 / 220
consumers. It follows efforts by Indian 101 205
building success. The strong Brand Power scores for (Competitive / Strategic)
banks to become more inclusive and
Indian brands, across ownership models,
100 is an average score; 105 and above is a good score
Source: BrandZ / Millward Brown
BrandZ India Top 50 2015 and BrandZ China Top 50 2015
BrandZ divides Chinese SOEs into Competitive (in brand-facing categories) and
Strategic (in the finance and energy categories).
38 39
TOP 50 MOST VALUABLE INDIAN BRANDS 2015
Part 1 | Introduction - Key Themes

Key Themes: Trust

Indian consumer
trust in brands
grows steadily
Brand trust rises in India
Brands reach a receptive Indian consumer trust in brands has grown steadily, a mirror image
of the decline in trust that has occurred in other parts of the world.

rather than skeptical audience 40%

Indian consumer trust in brands has grown steadily, a mirror image of the decline in trust that has also includes success (strong financial
occurred in most other parts of the world. results), fairness (good pricing and
practices), and responsibility (positive
Just six years ago, the level of affirmed trust in brands declined In addition, the lack of trust in brands in engagement with employees and 35% 35%
consumer trust in brands was slightly or remained level at 27 percent much of the developed world is most society).
comparable across major country in China, 25 percent in the US, and 26 fervently directed at banks. Consumers The India Top 50 scored 112 in RepZ
markets. When asked, in 2010, whether percent in the UK. blamed banks for precipitating the compared with 108 for the Global Top
they trusted a brand, only 25 percent global crisis of 2008 and 2009, and 50. A score of 100 is average. Indian
India is an outlier in trust both for
of consumers responded positively in they remain critical of banks for not brands outscored the global brands by
reasons that are particularly Indian and
India, 27 percent in China, 26 percent in implementing adequate reforms. a wider margin in the trust component, 30%
reasons that pertain to the conditions
the US and 27 percent in the UK. Global banks was one of only two 110 to 101. Global brands edged past
in other parts of the world. First, Indians
categories to decline in brand value in Indian brands only in the success
Indian consumers were on the cusp appreciate brands and the rapidly
of a growing fascination with brands, expanding choice. Second, Indians
the BrandZ Top 100 Most Valuable component, 116 to 114. 27%
Global Brands 2015. Luxury was the
while in other markets consumers were discharged much of their frustration For brands marketing in India, high
other category. 26% 26%
recoiling from the global financial crisis and distrust of government and large consumer trust means that brand
that shook their faith in government, institutions in the 2014 election, when Indian banks survived the global messages will reach a receptive 25% 25%
major institutions and brands, they removed the long-serving Indian financial crisis relatively unscathed. audience. Without the need to 25%
especially in the financial services National Congress party. Indian financial services brands penetrate through general distrust or
category. improved 49 percent in brand value in skepticism, brands can devote more
Brands are beneficiaries of the ensuing
the 2015 BrandZ India Top 50, leading attention to educating consumers
Subsequently, levels of consumer trust rise in consumer confidence and
all categories in brand value growth. about brand benefits and trying to
arced upward in India and downward optimism. Although India recently
elsewhere. By 2014, 33 percent of experienced a food safety scandal Indian brands also scored high in RepZ, delight them. Its important not to 20%
2010 2011 2012 2013 2014 2015
Indian consumers expressed trust similar to Chinas, the reaction of Indian the BrandZ measurement of brand abuse the trust Indian consumers
in brands, while in other countries consumers was measured and did not and corporate reputation. Trust is one place in brands, however. Trust is Percent of consumers in each country who say they trust brands
the percentages of consumers who metastasize to other categories. component of the RepZ score, which fragile. It builds over time but crumbles
Source: BrandZ / Millward Brown
overnight.

40 41
I N D I A P O T E N T I A L LY I S A M O D E L

FOR LINKING TR ADITIONAL AND MODERN LIFE.


Part 1 | Introduction - Key Results TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Cross Category Trends

Needs of the
ENTREPRENEURSHIP

Consumers hospitable
to new ideas, brands

growing middle class,


Its not that India hasnt been known
for its entrepreneurs. Its just that
theyve often lived in Silicon Valley.
Thats beginning to change for
several reasons. First, whats more
appealing to an entrepreneur than a

and the national


fast growing market? And no major
market currently is growing faster
than India. Second, India has always
made room for entrepreneurs.
More than half of the BrandZ
India Top 50 brands are privately

agenda drive trends


held, and entrepreneurs launched
many of them. About a quarter of
the BrandZ India Top 50 brands
are owned by entrepreneurial
Indian family conglomerates with
names like Aditya Birla, Bajaj, Bharti,
Mahindra, Reliance and Tata.
MOBILE CORPORATE SOCIAL
E-COMMERCE RESPONSIBILITY INCLUSION
Innovative
Online purchasing CSR is a requirement, Brands are expected
communication
boom is brand not an elective option to be agents of social
reaches large audience
building chance In many western markets Corporate improvement in India
Mobile is another instance where India
Like consumers in most markets, is similar to other markets, but also Social Responsibility (CSR) remains the
Creating a more inclusive society
Indians are increasingly purchasing different. In India, mobile is not just a philanthropic giving that appears in the
is a key aspect of Indias national
online to find wide product range, device for personal communication, its annual report, sometimes as bolted on
agenda. It primarily means extending
convenience and transparent pricing. part of the national agenda to link the initiatives disconnected from corporate
greater opportunity to those who
In India, the online range goes well nation and provide more equal access to purpose and strategy. In India, CSR is
have been historically excluded
beyond basic apparel and electronics, health care, education and government much more connected to the corporate
because of poverty, low social
and includes just about any category services. Mobile is particularly suited mission. In the individualistic western
status or geographic inaccessibility.
SEGMENTATION command a higher price point, for available at bricks and mortar locations for reaching the roughly 70 percent tradition, CSR and higher purpose
But other formerly disenfranchised
example. Segmenting the market by even luxury products like jewelry. And of Indias population that lives in rural usually are embraced when they serve
groups are being embraced, such
Expanding middle class gender, the two-wheeler maker Hero Indians have many online marketplaces
to choose from, including Flipkart,
areas and is not always easily reached the primary corporate goal of enhancing
shareholder value. In India, with more
as the differently-abled. This Indian
designed and markets a motorcycle with traditional media. In an innovative
seeks broader choice model specifically for woman. To meet Snapdeal and Jabong. Along with marketing development, Hindustan of a balance between individual and
term itself signals a mentality thats
more progressive in its emphasis
the need for time saving convenience other Indian-based marketplaces, Unilever launched its own radio station communal welfare, companies are
Brands are adding new products on different abilities rather than
as more women enter the workforce, Amazon has been present in India for available through the mobile phone. expected to serve not only the interests
to serve more narrowly targeted disabilities. Brands are expected to be
FMCG brands are introducing more about three years and Alibaba arrived People can listen to the station free of their shareholders, but also of the
audiences, as consumers in Indias agents of social change in India. In this
ready-mix foods. Some of these during the summer of 2015. Online is of charge by giving a missed call to nation. CSR spending isnt an elective
expanding middle class desire and case, progressive advocacy expressed
products provide traditional Indian booming but its just starting. Online a number. Unilever gains customer option. The Indian government
can afford products that fill particular in product offer and communication,
dishes without the time consuming is an efficient way to build a brand in a contact details and can target ads. Banks mandates it. Ultimately, building the
needs or wants. Premiumization is the can also strengthen customer bonds.
preparations. That benefit fills an even country as large as India. use mobile to reach the unbanked as nation helps grow shareholder value by
clearest example of this trend. The
more specific need helping people well as the new generation customers creating the wealthier, better educated
personal care brand Lakm markets
live in the new India while satisfying their with apps that combine financial population necessary for a consumer
specialized skin care products that
taste for the old India. transactions and social messaging. society.

44 45
Part 1 | Introduction - Take Aways TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Take Aways

Building brands in Be Indian


Dont assume lessons learned in China or any
other fast growing market will apply in quite the

India requires
same way in India. India is a physically large and
remarkably diverse nation of 22 official languages.
Interests and tastes can change dramatically by
region. To be Indian doesnt mean imitating what
on the surface seems Indian. It requires deep

deep insight,
insight, to understand the nuances so thoroughly
that consumers view the brand as Indian,
regardless of its provenance.

boldness and speed Be on the cutting


edge of change
Resist the comfortable. The problem with a
normal slice of life ad, for example, is that life
Be different in India is changing quickly. The detergent
Because India is such a large and hospitable commercial with a woman extoling the
market for brands, its rapidly becoming more brightness of her wash reaches many women
crowded with brand choice. In this context, viewers who no longer want to do the wash and
it becomes more important for brands to be believe that men should share in the household
different from the competition. In the BrandZ chores. Advocate for social progress.
India Top 50, the Top 25 brands scored 127 in
Different, while the Bottom 25 scored 113. An
average score is 100, so a score of 113 is good,
but perhaps not good enough.

Be purposeful Identify new niches


When a brand has clear purpose consumers feel If the size and complication of the India market
that its in business to help improve their lives or creates challenges, it also produces opportunities,
the world not just to make money. Important as people rapidly move into the middle class and
in all markets, purpose is especially important in discover needs they didnt know they had. For
India. India is like other markets where purpose every person whos just traded up from a two-
becomes an important differentiator. But India is wheeler to a car, theres an owner of an economy
different from other markets because consumers car who is looking for a more premium model.
expect brands to have a purpose and contribute Premiumization is just one segmentation trend,
to the welfare of the nation. but it crosses many categories.

46 47
Part 1 | Introduction - Take Aways TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Take Aways Our Insights

Get the media right


Use traditional media when appropriate. But go Remember the MTS brands that have made
beyond traditional media. Mobile is important, telecom ad where a mistakes in the digital age
particularly in rural India where consumers baby argues with God, and, one hopes, learned DIGITAL
use mobile extensively for entertainment and refusing to be born to parents from them. Consider how
financial transactions. Banks are linking their
financial apps with social media. Over 40 percent
who dont have Wi-Fi in their
home? That summarizes how
the eight hours a certain
airline took to respond to
Brands must harness
of e-commerce in India happens on mobile,
according to some reports.
seriously consumers take digital a tweeted lost luggage digital or be left behind
connectivity. It also suggests message exposed its
the challenge facing brands customer service failings
to either harness the power to thousands of people. Pawan Singh
of the digital age, and reach Research Executive
Brands need to be proactive
consumers creatively at each Millward Brown
Get the message right step of the purchase journey, or
with digital. As consumers
shift from awareness to
Pawan.Singh@millwardbrown.com

A film star or another celebrity may resonate be left behind by more adroit
consideration, and then
with some older consumers, but not with their competitors.
purchase, brands must harness
children. Young Indians, compared with young Old Spice offers a good digital media to create authentic
people elsewhere, are more likely to respect example of digital customer focused engagement
traditions. But young Indians reject hypocrisy. sophistication when it leverages programs. After all, the 7 Ps of
They enjoy the comedy networks that its viral videos and answers marketing now have an eighth
specialize in social criticism and they respond to fan-submitted questions. P Personalization.
communication thats smart and to the point. There are many examples of

SelfieWithDaughter campaign
Protect trust Indians have an expression
for it: chalta hai, a resigned to promote empowerment of
Indian consumers tend to be more trustful of acceptance of circumstances, girls, to a celebrity roast on
brands than consumers elsewhere. That means right or wrong. Chalta hai may YouTube gone awry, digital
brands can immediately build on trust, while in have defined our past, but it can activity is influencing public
some other markets brands first need to repair certainly not define our opinion like never
trust. Brands can get right to the fun part trying future. Empowered with before.
to delight consumers as long as they continue SOCIAL MEDIA social media, consumers
Brands need to
to merit and respect the consumers trust. have rejected chalta hai.
tread carefully, since
New consumer assertiveness When brands are too lax
and dont deliver they
one digital faux pas
challenges brands to deliver wont face apathy. Rather,
could be re-tweeted
and shared a million
theyll risk being the
times before the day
target of public outrage.
Keep moving Jasmeeta Agarwal In a hyper-connected India,
is over. While this threat
does not mean brands should
Senior Planning Director
The BrandZ India Top 50 grew 33 percent while Internet penetration may become wary of everything they
Ogilvy & Mather, Mumbai
in brand value, more than the annual growth Jasmeeta.Agarwal@ogilvy.com still be dismal, what certain do online, it certainly means that
of the Global Top 100 for every year since the Indians are doing cannot having a consistent tone of voice
BrandZ rankings began a decade ago. Seven go unrecognized. From a and quick response time would
brands dropped in ranking this year even though sarpanch, or village leader, help build brands in this post-
they increased over 20 percent in brand value. A in Haryana inspiring a viral chalta hai digital age.
key challenge for brands in India is growing fast
enough in such a fast growing market.

48 49
TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Our Insights

Brand success in todays digital AdCharades, where users Single at 25-plus is a these needs, which
world requires understanding could win free phones by taboo in India. The family include security,
how digital media is different correctly guessing the ads. EMPOWERMENT
is constantly pressuring freedom of choice,
from conventional media these singles to settle down personal care and
and how to use those
The snack brand Bingo provided
another example of creative and society perceives them affordability. For Rising singles market
DIGITAL differences advantageously.
Because digital can
engagement. In a campaign called as having a problem finding a
match. Choosing to ignore this
example, a jewelry
brand expanded
offers new opportunity
CraziestPlacesToEatBingo the
Be creative with content be more personal and
brand asked customers to submit pressure, a growing number of its line from only
interactive the possibilities
to engage consumers for creating engaging
their ideas for the most unusual
places for eating Bingo on a
empowered young people are
choosing independence over
occasion items
to include less expensive Shriya Sengupta
content are greater. Group Head Planning
crowded train, for example. The marriage, romance and even merchandise designed to enable Ogilvy & Mather, Mumbai
The Indian mobile brand then recognized the best children. young women to express their Shriya.Sengupta@ogilvy.com
Gaurav Mehta individuality.
Media Analytics Executive
manufacturer Micromax recently submission by turning the ideas Basically, theyre making a
Millward Brown demonstrated this potential. The into sketches and posting them positive commitment to long- The growing number of dating
Gaurav.Mehta@millwardbrown.com brand launched its Micromax online. term lavish singledom. Brands apps is evidence of the need for
A94 preloaded with an app that need to acknowledge this companionship without having
Its important to remember that a
incentivized users to watch ads development and outgrow to put an official seal on the
creative idea alone is not enough.
by enabling them to reduce their the idea that the family is their relationship, a development that
The content must reinforce the
phone bill with each ad watched. exclusive target audience. Brands marketers are leveraging. While
brand message in ways that are
For the launch of this phone, must also cater to the needs of this audience of young singles
relevant to the consumer and
Micromax hosted a contest - this new, financially independent is niche today, it is growing
consistent with the brands values.
audience. and brands must pursue this
opportunity by celebrating the
Some brands are taking
life choices these people make.
important first steps to address

Today on social media on social media. We


anyone able to create tagged them platinum SOCIAL MEDIA It has been a rising trend for when category
valuable content with an customers, a label usually Indian brands to expand abroad penetration for
authentic voice can gather a
significant audience, with no cost
reserved for extremely
high spenders. Some of Treat social media influencers because it yields a higher return
on investment than saturating
mosquito repellents
even in urban India is
and zero technical know-how. This
phenomenon has resulted in the
these influencers spent
only a few hundred
like high value customers the diverse and relatively low and potential for
geographically sales gains is high. Maricos
rise of the social media influencer. rupees a month, but were GOING GLOBAL dispersed Indian introduction of its Parachute Hair
capable of creating value market. Oil in Egypt, Bangladesh, South
They offer an opportunity that Mihir Karkare
brands are underleveraging.
through their reach and influence. Co-founder & VP Successful exporters leave Moreover, Indian
Africa and Vietnam is another
Social Wavelength example of how valuable Indian
Accustomed to thinking of the
lifetime value of a customer, brands
As platinum customers, these
influencers received phenomenal
Mihir.Karkare@socialwavelength.com enormous potential at home brands often have
an upper hand in
brands build international
need to compound that value by customer service. The positive presence even when theres
developing nations
the extent to which a social media messages they shared with their plenty of growth left at home.
because they face
influencer can take a (positive or audiences were worth far more Saurabh Karve
Research Associate
mostly local competition. As the Indian middle class
negative) message about the brand than the incremental increase Millward Brown Micromax has smartly entered rapidly expands and demand
to his or her network. in the service cost. Social media Saurabh.Karve@millwardbrown.com Africa and Russia and in the for products increases, the
influence is powerful. The caution process become Indias leading challenge for these successful
For one of our telecom clients we
is that brands must ensure that its smart phone brand. Indian exporters will be gearing
identified customers with potential
positive. up to serve all their potential
to reach 10,000 people or more Godrej entered Pakistan
customers, both at home and
with its Good Knight brand
abroad.

50 51
W H E T H E R I N T H E M A L L O R O N A M O B I L E A P P,

INDIANS SPEND MORE TIME SHOPPING.


Market
PART Intelligence
Part 2 | Market Intelligence - Background TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Background: Economy and Demographics

Key Facts and Figures


Amritsar

Geography
Agra
New Delhi
Land Area
(worlds seventh largest nation,
about one-third the size of the US)
Nagpur
3.1 million sq. km. /
1.2 million sq. mi
Political subdivisions
29 states and
7 territories2 Kolkata

Bhopal

Mumbai
Population
Economy GDP Per Capita
Total population Population by age1 Languages
US$ 1,499 1.25 billion Indias constitution recognizes 22
GDP 65 years and over 5.8% languages. Hindi is the official language.
(about equal to Yemen)
Over 40 percent of Indians say Hindi is
US$ 1.9 Trillion Rural population as
55-64 years 7.0% their first language (2001 census).2

(about equal to Canada) Foreign Direct Investment percent of total population 25-54 years 40.6%
(2012) Religions
15-24 years 18.1% The majority of Indians are
Hindu () or Muslim ().
GDP Rate of Growth 68% 0-14 years 28.5%
Other significantly
6.1%
(2014-15) 2
US$ 24 US$ 295.6 US$ 76.1 US$ 50.6 represented faiths 13.4%
Billion Billion Billion Billion include Christianity,
Sikhism, Buddhism 80.5%
Population below and Jainism (). 2

Ease of Doing Business the poverty line Median Age1


(on a scale of 1 to 189, 1 being the (2014 estimate)
most business friendly) (2011)
Bangalore
7.3% 134 21.9%
Hyderabad 27yrs 30.7yrs 30.7yrs 29.2yrs 37.6yrs 38.9yrs 40.4yrs
Figures from the World Bank and for 2013 unless otherwise noted. CIA World Fact Book 2014 estimate. Government of India
1 2

56 57
Part 2 | Market Intelligence - Background TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Background: Rising India

2002 2011

Indians build a modern state A train fire ignites religious violence that
leaves more than 1,000 people dead.
Indias population reaches 1.21 billion, according to
the census, an increase of 181 million people or
about the population of Nigeria in just 10 years.

on the firm foundations of 2004


Manmohan Singh becomes prime minister
2012
India hosts the fourth annual summit of the BRIC nations.

an ancient civilization in a Congress Party coalition government


called the United Progressive Alliance.
A Sikh, hes the first non-Hindu to hold
2013
Four men are sentenced to death for the
the post. Economic reform continues, gang rape of a Delhi student in 2012.
although at a slower pace because some
From its independence in 1947 through its first four decades as a sovereign state, and despite some
political parties oppose privatization. 2014
reform attempts, India functioned as a centralized highly regulated economy. By 1991, the country
Thousands die along Indias southern Bharatiya Janata Party candidate Narendra Modi is elected
was in political and economic turmoil. prime minister in a landslide victory.
coastline in tidal waves of the tsunami in
Prime Minister Rajiv Gandhi was Singh implemented economic reforms Modi presented a vision of the Indian Ocean. China President Xi Jinping visits India and announces
assassinated while campaigning for and eventually served 10 years as prime transformation, opening the country investment of $35 billion in India over five years.
reelection. The country was close to minister, from 2004 to 2014. Change to greater foreign investment and
default, unable to pay its foreign debts. happened incrementally, subject to launching programs to build a more 2006 The government announces its Make in India program,
India agreed to reform its economy the competing interests of a robust inclusive, equitable and technologically India and the US sign a nuclear encouraging foreign companies to set up manufacturing
as a condition of a bailout by the democracy. advanced society. cooperation agreement during a facilities in India.
International Monetary Fund. visit by President George W. Bush.
Frustrated with the pace of change, In 2014, with GDP growing at an annual 2015
In just 25 years, India moved from the Indians elected Bharatiya Janata Party rate of 7.5 percent, faster than any other Parliament relaxes restrictions on foreign investment in the
brink of bankruptcy to become one of candidate Narendra Modi as prime major country, the economy spiked to insurance business, raising the percentage threshold of
the worlds most dynamic markets. The minister in 2014, deposing the Indian $2 trillion. It had taken India 60 years to 2007
Pratibha Patil is elected foreign ownership to 49 percent from 26 percent.
transformation began when the India National Congress Party, which had reach $1 trillion, only seven years earlier.
National Congress party won the 1991 governed India almost continuously Indias first woman president. Prime Minister Narendra Modi visits China in an effort to
election and Prime Minister Narasimha since 1947. build trust and closer economic ties between the two giant
Rao appointed Oxford-educated neighbors with a fraught history.
economist Manmohan Singh as finance 2008
The government launches two initiatives for developing
minister. Attacks by Islamist terrorists
urban India, Smart Cities and AMRUT, Atal Mission for
kill almost 200 people across
Rejuvenation and Urban Transformation. Smart Cities
Mumbai.
2001 aims at building 100 new cities, with modern physical
1991 1998 2000
The US lifts economic India launches an unmanned and electronic infrastructure, over the next several years,
Finance Minister Manmohan India conducts underground As the new Millennium
sanctions imposed on India moon probe, Chandrayaan-1. primarily for people expected to move from rural locations.
Singh introduces reforms nuclear tests, its first since begins, Indias population
and Pakistan after nuclear AMRUT focuses on rehabilitating 500 existing cities.
that promote a market- 1974, and draws international reaches one billion.
driven-economy, more open criticism and sanctions. tests in 1998. Digital India Week highlights the governments ambitious
With India more
to both domestic and foreign connectivity initiatives for harnessing digital technology to
open to international The Indian government
investment. Singh later serves build a national electronic network, improve government
1999 engagement, US inaugurates the Golden
as prime minster for 10 years, efficiency and expand access to information.
Following optimism about President Bill Clinton Quadrilateral, a national
from 2004 to 2014.
resolving the dispute over makes an historic visit. infrastructure initiative to build
Kashmir, the decade ends over 3,600 miles of modern
with India and Pakistan in multilane highway to loop
armed conflict. inside of India and connect
its major cities. The project is
completed in 2012.

1990s 2000s 2010s


58 59
Part 2 | Market Intelligence - Background TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Background: Brand India

Brand India is
evolving rapidly,
like India itself
It potentially can be about global The strength of financial services is
common in most country markets,
the Indian people, in May 2014, voted
for a government with a transformative
the first International Day of Yoga,
established as a worldwide event by the

leadership in sustainability although it may be exaggerated in


India. The heavy presence of high value
FMCG brands distinguishes India. Two-
vision about opening the Indian market
further and creating a more prosperous
and equitable country as quickly as
UN.
Ultimately, Brand India can be
associated with a broader range of
thirds of these FMCG brands are part possible.
products. Products in India are already
of multinationals present in India for a
View an Indian street clogged with three-wheel auto rickshaws, motorcycles, luxury cars, Only in its second year, the government made by brands that are indigenous
long time, reflecting western, especially
women in colorful saris weaving through the traffic on motor scooters and, occasionally, British influence.
has already introduced many programs to India and private; brands that are
even men at the roadside prodding their water buffalos to keep up the pace. Listen to the to advance this agenda by creating new state-owned; and brands of major
These categories, and the qualities they cities with state-of-the-art infrastructure multinationals with deep roots in the
incessant tweeting of horns as drivers signal each other. Smell the aromatic spices of the represent the institutional steadiness and digital networks (Smart Cities), country. With initiatives like Make in
street vendors. of banking and dynamic marketing and by expanding education, health India, this diversity is likely to increase
of FMCG brands are the opposite care and government services more and the global influence of Brand India
This is Brand India. You can see it, hear will surpass China as the worlds most DIVERSE AND COMPLICATED aspects of Brand India. Newer aspects broadly (Digital India). Most significantly should expand.
it and smell it. Understanding it is more populous nation. The 33 percent of Brand India are suggested by the 15 for brands, the government launched
difficult. The cues that work in other year-on-year brand value increase of Brand India is already as diverse and Brand India potentially could be linked
complicated as India itself. Brand India percent contribution of the telecom a program to encourage companies
markets dont always apply to India. the BrandZ India Top 50 exceeds with the way products are made. Brand
in part reflects the countrys past as category to overall India Top 50 brand to make and sell their products in India
Sometimes what you think you see the growth rate of the Global Top 100 India could signify a particular mentality,
a 5,000 year-old-civilization that has value, and the anticipated impact of (Make in India).
isnt exactly what you get. The women for every year since the rankings were a way of living in the modern world
absorbed many cultures, has been categories that are not yet present in
in saris, for example: Are they acting launched a decade ago. the India Top 50, such as e-commerce EXPORTING AN IDEA in a meaningful and sustainable way.
in a traditional role, hurrying to shop governed by successive dynasties, and And every brand that makes a product
Understanding Brand India both for over a century was shaped by British and mobile handsets. As Brand India evolves it initially will be
for their families or are they newly in India would be influenced by the
today and tomorrow requires getting colonial rule. understood differently according to
empowered, hurrying to work at their
beyond the surface appearance and A NEW VISION Indian way of thinking and doing. Every
high tech office jobs? Or both? market. In emerging markets, India may product potentially would be produced
the superlatives to distill the essence That aspect of Brand India is apparent
The apparent chaos of the street, which continue to be the provider of reliable, more mindfully and with greater regard
The further problem of understanding of what makes India, India. And what in the combination of product
can seem like the energy trapped inside good quality, lower cost products such for the customer and also for the wider
Brand India is that its not static. Its distinguishes its products and services categories that drove the year-on-year
an atom, is that raw human potential as mobile handsets, motorcycles and community and, ultimately, the world.
changing as fast as India itself. And the from those of other nations. The Brand growth of the BrandZ India Top 50.
that exists in all countries and gets entry-level cars. In many markets, the
measurements of that change usually India of today is about the relative Financial services brands increased Brands that engage in India and take
tamed or unleashed depending on the reputation for Ayurvedic remedies
result in superlatives. Current annual presence of various product categories. 49 percent in brand value. Home and on those attributes of Brand India could
government in charge, its ideology, and other practices and products with
GDP growth of 7.5 percent outpaces The Brand India of tomorrow personal care categories followed, with become better brands, imbued with
competence and temperament. specifically Indian characteristics will
all other major economies. Indias potentially can be a powerful idea that 32 percent brand value growth. the higher purpose that consumers
persist. Millions of individuals gathered
population is expected to reach almost influences how products are made and Almost 70 years after independence, increasingly expect. This Brand India
from New Delhi to New Yorks Times
1.5 billion in about a decade when it marketed worldwide. and nearly a quarter of a century since could become one of Indias most
Square, on June 21, to participate in
economic liberalization began in 1991, influential exports.

60 61
Part 2 | Market Intelligence - Background TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Background: The Indian Dream

Free and empowered


India was reborn in the middle of the emergency that led to disillusionment perspective of ancient traditions and
past century as an independent state, about the possibility of achieving an spirituality.
following decades of struggle to gain Indian Dream.
A national dream and the personal
freedom from Great Britain. That India,
Rajiv Gandhi became prime minister dreams of a nations people can be
the successor of multiple dynasties
after his mothers assassination. In the aligned, or not. (Please see The Power
and colonial rule, is among the worlds
1980s, he attempted to restore national and Potential of the Chinese Dream

people build their


oldest civilizations and youngest
pride, advancing the notion of India as at www.brandz.com.) Americans
nations. Its also the worlds largest
a world technology leader. But at the believe that by pursuing their personal
democracy.
time he was assassinated, in 1991, Indias dreams theyre helping America
Prior to independence, the Indian economy was close to defaulting on its achieve its national dream of freedom
Dream was about winning freedom. international financial obligations. and opportunity for all. In America,

lives and the nation


With the establishment of a modern personal and national dreams
Indian state, redefining the Indian exist in harmony. In contrast, the
Dream required leadership that personal and national Chinese
could articulate not only what Dreams are slightly discordant.
Indians opposed, but also the values Both dreams extoll personal and
they espoused and how they could family wellbeing. But the national
achieve them. dream adds the government goal
of national greatness.
Jawaharlal Nehru, Indias first prime

Ancient civilization transforms


minister, spoke prophetically: (The) The personal and national dreams
future is not one of ease or resting of India seem to exist more like the
The service of India means the personal and national American

into a modern state


service of the millions who suffer. Dreams, with the national agenda
It means the ending of poverty and flowing from personal aspirations.
ignorance and disease and inequality Subsequently, the government The modern Indian state has evolved
of opportunity. loosened its control of the economy. to a time when more individuals feel
Economic and social liberalization that realizing their personal dreams is
There is not an Indian Dream in the sense that there is an American Dream, an animating That dream has been a work in
unfolded in parallel, weakening the possible. And the government intends
process. Its pursued more effectively
idea that defined the nation at its birth and continues to inspire and steer its growth. India caste system, removing barriers for to help empower them. Every personal
today than in almost any time during
was born in the Indus Valley over 5,000 years ago. Its less than 250 years since the American Indias decades as a young state
self-improvement and opening the dream realized brings India closer to
colonies won independence from Great Britain and established a democracy. possibility that how far you travel in life achieving the national dream.
struggling through political upheavals
is not completely determined by where
and violent episodes, and dealing with Prime Minister Narendra Modi, who
you begin the journey.
the practical challenges that come himself began life as a tea seller,
with nationhood and freedom. NEW POSSIBILITIES personifies the possibilities. In his view,
impoverished Indians will not be raised
EVOLUTION OF THE DREAM Liberalization made possible the up by government programs alone,
realization of a personal Indian Dream. but by themselves with help from
As a young socialist republic in the
Like the personal dreams of people business and brands and from the
1950s, the governments priorities
everywhere, the personal Indian government, as it removes barriers and
advanced a domestic agenda aimed
Dream is about achieving a good life makes opportunity more equally and
at creating greater equality and helping
for oneself and ones family. A more widely available.
people meet their basic necessities.
particularly Indian aspect of this dream
Internationally, the country remained In India today there are 1.3 billion
is its collective nature, the sense that
officially neutral during the Cold War. Narendra Modis, individuals who
individuals are responsible both for their
The 1960s opened with a border own and their familys wellbeing, along can be part of the Indian Dream.
war with China and a subsequent with the wellbeing of their extended Now, over five millennia since
change in national leadership. India family and the wider community. settlements appeared in the Indus
experienced difficult economic Valley, and almost seven decades
Theres also a national Indian Dream, since independence, Indians seek the
hardship during the decade, including
to be a modern state, prosperous and same India as Mahatma Gandhi an
food shortages that prompted mass
inclusive at home and respected and India, in which there shall be no high
migration from villages to the cities.
influential abroad; and also to be a class and low class of people, an India
The government of Prime Minister model for how to enjoy the material in which all communities shall live in
Indira Gandhi nationalized banks in benefits of the modern world and build perfect harmony Women will enjoy
the 1970s and, ultimately, consolidated a country thats confident and powerful, the same rights as men This is the
power with a two-year state of but informed and balanced by the India of my dreams.

62 63
I N A NAT ION OF SHOPK E E PE R E N T R E PR E N E U R S ,

CONSU M E R S U N DE R STA N D A N D A PPR ECI AT E BR A N DS .


Part 2 | Market Intelligence - Market Characteristics TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Market Characteristics: Consumers

Changing attitudes
will impact brands
Indian consumers are changing. That much is clear from the May 2014 election result when voters Other important changes among Indians which endorsed change, Indians may wider world rose steadily from 55
elected Bharatiya Janata Party candidate Narendra Modi as prime minister, deposing the Indian over the past three years suggest a strong feel the need for a breather after the percent in 2013 to 59 percent in 2014
desire for stability, higher regard for disruptions of the past several years. Its and 62 percent in 2015. This result
National Congress party, which had governed India almost continuously since the countrys communal over personal interests and also possible that the desire for stability also is consistent with the current
independence in 1947. greater consideration of Indias interests reflects the expansion of a middle class political climate and increased
over those of the wider world. that wants to preserve its new status. investment in building new cities and
improving infrastructure.
But how are Indian consumers When asked if theyd prefer to live in a In 2013, 49 percent of Indians agreed
changing and what do the changes society with a high degree of stability they should prioritize the interests of the Indian affluence is increasing. Analysis
mean for brand building? The Futures Indians feel empowered rather than one that embraces change wider community over their own. That by The Futures Company places India
Company examines these questions and new ideas, 61 percent of Indians number rose to 57 percent in the 2014 among countries with consumers that
Indians feel that their choices can make a difference, and their choices about chose stability in the 2015 Global Global MONITOR and 61 percent in 2015. are both willing and able to spend.
in its Global MONITOR, a perpetually personal health and healthy foods, for example, will impact brands.
updated resource for consumer and MONITOR survey, compared with 51 The concern for the collective over the Changing attitudes will influence how
social trends and insights across 24 percent a year earlier and 46 percent in individual is consistent with Indian values. and where these consumers spend
I actively take steps to improve my health regardless of whether I feel ill
countries. 2013. their money and on what brands.
The number of Indians who said that
2013 43
Especially important, The Futures +11% While the desire for stability seems theyre more inclined to put the interests
Company found that Indians today
2014 54 counter to the May 2014 election results, of India ahead of the interests of the
feel more empowered. In a notable
Extremely/very important in your personal life today: Buying only ethically produced goods
shift, almost three quarters of Indians
surveyed in 2014 agreed with the 2013 59 Indian attitudes are changing Indians are optimistic about
statement, I feel I can make a difference +15%
2014 74
to the world around me through the Indian attitudes are changing about the kind of society they finances
choices I make and the actions I take. Extremely/very important in your personal life today: Buying locally grown or made products want to live in and their responsibilities for creating that society.
Indian consumers are optimistic both about their countrys
Less than two-thirds agreed with the Stability vs. Change
2013 56 finances and their own.
statement just a year earlier.
+7% 2013 46% Country
2014 63
2014 51% 37%
I feel I can make a difference to the world around me through the choices I make and the actions I take 2015 61% 57%
% choosing stability
2013 64 % saying countrys finances are going well
+9% Community vs. Individual
2014 73 Personal
2013 49%
I suffer from stress 2014 57% 52%
2013 43 2015 61% 77%
-7% % choosing community
% saying personal finances are going well
2014 36 Global MONITOR average
India vs. World
India
Source: Global MONITOR 2014/The Futures Company
2013 55% Global MONITOR average from 24 surveyed countries.
2014 59% Source: Global MONITOR 2014/The Futures Company
2015 62%
% choosing India

Source: Global MONITOR 2014/The Futures Company

66 67
Part 2 | Market Intelligence - Market Characteristics TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Market Characteristics: Digital India

Connectivity Digital Connectivity in India

initiatives aim to Internet users


per 100 people
Active Internet
Users
Projected Internet
Users 2018

transform India
Rural
81 Urban Rural
million
300 280
15.1 45.8 269 Urban
million million

million
188 580
million million
51.6 61.4
(2013)1 (June 2015)2 3

The term Digital India Digital India is more than the sum of One of the key initiatives, called
describes a collection of its parts, however. The term Digital BharatNet, will create a fiber optic
India has brand power. It articulates network connecting 250,000 villages.
ambitious connectivity the vision of Prime Minister Narendra The scope of this project, and its Wireless Wireless E-commerce
initiatives aimed at harnessing Modi and his government to transform difficult logistics, high costs and subscriptions per subscriptions market size
the power of digital India into a modern, even model, deadline challenges, indicate both the
100 people
technology to build national

$13.5
nation using digital technology as the enormity of the governments vision Rural
electronic networks, improve primary enabler. and the difficulties in accomplishing it. 415
million

government efficiency and As an individual known for his respect The Indian government will not be 71 89 973
empower Indian citizens
with expanded access to
information, education,
for tradition, leading a nation that takes
great pride in its ancient heritage, Modi
can credibly argue for progress that
alone in advancing its grand ambition,
however. The Digital India vision
drew immediate support from the
135 153
million Urban
559
million
billion
doesnt threaten Indian civilization but United Nations when it was formally
health and other services. rather helps sustain it into the future. announced during Digital India Week (2013) 4 (April 2015) 5 (2014)6
in July 2015.
The future is arriving quickly, however,
and Modis government has much to And Digital India is expected to inspire Sources:
accomplish because India has been increased foreign and local investment Projected Social Media Users 1 International Telecommunications
a nation struggling with inadequate by industries and entrepreneurs. e-commerce Union (ITU)
infrastructure serving a population It complements and strengthens market size 2018 Urban
2 Internet and Mobile Association
Rural of India (IAMAI) estimate for active
with a wide disparity of income, the Make in India program that the 118 Internet users

$75
education and opportunity. government launched in September 25 million 3 IAMAI and The Boston Consulting
million Group, India@Digital Bharat report
2014 to encourage international
Ironically, inadequate infrastructure 4 World Bank
companies to establish manufacturing
may prove to be an advantage. It
143
billion
5 Telecom Regulatory Authority of
facilities in India. India
frees India from contending with
million 6 IAMAI and Indian Market Research
legacy systems that retard digital Bureau (IMRB)
advancement in some highly Some numbers are slightly affected
developed western nations. India can (2014)6 (2014)6 by rounding.

potentially leapfrog from infrastructure


deficiency to state-of-the-art.

68 69
Part 2 | Market Intelligence - Market Characteristics TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Market Characteristics: Digital India - Smart Cities / Internet

India plans to create Internet penetration


100 cities of the future takes off, after lagging
Soon after his election as prime minister, Narendra Modi announced one of his most ambitions
initiatives, the development of smart cities. The government intends to meet the needs of the
countrys burgeoning population and economy by creating a total of about 100 cities with well-
other countries
functioning infrastructure and services. The program envisions retrofitting existing cities with the
latest smart technology and building completely new ones.
Indian Internet users totaled 269 million in June 2015, according to the Internet and Mobile
Association of India (IAMAI). Thats almost the same number of Internet users as the US but only
Urban life has characterized the rise of about one-fifth of Indias population, which indicates the markets huge potential.
civilization for perhaps 7,000 years, since
the city of Sumer appeared in the fertile
land between the Tigris and Euphrates In fact, the number of Indian Internet
rivers. In announcing his smart cities users, which grew from just 7 million
program, Modi noted that todays rivers are in 2001, is projected to reach 580
concrete highways and tomorrows will be million in 2018, IAMAI concluded in a
optical fiber. recent report. Most significantly, the
The planned cities will be scattered composition of the new Internet users
throughout India to accommodate an will come predominantly from small
urban population thats expected to reach towns and rural India. Users will be
almost 600 million by 2030, according to older, more female and more likely to
some estimates, as the economy shifts access the Internet with a mobile device
away from its agrarian roots and cities offer and communicate in Hindi or a local
new employment opportunities. Many language.
of the smart cities will be located in the The report predicts that Indias Internet
corridor connecting Mumbai and Delhi, economy could reach $200 billion,
and some will include special economic or 5 percent of GNP, by 2020. The
zones. implications for brands across categories
The transformation of farmland and are enormous. Indias E-commerce
countryside into vast urban conurbations business is in its infancy, totaling just
with special economic zones sounds like $13.5 billion in 2014, according to IAMAI
the dynamics rapidly transforming China. and the Indian Market Research Bureau
But India isnt China. In India, democratic (IMRB).
process and competing interests make India has lagged behind much of the required for a digitally empowered expected to provide even Indias smallest
progress slower and more tedious to world in Internet penetration until now. economy, the government of India villages with greater access to online
achieve. Many factors are expected to drive launched the National Optical Fibre commerce, education, health care and
rapid Internet expansion, including Network (NOFN) in 2011, to connect government services.
In addition, Indians live in the tension
entrepreneurial activity by brands and 250,000 villages with fiber optic cable by
between modernity and tradition. Theyd The question is when the enormous
the availability of low cost smart phones. 2016.
welcome less traffic congestion and well- project will be completed. Execution
designed buildings with state-of-the-art But the greatest enabler may be the To implement the project, NOFN, now has been slower than planned and over
energy systems and flawless plumbing. But investment being made by the Indian called BharatNet, the government set up budget. In a revised and accelerated
theyre not inclined to gain these amenities government. a special agency, the Bharat Broadband schedule, BharatNet expects to rollout
by simply bulldozing over the past. To bridge Indias urban-rural divide and Network Limited (BBNL). When its optical fiber to 50,000 villages by
provide the electronic infrastructure completed, the broadband network is December 2015.
70 71
Part 2 | Market Intelligence - Market Characteristics TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Market Characteristics: E-commerce

Internet access, Leading E-commerce Brands in India

investment drive Indian Brands

exponential growth
2007 2009 2012
Flipkart began Fashionandyou Jabong.com caters
Indian e-commerce totaled Researchers expect e-commerce to The Indian governments Digital
as an online began by offering
grow 33 percent during 2015, having India project and the modernization 2010 to the fashion needs
$13.5 billion at the end of bookstore and 2007 collections from Snapdeal is an of men, women
grown over 50 percent during 2014. of India Post are expected to drive
December 2014, according IAMAI predicts that this pace of growth e-commerce growth too, as they today is a purveyor Myntra is an leading designers. online marketplace and children with a
to the Internet and Mobile will continue over the next few years, expand Internet and broadband to of products apparel specialist It has become a offering products range of footwear,
Association of India (IAMAI) and Indian e-commerce consumption remote parts the country, enabling across multiple recently acquired prominent fashion across multiple apparel, jewelry and
categories. by Flipkart. apparel brand. categories. accessories.
and the Indian Market will reach $75 billion by 2018. people to connect socially and
Research Bureau (IMRB). commercially with their mobile
The factors driving the torrid growth
devices.
rate of Indian e-commerce include
expanding Internet access and rapid The potential is enormous, as only
2007 2012
adoption of technology, especially 16 percent of Indias population
mobile devices. The rise in business was online in 2014, and only a small
confidence, which followed the proportion of that group, 14 percent
election of the current government, or about 28 million people, were
also attracted greater investment in online buyers, according to IAMAI.
e-commerce. E-commerce is increasingly attracting
customers from Tier 2 and 3 cities, Multinational Brands
Apart from the traditional online
where people have limited access to
formats of retail and lifestyle, newer
brands but high aspirations. These
online business segments such as
cities have experienced 30-to-50
classifieds, real estate, grocery and
percent increases in transactions,
healthcare received funding. Two
according to some estimates.
domestic online shopping sites
Flipkart and Snapdeal especially Increased smartphone use is
benefited from increased investment expanding Internet access. In 2013,
and the growth of e-commerce, only 5 percent of e-commerce 2005 2013 2015
although Alibaba, Amazon and eBay transactions were made with a mobile Online marketplace The US brand continues Alibaba, the Chinese
also are present in the market. device. Today, more than 13 percent giant eBay is to expand in India, online marketplace,
of all e-commerce transactions sharpening its focus on establishing ties with will begin selling in
Currently, e-commerce represents
happen via mobile. However, most the fashion and lifestyle local small businesses India during 2015, in an
a relatively small portion of Indias
mobile transactions so far are for segments in India. to improve the online arrangement with the
roughly $600 billion in total retail
entertainment, such as booking movie shopping experience. Indian online firm Paytm.
sales. But that proportion is expected
tickets and music downloads. This
to rise rapidly and retail will surpass
trend is expected to change quickly
online travel during 2016 as the
with more and more merchandise
single greatest e-commerce revenue
being ordered online.
generator, IAMAI predicts.

72 73
THEY LOOK LIKE MILLENNIALS ANYWHERE,

B U T R E S P E C T F O R T R A D I T I O N M A K E S T H E M D I F F E R E N T.
Part 2 | Market Intelligence - Market Characteristics TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Market Characteristics: Digital India - Mobile Phones / Social Media

Indian and import Rural users double


brands fight for share in only one year
in growing market The number of social media users in India reached 143 million in April 2015, according to a
report by the Internet and Mobile Association of India (IAMAI) and the Indian Market Research
Bureau (IMRB).

Total mobile phone shipments reached 257 million in 2014, according to CyberMedia Research, and Social media activity in rural India
almost 30 percent of the shipped devices were smartphones. doubled to 25 million users in just one
year, while social media activity among
the urban population continued to rise at
Factors driving growth included the While mobile phone penetration in Indian quarter-to-quarter mobile sales a steady pace, increasing 35 percent to
availability of a wide range of low- India is growing rapidly, its still lower softened for the first time ever, in the 118 million users in 2014.
price phone models, the growth of than in other BRICs. For every 100 first three months of 2015. Factors Indias top four cities Mumbai, Delhi,
online sales, an increase in mobile data people in India, 71 have a mobile influencing the sales decline included Bangalore and Hyderabad generated
consumption and aggressive expansion cellular subscription, according to the a lack of new products and a rise in almost half of the countrys urban social
of telecom networks, especially into latest World Bank data, from 2013. the import tax to favor Indian brands. media activity, the study found. And 60
remote rural areas. Total wireless Subscriptions per 100 people in Russia The tax, which more than doubled to percent of urban social media use came
subscribers reached over 973 million in total 153; Brazil, 135; and China, 89. 12.5 percent from 6 percent, effectively from college students and young men.
April 2015, according to the Telecom increased the price of imported brands.
Regulatory Authority of India. College students and young men
accounted for the majority of social
Many new players, especially Chinese media use overall, 34 percent and 27
competitors, entered the Indian mobile Leading Mobile Device Brands in India percent, respectively, followed by school
device market in 2014. Market leaders children, 12 percent. And 61 percent of all
include Samsung, the South Korean- social media users accessed the Internet
Brand Country of Origin
based brand, Indias Micromax and with a mobile device.
Karbonn, Chinas Xiaomi, and Motorola Intex India
and Microsoft (Nokia) from the US. The report also found that the three
most common social media activities,
For many Indian consumers, the Karbonn India in order of popularity, are maintaining a
mobile phone both smartphones profile, updating status and commenting
and feature phones has become their on a blog.
Lava India
second most watched screen after TV,
according to recent research. Indian Indias estimated 100 million active
consumers are expected to download Micromax India monthly users make it the second largest
nine billion apps in 2015, five times market for Facebook. Around 30 million
more than in 2012, according to a Microsoft (Nokia) US Indians reportedly use Twitter.
recent study.
Motorola US

Samsung South Korea

Xiaomi China

76 77
Part 2 | Market Intelligence - Market Characteristics TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Market Characteristics: Media Spending

Digital leads in Digital leads by far in growth rate


Digital spending increased an estimated 35 percent in 2014, and is predicted to expand by 37 percent this year. Over five years,

spending pace,
spending on digital more than tripled, while total media spending increased 47 percent.

50,000
Digital +207%
5 year %Change

but TV dominates 30,000

10,000
Bil. INR
Annual investment in digital continues to outpace all other media by far in India, although cinema
also is growing rapidly and healthy spending on TV advertising keeps it the market share leader. 500,000
Total Media
5 year %Change +47%
Total media spending in India
increased an estimated 12.7 percent 400,000
Total media spending continues to rise in 2014 to 435.5 billion rupees ($7.7
Total media spending is expected to rise by 12.6 percent in 2015 to about billion), according to GroupM, part 300,000
490.5 billion rupees ($8.7 billion), following a comparable increase in 2014. of WPP. GroupM predicts investment Bil. INR 2011 2012 2013 2014 (est.) 2015 (est.)
will continue to rise by about the Source: GroupM
TV same rate and end 2015 with total
Radio 490.5 Bil. INR
media spending of about 490.5 billion
Newspapers
Magazines
US$ $8.7 Bil.
rupees ($8.7 billion).
Spending on cinema advertising
continues to enjoy strong growth,
But TV dominates in market share
Cinema 435.5 Bil. INR TV is expected to reach almost 46 percent market share in 2015, as investment
Digital spending increased an and is predicted to increase 20
Outdoor US$ 7.7 Bil.
Retail percent in 2015 on top of a 25.4 in TV continues to grow, although not at the robust pace of digital.
386.5 Bil. INR estimated 35 percent in 2014, and is
Digital
predicted to expand by 37 percent percent rise estimated for 2014. The
US$ 6.9 Bil.
increase reflects the place of film
Outdoor & Retail Digital
351.2 Bil. INR this year. Despite the sharp growth
334.3 Bil. INR US$ 6.2 Bil. viewing in Indian culture and the 5.3% 9.5%
US$ 5.9 Bil. rate, digital still accounts for relatively
low market share, projected to be just strength of Indias film industry.
Cinema
below 10 percent in 2015. In contrast, The rise in digital, cinema and
TV is expected to reach almost 46 TV spending came primarily at 0.8%
percent market share in 2015. the expense of print, especially Magazines
Investment in TV continues to grow, magazines, with spending expected 1.5%
although not at the robust pace of to decline 4 percent in 2015 after
digital, and TV remains the screen falling 5 percent last year. Spending
viewed most by Indians, although they on all other media is expected to
are often simultaneously on a mobile increase in 2015. Radio and retail are
device viewing or texting. TV spending expected to improve 11 percent and
is estimated to increase 15.1 percent 8 percent respectively. Newspapers,
and 16.0 percent, respectively, for and out-of-home should rise more TV
2014 and 2015. modestly.
Newspapers 45.9%
2011 2012 2013 2014 (est.) 2015 (est.)
32.9%
Radio
US$ 1 = 56.375 INR Source: GroupM 4.1%
% share of media

Source: GroupM

78 79
TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Our Insights

Twenty-five million consumers doubt reward brands that


in India are differently-abled, accepted them as part of the
according to the 2011 census. mainstream culture
Yet, regrettably, most brands and communicated We Indians are famously A momo-wallah, a street
do not see these people as in ways that fostered INCLUSIVITY jugaadu. Perhaps it was the vendor selling dumplings,
a viable consumer segment. empowerment not lack of resources that we, as may double up as an
Mainstream brands show little
interest in creating specialized
dependency.
Empathy and effort wins a culture, grappled with in the
past that triggered our
insurance broker. Or you may
encounter a gaana-bharne walla,
Some brands
products or making existing
products more accessible
are leading the hearts, minds and loyalty resourcefulness and enabled a mobile friendly person wholl
change. Taco Bell us to make the best use fill your phone with the latest
or inclusive. At best, brands of what we have around. songs for INR 20 ($0.31) each,
provides menus in
view the differently-abled One such device that has downloaded from his computer.
braille. Viviana Mall in Mumbai Sheryl Roche
sympathetically and loosen Senior Account Executive presented unprecedented
is equipped with audio-tactile These resourceful people are
their purse strings for charity Ogilvy & Mather resourcefulness to us is the
labels. Inox Cinemas have wheel almost like the personification of
and CSR. Sheryl.Roche@ogilvy.com mobile phone.
chair ramps and Macbooks an app an app that simplifies
Brands could profitably serve VoiceOver feature makes the You step into a small town your life! Any jugaadu individual
differently-abled consumers. computer universally accessible. Aditi Jain
Account Planning Manager and all around you will see new with an idea and determination
But they need to understand An empathetic view and a little J. Walter Thompsom businesses that the mobile phone has embraced the mobile
their needs and desires, develop effort can go a long way in Aditi.Jain@jwt.com has created or visibly augmented. phone as a point of contact that
relevant products and discover winning the hearts and minds You can now have a missed-call doubles up as an identity a
the best touch points. Members and purchasing power of auto wallah at your disposal, an virtual address if you will. And
of this community would no differently-abled people. auto rickshaw driver who can be the mobile phone, in turn has
summoned with a missed call enabled the jugaadu person,
signal, for which the caller isnt transforming his or her idea into
charged. real opportunity.

Shopping is an unquenchable anytime and


craving for many. Online anywhere.
shopping has almost
But whether a brand Mainstream finally has across diverse genres of music
become an addiction for
operates physical or virtual stores competition in India. The (read non-tinsel town). Groups
E-COMMERCE quite a few, especially for
or both, the key challenges Internet is empowering a like AIB and TVF
those who live in major
are getting the shopper to your counterculture. You may say are ushering in not
Key tactics move consumers cities and own a smart
phone. Some satisfy the
brand and then moving the its just two tweets of fame but just a different take YOUTH
shopper along from research
from shopping to purchase thirst for shopping by
and browsing to purchasing.
actually the Internet is enabling on comedy, but are
selecting many items
Here are four simple tactics to
young talent to come into their
own and connect with young
also questioning
the norm.
Move over pop culture,
online and leaving them
Shradha Jadhav
in the cart; some also
nudge shoppers along the path
to purchase:
people across the country.
Youth brands need
India has a counterculture
Account Director
indulge in showrooming, Thanks to the Internet, to be bold enough
Millward Brown shopping a physical store but - Set frequent reminders via independent films like to walk down
Shradha.Jadhav@millwardbrown.com purchasing online. SMS: Have you forgotten any Lunchbox, Ship of this less trod counterculture Nisha Ganneri
items? Theseus and Court, path. A brand that connects
Planning Director
Physical stores across most Ogilvy & Mather
categories have taken a hit - Create buzz: Big discounts on have gained a strong with youth by embracing the Nisha.Ganneri@ogilvy.com
from the major e-commerce must-have products. following among counterculture stands to gain a
brands like Myntra, Jabong, young people. This lot. Not only will it get noticed
- Show savings: Item was this is not Bollywood. and talked about, but it also
Amazon and Flipkart, which
price, now that price, 40 Music festivals like NH7 can become the badge brand
often offer huge discounts. And
percent off. Weekender, buoyed by the that the youth likes to be
of course, online shopping has
advantages other than price, - Be generous: Give additional Internet, are expanding and associated with.
including convenience, flexibility coupon discounts with showcasing Indian talent
of shopping and researching minimum purchase.

80 81
TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Our Insights

With financial and social Empowerment


Indian consumers are years, compared
empowerment comes personal helps us gain control
increasingly involved with only 20
MEDIA responsibility. over our lives. It
in multitasking, driving percent today. More
However, urban signals change and
an unprecedented level of importantly, 88 percent
multi-screening on media. According of marketers, compared Marketers must improve EMPOWERMENT Indians seem progress, yes. But to
to be recklessly mistake empowerment for
to Millward Browns AdReaction 2014
report, Indians spend on average
with 48 percent today,
will advocate using
response to multitasking Depict responsible empowerment enjoying their entitlement can be the very
new found thing that undoes us. How
around 162 minutes and 95 minutes multiscreen. and multi-screening not mindless entitlement empowerment can brands help? Brands have
per day, respectively, accessing
While marketers are no holds barred. already begun nudging at
smartphones and laptops, and 96
aware of the need to This is seen in the the corners of social change
minutes watching TV. Additionally, Warish Jain
optimize investments for maximum indulgences and with advertising that shows
Indians multiscreen 91 minutes of Senior Research Executive Aparna Jain
impact this does not reflect in their Planning Director
over-indulgences of various same-sex couples, live-in
their 96 minutes of TV viewing time, Millward Brown
media choices. Millward Browns Warish.Jain@millwardbrown.com Ogilvy & Mather kinds, which are reflected in relationships, delayed marriages
and 39 percent of people media
CrossMedia studies of brands in India Aparna.Jain@ogilvy.com rising lifestyle diseases, drunken and other contemporary social
mesh, texting while watching a video,
suggest that while TV is an effective driving, substance abuse phenomena. Perhaps its also
for example.
medium, marketers waste precious among the youth and road rage time for brands to show that
Marketers recognize the importance resources on it by allocating money to name just a few examples. without balance, responsibility
of multiscreen campaigns, but most to campaigns delivering much higher But real empowerment will and even self-imposed
are not really investing in this area. A frequencies than optimum. The same come when we as a country restrictions, empowerment
report from the US-based Association money invested on other media could can enjoy it without abusing it. may well be pointless.
of National Advertisers predicts that have delivered a better impact on
half of all marketers will spend on brand KPIs.
multiscreen campaigns in next three

Whether consumers shop online The usual focus in this


or offline or both is totally at interaction is the product. What signifies success for circuit and posted about hidden
their discretion. They could either But the context has to be this increasingly young and gems largely unknown to the
be webrooming larger than just the product to connect virtual generation? Is it the size rest of the world. You have an
(researching products the target audience with the brand. A of the bank account or the length interesting life and your social
online before making meaningful and purposeful connection of the car? Ostentatious displays bank balance
E-COMMERCE an offline purchase) or between brand and consumer depends of success and status are a social just went up.
showrooming (viewing on relevant content. no-no, of course. No one really NEW STATUS
Everyone
Relevant content connects products in a store, but
Consumers engage only with content
likes the pics of the your new
vacations in
purpose to purchase purchasing online after
that is personally relevant to them,
sedan or your check-ins at the
international airport. Been there,
Goa on a long Social currency has become
research). Integration of weekend, but
digital devices and offline
their purpose, and their passions.
E-commerce players like Myntra, Jabong,
done that, boring.
driving there, the new measure of success
retail is happening right To the young generation, success and exploring
Nishith Srivastava and American Swan, for example, are
from product awareness, research and is not the monetary capital coastal cuisines
Director, Digital - Strategic Planning already engaging with their consumers
discussion, to product consideration and youve accumulated, its talk- on the way, gets you the real Ravi Raman Iyer
J. Walter Thompsom about fashion by creating look-books,
Nishith.Srivastava@jwt.com even advocacy. And with social platforms worthy social capital you display. social currency, measured in likes, Strategic Planner
blogger events, fashion shows and Contract
poised to become the next e-shops, the A Turkey vacation after reading hearts, shares and the number
celebrity associations. This new Raman.Iyer@contractindia.co.in
path to purchase is going to become Orhan Pamuk, capturing the of conversations you can carry
consumer desire for relevant content
more complex and intense. Byzantine mosques gives you a off. In this virtual-vicarious world,
affects purchasing behavior. Brands can
In this crowded competitive landscape, leverage evolved e-commerce platforms lot more social currency than the the corner office may no longer
e-commerce brands are aggressively and transform the traditional path to mandatory pic in front of Big Ben be the most aspirational goal. In
using all possible media touch points purchase journey to path to purpose in London. You have backpacked running to reach it, you might run
to be in front of and engage with their in this evolved world of omnichannel in Europe away from the tourist out of social currency.
target consumers on a 24/7 basis. retailing.

82 83
T I M E S E E M S T O M OV E D I F F E R E N T LY I N I N D I A ,

B O T H F O R WA R D A N D B A C K WA R D S I M U LTA N E O U S LY.
PART

Thought
Leadership
Part 3 | The India Top 50 - Thought Leadership TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Thought Leadership: Brand India

Brands need to tap


Over the years we Indians have prided ourselves on exhibiting India in a slightly storybook
light. An ancient culture of royalty, mysticism and Ayurveda are some of the labels we have
been proud to associate ourselves with.

the core strengths


In recent years a handful of Indian SOME EARLY BRAND MOVERS fundamental question: What is it that
clothing, accessories and jewelry Indian companies do well, maybe
brands have been gaining traction Nalli Silks, with branches in Singapore better than companies anywhere else
in global markets by flaunting their and California, expanded its collection in the world? When we distill the all the
Indianness to woo customers. beyond just saris to include a wide attributes that go into making products
selection of scarves and stoles. Their with Indianness, what are we left

of their Indianness
You have jewelry brands like Amrapali California store even has a tailoring with? Germany brings the world great
and Gitanjali Gems Ltd. introducing to and consultancy service within to cater engineering while China offers low
new markets traditional Indian designs to all audiences. costs. So what do Indian brands own?
like the maang tikka hair ornaments
and kamarband chains for the waist. In its stores in Italy, Mauritius, Malaysia, To succeed in our diverse country,
These designs are now being sported the UAE and other markets, Fab India Indian brands are expert in adapting
carries European sizes and avoids

for global success


on runways and red carpets. to many different cultures, traditions
fabrics that need hand washing, as and tastes. We know how to make
Even cosmetics entrepreneur Shahnaz hand washing is not common in products that cater to any kind of
Hussain relies on the same formula other markets. Styling also changes need. We could leverage this unique
with her beauty products claiming, by market and varies according to competence and stand for bespoke.
We are trying to sell a whole season, while still maintaining the core Brands going global should boast of
civilization in our jars. Indianness of fabric and overall look. their ability to adjust to the customs,
Fab India has even launched a brand requirements and usage needs of local
BEYOND INDIANNESS called Fabels, which is a western style

Beyond exotica, Indian brands


audiences. This core competence can
To compete effectively outside of line that competes with other foreign span a wide range of products and
India, however, it is not enough to labels. services.
exploit our Indianness. Relying on it

excel in customization and service


Another brand that doesnt even use The idea of going above and beyond
may not always be sustainable and will
the exotic origin route, Hidesign expectations, of providing hospitality
relegate those kinds of products to a
has a dozen stores across the world and service with a personal touch is
limited customer segment that has a
that concentrate on just delivering a something that also is deeply ingrained
transient fascination with our culture.
superior product. Although the designs in our culture. This is an Indian strength
Apart from the software industry are almost the same everywhere that brands across all categories can
where brands like Infosys, TCS and in the world, certain customization exploit by magnifying the service
Tech Mahindra have begun attracting is required to suit preferences of a aspect theyre offering to the global
global clients, other industries still have particular country. South East nations market. The quality of Indian service
a strong case to make for themselves. fancy finished and fine leather whereas will be highly valued and appreciated.
an American would go for very natural In a world where the idea of the
We need to go beyond offering just leather products. On the other hand,
cultural ideas to more commercial personal touch is slowly fading, its
our customers in the Middle East something we can own no matter
Veruschka Menon ones and we have to work hard would want aggrandized, shiny bags
to create relevance within all our what market we operate in.
Planning Director with all the razzmatazz and glamour,
Ogilvy & Mather products in other markets. What can says Dilip Kapur, founder and CEO of Indian brands already excel at
Veruschka.Menon@ogilvy.com make a brand work at home may be Hidesign. customization and adaptation, and at
totally irrelevant abroad and emotional customer service. Brands just need to
pillars that our brands stand on at ELEMENTS OF BRAND INDIA focus on developing these distinctive
Ogilvy & Mather is a leading communication network in India. home will not necessarily support strengths and communicating their
growth in other countries. For more Indian brands to succeed
The company comprises strong offerings in: advertising, long experience and expertise.
abroad we need to answer a
social media, direct marketing, data analytics, retail marketing,
rural marketing, activation, public relations and healthcare.
www.ogilvy.com

88 89
Part 3 | The India Top 50 - Thought Leadership TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Thought Leadership: Beyond Villages

Government and
In a vibrant market like India, where a whopping 73 percent of households are rural,
successful brands have a steadfast focus on reaching the last mile to ensure that their
messages resonate even in the most remote parts of the country. While FMCG behemoths
such as Hindustan Unilever have taken the lead on market segmentation, the Indian
government is not far behind. As Unilever is looking at newer geographies and consumer

brands both play


clusters to reach rural audiences, the government is now reaching deeper into India, to tiny
taluks, tehsils and mandals, the sub-divisions of villages.

This movement to empower rural India districts, providing vaccines against Other notable initiatives that have

important roles
includes a broad mix of ministries, seven deadly diseases. The program effectively reached rural India include,
multinational conglomerates, non- intends to immunize 90 percent of Oral Health Month by Colgate-
profit organizations and celebrities. infants by 2020. Only 65 percent of Palmolive (India). The initiative
Together they are advancing a wide Indian children receive complete developed after the International
range of social improvement initiatives, vaccination during their first year. Market Research Bureaus (IMRB)
ranging from health and nutrition to This leaves a substantial proportion Consumer Usage Attitude Study

reaching remote areas


education, womens empowerment, of children exposed to deadly found that a mere 2.5 percent of
and even entertainment. Many of diseases that can be prevented. This Indians visit a dentist at least once a
these initiatives have achieved best deficiency can be attributed to lack year compared to a global average
practice status, breaking conventional of information and awareness, and a of 48 percent. Colgate embarked
barriers throughout the length and level of apprehension among parents. on a universal dental coverage
breadth of the country to empower A blend of traditional media exposure project. In collaboration, the Indian

and improving lives


even those at the farthest edge. and digital communication, with Dental Association and Colgate
strong on-the-ground mobilization launched Oral Health Month. This
GOVERNMENT AND UN efforts are driving this initiative. initiative included advertising, public
SUPPORT PROGRAMS relations and on-ground activations
BRANDS PARTICIPATE ensuring consumers could get free
Recently, popular actress Priyanka
AND INNOVATE dental check-ups in more than 1,300
Chopra, in her capacity as the UN
Goodwill Ambassador, highlighted Innovation is the cornerstone when cities and towns with over 35,000
the issue of anemic adolescents in it comes to rural empowerment. participating dentists.

Innovative government and central India, in places like Bhopal in


the state of Madhya Pradesh. Although
adolescent anemia is a major public
Multinational companies are exploring
new ways to reach consumers in
remote areas of the country to
With the Indian economy growing
at a healthy pace, the writing on
the wall is clear: rural consumers

FMCG programs raise the health problem in India, this is the first
concerted effort to address it. The
government launched a program in
improve their lives in various ways.
With its award winning innovation, the
Kan Khajura Tesan, an on-demand
and rural development will help lift
the economy even higher. Brands,
companies and governments alike

standards for rural marketing 2012 and UNICEF added its support in
every Indian state and union territory,
targeting over 100 million adolescents.
mobile entertainment channel that
integrates the medium of radio with
mobile phones, Unilever reached eight
have recognized the power of
traveling deep into the rural nooks and
corners of urban India to empower
The program, implemented through million consumers in eight months. An the untapped population and recruit
schools and Anganwadis, village idea, which stemmed from the simple new consumers. In the near future, we
community centers, provides weekly insight of using mobile technologies might see consumer brands learning
dietary supplements to young school in media dark areas, has provided 700 a lesson or two about rural outreach
children. million minutes of entertainment to from the Government of India. The
rural consumers with brand messages need is large enough to benefit from
Indias Ministry of Health and Family
being heard 425 million times in a the investment and creativity of both
Welfare recently launched a routine
span of 15 months. the public and private sectors.
immunization program in 201 priority
Genesis Burson-Marsteller is a leading public relations and public
Krishna Vilasini Bharadwaj
India Practice Chair,
affairs consultancy that delivers integrated communication services
Health and Wellness to some of the best global and Indian companies. Our focus is on
Genesis Burson-Marsteller creating real measurable impact on our clients business through
Krishna.Vilasini@bm.com evidence based, ideas driven and result oriented campaigns.
www.genesisbm.in

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Part 3 | The India Top 50 - Thought Leadership TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Thought Leadership: Brand Experience

Todays thriving
The mood at the board meeting is somber. The c-suite, used to having its way - be it
double-digit growth or expanding international presence, is suddenly being upended by
two innocuous forces much closer home. The unshackled customer who will no longer be
subjected to any manufacturer-imposed restraints on how she is supposed to consume and
the naive ideologists who, unencumbered by the baggage of complacency or past successes,

brands build great


are forging new business models and questioning the creaking wisdom of how its done.

This wouldnt have been the cause Think communities like Uber, where In fact, given the customers quest for
of too many sleepless nights had drivers and customers both rate each authenticity, the role of the marketing

experiences by
the twain not met through the all- other to create self-regulation, with department should not only be to
consuming tidal wave of wondrous minimum interference by the service strengthen external perception but to
technological possibilities. That genie provider. Think mobile companies mold an internal culture that breeds
is well and truly out of the bottle and offering unlimited data with no innovation and platform thinking.
we are now living in a world where throttle and the ability for subscribers Today, more than ever, a brand is
the largest provider of hospitality to solve their own queries digitally. an embodiment of the culture that

putting the customer


accommodations doesnt own a single Think airlines allowing modular flight produces it. Or, as Peter Drucker
hotel room and the most talked about experiences such as business class elegantly put it, Culture eats strategy
public transportation company doesnt food in economy at an additional for breakfast.
own a single taxi. price or lower cost business tickets
So, to wipe the frown off the faces
if you dont want food. These are all
THE EXPERIENCE OF THE examples of platform thinking and
in the c-suite and create vaunted
growth and value for the brand,

in the drivers seat


BRAND IS THE BRAND thats the philosophy that tomorrows
marketing departments must ask
At Brand Union we have a singular power brands are acting upon today.
themselves if they are creating a
belief: The experience of the brand Here are a few more examples of how culture of platform thinking within
is the brand. Behind this is a strong the Indian customer is warming up to the company, how connected they
conviction that successful brands platform thinking. The Idea Internet are to the rest of the organization and
make a lasting imprint as a result Network (IIN) of Ideal Cellular appeals how much they manage to influence
of continual, positive moments of to young people with its clever premise the eventual customer experience.
interaction. Its the brands that build of finding freedom and empowerment While it is challenging, it is also the

Interactive, responsive and resilient coherent thought-through experiences


that are truly interactive, responsive
and, most importantly authentic.
with a mobile phone. With the
IndusInd Video Branch program bank
customers can use a mobile phone to
defining moment for the brand to be
the central organizing principle that
propels the organization forward.

brands earn customer loyalty These experiences earn love and


respect. Think of the brand as engaged
in a life-long relationship with the
connect by video with their bank brand
manager. The budget airline IndiGo
gets customers to help clean up the
Repeat after me change is not the
enemy.

customer. After wooing your partner plane so that the flight can leave on
you must then live up to his or her time. Customers have rewarded each
expectations, then embrace change of these service brands with strong
to exceed them and finally make your momentum.
partner feel part of something bigger
than a transaction. Critically, as in CHANGE IS NOT THE ENEMY
all strong relationships, power isnt Theres probably never been a more
hoarded, it is earned and it is shared. challenging time to be a marketer,
Thriving brands get this and theyre but theres also never been a more
Ambrish Chaudhry putting the customer firmly in the rewarding one. Companies that imbibe
Regional Strategy Director drivers seat. They see themselves as platform thinking inherently realize that
South and South East Asia platforms that enable the customer to its anathema for marketing to work in
Brand Union a silo from the rest of the organization.
Ambrish.Chaudhry@brandunion.com
interact with them anyway they want.
We are a global brand agency with deep expertise in brand
strategy, design, brand management and employee engagement.
A network of 500 people in 25 locations around the world, serving
every market. Founded in 1986, we are part of the WPP Group.
www.brandunion.com

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WHO THEY MARRY WILL BE THEIR CHOICE ,

I F T H E Y CHO OSE TO M A R RY AT A L L .
Part 3 | The India Top 50 - Thought Leadership TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Thought Leadership: Digital

The numbers can seem magical, if not outright overwhelming: 100 Million active monthly

The number of
Facebook users the second largest user base in the world; 30 Million Twitter users. Out of every
eight people on LinkedIn, one is from India. New platforms are exploding across the nation.
WhatsApp has massive penetration. There are reports, admittedly generous, that 200 Million
Indians are using Instagram. These are numbers straight out of the hungry fever dreams of

Indians online is
marketers and media planners.

But India is a nation of big numbers. know more about the products they buy. In fact, its already started. In recent work
We talk about India as a nation of a And, while brands are less trustworthy weve done with a client, weve explored
billion people. When we do that, were than friends and family, each brand does the power of automated, voice-navigated

enormous, but
rounding down and the remainder have a zone in which it is trusted. We phone systems. Weve encountered
that were ignoring is roughly the entire trust Apple when it comes to design, and platforms like Rocketalk, which serves
population of the USA. Against this Cadbury when it comes to joy. content and brand channels to users
backdrop of abundant humanity, digital for whom Facebook is a thing distantly
The trick, then, is to combine these
penetration numbers suddenly start to heard of.
insights, and find new (or old) ways to
look positively dainty. Certainly, when it

small if compared
deliver them to Indias mass audience. Its time for mass brands to supplement
comes to reaching young, professional,
How can we customize experiences? the megaphone of TV with the relevance
and wealthy Indians which many
How can we answer curiosity? How and personalization of digital thinking
brands want to do digital channels are
do we provide great content? How do served across practical, innovative
powerful.
we do all these things classically the channels.
Mass brands, however, cant operate realm of digital for an audience that

with the potential


in the rarefied air of the top of the isnt online?
pyramid. They have to get down into
the scrum; they have to communicate THE FUTURE, Insights for
with hundreds of millions of potential ROOTED IN THE NOW building digital
customers. So are mass brands stuck
with television in India?
Heres another big number: 900 million
mobile subscriptions (representing
impact in India
DIGITAL THINKING FOR NON- roughly 700 million mobile customers). Indias online population is
Thats a number big enough for any massive but only represents
DIGITAL CHANNELS
Brands need to supplement TV While we like to focus on the innovation,
visual appeal, and Internet culture of
mass brand. And most of those (about 85
to 90 percent depending on the source)
are feature phones. Indian feature phone
the most prosperous fraction
of the addressable consumer
universe.

with practical digital channels todays digital channels, the digital


revolution in marketing is more than the
sum of its distribution outlets. Going
users are surprisingly mature in their
usage, despite not belonging to the
smartphone ecosystems that the rest of
Television remains the favorite
platform for mass brands but
digital has forced us to fundamentally us take for granted. its only a megaphone (one-
change our thinking. Some of what way communication).
They expect to use those feature phones
weve learned is new(ish): Just because Indias masses
for banking, texting, checking the
Your brand belongs to consumers, weather, listening to music, watching arent online doesnt mean they
not to you (because theyre much videos, and, yes, interacting with brands. arent learning digital habits.
better at informing each other In the poorest areas of India, where even The key elements of digital
about it than you are at radio can be a challenge, automated thinking personalization,
informing them). hotlines (Interactive Voice Response) content, and information
have provided consumers with music delivered against intent dont
Consumers create ephemeral
Ashwath Ganesan interspersed with brand messaging. require digital channels.
VP and Head of Planning OgilvyOne Worldwide is the worlds leading Customer Engagement art (ie. content trends) much more
Ogilvy One Worldwide Agency, as ranked by Forrester Research, Inc. Our core promise to effectively than brands do. There will be a time when the majority Brands need to innovate
Ashwath.Ganesan@ogilvy.com clients is to help them unlock the full value of customers. We do this by of Indians are online. But why wait? down the pyramid, not just
Attention has become a scarce,
turning big ideas and data into personal experiences to help our clients Successful mass brands in Indias up, leveraging practical
and thus nearly priceless resource.
win more customers and make them more valuable. OgilvyOne India next handful of years will be the technologies to reach their
Context, more than content, is king.
has been named No.1 Digital Agency in India; it has also earned the ones that capture the spirit of digital consumers on a more
title of 5th Smartest Digital Agency Worldwide by WARC100.. On the other hand, a lot of what weve individualization, content delivery, personal level.
learned is actually quite old. It turns out information matched against intent
www.ogilvyone.com that customers like being treated as and apply it across practical channels like
individuals. They are curious, and want to SMS and IVR systems.

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Part 3 | The India Top 50 - Thought Leadership TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Thought Leadership: E-commerce

E-commerce is
In the past decade, Indias population has crossed 1.25 billion. The 356 million youth aged 10-
to-24 make India the youngest nation in the world. Indian youth are coming of age at a time
when Internet and mobile technology are taking their biggest leaps yet. However, growing
evidence points to the capabilities of digital media going beyond building brand awareness
and advocacy and taking concrete steps towards driving sales.

growing rapidly, According to the latest report by


the Internet and Mobile Association
of India (IAMAI) and the Indian
India was about INR 2000 ($31.50),
rural was not far behind averaging at
INR 1400 ($22.10) per ticket. While the
With 154,866 offices and 466,903
employees, India Post has emerged as
the unlikeliest hero to turn Rural India to

overcoming barriers to
Market Research Bureau (IMRB), the potential for growth of e-commerce in Digital India. With 90 percent of all post
e-commerce industry in India reached rural markets exists, there are two key offices located in rural areas and with
a value of INR 81,525 crores (USD hindrances for growth: each office being able to serve 21.2
$13.5 Billion) in 2014. However the real square kilometres (8.2 square miles),
1. Delivery options: A geographically
story was online retail, which reached India Post almost seems like a tailor-
vast rural India is spread out among
$3.7 billion in 2014, a 60 percent made solution for e-tailers
small cities, towns, townships

reaching consumers in
increase over 2013. in India.
and villages.
Most e-tailing players in India have Several e-commerce players like
2. Payment mechanisms: E-commerce
latched on to offering large scale Snapdeal, Flipkart, and Naaptol have
for urban customers with access
discounts as a quick and effective already partnered with India Post. An
to Internet banking payment is
means of attracting new shoppers official statement by a government
just a matter of a few taps on the
to their sites. Massive online flash official mentioned that India Post

rural areas
phone, however a majority of rural
sales have become the norm. The collected over INR 280 crores ($44.4
India would depend on the COD
benchmark of the flash sales was million) from customers and remitted
(Cash on Delivery) system.
set last year around Diwali when the these funds to e-commerce firms as
top three players Amazon, Flipkart CREATIVE SOLUTIONS part of their COD solutions.
and Snapdeal spent about INR 200
The current hindrances faced by Besides its wide network, India Post
crores ($10.6 million) to attract festive
the e-commerce Industry are small has another dormant asset that can
shoppers through advertising. The Big
when compared with the potential revive due to e-commerce. This is its
Billion Day sale by Flipkart recorded
cash handling services, which include

Leading brands and India Post partner a Gross Merchandise Value (GMV) of for growth. Various online retailers are
finding inspiring solutions to establish competencies like core banking
INR 600 crores ($31.8 million) sold in
presence in areas that have low Internet services, money transfers and postal
10 hours with Snapdeal recording a
account systems. Forward thinking

on delivery and payment innovations GMV of INR 1 crore ($160 million) every penetration.
e-tailers are already exploring setting
minute as well on the same day. For example, Snapdeal recently up e-commerce kiosks inside post
E-commerce is experiencing its partnered with FINO Paytech, a offices, while other entrepreneurs have
newest growth from Tier 2 and company that stands for financial managed to convince India Post to set
Tier 3 cities in India. This growth is inclusion of all sectors. Through this up booking counters on their premises.
unsurprising as people here have partnership kiosks are being planned
in 70,000 rural areas by the end of While, business, delivery and payment
limited access to brands but high
this year. These kiosks will be manned models are being tried and tested, a
aspirations. According to several
by village level entrepreneurs and will digitalized India is ready to trigger an
e-tailers these cities have seen a 30-to-
serve as order and delivery centers. The explosion of e-commerce in India. It
50 percent rise in transactions.
potential of these offline kiosks also wont be long till we get back our (now
A pilot project run by Snapdeal into the extends into low-income households in nostalgic) sense of excitement upon
rural market revealed that while the slums in all the major metros. seeing that khaki clad postman smiling
Ajay Tawde average ticket size of purchase in urban at the door.
Group Head, Planning OgilvyOne Worldwide is the worlds leading Customer Engagement
OgilvyOne Worldwide Agency, as ranked by Forrester Research, Inc. Our core promise to
Ajay.Tawde@ogilvy.com clients is to help them unlock the full value of customers. We do this by
turning big ideas and data into personal experiences to help our clients
win more customers and make them more valuable. OgilvyOne India
has been named No.1 Digital Agency in India; it has also earned the title
of 5th Smartest Digital Agency Worldwide by WARC100..
www.ogilvyone.com

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Part 3 | The India Top 50 - Thought Leadership TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Thought Leadership: Empowerment

Women leverage their


As brands attempt to succeed in the vast and complicated Indian market, its important to
consider the views of someone who is in many households fondly called the finance minister.
In a traditional Indian family, the lady of the house is given a monthly budget, which she is
responsible for prudently stretching across essentials (items replenished every month), value

household decision-
adds (premium food products for the children, for example), occasional indulgences (such as
beauty care) and gifts (the festive season must-haves).

Women adopt savvy strategies to EXPANDED DECISION MAKING Imagine for a moment that you were

making experience
manage their household finances given $350 (in local currency) what
smoothly. Many of these strategies Women believe they are the decision would you do with it? Generally,
are discreet and important for makers across a range of products, Asian women would invest the money
brands to understand and take into the J. Walter Thompson survey found. or save it for a rainy day.
consideration. To mention just three: We asked, In your household, who
would make the final decision about But the story does not stop at saving

to pursue new family


1. Women have a secret pocket which product or service you were and sacrifice. There is another chapter.
or hiding place where they save going to buy/use? And 70 percent of There is a new and refreshingly bold
money for personal needs or women replied that they would be the articulation of financial aspiration
family emergencies. decision-maker for these products and among Asian women. Over 40
services: home appliances, mobile percent of women have larger goals
2. They keep an ear to the ground to
phones and smartphones, and bank like financial independence, career
extract value when prices rise.

and personal goals


accounts. advancement, and international travel.
Instead of buying vegetables
Half the women in Indonesia want to
from the nearby vendor, for Over half of the women indicated that open their own business!
example, theyll shift to buying from theyd be the primary decision maker
the wholesale market, or mandi, for life insurance and travel purchases. When asked, What was the most
which sells cheaper produce but at In China and Indonesia the figure is expensive item you purchased for
a faraway location higher, over 70 percent. yourself? women answered: jewelry,
cars, laptops, and smartphones; with
3. Women will collaborate to gain The expanded decision making role is average spending of $656 in India,
economies of scale by buying

Brands need to respect and connect


linked to easier access to information $880 in Indonesia and $967 in China.
bulk quantities of high quality farm and being better informed. Our survey
fresh staples like rice, wheat, lentils revealed that over 55 percent of In sum, the household finance
and oil and sharing across five or women across Asia do pre-purchase minister is better informed today and

with this new empowered spirit six households.


As women become more empowered,
research using a variety of digital and
non-digital resources. The top five
resources are: search engines (like
more empowered. Shes applying her
prudent family budgeting, investment
and saving strategies to personal
theyre adapting these savvy
Google), recommendations from financial goals and purchases. As
household management strategies
friends/ family/ colleagues, price the J. Walter Thompson Future 100
to more aspects of their lives. And
comparison websites, brand/company report concludes, Feminism is being
interestingly, we notice that in their
websites and advertising. In-store rebooted in the digital era across all
new manifestations, the strategies
demonstrations and product sampling generations, with a newly collaborative,
are no longer discreet and covert, but
also contribute to decision-making. open and empowered spirit.
refreshingly candid, according to the
J. Walter Thompson Sonar Survey on NEW ASPIRATIONS Brand initiatives need to connect
What Women Want, which examined with this spirit and champion these
the attitudes of middle class Indian, As women adapt their household now overt financial goals. Brands that
Shaziya Khan Chinese and Indonesian women ages budget strategies outside the home, provide savvy and timely enablers
VP and Executive Planning Director they retain the prudence that
J. Walter Thompson J. Walter Thompson is South Asias leading and most admired 20-to-45. so that these goals can be realized
characterized their management will forge a life-long connection with
Shaziya.Khan@jwt.com marketing communications agency that offers a truly integrated
of household budgets. We asked, women audiences.
network across South Asia. It provides powerful 360 degree total
communication solutions to its clients across India through:
Mainstream advertising, Hungama Digital Services, Social Wavelength,
Encompass, Thompson Social and J. Walter Thompson Rural.
www.jwt.com/india

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Part 3 | The India Top 50 - Thought Leadership TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Thought Leadership: Masculinity

Indian men struggle


Traditionally, the Indian male was celebrated as a hero. Being the breadwinner and the
sole decision maker, he was the dream child of the ideal Indian household. Initiated into
manhood by his father, the Indian male earned the rights of passage through a male and wore
masculinity like a crown. Symbols of masculinity, like chest hair, beard and aggression were
accessories for the Indian male who ruled on his own terms through the mid 90s. However,

as empowerment
the classical definition of masculinity has undergone a sea change with the disruption of
Indian society that accompanied economic liberalization. As women become independent
and the social power balance equalizes, men are different.

of women impacts
The rise of the metro sexual man was becoming important for men as sidekick. Within this tension between
perhaps the first sign of changing Indian procedures like rhinoplasty, body the old definition of masculinity
masculinity. Receiving the rights of contouring and hair restoration gain and anxieties surrounding the new
passage from mothers rather than from traction. Besides cosmetic treatments, definition, brands are looking for
fathers, members of this generation men are also now discovering salons ways to help clarify the meaning of
of men were more open to their and spas. Pampering oneself and manhood and provide appropriate

ideals of masculinity
feminine sides. They exercise proper beauty binging, once a territory for product and messages. Some brands,
grooming and exhibit sensitivity, ideas women, has competition from men, like Raymond, the apparel maker, have
unknown to the stereotypical Indian who can now opt for exotic facials, hair adjusted their messages to fit the new
man. Luxs commercial of Indian movie spas and pedicures. definition of masculinity. Similarly, in the
star Shahrukh Khan bathing himself in clever Women Against Lazy Stubble
The idea of the beautiful man is quite
flower petals set the stepping stone for campaign, Gillette engages women
a transition from the times of tall,
the booming male grooming market. to persuade their men to shave more
dark and handsome and has changed
Male grooming has moved beyond often. Brands like Garnier Men, Fair &
male imagery. Masculinity in todays

Brands adjust products and messages the essentials of shaving and after
shaves and has rapidly moved into
oil control face wash, skin lightening
time is no longer about the rigid rules
of the alpha male. The modern Indian
male is sensitive and prone to show
Handsome and Nivea Men also design
products and messages around the
new definition of Indian masculinity.

for booming market opportunity


creams and body washes. Men today
his emotions. Crying, in earlier times A few brands also see the flip side to
have a personal preference when it
considered a sign of weakness for men, this increasing pressure on the Indian
comes to personal grooming and
is now being accepted and promoted in male to be a man. With the recent shift
the market today is flooded with a
our society. As more women become in power and position, men are feeling
multitude of grooming options. There
bread earners and challenge the more vulnerable than ever before.
is an increasing desire among men
gender equation in India, the classical Cast into a new social role, they find
to look good, and while brands are
role of the Indian male comes under the shift hard to take and hence are
doing a good job of satisfying the
the scanner. The rise of femvertising, leading unsettled lives, trying to find
need, multiple avenues have opened
advertising that empowers women, and their personal identity in the tension
up for the beauty conscious man.
successful female centric Bollywood between the old and new ideals of
The rise in cosmetic procedures for
movies further questions the set masculinity. Many feel dominated by
men is testimony to this change.
definition of the Indian male. With women and are searching within for
Contrary to the popular belief that only
Aakriti Goel the rise of househusbands and stay- the lost codes of masculinity. It is no
women would go to any extent to look
Senior Planning Manager at-home dads, masculinity is being surprise that biker clubs continue to
Grey
beautiful, the last few years have seen a
challenged by our society at multiple thrive, as well as physically exhausting
Aakriti.Goel@grey.com boom in mens aesthetic surgery.
levels. contact sports like football and even
A GLOBAL TREND the ancient game Kabaddi. There is
BRANDS ADJUST TO CHANGE an immense opportunity for brands
The changes in India mirror a global to understand the sensibilities of the
The old definition of masculinity has
trend. According to American Society Indian man struggling to define what it
given way to a new definition. In the
of Aesthetic Plastic Surgery, the number means to be a self-confident male in a
view of some, this new man is not only
of men seeking cosmetic procedures society where the playing field includes
well groomed but also well behaved
GREY group ranks among the largest global communications almost doubled between 1997 and men and women engaging
and in danger of being reduced to a
companies. Under the banner of GREY Famously Effective Since 2013. Looking good is increasingly as equals.
1917, the agency serves a blue-chip client roster of many of the
worlds best known companies.
www.grey.com

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Part 3 | The India Top 50 - Thought Leadership TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Thought Leadership: Empowerment

More Indian
Roughly one year ago, a little Hindi film called Queen brought us face to face with a
phenomenon that defines todays contemporary urban Indian woman. The main characters
journey of self-discovery, her desire for personal fulfillment and courage to challenge
traditional society, has important implications for brands.

women today take The film tells the story of a young, nave
girl who travels to Europe alone after
being jilted at the altar and, in the process,
transforms into an independent, self-
sufficient woman. However, the most
1. Theres no need for a man in the
journey of self-discovery
Who needs a man to go anywhere? In
fact, who needs anyone? More than
flustering. And what makes it all special
is that she does all of that without
becoming a different person just
a more confident, assured version
of herself.

journeys seeking
the destination, the key aspect here is
remarkable thing present in this journey,
the company of oneself. Interestingly, MARKETING IMPLICATIONS
interestingly, is a critical absence: Queen
the objectives behind the solitary
has no king. Not even a prince. Only a The implications for the travel industry
confinement that prisons impose
knave, and a pale one at that. are broad: be it travel companies, security
and the solitary expeditions we go
You may ask why this is important. on are similar: to use the time and apps or even information-providing travel

self-discovery and
Well, examine the context: in a country focus that solitude brings to explore apps. Mainstream, non-travel brands
ostensibly entering a golden era, the self. Having the support (or the too are exploring this phenomenon.
discussions of how skewed this nation distraction) of a man not only hampers We saw glimpses of this in the Levis Go
is against women (societally, culturally, the process, but brings in another Forth campaign about empowering
politically and even economically) are contender to share the credit for your young people. Examples of these
commonplace. The national capital has growth. journeys appear in commercials from

greater fulfillment
unofficially been declared unsafe for brands like Maggi, Vodafone, Nikon and
2. Its not outward rebellion, just Woodland shoes. And theres the ad for
women. Gender ratios in education and
gentle negotiation for respect and Titan watches where a young woman,
employment are ridiculously lopsided.
self-identity unperturbed by her boyfriend ditching
And yet, within this everyday quagmire,
the modern Indian woman has quietly, Gaining independence, confidence her, sets out on a girl trip with her mom.
imperceptibly, but exhilaratingly decided or self-awareness is rarely about big, Going forward, a great shift in focus is
to reclaim hegemony on the one thing grandiose moments for all the world required from brands. Until now, brands
that matters most to her: herself. Queen to see. However, that doesnt mean it is talking to women have focused on

Brands need to understand this quest


depicts this in a simple and clear way not significant. In reality, the narratives the external relationships, and external
and becomes one of the most important of such transformations are comprised gratifications: becoming a better
films in recent Indian cinema. of small, intimate moments, but they daughter, wife, mother or housewife.

or they probably will be left behind


mean the world to the people who Perhaps now its time that brands started
Increasingly, women are traveling to be
matter most ourselves. focusing on the most integral, internal
with themselves, where the physical
journey is both an outward manifestation 3. Theres no instant personality relationship she has with herself.
of and an aid to an inward journey. overhaul, just a gradual assertion The ultimate gratification conventionally
Women are just picking up their bags, of the self is the happy outcome that results from
laptops and cameras and embarking building strong external relationships.
By the end of Queen it is undeniable
to destinations with varying degrees of Queen is almost a study in the opposite
that the protagonist Rani has changed.
exotica and quaintness, all the way from how an unfortunate outcome of an
However, it is not a drastic personality
Dharamshala to Cambodia. There are external relationship led to a far stronger
overhaul she remains the same
only two conditions there should be no internal relationship and it depicts how
person she was in scene one. Her
boredom, and there should be strongly this nonconventional thought
characteristics, idiosyncrasies and
no companion. connects with the modern urban
quirks do not undergo any major
Siddhant Lahiri This is not a result of wanderlust, per se. transformations. After all, going on Indian woman.
Regional Account Planning Director
J. Walter Thompson is South Asias leading and most admired The need for exploration and adventure such journeys only to change as Clearly, self-discovery (and traveling
J. Walter Thompson
Siddhant.Lahiri@jwt.com marketing communications agency that offers a truly integrated here trumps the need to simply travel. For a person would be defeating the to attain it), is becoming increasingly
network across South Asia. It provides powerful 360 degree total the geographical journey itself, ultimately, purpose. The idea is to become what passionate topics for women. Today,
communication solutions to its clients across India through: is secondary the real journey lies within. you are, inhabit what is more-or-less any brand that talks to women must not
Mainstream advertising, Hungama Digital Services, Social Wavelength, This is a relatively new trend and while your current personality, only more ignore the process or the importance of
Encompass, Thompson Social and J. Walter Thompson Rural. in its infancy when it comes to its pop fully. Over time, Rani too comes into self-discovery (and possibly a journey as
culture depiction, it is already apparent full bloom, gaining confidence and its physical manifestation). Like they say,
www.jwt.com/india that there are three major aspects that maturity and an ability to handle sometimes you have to go far to come
define this new trend: everybody her parents, her ex-fianc closer to yourself.
and his parents without fear or
104 105
INDIANS ARE RISING INTO THE MIDDLE CLASS,

B U T S O M E M O R E Q U I C K LY T H A N O T H E R S .
TheIndia
Top

PART
Part 4 | The India Top 50 - The India Top 50 Ranking TOP 50 MOST VALUABLE INDIAN BRANDS 2015

BrandZ Top 50 Most Valuable BrandZ Top 50 Most Valuable


Indian Brands 2015 Indian Brands 2015
Brand Value Brand Value Brand Value % Rank Brand Brand Value Brand Value Brand Value % Rank Brand
Brand Category 2015 $M 2014 $M change 2015 change Contribution Brand Category 2015 $M 2014 $M change 2015 change Contribution
vs. 2014 vs. 2014

1 Banks 12,577 9,425 33% 0 3 26 Personal Care 1,070 742 44% 2 3

2 Telecom Providers 11,039 8,217 34% 0 2 27 Surf Excel Home Care 1,041 778 34% -2 5

3 Banks 9,374 6,828 37% 0 4 28 Brooke Bond Soft Drinks 904 641 41% 1 4

4 Banks 5,122 3,536 45% 0 3 29 Food and Dairy 816 754 8% -2 2

5 Paints 3,867 2,812 38% 1 4 30 Food and Dairy 770 1,127 -32% -12 4

6 Automobiles 3,345 3,034 10% -1 3 31 Personal Care 759 511 49% 4 3

7 Automobiles 2,907 2,164 34% 0 2 32 Banks 712 570 25% -2 3

8 Banks 2,494 NEW ENTRY 2 33 Personal Care 704 520 35% 1 3

9 Banks 2,394 1,721 39% 0 1 34 Personal Care 654 491 33% 2 3

10 Automobiles 2,318 1,510 54% 1 2 35 Paints 648 451 44% 2 5

11 Telecom Providers 1,981 1,882 5% -3 1 36 Banks 645 NEW ENTRY 2

12 Lubricants 1,773 1,264 40% 3 5 37 MRF Tires 630 NEW ENTRY 4

13 Banks 1,542 1,059 46% 6 3 38 Food and Dairy 598 450 33% 0 4

14 McDowells Alcohol 1,516 1,395 9% -1 4 39 Banks 532 416 28% 0 3

15 Food and Dairy 1,498 1,228 22% 1 2 40 Insurance 531 367 45% 2 2

16 Indian Oil Motor Fuels 1,436 1,498 -4% -4 3 41 Automobiles 520 569 -8% -10 1

17 Kingfisher Alcohol 1,374 1,345 2% -3 3 42 Insurance 518 372 39% -1 2

18 Automobiles 1,304 1,196 9% -1 2 43 Bagpiper Alcohol 517 552 -6% -11 2

19 Active Wheel Home Care 1,301 982 32% 2 3 44 Personal Care 502 297 69% 2 5

20 Food and Dairy 1,263 879 44% 4 3 45 Hindustan Petroleum Motor Fuels 489 539 -9% -12 3

21 Jewelry 1,240 880 41% 2 3 46 Banks 469 273 72% 1 2

22 Banks 1,230 764 61% 4 2 47 Food and Dairy 468 328 43% -4 3

23 Telecom Providers 1,224 1,636 -25% -13 1 48 Rin Home Care 418 302 38% -4 4

24 Food and Dairy 1,217 1,018 20% -4 4 49 Bharat Petroleum Motor Fuels 409 393 4% -9 2

25 Personal Care 1,177 907 30% -3 1 50 Automobiles 403 NEW ENTRY 1

*The Brand Value of Indian Oil, HP and Bharat Petroleum includes only their retail business *The Brand Value of Indian Oil, HP and Bharat Petroleum includes only their retail business
Source: Millward Brown (including data from BrandZ and Bloomberg) Source: Millward Brown (including data from BrandZ and Bloomberg)
Brand Contribution measures the influence of brand alone on financial value, on a scale of 1 to 5, 5 highest Brand Contribution measures the influence of brand alone on financial value, on a scale of 1 to 5, 5 highest

110 111
Part 4 | The India Top 50 - BrandZ Analysis TOP 50 MOST VALUABLE INDIAN BRANDS 2015

BrandZ Analysis: Overview

India Top 50 score


well in brand
equity metrics
The BrandZ India Top The India Top 50 and Global Top 50 than for brands in the India ranking. With
50 brands are generally diverged somewhat in three BrandZ more limited brand building experience,
measurements of competitive advantage brands in India overall have been less India Top 50 and Global Top 50 are ... And diverge in metrics of
comparable to Global Top
50 in all of the BrandZ
that are driven by strong brand equity effective in leveraging their strong comparable in brand equity metrics competitive advantage
Brand Premium, Brand Power and Brand Premium and Brand Power scores in
metrics that comprise Potential. ways that assure future success. India brands are generally comparable to global brands in all of Indian and global brands diverge somewhat in three BrandZ
brand equity Meaningful, the BrandZ metrics that comprise brand equity. measurements of competitive advantage.
Brands in the India and global rankings An analysis of the BrandZ Top 100
Different and Salient. are roughly equal in their ability to Most Valuable Global Brands over
command a Premium, which means the past 10 years revealed a group Different Meaningful Salient Premium Power Potential
that on average Indian brands have of success drivers, including Brand
been able to demonstrate that they are
Different in some Meaningful way from
Purpose, Brand Proposition, Innovation
and Love. These drivers also present
122 119 130 111 186 105
their competition. challenges to the future success of
brands in India.
In Brand Power, a measurement of a
brands ability to win sales and market Finally, a story about RepZ, a BrandZ Different Meaningful Salient Premium Power Potential
share, the India Top 50 significantly measurement of corporate and brand
outscored the Global Top 50, reflecting reputation, analyzes reputation in India. 120 121 131 112 229 101
the Salience, or top-of-mind awareness, Important worldwide because of the
that the India Top 50 enjoy in India. In erosion of consumer trust in brands
100 is an average score; 105 and above is a good score 100 is an average score; 105 and above is a good score
contrast, the scores for global brands and large institutions, reputation is an
are averaged across the many country especially relevant topic in India. Indian Source: BrandZ / Millward Brown Source: BrandZ / Millward Brown
markets in which they compete. consumers expect brands to participate Based on the BrandZ India Top 50 and Global Top 50 Based on the BrandZ India Top 50 and Global Top 50
in the national effort to build a more
The multi-market presence can work to
prosperous and equitable society.
the advantage of global brands because
Brands in India generate higher trust
it adds brand building experience that
than brands worldwide. Similarly, the
helps drive the Potential score, which is
India Top 50 brands scored well in RepZ,
somewhat higher for the global brands
although theres room for improvement.

112 113
Part 4 | The India Top 50 - BrandZ Analysis TOP 50 MOST VALUABLE INDIAN BRANDS 2015

BrandZ Analysis: Definitions BrandZ Analysis: Different

Unique methodology India and Global Top


assesses brand equity 50 match in being
and competitive perceived as Different
possibilities The BrandZ India Top 50 brands scored 120 in being Different compared with a score of 122 for
the BrandZ Global Top 50, indicating that brands in the India ranking are comparable to the
global brands in the Different metric.
Different, the perception that a brand is that brands viewed as most Different leaders. The leading brands from
BrandZ measures brand equity with three primary metrics that assess how consumers view unique or trendsetting, is an important grew 124 percent in Brand Value over India in Different, and their scores, are
brands as Different (unique or trend setting), Meaningful (meeting needs and inspiring love) and driver of brand value and Premium, a decade, while brands viewed as less Kingfisher beer (201), State Bank of
the consumers willingness to pay for Different increased only 24 percent. India (182) and McDowells, an alcohol
Salient (being top of mind).
perceived uniqueness and consequently brand (174). Leading the global brands
Some of the India Top 50 brands
Combinations of these metrics improve the brands profit margin. in Different are Apple (238), IKEA (218)
substantially surpassed the average
drive three attributes that produce and Pampers (179).
A recent analysis of the BrandZ Top Different score, however they did
competitive advantage: Brand Premium BrandZ key brand equity metrics 100 Most Valuable Global Brands found not match the top scoring global
(the consumer willingness to pay BrandZ measures brand equity with three primary metrics. Combinations of these
more for perceived value, which yields metrics drive three attributes that produce competitive advantage. This multi-faceted
a higher margin) Brand Power (the consumer view of brands results in Brand Contribution, which is the influence of
consumer predisposition to choose a brand alone, excluding any other factors, on future earnings BRAND Different: India and Global Top 50 are comparable
brand and drive sales volume) and Brand
Potential (the sustainability of Brand IMPLICATIONS The India and Global Top 50 are comparable in being perceived as Different. The
BrandZ Indian Top 50 brands scored 120 in Different compared with a score of 122
Premium and Brand Power over time). BRAND for the BrandZ Global Top 50.
Its an unusual accomplishment
This multi-faceted consumer view of PREMIUM for a financial institution, like
Unique/
brands results in Brand Contribution,
Set Trends DIFFERENT Mainly DIFFERENT & State Bank of India, to achieve Average Difference Top 3 Brands
MEANINGFUL a high Different score. The
the consumer- centric and validated
proportion of sales and margin directly presence of two alcohol brands,
attributed to the brand alone excluding Meet Needs/
BRAND BRAND Kingfisher and McDowells,
MEANINGFUL
all other factors. Love POWER
Mainly MEANINGFUL
CONTRIBUTION indicates the importance of
being special in your category.
122
All these metrics are derived from & SALIENT
These successes suggest that 238 218 179
the unique and proprietary BrandZ (Unaided)
SALIENT in most categories brands
database, the worlds largest consumer-
Top of Mind BRAND from India have an opportunity
focused source of brand equity POTENTIAL to strengthen competitive
knowledge and insight. The BrandZ
database covers 100,000 brands in
A Mix
advantage by being Different. 120
400 categories across 50 country and
201 182 174
regional markets. Perpetually updated,
Source: BrandZ / Millward Brown
the database includes more than three 100 is an average score; 105 and above is a good score
million consumers and yields over 4.5
Source: BrandZ / Millward Brown / Based on the BrandZ India Top 50 and Global Top 50
billion data points.

114 115
Part 4 | The India Top 50 - BrandZ Analysis TOP 50 MOST VALUABLE INDIAN BRANDS 2015

BrandZ Analysis: Meaningful BrandZ Analysis: Salient

India Top 50 brands India Top 50 match


outscore global global brands in
leaders in being being Salient
seen as Meaningful Brands in India are comparable to global brands in being Salient. The India Top 50 achieved an
average Salient score of 131 compared with a score of 130 for the Global Top 50. Salient
(being well known and top-of-mind) drives sales volume and market share.
The strong Salient score for the India Salient: Coca-Cola (248), McDonalds
Meaningful (meeting needs Top 50 reflects strength in the Indian (228) and Facebook (195). The India
and inspiring love) is an market. The India Top 50 leaders in Top 50 Salient scores are based on BRAND
Meaningful: Brands in India score higher than global
important component of
The BrandZ India Top 50 scored marginally higher in Meaningful than the BrandZ
Salient and their scores are: Fair & Lovely,
a personal care brand (246), Colgate
consumer responses in India. The
global scores include consumer
IMPLICATIONS
both Premium (willingness to (245) and the lubricant Castrol (236). responses in all the countries where The strong Salient scores for
Global Top 50 (121 compared with 119). And the top three brands from India
pay more) and Brand Power outscored the global leaders by a wide margin. these brands compete. brands in India indicate that,
These scores are comparable to, or
(disposition to choose a brand, whether theyre based in India or
Average Top 3 Brands exceed, the scores of global leaders in
which drives sales volume and part of a multinational, theyve
market share). Meaningful done a good job establishing
themselves in the minds of
Salient: India and Global Top 50 comparable Indian consumers.
The BrandZ India Top 50 scored
marginally higher in Meaningful than
119 Brands in India are comparable to global brands in being Salient. Specific India Top 50 India Top 50 brands planning
the Global Top 50 (121 compared with 166 164 160 brands scored especially well in Salient because theyve done a good job establishing to expand overseas will need
119). And the top three Indian leaders in themselves in the minds of Indian consumers. BrandZ Indian Top 50 brands scored to invest to establish similar
Meaningful scored substantially higher 120 in Different compared with a score of 122 for the BrandZ Global Top 50. Salient strength internationally.
than the global leaders. Multinational brands planning
Indian personal care brand Fair & Lovely 121 to enter India need to anticipate
that established brands in India
scored highest in Meaningful (206), Average Salient Top 3 Brands
206 203 201 often occupy a secure place in
followed by Kingfisher beer (203) and the
100 is an average score; 105 and above is a good score the consumer mind and can be
lubricant brand Castrol (201). In contrast,
difficult to dislodge.
the top three global leaders in being seen Source: BrandZ / Millward Brown / Based on the BrandZ India Top 50 and Global Top 50
as Meaningful are Facebook (166), FedEx 130
(164) and Colgate (160).
248 228 195
These results demonstrate the success BRAND IMPLICATIONS
brands in India have achieved in being Good Meaningful scores should help brands in India command a Premium,
perceived as Meaningful in the Indian especially if they can improve their Different scores so that consumers
market. For the global brands, achieving
high Meaningful scores across multiple
see the brands as Different from the competition in Meaningful ways. The
diversity of the Indian brands with high Meaningful scores suggests that
131
country markets presents a challenge. brands across categories can achieve this advantage. 246 245 236
100 is an average score; 105 and above is a good score

Source: BrandZ / Millward Brown / Based on the BrandZ India Top 50 and Global Top 50

116 117
D E E P LY R O O T E D I N D I A N I D E A L S O F M A S C U L I N I T Y

ARE CHANGING WITH THE EMPOWERMENT OF WOMEN.


Part 4 | The India Top 50 - BrandZ Analysis TOP 50 MOST VALUABLE INDIAN BRANDS 2015

BrandZ Analysis: Premium, Power, Potential

India Top 50. It mirrors the character

Brands in India enjoy


of the Indian market where successful
brands can be part of multinationals, The India Top 50 can command a Premium
like Colgate; State Owned Enterprises; The BrandZ India and Global Top 50 score comparably in Premium, with Indian
or privately owned, either autonomous brands a notch higher at 112 and global brands at 111.
or part of a large Indian family

strength today,
conglomerate.
Average Premium Top 3 Brands
BRAND POTENTIAL
In Brand Potential, an indicator of
future success, the BrandZ India 111

but face challenges in


Top 50 scored only 101, just about 164 162 156
average. Global brands scored 105 in
Brand Potential. Although the scores
seem close, the gap is significant. It
suggests that the international marketing
experience of global brands has 112

changing market
sharpened their competitive edge and 143 140 139
raised their Brand Potential scores.
The lower Brand Potential score for
brands in India implies that they have Their Power drives sales and market share
work to do. While brands in India score
well in Brand Premium and exceptionally The India Top 50 Brand Power score far exceeds the score of the BrandZ Global
high in Brand Power, they may not have Top 50.
The India Top 50 brands are well positioned in the Indian market today. They generally enjoy fully leveraged these strengths. Average Power Top 3 Brands
strong brand equity, which means that Indian consumers see these brands, in varying degrees, as
Meaningfully Different and Salient.
186
Strong brand equity typically enables These scores suggest that Indian performance in India, while global brand BRAND 502 402 365
brands to command a higher price consumers view the India Top 50 brands scores depend on brand performance
(Brand Premium), grow sales and market as Meaningfully Different in ways that worldwide. IMPLICATIONS
share (Brand Power), and sustain success merit a higher price. The highest scorers
These distinctions also inform the The BrandZ India Top 50
going forward (Brand Potential). in India have done an especially good
Brand equity isnt static, however.
job establishing their Difference in the
contrast in the individual scores of the
India and global Brand Power leaders.
brands enjoy strong top-of-
mind awareness in India. Indian
229
consumer mind. Theyre Salient. But 747 598 463
As markets change, brand equity The individual India Brand Power leaders consumers believe these
theres room for other brands in India to
needs to be constantly reevaluated score higher than the global leaders, but Salient brands are Meaningfully
improve their Brand Premium scores.
and reinforced. The Indian market is both groups score exceptionally well. Different in ways that merit a
BRAND POWER higher price (Brand Premium).
changing rapidly. And that presents
challenges for building and sustaining
These are the India Top 50 Brand Power But there is room for some
But the Potential of the India Top 50 needs
leaders and scores: Kingfisher beer (747),
Premium, Power and Potential. Its difficult to see how BrandZ India
Top 50 brands could improve their the personal care brand Fair & Lovely
brands in India to improve strengthening
future sales and earnings (Brand
BRAND PREMIUM Brand Power scores, however. The India (463) and Colgate (598). The global Potential). In Brand Potential, an indicator of future success, the BrandZ India Top 50 scored
Top 50 scored 229 in Brand Power, Brand Power leaders are Facebook (502), only 101, just about average.
The BrandZ India and the Global Colgate (402) and Pampers (365). The lower Brand Potential score
which by itself is a high score on a scale
Top 50 scored comparably in Brand indicates the greatest challenge Average Potential Top 3 Brands
where an average brand scores 100. And The presence of Colgate as a Brand
Premium, with brands in India a notch for brands in India, which is to
the India Top 50 score far exceeds the Power leader in both the India and
higher at 112 and global brands at 111. sustain their Brand Premium
186 score of the BrandZ Global Top
The India Top 50 brands that scored 50.
Global Top 50, but with a higher India
score, illustrates Colgates tremendous
and Brand Power advantages in
the future as the Indian market
105
best in Brand Premium represent diverse worldwide brand equity, and also the 132 131 128
The India Top 50 Brand Power score becomes more competitive and
categories and include Asian Paints impact of measuring performance in
reflects the fact that the India Top consumers enjoy greater brand
(143), State Bank of India (140) and the a single country market or multiple
50 brands have done a good job of choice.
food and dairy brand Horlicks (139). The markets.
establishing themselves in the minds
global leaders score somewhat higher in
Brand Premium: IKEA (164), Apple (162)
of local consumers in ways that drive Colgate also represents the diverse 101
sales and market share. In addition,
and Facebook (156). brand composition of the BrandZ 136 127 125
the India Top 50 scores are based on
100 is an average score; 105 and above is a good score
Source: BrandZ / Millward Brown / Based on the BrandZ India Top 50 and Global Top 50
120 121
Part 4 | The India Top 50 - BrandZ Analysis TOP 50 MOST VALUABLE INDIAN BRANDS 2015

BrandZ Analysis: Future Success Drivers

BrandZ success
drivers increase Brands in India lag global
brands in key success drivers
A 10-year analysis of the BrandZ Top 100 Most Valuable Global Brands revealed

in importance as
key drivers of future brand success, including: Brand Purpose, Brand Proposition,
Innovation and Love. Indian brands lag global brands in each instance.

Brand Brand
Purpose Proposition Innovation Love

India matures 129


Brand
Purpose
127
Brand
Proposition
120

Innovation
131

Love
110 109 105 113
A recent analysis of the BrandZ Top 100 Most Valuable Global Brands over the past 10
100 is an average score; 105 and above is a good score
years revealed a series of brand characteristics and behaviors that drove strong brand value
appreciation over a difficult decade and are critical for future brand value growth. Source: BrandZ / Millward Brown / Based on the BrandZ India Top 50 and Global Top 50

These success drivers complement the make money, but also to improve the dramatically higher: IBM (337), Apple tire maker MRF (136), Colgate (136) and
metrics that comprise brand equity life of the consumer and even make the (310) and IKEA (248). Each of those Indian Oil (128). IBM (303), Apple (267)
Different, Meaningful and Salient, and world a better place. global brands is clearly associated with and FedEx (264) lead the global brands. BRAND
the attributes that produce competitive
advantage - Premium, Power and
Brand Purpose becomes especially
improving peoples lives or changing
the world in positive ways. INNOVATION AND LOVE IMPLICATIONS
important as a differentiator in mature
Potential. Innovation and Love both contribute Brand Purpose in India is already a civic duty. Its about to become a brand
markets where brands have achieved BRAND PROPOSITION building imperative. Indian consumers expect the brands they favor to
The most important of these drivers for rough parity in functional and emotional to brand equity. Real Innovation, or
Brand Proposition is the clear, resonant setting trends, is one of the aspects the actively participate in building a more prosperous and equitable society.
Indian brands are Brand Purpose, Brand benefits. For this reason, Brand Purpose
Proposition, Innovation and Love. will become increasingly important in idea that encapsulates a brand. When Different component of brand equity. As the Indian market quickly matures, brands will need to sharpen their
These drivers will become increasingly rapidly maturing India. Brand Proposition is expressed with Love is one of the aspects of Meaningful, Brand Proposition to remain competitive. The most successful Indian
relevant as the Indian market matures. compelling advertising, brand value another component of brand equity. brands will marry a strong Brand Proposition with compelling advertising.
Brand Purpose also will become grows exponentially.
Both Innovation and Love tend to be Closing the Innovation and Love scoring gaps is the next stage for Indian
They identify actions brands need to important in India for a particularly
Over the past 10 years, the brands that more important to building brands as brands and its important for several reasons. First, a more competitive market
take to remain competitive. Indian Indian reason. The government and
consumers identified as having a strong markets mature and success in crowded will require greater differentiation. Second, it will be difficult to grow Brand
brands now lag global brands in most citizens of India expect it, as indicated
Brand Proposition and compelling categories requires being perceived as Power or Brand Premium without being strong in Innovation and Love.
of these future-focused drivers, a by government-mandated Corporate
finding that correlates with the relatively Social Responsibility (CSR) spending. advertising increased an average of Different in a Meaningful way from the Finally, Innovation and Love form a virtuous circle. Innovation drives Love.
low Potential score of Indian brands. 168 percent in brand value. In contrast, competition. And loved brands sustain loyalty even as they swing between periods of
The BrandZ India Top 50 scored 110 brand value increased only 21 percent intense Innovation and iterative progress.
in Brand Purpose, which is a strong The Indian market is heading toward
BRAND PURPOSE on average for brands lacking a strong
that level of maturity, but for now its
result and higher than the 100 score of Brand Proposition and compelling
Brand Purpose measures the extent to an average brand, but far behind the 129 brands lag in Innovation and Love. The
advertising.
which consumers perceive a brand as score of the Global Top 50. BrandZ India Top 50 Innovation score
has having more than a commercial The BrandZ India Top 50 scored a of 105 contrasts with a Global Top 50
reason for being. Influenced by These three brands in India achieved the respectable 109 in Brand Proposition, score of 120. Similarly, the Indian Top 50
millennials, todays consumers prefer top Brand Purpose scores: Colgate (135), but much lower than the 127 score scored 113 in Love and the Global Top
brands that are in business not only to tire maker MRF (135) and Kingfisher reached by the Global Top 50. The India 50 reached 131.
beer (131). The global leaders scored Top 50 Brand Proposition leaders are

122 123
Part 4 | The India Top 50 - BrandZ Analysis TOP 50 MOST VALUABLE INDIAN BRANDS 2015

BrandZ Analysis: RepZ

Indians lead global


organizations
in brand and
corporate reputation
RepZ is a BrandZ Corporate reputation results from Brands based in a market tend to
consumer perceptions of current and score higher than global brands in
measurement of brand
past performance. RepZ divides these responsibility and trust scores because India Top 50 leads Global Top 50 in RepZ
and corporate reputation, perceptions into four components: theyre seen as more engaged with local The BrandZ India Top 50 outscored the Global Top 50 on the total RepZ score,
intangible assets that are success (strong financial results), communities. In addition, trust in brands 112 to 108, and the brands in India led in three of the four components of RepZ.
especially critical today when fairness (good pricing and practices), is higher in India than in many other
consumer distrust of brands responsibility (positive engagement countries for several reasons.
and large institutions is high with employees and society) and trust The proliferation of brands is a relatively Success Fairness Responsibility Trust
(reliably delivers on promises).
and negative opinions travel new phenomenon in India. Brands
quickly on social media. The BrandZ India Top 50 outscored fascinate Indian consumers, who 116 102 106 101 108
the Global Top 50 on the total RepZ remain optimistic rather than cynical.
score, 112 to 108, and the brands The consumer distrust of banks that
in India led in three of the four followed the financial crisis is not a
components of RepZ. The exception factor in India because Indian banks
is success, where Indias score of 114 escaped the crisis relatively unscathed.
almost matches the 116 global score.
Success Fairness Responsibility Trust
114 111 113 110 112
BRAND 100 is an average score; 105 and above is a good score

IMPLICATIONS Source: BrandZ / Millward Brown / Based on the BrandZ India Top 50 and Global Top 50

The India Top 50 brands enjoy an important competitive advantage


because of their strong RepZ scores. Brands in India can further enhance
the scores by increasing the success component of RepZ, which depends
on consistently strong financial performance. However, as brands in India
advance their financial goals they need to keep putting the customers
interests first, and not succumb to practices that eroded the reputations of
some brands in the West and China.

124 125
Part 4 | The India Top 50 - BrandZ Analysis TOP 50 MOST VALUABLE INDIAN BRANDS 2015

BrandZ Analysis: Top Risers

The Top 10 Risers


increase significantly
in brand value
The Top 10 Risers outperformed the overall record-breaking 33 percent brand
value increase of the BrandZ Top 50 Most Valuable Indian Brands 2015. Top 10 Risers: Brand value rises steeply
Half of the Top 10 risers are financial Colgate are part of multinationals Brand Contribution, the BrandZ Half of the Top 10 Risers are financial services brands four banks and one insurance brand.
services brands four banks and one (MNCs) publicly listed in India. Maruti- measurement on the influence of Of the other five brands, three come from the personal care category, and one each come
insurance brand. Their rise reflects the Suzuki is an MNC brand while Berger brand alone on earnings. Lifebuoy from automobiles and paints.
sectors year-on-year 49 percent brand Paints is a private Indian brand. has been present in India for over 100
value increase, and the 41 percent years. Colgate scores 598 in Brand Top Brand Brand Brand Value
The bank brands strengthened brand
contribution that the financial sector Power in India. Brand Power measures 50 Value Value % change
presence with retail customers. One
makes to the total brand value of the a brands ability to drive sales and Rank Brand Category 2015 $M 2014 $M 2015 vs. 2014
of Indias largest state owned banks,
India Top 50. market share. An average score is 100.
Union Bank of India, increased brand 1 46 Banks 469 273 72%
Of the other five brands, three come value an extraordinary 72 percent as Lakm and Colgate leveraged this
from the personal care category, and it accelerated digitalization efforts strength to segment their markets and
and expanded its Immediate Payment introduce new products, particularly 2 44 Personal Care 502 297 69%
one each come from automobiles and
paints. The representation of personal Service (IMPS), a real-time money at the premium end of the market.
care brands demonstrates how these transfer facility popular in India. Lifebuoy continued its well-known 3 22 Banks 1,230 764 61%
brands evolved to serve the needs of initiatives to expand business in rural
The 61 percent brand value increase
more sophisticated and affluent Indian India and promote improved hygiene 4 10 Automobiles 2,318 1,510 54%
of Punjab National Bank in part also
consumers. The brands segmented practices to combat disease.
reflects the strong growth of its retail
their offerings and introduced
business. Similarly, IndusInd Bank The four-wheeler leader Maruti-Suzuki 5 31 Personal Care 759 511 49%
premium products. The story in paint
focused on retail and opened the first increased a whopping 54 percent in
is similar, while in the auto category
fully digital branch at a metro station. brand value. Hero, the leader in the 6 13 Banks 1,542 1,059 46%
certain brands performed well while
And ICICI Bank launched a mobile two-wheeler segment, improved 34
other brands faltered.
wallet app called Pockets by ICICI percent in brand value. These brands
The Top 10 Riser results also reflect Bank, which enables users to transfer reinvented themselves by identifying 7 4 Banks 5,122 3,536 45%
the diverse mix of brand ownership money using emails, mobile phone and filling product gaps in the evolving
models in India. Two of the five numbers and Facebook addresses. Indian market. With well-considered 8 40 Insurance 531 367 45%
financial service brands are State segmentation, the brands served the
The personal care brands sit
Owned Enterprises. Of the personal needs of first-time buyers, shoppers 9 26 Personal Care 1,070 742 44%
prominently in the Indian consumer
care brands, Lakm, Lifebuoy and trading up to premium models and
mind. Lakm is number one in
those in the vast middle.
10 35 Paints 648 451 44%

Source: BrandZ / Millward Brown

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Part 4 | The India Top 50 - BrandZ Analysis TOP 50 MOST VALUABLE INDIAN BRANDS 2015

BrandZ Analysis: Newcomers

Brands new
to Top 50 all
originate in India
Four brands entered the BrandZ Top 50 Most Valuable Indian Brands in 2015. And reflecting
the growing strength of Indian brands, all four newcomers are brands that developed locally. In
contrast, two of the brands they replaced in the ranking are owned by multinationals that are
traded on Indian stock markets.
Two of the newcomers Axis Bank and details. Users can accompany the money Royal Enfield, a motorcycle maker,
Canara Bank are in the financial services transfer with messages, which makes the entered the BrandZ India Top 50 at
category; and two are in auto or auto transaction social as well as financial. number 50. The brand, a subsidiary of
aftermarket the tire producer MRF and Eicher Group, is present in major Indian
The state owned Canara Bank, which
automobile maker Royal Enfield. Three cities and towns, with 11 of its own stores
entered the BrandZ India Top 50
of the newcomers are privately owned and through a network of dealerships.
at number 36, is one of Indias oldest
and one, Canara Bank, is a State Owned The company began in the UK around
financial institutions, established in 1906.
Enterprise. 125 years ago.
In advancing a policy of inclusion, the
The presence of these brands in the bank added more ATMs
BrandZ India Top 50 in part reflects and branches, especially
the strength of their categories. Financial in rural areas, raising the Newcomers:
services led in category growth, number of branches
increasing by 49 percent. Auto and auto to 5,682 as of March 4 brands enter the BrandZ
aftermarket grew 27 and 28 percent, 2015. Canara Bank also India Top 50 ranking
respectively. launched several initiatives
to expand retail credit. Reflecting the growing strength of Indian brands, all
With a valuation of $2.5 billion, Axis four newcomers are brands that developed locally.
Bank not only joined the BrandZ India MRF, which began as a
Top 50, it arrived in eighth place. Thats balloon factory around Top Brand
because, despite its relatively high brand 70 years ago, is one of 50 Value
value, Axis Bank did not until now derive Indias leading makers of Rank Brand Category 2015 $M
over a quarter of its revenue from its retail replacement tires. The
business, a BrandZ ranking eligibility popular brand launched 8 Banks 2,494
requirement. an online campaign to
build word of mouth 36 Banks 645
In an illustration of its commitment to
for what the company
building its brand for retail customers,
calls Indias first radial
Axis Bank recently launched a social 37 MRF Tires 630
tire for a motorcycle.
payment app called Ping Pay. It enables
Closely associated with
users to transfer funds easily to any of
motorsports and cricket, 50 Automobiles 403
their contacts on WhatsApp, Facebook,
MRF entered the ranking
Twitter and other social networks, Source: BrandZ / Millward Brown
at number 37.
without knowing the recipients account

128 129
Part 4 | The India Top 50 - BrandZ Analysis TOP 50 MOST VALUABLE INDIAN BRANDS 2015

BrandZ Analysis: Brand Contribution

Leaders in brand
strength cross
multiple categories
Brand Contribution is a Brands with high Brand Contribution driver of brand value in the financial emphasizes the symbolic importance
BrandZ metric that indicates are more resilient and enduring. services category. of clean clothes for positive self-image.
Among the BrandZ global leaders in Brand Contribution:
the proportion of sales and In addition, compared with other The food and dairy brand Saffola, a
margin directly attributed
Brand Contribution are Pampers and
markets, the Indian Brand Contribution cooking oil owned by an Indian FMCG Brands represent many categories
Coca-Cola. In the BrandZ Top 100
to brand alone excluding all ranking reflects a more diverse mix producer, has nurtured a clear brand In the BrandZ India Top 50, no individual category dominates in number of
Most Valuable Global Brands ranking
of brand ownership models. Four proposition about promoting healthy brands, although paints, home care, and food and dairy include two brands apiece.
other factors. In other words, of Brand Contribution leaders, certain
brands are private Indian brands, living and the prevention of cardio-
when the financial impact of categories personal care and luxury,
either owned by individuals or an vascular disease. Horlicks, owned by
for example are especially well Top Brand Brand
the stock market, the economy Indian conglomerate. Five are owned UK-based GlaxoSmithKline, has been 50 Value Contribution
represented. Category representation
and other external factors varies, however, market-by-market.
by multinationals and one is a State able to extend the popularity of its Rank Brand Category 2015 $M Index
are stripped away, whats Owned Enterprise. famous chocolate malt drink across its
The Top 10 Brand Contribution other food offering. 1 44 Personal Care 502 5
left is Brand Contribution The brand strength of Lakm, the
leaders of the BrandZ India ranking
the naked strength of the includes these seven, mostly FMCG,
personal care brand owned by The Indian brand Castrol is among the
Hindustan Unilever, has enabled the countrys largest makers of industrial 2 35 Paints 648 5
brand. Brand Contribution is product categories: paints, personal
brand to successfully command a lubricants. It scores extremely high
calculated as an index of 1 to 5, care, home care, lubricants, food and
premium for the brand. The two paint (236) in the BrandZ metric Salient, 3 27 Surf Excel Home Care 1041 5
with 5 being the highest score. dairy, banks and alcohol. No individual
brands, Berger Paints and Asian Paints, a measurement of top of mind
(For a complete definition category dominates in number of
also have evolved with their customers, awareness. Indian consumers also see
brands, although paints, home care, 4 12 Lubricants 1773 5
please see Methodology in and food and dairy include two brands
from stores selling paint to men, to the brand as Meaningful and meeting
the Resources section of the modern showrooms for men and their needs.
apiece. 5 38 Food and Dairy 598 4
report.) women seeking decoration solutions.
In its current incarnation, the State
This combination of categories Both paint brands are privately owned.
Bank of India has been around since
distinguishes the Indian Brand 6 5 Paints 3867 4
The two home care brands, Surf the 1950s, but the original bank was
Contribution ranking from those of
Excel and Rin, are detergents owned established in 1806. The bank has
other countries or regions, and their
by Hindustan Unilever. Their high been able to capitalize on that heritage 7 3 Banks 9374 4
most represented categories, for
Brand Contribution illustrates the and consumers view it as different
example: China (food and dairy and
brand building capabilities of a from the competition, according to 8 24 Food and Dairy 1217 4
technology); Latam (beer and retail);
multinational that, for both brands, BrandZ research. Indian consumers
and Indonesia (food and dairy, real
successfully uses emotional appeal to view McDowells as Different. A brand
estate and tobacco). The presence 9 48 Rin Home Care 418 4
sell a product based on functionality offering whiskey and other alcoholic
of a bank brand in the Indian Brand
cleaning clothes. Surf uses the line, drinks, McDowells has successfully
Contribution Top 10 particularly
Dirt is Good, meaning dirt happens extended its brand to introduce 10 14 McDowells Alcohol 1516 4
differentiates India, as financial
when kids are engaged in life. Rin premium products. The Indian
performance generally is the primary Source: BrandZ / Millward Brown
conglomerate United Spirits Limited Brand Contribution measures the influence of brand alone on financial value, on a scale of 1 to 5, 5 highest.
owns McDowells.

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T H E E X T E N D E D FA M I LY I S T H E F O U N DAT I O N

OF PERSONAL MEANING AND SOCIAL COHESION.


Part 4 TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Q&A with Are you optimistic or pessimistic about the future


of brands in India over the next five years and why?

Sagnik Ghosh The horizon certainly looks bright for the future of brands in India.
Among the factors this can be attributed to are the number of
touch points and opportunities for a brand to tell its story. In the
ever evolving digital, social and mobile world, its a lot easier for a
When you think about what you
believe are great Indian brands, what
qualities do they share in common?

Senior Vice President and Head of Marketing brand to target, reach, and stay connected to its desired audience.
Moreover, the plethora of tools available for measuring results, In my view, there are set of three Cs that form the
Axis Bank Limited running custom audience campaigns, measuring performance
real-time and optimizing campaigns real-time, empowers brands
cornerstones of successful Indian brands. These are:
customized offerings, contextual advertising and
to be more scientific and result oriented in their marketing efforts. customer service. First, there are brands that have made a
On the other side, the thriving competition is keeping brands on considerable effort understanding demand drivers among
their toes and pushing them harder and harder to stand out and Indian consumers and theyve committed investments for
seek the consumers share of mind and wallet. real innovations. This ability to keep up with the consumer
desires, or more importantly, to anticipate desires,
makes a great Indian brand. The second key is targeted

Brand communication tools


contextual advertising making your proposition and
What is the most innovative way youve offering come alive at touch points where your consumer
communicated to customers recently? A new is likely to need them. Third, and most important, is a
commercial or social media campaign, for example? focused and well thought out customer service strategy

are much stronger today,


and implementation. This depends on listening across
platforms to gauge consumer sentiment, responding
One is our recently launched multi-social payment app Ping Pay. quickly to queries and complaints, and creating delight.
What was interesting is how a core insight brought to life a novel

but so is the competition


communication idea that wasnt touched upon in the payment
solutions advertising space before. It was based on the insight that
instances of money exchange between friends do not involve just What is your brands particular
the exchange of money but also an emotional connection that sums
commitment to Corporate Social
up the story around the money exchange. With Ping Pay, the mobile
user can text back and forth with contacts while asking for money or
Responsibility (CSR), and how important is it

Customer service strategy and sending it. The commercials articulated this insight as Jab bhi Pay karo,
kuch na kuch say karo, or Whenever you pay, say what you want to
say. The thought is brought to life in the films, with friends exchanging
to the brands relationship with consumers?

implementation are critical


Axis Bank as an organization strongly believes
comments and photos when they pay money to each other. that CSR and sustainability are vital pillars of
continual success for its present and future. Axis
Bank has set up a Trust the Axis Bank Foundation
(ABF) to channel its philanthropic initiatives. The
How has your media investment strategy Foundation aims to provide one million sustainable
changed over the past few years? Are you
One of Indias largest privately owned banks, Axis Bank debuted spending more on digital and in what ways?
livelihoods to the underprivileged, in some of the
most backward regions of the country, by 2017.
in the BrandZ India Top 50 this year, at number eight. The foundation was recognized at the Forbes India
Philanthropic Awards 2014.
Time spent by our target group on TV and Internet has been growing
over the years. In fact, the time spent on Internet has drastically With emerging awareness levels of giving back to
increased, whereas there has been a sharp dip in time spent on print the society at an individual level, it has become of
in the same period of time. In line with this observation, we have paramount importance for brands to adopt a more
been continuously evolving our media strategy to increase more holistic approach towards CSR to build brand value.
exposure on digital and TV and reduce exposure on print. The consumers of today are looking out for brands
that not only produce a better product, but are also

THE THRIVING
We have been using digital very tactically, from creating awareness
about the products to creating a separate channel of lead generation doing something more positively for the world.
and fulfillment. In fact, we have been able to explore and exploit all

COMPETITION IS the platforms of digital media, meaning search, social and display.
We have been using search for intent-based targeting; social not just

KEEPING BRANDS
as any other advertising medium, but for engaging in conversations
that are beyond transactions; and display for increased reach and
content based relevant advertising.

ON THEIR TOES
134 135
Part 4 TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Q&A with Are you optimistic or pessimistic about the future of


brands in India over the next five years and why?

Sumeet Narang India is witnessing the emergence of several new categories and sub-categories. Many of them are a result of an
evolution in technology, regulatory change or a larger ecosystem. This will lead to a proliferation of multiple operators
with very little product differentiation or time lag.
A sudden growth of a category combined with scale, competition and little differentiation is one of the best
environments for brands to prosper. The brands that connect with consistency will remain, while the rest will
Vice President of Marketing consolidate. Brand building will be the biggest differentiator and success driver for these players. Therefore, one can
Bajaj Auto Limited look forward to an action packed decade of brand building and brand innovations with several old rules being broken!

What is the most innovative way youve communicated to customers


recently? A new commercial or social media campaign, for example?

Our recent launch of Pulsar RS200 in the Super Sports segment has been a resounding success, gaining

Technology, new regulations


leadership status within four months. In a high interest segment like super sports bikes, where the customer likes
seeking information about the product and forming his own opinion, you dont hard sell. And neither did we.
We built the brand with strong and genuine conversations around it, using digital, videos and influencers. We

result in some new categories


have not even touched mass media yet. We wish we had warned our plant, which is working hard to reduce the
month-and-a-half waiting period!

and additional sub-categories


When you think about what you believe are great Indian
brands, what qualities do they share in common?

All great Indian brands, old and new, have done a marvelous job of effortlessly (or so they have
made it appear) changing over the last decade-and-a-half in line with the new consuming class.

In this environment, brand building They have transitioned their stance to connect demographically as well as attitudinally with
todays young, migrant, middle class, hardworking, digitally-aware and fun-loving consumer.

becomes the biggest differentiator Are there certain brand characteristics that are more critical for
success in India than they might be in other parts of the world?

Trust and value something that still hasnt changed.


Bajaj Auto is a leading manufacturer and marketer of
motor scooters, motorcycles and commercial three-wheel What is the key to reaching young people
vehicles also known as auto-rickshaws. It ranks number six compared with reaching their parents?

in the BrandZ Top 50 Most Valuable Indian Brands. Being ready to meet already aware customers and
answering their intelligent questions!

LOOK FORWARD
TO AN ACTION
PACKED DECADE OF
BRAND BUILDING
136 137
INDIA SPEAKS TO THE MODERN WORLD

A BOU T F INDING MOMEN TS OF POISE A ND GR ACE .


Part 4 TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Q&A with
What is the most innovative way youve
communicated to customers recently? A new
commercial or social media campaign, for example?
Has increased empowerment

KK Chutani Brand campaigns have to be about touching an emotional chord


with the audience thereby owning their mind-space. Our recent
campaigns have reflected this. With our Vatika brands new Brave &
Beautiful campaign, the protagonists story of coming out stronger
after losing all her hair to cancer delivers this message aptly. The
changed consumer attitudes
toward brands, and in what ways?

Yes, consumers today prefer brands that stand up


for the social values that they associate themselves
Head of Marketing Sanifresh 700 Se 7 Kadam (700 Steps to a Mere 7) campaign builds
home toilets to protect the safety and dignity of the women in rural with. Campaigns with social messaging have such

Dabur India Limited India forced on long and dangerous walks to find outdoor privacy. strong and widespread impact. In the future, well
see Indian consumers demand participation in the
These new campaigns debuted in the digital space and have been brands evolution. Theyll view themselves as brand
very well received. The Brave & Beautiful campaign, for instance, custodians in equal measure as the brand owners.
received over three million views within just a month of its online
launch and has become one of the most talked about campaigns in
recent times. It has also become the single most awarded campaign
at the Goafest 2015, winning the Grand Prix along with seven other What is the key to reaching young people

Brand campaigns must touch


trophies and the Blue Elephant at Kyoorius Ad and Digital Awards. compared with reaching their parents?

Todays youth are more socially aware and

an emotional chord to connect


When you think about what you believe are great want to participate in bringing about a
Indian brands, what qualities do they share in common? change in the society. Successful campaigns
are tailored to speak their language across
media that they readily access and share.
Even at the cost of sounding boastful, I would like to start with

deeply with the audience


Dabur, then say Amul, Tata, Titan Raymonds, Airtel, Hero
The list is endless. All share strong values of trust, Indian ethos
and a quintessential Indianness in their communication What is your brands particular
and attributes. In fact, the same can also be seen in many commitment to Corporate Social
multinational brands that have become successful in India. Responsibility (CSR) and how important is it
to the brands relationship with consumers?
Brand success in India needs an inclusive Are there certain brand characteristics that are more We believe that businesses can and should have

message and strong value proposition critical for success in India than they might be in other
parts of the world?
a positive impact on the communities they serve.
For growth to be responsible, it should go beyond
numbers. We have a two-pronged approach when it
comes to community and social initiatives. The first
To make a mark in India brands need to deliver strong pillar of this movement is through brands that not
value propositions. We Indians are very hard value seekers only meet the consumers ever-changing needs, but
Dabur is a leading personal care brand distinguished by its compared with other markets. Apart from this, brands also do good for the society at large.
need to be socially inclusive in their outlook. They need
focus on health and wellbeing and an extensive range of to enable consumers to feel good about themselves. As a company that promises to develop and sell
nature-based products, we consciously launch
ayurvedic remedies. It rose 30 percent in brand value in campaigns and awareness initiatives that aim to
deliver our commitment to the health and well-
the 2015 BrandZ Top 50 Most Valuable Indian Brands. What are two or three ways that brand- being of every household. Our campaigns on
building priorities in India will change as the Immune India (Dabur Chyawanprash), Say no to
country becomes more prosperous and urban? Mosquitos (Dabur Odomos) and Dental Hygiene
(Dabur Red) are testimony to our commitment.

BRANDS NEED
The second, and an equally strong pillar in our
Brands will have to stay at the cutting edge of the market evolution community initiatives, is SUNDESH. Through
to be part of the consideration set of consumers in emerging SUNDESH, we strive to have a positive impact on the

TO BE SOCIALLY India. Continuously innovating to deliver consumer delight will


be essential for brand survival. Being present across relevant
communities that surround our operational facilities.

INCLUSIVE IN
communication media with engaging content will become critical.
User owned content will be valued more than just company-
speak. Brand marketers can ignore e-commerce at their own peril.

THEIR OUTLOOK
140 141
Part 4 TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Q&A with Are you optimistic or pessimistic about the future of brands in India over the next five years?

Kartik Jain
One is clearly optimistic about the future of brands in India. As the number of products continues to
proliferate, customers are spoiled for choice. In such a scenario, differentiated and well-positioned brands
will make it easier for customers to make a purchase decision. Brands that resonate with customers and
meet their needs will see higher revenue and profits and organizations will see increased value in investing
to build strong brands.

Executive Vice President and Head of Marketing


HDFC Bank How has your media investment strategy changed over the past few years?
Are you spending more on digital and in what ways?

Our philosophy towards media has not changed over the past few years and we continue to look at the ROI
from our media investments and optimize spending based on the same. We are spending more on digital as the
medium lends itself to sharper ROI tracking with more targeted options. Our customer base is also present on
web and mobile channels. In order to provide service to them through the channels of their choice, we provide

Consumer presence on web comprehensive digital banking solutions that give 24/7 access to our full range of products and services in a
convenient, easy and secure manner, thereby delivering the #PowerOfBanking to our customers.

and mobile channels drives Has increased empowerment changed consumer attitudes toward brands and in what ways?

more investment to digital


The relationship between customers and brands has changed with customers having the upper hand. They
have choice due to the proliferation of quality brands and they have a voice due to easy access to social
media. Customers expect brands to listen to them and be cognizant of this shift in power. Brands that dont
respect consumers will not be respected by consumers.
Further, with the advent of social media, customers expect brands to be accessible and provide convenience
at the time of their choosing. Social media has also empowered customers to give their feedback, share

Customers expect easy access to grievances and praise brands in real time. Brands therefore need to be responsive in their engagement with
customers, keeping in mind the changing landscape.

brands anywhere and any time.


What is your brands particular commitment to Corporate Social Responsibility (CSR), and
how important is it to the brands relationship with consumers?

One of Indias original private banks, HDFC Bank continues HDFC Bank is deeply committed to CSR with a focus on reaching out to marginalized communities and rural
India. Our Sustainable Livelihood Initiative empowers women in rural India by giving them direct access to
to expand rapidly and for the second consecutive year ranks livelihood finance, as well as non-financial services such as occupational training, credit counselling and
financial literacy training. Through this initiative we have already reached out to over 3.5 million households
number one in the BrandZ Top 50 Most Valuable Indian Brands. in the country. We also focus on education, vocational training, community initiatives and environmental
sustainability. Banking is based on trust with a focus on long-term relationships. Our CSR philosophy reflects
this sentiment where we look at sustainable solutions with long lasting impact.

BRANDS THAT
DONT RESPECT
CONSUMERS WILL
NOT BE RESPECTED
BY CONSUMERS
142 143
TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Our Insights

In many western countries lives. Why not lavish these


the population is aging fast facilities with world-class
and represents a substantial features from the real estate
older consumer base for brands? Seniors want to keep The word normal The young recognize
brands. Although India is still working. Why not have a job has no definition undercurrents, make
fairly young, senior search website where they can YOUTH
anymore. Taboos are their own judgments
citizens are a group of seek suitable work? mere words. The young and fight for what they
CONSUMERS considerable size for
The silver luxury domain accept and celebrate the real, believe is right. Boys Embrace whats real
brand marketers to
Seniors in young market consider.
is still unexplored. Many
people of this age desire
whether it is their own emotions,
choices or mistakes. Young India
can cry. Women can
hurl, hit and fight. The
to appeal to the young
offer silver opportunity Now in their 60s and
70s, these people have
and can afford luxury.
The trick is to create
is tolerant; free in its thought and
liberated in its approach. The
brands they love are
real. Levis and Diesel
notions are simple. Whether it apparel or the fashion accessory Saumya Baijal
passed their needy and functionally beneficial Planning Director
speedy years. The Indian luxury for them. Also tourism is the outpouring of support to makers Fastrack and Raga each Ogilvy & Mather, Gurgaon
Binata Banerjee grandmother and grandfather brand communications can legalize same-sex relationships, communicate emotionally. Saumya.Baijal@ogilvy.com
Account Manager
Millward Brown have both time and money. But look beyond their regular celebrate the first transgender Brands that are succeeding arent
Binate.Banerjee@millwardbrown.com are brands leveraging this silver targets. Seniors seek properly school principal, or the struggle insisting on conformity and
opportunity? Not really, and packaged tours that attend to for equality across genders; convention, instead they embrace
consider the possibilities. their particular needs. And the acceptance of the real is the new imperfections and truth.
opportunities for world-class popular.
Todays youthful seniors are
geriatric products and services
mentally prepared to reside
are obvious. What are brands
in senior communities where
waiting for?
they can lead independent

As the e-tailing phenomena manages Globally, brands like


to steal headlines as well as steadily Macys and Nordstrom,
In the social media age, When celebrities gain in both share of mind early adopters of an
when every day a different behave poorly in CELEBRITIES and wallet, its brick and omnichannel retailing, have managed
celebrity is the focus of a private but attempt RETAIL mortar counterparts are in to seamlessly connect their online
million Twitter jokes, or gets to seem perfect in
Social media transparency search of answers. How do presence with richer and more
roasted on stage by unknown public the charade
Brick and mortar stores they battle the relentless enjoyable in-store experiences. They
comedians, it is clear that the doesnt impress alters impact of celebrities onslaught of year-round provide a good model for Indian
way we look at celebrities has
changed. We look at them
well informed
consumers. Similarly,
can win in the e-tail era discounts, limitless range
and quick delivery time that
retailers
Tools for improving the in-store
as human beings who are as an endorsement for e-tailers offer? The answer lies
Anchit Chauhan shopping experience include
imperfect as we are, and this fairness cream by a celebrity with in the approach they choose.
Account Planning Manager Carl Daji location-aware apps that provide
is what makes us increasingly naturally fair complexion will not J. Walter Thompsom Strategic Planner Shopping in India has evolved from sales staff with customer preferences
intolerant of crafted images that be credible. Anchit.Chauhan@jwt.com Contract
being about what we buy, to what and personalized shopping. In-store
make celebrities seem perfect. Carl.Daji@contractindia.co.in
Endorsement is no longer about we do. Its no longer about simply endless aisle kiosks for ordering a
While celebrity managers ensure merely displaying a celebrity next acquiring products but also about range of items, many not available
that their clients maintain an to a product on screen. Its about enjoying an experience. And there lies in-store, can increase customer
active social media presence to a much deeper connection. the advantage of the brick and mortar satisfaction and store productivity.
cultivate the correct image, they While brands need to be very stores. Their floor space becomes These digital tools, and others, put
increasingly have little control careful not to make the wrong their platform to engage consumers the brick and mortar store in a more
over what information about their associations, theres also much to with experiences that combine the powerful position to defend against
clients finds its way online and gain if they get it right. real and virtual worlds. the e-tail blitzkrieg.
becomes viral.

144 145
TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Our Insights

Close to half of all Indians are there is no one to talk to. And
Start-ups have one shot visible in industry less than 30 years old and a just as we all look forward to
at getting everything and local news vast majority have virtually celebrating our successes with
START-UPS
right: they need to explain sources, making you grown up on Cadburys our loved ones, some brands
the brand proposition an attractive brand
Craft the brand story well quickly, coherently that stands out in a
chocolates and Maggi noodles.
Theyve guzzled Old Monk
invariably have a part to play
in those special
and tell it persuasively and persuasively to an
influential audience.
crowded marketplace. Rum through college moments.
Innovation makes news. with that trusty Nokia ENGAGEMENT
Success drives the stock It follows that
Journalists will always love to handset at their side,
how we interact
Atul Sharma
up; mistakes can bring
it the point of re-start. Here are
discuss something positive and today they cant
as people is a Engage with consumers
Head, Step Up and innovative in any field. do without Facebook,
Genesis Burson-Marsteller three things to keep in mind
So, whether its your brands Twitter and Whatsapp
good model for
the relationships
as if forming friendships
Atul.Sharma@bm.com when presenting a brand for the to let the world know
design, ease of use or built between
first time: what theyre all up to.
cost-effectiveness push it a brand and
Timing is everything. forward. It really isnt that surprising that its customers. When Siddhanth Hoskote
Telling a good story about Account Manager
When you invest in good public our relationships with some relationships are threatened, Millward Brown
how you started, about brands are like our relationships talk to your customers, clarify Siddhanth.Hoskote@millwardbrown.com
relations, you are investing in
your experiences and your with very special people in our misunderstandings, own up
relationships, engagement,
companys core values helps lives. Just as there is always to your faults and apologize.
communities, and brand
open up new opportunities. someone we want pour our Build trust the bedrock of all
awareness. A well executed PR
Angels are watching you. campaign has a long life; it builds heart out to when were upset, relationships. Woo customers
When you talk to the press, credibility in the industry, among there almost always is a brand and bring the magic back into
potential investors notice you. investors and with the wider people connect with when their lives!
Third party experts make you community.

Imagine a scenario differently-abled people is another


An incessant onslaught of clothes woven
where public places way in which brands can empower
advertising follows your search with conductive
like temples, beaches, them and also build their own
behavior. When one yarn potentially
cinema halls and railway equity. People start perceiving such
adds to this the phantom moves wearables
stations were out of brands as socially responsible, which
BIG DATA of independent data beyond the heart rate
bounds for you. Sadly, this generates goodwill.
brokers selling aggregated monitoring fitness band
is a reality for the millions of people
in India who are differently-abled.
Featuring the differently-
abled in advertising is
INCLUSIVITY Goodbye invasion of privacy, online data to brands,
is the consumer
and phone synced smartwatch
to a new generation of products
But brands can help turn this reality
around. Helping differently-abled
another approach. As a
person in a wheelchair, Helping the differently-abled Hello invitation to privacy left empowered or
vulnerable? Privacy
that seamlessly integrate the
clothes we wear and the
people is not only a great way to
help society, but also to build brand
how would you feel
looking at perfectly-
brands can help themselves (or lack of it) has been
among the key concerns
technology we use.
equity. Pragya Patra The resulting big data will yield
abled people advertising Senior Planner
accompanying the rising buzz
richer consumer understanding.
In one example, H&R Johnson, an your favorite brand? Ogilvy & Mather, Gurgaon around big data.
Saloni Sabnis To truly empower consumers,
Indian bath tiles brand, launched an Would it speak to you as much as Pragya.Patra@ogilvy.com
Senior Research Executive Growing demand for wearable brands need to leverage this
initiative called the Red Ramp Project say, someone using crutches? Being Millward Brown technology takes the privacy data to deliver real value and
to help the differently-abled access more inclusive of people with special Saloni.Sabnis@millwardbrown.com
debate even further as better brand experiences.
places like Kiri Beach in Goa, where needs can help these individuals,
consumers invite brands into Allowing brands this deep into
a ramp made with the brands tiles build a more compassionate society,
their personal space, making the consumers private space will
enables people in wheel chairs to and elevate brands.
brand access to consumer make interactions more relevant
reach the sand and sea. Employing
information even more and personalized and will also
acceptable. The news of Google raise new issues about boundries
and Levis collaborating to create and trust.

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APPEARANCES IN INDIA CAN BE STRIKING,

A N D A L S O D I S T I N C T F R O M T H E D E E P E R R E A L I T Y.
Brand Building
Best Practices
in India

PART
Part 5 | The India Top 50 - Brand Building Best Practices TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Brand Building: Empowerment

Brands can play National development is not possible without the empowerment of people. If development is
the fruit of modernization then empowerment is the root. The context for empowerment, the
reason and rationale, may vary with circumstances, but empowerment has always been at the

an important role
threshold of change.

At the core of empowerment is power. Do brands have a choice about 4. INNOVATE TO MAKE
Unlike development, which can whether to play an active role in these THEIR LIVES EASIER

in empowering
be easily quantified and measured, empowerment stories or remain Product and service innovations by
empowerment is a variable that bystanders? No. These are the future many brands accommodate the
needs to be analyzed in a more consumers and thought leaders who changing needs of consumers in
comprehensive manner. The scale will decide the success or failure of todays India. These brands include
and intensity of empowerment brands. So either brands are a part of Dominos Pizza with affordable
depend upon the context, the their story, or in the future brands will

people in India
pricing, McDonalds restaurants
specific conditions that it is exhibited have no story at all. with extended hours and the food
in. For example, a person living in a ordering app Tiny Owl providing all-
The entry point for a brand could
northeastern Indian state may not night delivery.
be anything from a customized
feel powerless in his or her own
savings scheme to an app for young 5. SPEAK THEIR LANGUAGE.
environment, but the same person
twentysomethings living away from The Be You campaign of the
when placed in a state like Delhi
home pursuing their dream, or e-commerce brand Jabong
suddenly becomes a minority and feels
something for single parents facing showcased the point-of-view of a
the need to be empowered.

Consumers will remember and reward


unique challenges in raising their couple in a live-in relationship
To understand the complexity and children alone. But can we build a
dynamism of empowerment in todays framework that brands can refer to In order to become part of the
India, it is imperative that the need of when taking this opportunity? Here are discourse it is not necessary for brands

the brands that help empower them empowerment is seen and analyzed
with a relevant cultural, social, political
and economic lens. In a time when
five possible ways:
1. BEGIN A POSITIVE
to a position themselves exclusively as
for these audiences of people seeking
some aspect of empowerment.
value systems are merging, borders CONVERSATION The trick is to identify relevant entry
are diminishing and new ideas are Bharat Matrimony, an online points. For example, Cadburys Diwali
welcomed, the need as well as scope of matchmaking service, showed campaign empowers single men and
empowerment has increased manifold. how a husband supporting his women living away from home to be a
wifes decision to pursue her career part of the festivities. In a fly home free
Some populations feel they are in the can lead to a better relationship. offer, the snack food Kurkure promises
minority in terms of beliefs and values. to send people home for the festive
Discrimination is not just social, but also 2. HOLD UP A MIRROR
season. To help students or workers
societal. Deprivation is not just of rights, KBC, a popular TV game show,
living away from home, Fortune Oils
but also of opportunities. Equality is also highlighted the prevalence of racial
Arnab Chaudhuri Chandana Raizada Mother Exchange connects them
about equal privileges. These emerging discrimination even in a modern,
Strategic Planning Director Senior Account Planner with local mothers who prepare their
groups may not be weak economically urban society.
J. Walter Thompson J. Walter Thompson favorite foods.
Arnab.Chaudhuri@jwt.com Chandana.Raizada@jwt.com or socially, but they definitely feel a loss 3. PARTNER WITH THEM
of power, and they are scripting their The degree and intensity of involvement
ON THEIR JOURNEY may vary. Brands will have to find their
own empowerment stories.
The laundry detergent Ariel own entry points and roles in helping to
became an advocate for women empower people whose needs, wants,
with its Share the Loadcampaign, aspirations, problems and values are
which shared a poll showing that unique in nature due to their to unique
more than three-quarters of Indian life stories. As we move ahead, we may
J. Walter Thompson is South Asias leading and most admired marketing communications agency men think doing the laundry is a find new frontiers, conversations, and
that offers a truly integrated network across South Asia. It provides powerful 360 degree total womans task. even a new dimension to their stories.
communication solutions to its clients across India through: Mainstream advertising, Hungama
Digital Services, Social Wavelength, Encompass, Thompson Social and J. Walter Thompson Rural.
www.jwt.com

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EXPERIENCED, AFFLUENT CONSUMERS NOW

SEEK LUXURY PRODUCTS AND SERV ICES.


Part 5 | The India Top 50 - Brand Building Best Practices TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Brand Building: Youth

Cool attitudes of
That India is a young country is an oft-repeated clich. And this young India is not only driving the
nations economy, but also its way of thinking. While most brands define youth as their ideal target
group, how many are actually able to speak their language?
In our quest to decode the ideal language to connect with youth in India, we recognized that the globally relevant

youth are reshaping


phenomenon of coolness also finds huge traction with Indian youth. However, this Cool Quotient that makes brands
desirable to Indian youth, cant be replicated from global success stories.
India has its own brand of cool, and during our journey we discovered some quintessential ingredients that help infuse the
Cool Quotient into brands. We call them the Cool Mantras.

traditional Indian So what is cool in general?


All things cool, when studied closely, can be distilled down
COOL IS SILENT REBELLION
Quietly rebellious highlights in hair or hidden
tattoos are symbols of non-conformity that COOL CREATES ITS OWN IDEOLOGIES
With no real unifying causes or great wars to unite

life and values


to some common strains and characteristics. Identifying make a statement without screaming out loud
them is what we call cool spotting. Here are a few: us, cool resorts to creating its own ideologies, like
LGBT rights, and crusading for them.

COOL IS THE RESOLUTION


BETWEEN INDIVIDUALITY COOL DOES MORE, TALKS LESS
Many brands, like Lenovo and Lead India, COOL IS PARADOXICALLY
AND BELONGING COMPETITIVE COOL IS RESPECT
Stand out too much and youre brought this truth alive through initiatives
Cool is a ferociously competitive Cool earns the respect of its peers, and
weird; blend in too well and youre that glorified the Do way of life.

To reach these influential young people,


spirit disguised in a nonchalant, sometimes their envy. Perhaps thats why
inconspicuous. Cool is the perfect unruffled refusal to play by stunt- and task-oriented reality show Roadies
balance between the two polarities. someone elses rules. called its tenth season The road to respect.

brands need to speak their language


ITS COOL TO PURSUE
YOUR DREAMS
Whats uniquely cool for Indian youth?
ITS COOL TO BE DESI The youth want to break
In our exploration of the world of the Indian youth, Whether its homegrown brands like Micromax or Fastrack, free and be the authors
we discovered some uniquely Indian characteristics of or phenomena like Swachh Bharat Abhiyan, the national of their own destiny. They
coolness: mission to take personal responsibility for the cleanliness of follow their passions.
public spaces, youth are participating wholeheartedly in the
ITS COOL TO TAKE THE LEAD India story. Its cool to be Indian.
TECH-SAVVY IS COOL
Almas Ahmed Mehul Shah Gazala Vahanvati When even toddlers can AND CHANGE THE STATUS QUO HEDONISM IS COOL
Strategy Planner Head, Strategic Planning Senior Brand Strategist work laptops like previous The bystander days of Indian masses are likely to become ITS COOL TO BREAK TABOOS Unlike previous generations
Contract Contract Landor
generations would Lego bricks, history as the current trend of taking the lead and fixing Very little is taken for gospel truth by that believed in abstinence and
Almas.Ahmed@contractindia.co.in Mehul.Shah@contractindia.co.in Gazala.Vahanvati@landor.com
its easy to see how important things continues. Youth are raising their voices against the youth. They question the old ways, self-restraint, young India is
technology is for the youth. injustice and using the social machinery and find that ideas like divorce, same-sex hedonistic, seeking pleasure,
in a constructive manner. relationships and pre-marital sex arent whether its eating out, or going
taboo; theyre just a different way of living. to the movies, or patronizing pubs
or discos.

Contract is an integrated and independent communications


company that specializes in four practices viz. Advertising, Landor Associates is one of the worlds leading strategic
Consulting, Design and Digital. The latter are driven through brand consulting and design firms. Founded by Walter
the three specialist verticals - Core Consulting, Design Sutra & Landor in 1941, Landor pioneered many of the research, So how can a brand be cool to todays youth? How can
iContract. design, and consulting methods that are now standard in it successfully emulate and embrace the Indian cultural
www.contractindia.co.in
the branding industry. codes of cool? (Please see next page).
www.landor.com

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Part 5 | The India Top 50 - Brand Building Best Practices

Brand Building: Youth

Cool mantras to remember


when talking to Indian youth

ACT, DONT PREACH EVOLUTION MUST BE


Your actions will earn respectfar
CONSTANT AND CONSISTENT
beyond your words. Instead of For the quickly bored young person who gets the
just talking about womens safety, point in 140 characters or less, you need to be quick
Channel V created an app to and ever changing to stay interesting.
help women feel safe.

CREATE TRIBES ALLOW ME TO USE YOUR BRAND TO


AROUND BRAND IDEOLOGY CREATE MY OWN BRAND OF COOL
Match your values with theirs. The Brands that offer themselves up as a platform
Hero Honda Pleasure motorcycle for self-expression can go a long way in being
gained a strong following among cool. IDEA Cellulars MyGang plan has managed
young women by connecting with to create a fertile platform for young people to
them on the value of equality. connect, share and bond with their friends.

HAVE A SENSE OF HUMOR BE BOLD


Chumbak, inspired by the If brands can dare to say what others are too shy to
eccentricities of India, makes say, or take a stand on a topic that is taboo, it will catch
everyday products more the attention of youth. Myntras advertisement showing
interesting with its perspective a lesbian couple preparing to meet the parents is making
on Indian culture. waves on social media.

Finally, a word of caution: Mantras for a brand to be cool are not rules. Rather they are beliefs by
which brands can guide their actions to deliver a brand relevant to the young. If youre trying too
hard, its probably not cool.

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Part 5 | The India Top 50 - Brand Building Best Practices TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Brand Building: Social Media

Its an old story, dramatized in a 2008 HSBC campaign. When washing machines were first introduced

Deceptively
in India, they were slow to pick up because of the irregular electricity, limited water and cheap
domestic labor. Except in the state of Punjab. Noveau riche farmers, it seemed, were eager adopters.
A market visit revealed little cause to celebrate. The machines were being used to make the yoghurt
drink lassi, not to wash clothes.

familiar, social The campaign illustrated the potential for misunderstanding when
the subtleties of local market communication are ignored. This
lesson is especially relevant in India where people have distinctive
to look less alone, seeking company in a book or a device.
We seek safety in numbers online too. Rather than avoid
our parents on Facebook, were the ones who help them

media in India
ways of socializing. And today, with the rise of social media, those get there, as the YouTube series Tech Conversations with
distinctive behaviors happen both offline and online. My Dad demonstrates. In collaboration, Airtel and Indias
TVF comedy network show fathers phoning their grown
The washing machine legend is often invoked in marketing
children to ask technical questions at inconvenient times.
discussions as a warning to those who would seek to lead
For example, during an intimate dinner, when a man is
Indian consumers. Much like our sacred cows, we go our own
about to propose marriage, his mobile rings.

is distinctively
way. Any questioning into the whys and wherefores always
results in our infamous half-nod-half-shake with a we are like 4. WE DONT LIKE TO FOLLOW DIRECTIONS
that only. As Rama Bijapurkar says in the preface to her book We like to figure things out. And its our friends who help
with this name, India and Indians arent going to become like and guide us rather than some nameless tech support.
someplace else or someone else, but will continue to march Blackberry always positioned itself as a business phone but
down their own road to their own future destination.

Indian
its earlier sales surge in India was actually driven by college
students who saw the value in its free BBM messaging
So why would social media be any different? Granted that the
service as a way to stay in constant touch with their friends.
Internet population is still a drop in the Indian demographic,
This was before WhatsApp and Facebooks mobile app
but even this niche tends to behave in a recognizably Indian
were available. Vodafone showcased this in its popular
manner online. Empowered Indians feel comfortable engaging
Blackberry Boys ad in 2010.
with the globalized world on their own terms. Offline attitudes,
behavior and relationships are not merely replicated but also 5. ITS NEVER EITHER-OR, ALWAYS BOTH
complement those displayed online. Here are some basic Just because were modernizing doesnt mean we have

Brands need to understand how


insights about Indian socializing: let go of traditions. In fact, technology can be a catalyst
for reviving and refreshing traditions we reluctantly left
1. EVERY TYPE OF FRIEND IS IMPORTANT
behind. A lot of the early and bigger successes in the
Airtels friendship campaign in 2011 touched a chord

Indians communicate online


technology space have catered to quintessentially Indian
not just with youth but also with consumers in every age
needs. Examples include: Shaadi.com and other online
segment. Everyone is a friend, we insult very few with the
matchmaking portals, live streaming of weddings, puja
term acquaintance. So we have our school and college
prayer ceremonies and other rituals, along with websites
friends, our building friends, our early childhood buddies,
and apps that help with everything from putting together
our work friends even our family friends. While most of
janam kundalis, Vedic horoscopes, to moon viewing on the
these may join us online, social media platforms help us
festival of Karva Chauth.
reach out and make even more friends. The online world is
like an endless dinner party to scope out more friends. Thus 6. WE DONT LET GO OF THE OLD JUST
we now have Facebook friends, LinkedIn friends, and even BECAUSE WE HAVE SOMETHING NEW
online gaming friends. Last year, a popular Indian actress demonstrated that an
2. WE RARELY HOLD BACK ON embarrassing moment on TV can be laughed off online.
When quizzed on a talk show about the name of the
EXPRESSING OUR OPINIONS
Divya Khanna president of India, she mistakenly named a dead person.
We like to ask questions and air opinions about everything
VP, Strategic Planning Director But the young actress proved smart enough to cooperate
J. Walter Thompson without much heed to political correctness or any other
with the All India Bakchod, an edgy YouTube program,
Divya.Khanna@jwt.com J. Walter Thompson is South Asias leading and most admired reservations. It can seem intrusive but were unabashed
for a video in which she made fun of herself. The video
marketing communications agency that offers a truly integrated about it. Offline, our reach is restricted but online everyone
helped increase her popularity, which motivated more
network across South Asia. It provides powerful 360 degree total is fair game. Many celebrities have realized this the hard way,
celebrities to get into online videos. The real lesson here is
communication solutions to its clients across India through: especially on Twitter.
that TV and YouTube dont need to compete for eyeballs.
Mainstream advertising, Hungama Digital Services, Social Wavelength, 3. EVERYTHING IS BETTER TOGETHER They can complement each other. TV, thanks to popular
Encompass, Thompson Social and J. Walter Thompson Rural. Doing things alone is not a general practice in India. There reality shows, still has value for group viewing situations.
www.jwt.com is a preference to be together as often as possible. Sure, a The conversations it sparks can be continued online,
rarefied few might catch a meal or a movie alone but they where there is less censorship and much demand for more
are aware of the judgment directed their way, so they try straight-talking and irreverent humor.

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Part 5 | The India Top 50 - Brand Building Best Practices TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Brand Building: Shopper Marketing

The concept of shopper marketing evolved out of the realization that influencing the shopper at the

Shopper marketing
point of purchase is likely to lead to greater sales for brand owners and retailers.

Shopper marketing is essentially about understanding how grocery would be the most effective way to engage shoppers
the target shopper behaves in various channels and retail and generate trials and sales, given the huge diversity and
environments, and using these insights to favorably influence heterogeneity of tastes and preferences across individuals and

will benefit Indian


purchase decisions by enhancing in-store experience. communities. Empirical data suggests that differential growth and
market-share gain of brands in promoted-sales stores could be
The interesting premise here is that the shopper is a different
two-to-five times greater than in non-promoted stores.
entity from the consumer, and hence merits an extended
marketing approach. The shopper and consumer might be The relative affordability of such promoted selling programs,

brand owners
different individuals, such as when parents shop for baby-food. over that of traditional brand-building activities, have also made
Second, the consumer has a brand preference, often built or it possible for new launches or niche categories or brands that
strengthened by traditional marketing activities, when she is in lack the wherewithal for large marketing investments to generate
the moment and actual process of consuming; she moves from awareness and trials. These programs make it feasible to educate
brand to brand as her needs and priorities change. the target shopper, effectively on a one-to-one basis, at a
significantly lower cost of customer contact and acquisition.

and the complex


In the store environment, brand preference and affinity is put
to test by a host of internal and external factors: the sheer Anecdotal evidence would support the premise that we as
variety of available products, the clutter of competing brand Indians are more inclined to hear rather than to see. Perhaps
communication, deals and promotions on the shop floor, the because we have navigated through life largely unaided by maps
need state of the shopper, inertia of habit and comfort, paucity or signage, and because there has always been someone at hand
of time. Studies have shown that while brand loyalty plays an to ask, we are unashamedly an aural rather than a visual society.

retail sector
important part in the choice of products, in-store elements,
Also, in India, over 90 percent of retail takes place through
such as visual merchandising, in-store advertising, and assisted
traditional general trade outlets, where lack of space, and
selling by product advisors, play a key role in helping shoppers
perhaps of planning, frequently keep the merchandise well
choose one brand over others at the point of purchase.
out of sight or reach of the shopper. The emergence of
Shopper marketing is all about making the brand find its way into modern trade and self-service outlets, as well as the increasing
the shopping cart. It is a concerted strategy for integration of understanding of the general trade of the benefits of shopper
brand strategy and communication along the path to purchase, engagement programs, have made such programs feasible and

Immaculate in-store execution


culminating in, and entirely dependent on, flawless in-store desirable on a sustained basis.
execution. Hence, the essential elements are created by a
partnership of the marketing team and the retail partner who

is key to shopper engagement


collaborate to create the 360-degree brand experience on the
shop floor, and the activation team that has to ensure perfect Engagement success requires
execution at the point of purchase. flawless in-store execution
Shopper engagement: The Indian context The cornerstone of all shopper engagement activity is flawless
In India, the vast complexities of the retail environment present in-store execution, the lack of which could well render
both opportunities and challenges for in-store execution. The the entire effort merely a check box item. It is the prowess
benefit for brand owners and retail is potentially limitless; there of execution that translates the brand promise and value
are over one billion consumers who will need to shop for their proposition into a tangible theme for the shopper to embrace
daily needs and indulgences. and acknowledge.

The challenge, however, is in the vast heterogeneity of the The in-store execution entity, in order to deliver immaculate
population in taste and preferences, particularly in food and service, needs to possess a deep, organizational capability
personal care. The opening up of the economy has exposed in creating large, energized and well-trained field forces,
Krishnakoli Sengupta Kumar
Head of Marketing the shopper to a crowd of competing brands, many of which and an execution orientation upheld by an end-to-end
Smollan India have realized that in-store marketing is the key that could move technology-enabled value chain that supports strong systems
Krishnakoli@smollan.co.in Smollan is an international retail solutions company. Focused on brands from the consideration set, where traditional media and processes geared towards clearly defining, measuring,
perfecting retail and shopper experiences, we are the pivot point has placed them, into the purchase basket of the increasingly monitoring, and rewarding key performance parameters.
where the retailer, brand owner and shopper intercept. We deliver evolved and discerning shopper. It requires the ability to recruit, train, energize, motivate
growth for retailers and brand owners across five continents through continuously and retain vast numbers of promoters and sales
In-store shopper engagement programs, such as assisted
leading solutions in field sales and retail execution, activation, and advisors who will make that vital final connection between the
selling, give brand owners and retailers the flexibility of putting
information and technology. brand and the shopper, as well as the supervisory field force
the value proposition right there where the shopper is, making
www.smollan.co.za the communication focused and meaningful to the target that will ensure delivery of the required level of service.
segment. In India, for example, sampling activities for food and

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Part 5 | The India Top 50 - Brand Building Best Practices TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Brand Building: Social Media

Brands need to
Indians are the second largest population on Facebook and Twitter and the second largest mobile
app downloaders in the world. We leapfrogged into digital in a non-traditional way through
affordable phones and apps. Indians are now social media users playing with visuals, videos, status
updates, selfies, likes, friends, shopping and everything digital in multiple languages. Brands need

adjust traditional
to acknowledge this new reality and modify their classic marketing functions.

They need to adopt new marketing rules But it is difficult to say what maturity themselves on YouTube, Twitter,
for a game thats changed in many ways. levels Indian categories and brands have Instagram and Pinterest. Each

marketing to reach
For example, consumer experience reached in their digital media journey. medium requires different content
no longer means experience with the Having a Facebook page and acquiring and different strategies. Brand
product alone. It means experience with likes and fans is not equal to having custodians need to move up this
the brand, which includes a lot of touch a social media strategy. Engagement learning curve fast.
points offline and online. The 30-second needs to move from simple brand
TV spot has become the short digital communication to brand-consumer 3. REFRESH THE CONTENT TO

rising number of
film ad. Customer service is no longer interaction. There are easily replicated, PROLONG ENGAGEMENT
a department or desk. Customers are one-way communication models like Refreshing content can sustain
complaining and engaging directly with contests, tutorials, promotions, viral increased engagement. This requires
the brands on social media. Segmenting videos. But engagement requires a creating and curating device agnostic
and targeting happens in real time. different level of interaction. content for integrated campaigns

social media users


Branded content is mainstream. and across channels. Content
Building brand-consumer creation and curation is becoming a
In addition, with limited control over interaction whole new science and brands need
self-published consumer content, media to employ specialized scientists in
management is a whole new domain. Very much like traditional marketing, this field.
Marketing strategy needs a 360-degree brands need to find where their
perspective with elements that include consumers are and how to target 4. RESPOND RAPIDLY TO
a brand strategy, media strategy, them. Monitoring tools can identify CONSUMER COMMENT,
communication strategy and a social social mentions in multiple languages. GOOD OR BAD

Social media is a massive conversation, media strategy.

Social media strategy


Facebook Insights can identify what
regions the brands fans are in. Twitter
sites like Tweep Search and Twitter
While there are many advantages of
social media, theres also a downside.
Bad news travels as fast as good

not simply another channel Social media strategy isnt about


replicating traditional strategy online.
To begin with, brands perhaps need
Grader can look for relevant mentions.
Google Trends can also find relevance
by geography, and very much in real
news. This factor can work against all
brands. Consumer complaints and
harsh judgments happen. Mistakes
to look at social media as one massive time. Here are other action points for are immediately transparent. Rapid
conversation, not just another channel brand success in social media. response to negative posts is critical.
or medium in the media mix. They can Brands need to refine their customer
1. CREATE A VARIETY OF service and crisis management
capitalize on these conversations and CREATIVE CONTENT
engage with their audiences for several abilities.
The success of two-to-three minute
purposes, from simply creating brand ads, branded content and brand 5. MEASURE EFFECTIVENESS
awareness, to recruiting, conducting placements in short movies going TO MAXIMIZE INVESTMENT
research, generating leads, providing viral, proves that consumers are As social media budgets increase,
customer service, managing reputation, open to different consumption brands will need sophisticated
Vartika Hali building community engagement, and formats, and in fact expect different understanding of the effectiveness
Head driving direct consumer connections. content online. of their social media activities in
Firefly Millward Brown, South Asia Firefly Millward Brown is one of the largest global qualitative
Many brands have begun to realize this order to optimize their social media
Vartika.Hali@fireflymb.com research practices. We use our in-depth understanding of 2. CUSTOMIZE THE CONTENT investment. Brands need to devise
social media potential and are investing
marketing and consumer behavior to identify true brand
in social media and dialing up their social
FOR EACH CHANNEL systems that track in real time and
opportunities that inspire strategic recommendations to Content needs to be customized
media savviness. They are consciously are adaptable, flexible and device
drive brand success. Brands benefit from Fireflys cultural to the channel. While Facebook is
allocating more of their marketing and channel agnostic.
understanding of the 40 local markets we serve and the clearly still the dominant platform,
investment to digital advertising and
regional and global context we provide. brands also need to introduce
adding in-house social media experts.
www.fireflymb.com

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T H E I N DI A N DR E A M O F G R E AT E R E QUA L I T Y I S N OT N E W,

BUT REALIZING IT HAS BEEN A WORK IN PROGRESS.


Part 5 | The India Top 50 - Brand Building Best Practices TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Brand Building: Empowerment

Brands gain power


What does Tata Tea have to do with young people registering
as voters? The connection comes from the ability of the brand
to move from a generic tea benefit (wakes you up) to an
emotionally engaging one (awakens you).

by shifting Taking this idea a step further, the brand


then went on to develop a website that
helped those who had turned 18 to
register as voters. In a manner relevant
Apart from positively impacting
womens lives, the company was also
able to gain a lot of media coverage
and became the subject of discussion
Actions for
advancing consumer

from consumer
to the brand, Tata advanced the idea among stakeholders and the public empowerment
that awakened citizens are engaged a benefit that money cant buy.
citizens and voting in elections is a
Consumers are less likely to tune out 1. INVEST TIME AND MONEY
simple but powerful way to participate in A sincere, empathetic attempt
actions that relate to improving their
a democracy. will pay off in the longer term. In

engagement
lives. They will be more receptive to
In a cluttered competitive environment, messages addressing real-life topics contrast, consumers can smell an
brands like Tata are able to transcend the rather than simply selling products. A insincere effort from a mile away.
product battle by speaking the language newspaper that advocated for a No TV 2. SOLVE A REAL PROBLEM
of empathy and empowerment. What Day engaged with audiences by taking Success strongly depends on
makes their approach worth noticing? on a consumer concern about excessive

to consumer
how deeply the initiative is able to
Brands that strive to solve a real problem TV watching. The idea also was a clever touch the consumer.
in consumers lives are well-placed to way for the newspaper to take a dig at
rise above their competition. its biggest competitive threat at the time, 3. GO BEYOND MESSAGING
TV news. An empowerment campaign
Figuring out how your brand can seek to could remain just an advertising
empower its audience should start with An empowerment approach can

empowerment
message, but if you effect
the answer to a few questions. What dramatically raise public awareness not change in real life youll be more
are the biggest problems in consumers only of the brand, but also of important successful.
lives today? What can your brand do to social issues. By building wheelchair
solve them over and above delivering ramps, a leading floor tile brand 4. IDENTIFY A BRAND-
the physical and emotional benefits of advocated for equal access. Similarly, RELEVANT PURPOSE
your product? What societal tension can the ads of a leading laundry detergent While there is no dearth of
your brand credibly address and resolve? made the case for a more equitable problems to be solved or lives
What is your brands bigger purpose? sharing of household work between to be touched, it is best to focus

Brands with a higher purpose break Adopting a stance of consumer


empowerment rather than just
men and women.
Competitors would be loath to
on a purpose that connects with
your brand.

through the competitive clutter


consumer engagement helps you undertake a similar exercise. This 5. MAKE CONSUMERS
go beyond just ads. It converts presents an opportunity to strongly YOUR ADVOCATES
opportunities to communicate into own a particular concept in the The right audience appeal will
opportunities to act. Brands are consumer mind. So when Dove talks build grass-roots support to
remembered for their actions, not only about real beauty and delivers on by ensure that the initiative gains a
their campaigns. it creating a program of self-esteem life of its own.
education for young people, it is difficult
Purpose benefits for a competitor to even attempt 6. ADOPT THE
consumers and brands something similar. RIGHT METRICS
Its important to measure
Unilevers Project Shakti created many Taking up a particular cause also helps
the success of consumer
women entrepreneurs by appointing to create a multiplier effect as the
empowerment initiatives, but
Ogilvy & Mather is one of the largest marketing communications them as retailers for their products campaign rolls out over time, across
it requires more than metrics
companies in the world. It was named the Cannes Lions Network of in rural areas where the companys different geographies and to additional
Abhishek Hariharan commonly used for sales or
Senior Planning Director the Year for four consecutive years, 2012, 2013, 2014 and 2015; and traditional distribution was not viable. audiences.
brand awareness.
Ogilvy & Mather the EFFIEs Worlds Most Effective Agency Network for two consecutive
Abhishek.Hariharan@ogilvy.com years 2012 and 2013. Ogilvy Mumbai, the flagship office of Ogilvy &
Mather India, continues to be the most awarded agency office in India,
has been named Most Effective Agency of the Year in Asia Pacific 2014.
www.ogilvy.com
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Part 5 | The India Top 50 - Brand Building Best Practices TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Brand Building: Delivery

When building a
Marketing is the arsenal of strategies and tactics that every brand uses to expand, impress and lure
the elusive mind of the consumer. Technology provides new ways to remind the consumer how she
can make her life easier, get discounts and find the best for her family. But is this enough to make
the consumer a satisfied and repeat customer?

great brand, delivery No. All this communication is a good


first step, but its only a first step. When
Flipkart launched its first flash sale the
e-commerce site got a lot of eyeballs,
1. INVEST IN A PLATFORM
THAT UNITES
A strong platform helps you to
3. STICK TO YOUR
BRAND PROMISE
While engaging the consumer

becomes much
curate content and provides endless youve raised expectations about the
interest and sign ups. However, the opportunities to personally connect brand. Make sure the brand delivers
opportunity failed to deliver. Instead, with the consumer. Unilever created on its promise. When Dominos
irate consumers, whose orders were such a platform that transformed launched its pizzas in India the
abruptly cancelled by the overheated a feature phone into a personal brand was touted as the poor cousin
server, had to be calmed by a public entertainment station where the of its rivals. The brand focused

more than simply


apology. brand enjoyed sole advertising rights. on speed, promising 30-minute
Whether you are product oriented or Consumers connecting to a toll free delivery or the meal is free. Today,
service based, your brand promise lives number had access to four-to-five the chain has twice the number of
and dies by your ability to deliver. The minutes of entertaining clips and Indian outlets as McDonalds.
final leg of brand experience is delivery. exposure to ads for Unilevers flagship
4. COMMUNICATE

an afterthought
Ensuring a product is delivered as brands. This initiative resulted in high
engagement, positive consumer CONTINUOUSLY
promised can make or break a brand.
reaction and a healthy revenue Use every viable medium of
Establish reliable logistical systems.
increase for Unilever. In urban communication to keep the
Set realistic customer expectations.
markets, car services Uber and Ola consumer abreast of your offering
Attempt to execute flawlessly. Here are
have connected instantly with the and the status of their order(s). Make
five steps we recommend for staying
consumers via convenient apps that sure you include information so that
on top of the game:
even pinpoint pick-up locations. the consumer is clear about how
to reach you. Ensure that the brand

It can cultivate repeat customers 2. MAKE IT PERSONAL


Talking to the consumer in a
language that directly addresses
is present across platforms popular
with your customers.

or produce disappointment her gives you an edge. When Ola


launched in Chennai, the taxi service
app included the tuk-tuks, the three-
5. USE BIG DATA
In this connected world, we have
data flowing from every touch
wheel auto rickshaws that are popular point. Invest wisely in analytics to
in India. This initiative created buzz understand consumers and to draw
in the cost sensitive market. Invest in intelligence about their delivery
people and tell them the importance needs and requirements. Be careful
of being courteous and calm when to use big data in ways that improve
dealing with the consumer. customer service without being too
intrusive.

Narayanee Viswanathan
Account Director
Millward Brown
Narayanee.Viswanathan@millwardbrown.com

Millward Brown is a leading global research agency specializing


in advertising effectiveness, strategic communication, media and
brand equity research. Millward Brown helps clients grow great
brands through comprehensive research-based qualitative and
quantitative solutions.
www.millwardbrown.com

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TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Our Insights

The next growth driver for the live events like VH1
FMCG in India is the live events Supersonic or Sunburn
No one can ignore or In this period of increasing space. From the time concerts offer major
overlook the sudden competition, an event is announced opportunities for categories
boom of the e-commerce brands need to to the time it is like beauty and personal care,
LIVE EVENTS
in the last few years. With the understand how MARKETING MIX executed, every leg of including sunscreens, moisturizers
the journey presents or even mosquito repellents, along
ever-increasing number of consumers are using
New audience recruitment
websites selling everything from these channels. E-commerce is booming, itself as an opportunity with the usual suspects energy
furniture to groceries, electronics Consumers see every platform for FMCG brands for a consumer drinks, refreshments or fashion
to designer clothes, there is channel as a solution but its not the only channel brand to engage. Live accessories.
almost nothing that cannot for their varied needs entertainment serves
Live events also present marketers
be bought online today. So in different situations. as an avenue to build,
Krishna Vilasini Bharadwaj with an opportunity to recruit new
while retailers are going all-out Understanding how sustain and engage audiences that
Kaveri Kshirsagar India Practice Chair, Health and Wellness customers. Live music events are
in pushing consumers on the consumers select among diverse Senior Research Executive Genesis Burson-Marsteller brands have spent time acquiring.
ideal for marketers who want their
online (even mobile) channel, shopping options is critical for Millward Brown Krishna.Vilasini@bm.com
Kaveri.Kshirsagar@millwardbrown.com
A veritable hotbed of untapped niche products to be sampled
a point worth considering is modern-day marketers in arriving potential customers is right there by first-time users. For instance,
the customers preference for at an optimal channel mix for for marketers keen to promote a tissue brand that is looking to
conventional retail channels. building and sustaining a loyal their FMCG brands with a medium capture the 14-to-20 age group
customer base. that probably is not yet part of could launch its new variant at a
their marketing mix. For example, New Year sundowner in Goa.

Fashion has been clubbed with These women may have


words like oppression and money but they lack
victims, but recently fashion fashion awareness, so they
has started empowering Indian turn to these sources for ideas
women. For young women to enhance their personal style Driven by changing year and help ensure that
in smaller towns, fashion is and fulfill their desire to stand out. consumer expectations hunger does not prevent
not only a means to be on and a desire to participate children from getting an PURPOSE
EMPOWERMENT Young women also tend to buy in advancing the common education.
par with their cosmopolitan

New fashions empower, counterparts, but is also a


more for less by shopping on
the street, or online on Flipkart,
welfare of India, marketers
increasingly support social
The popular video is just Marketers advance social
way of feeling empowered one example of the many
rather than oppress and confident.
Myntra, Jabong and similar online
outlets so that they can embrace
responsibility initiatives that that
brands that have come causes relevant to brands
are relevant to their brands.
For sources of inspiration fast fashion and be trendsetters forward and showcased
young women turn to themselves. In a time of constantly In a recent campaign, Chings their support for various
Secret, a Chinese food popular social issues prevalent in Sujit Gupta
Alisha Attarwala reality TV shows, Instagram, changing fashion, staying up-to- Research Executive
Assistant Planner Pinterest, make up tutorials on date with what they wear gives in India, collaborates with Yash India. Branding with a social
Millward Brown
Ogilvy & Mather YouTube, Indian and international these women the opportunity and Raj Films on short video for purpose or a cause not only Sujit.Gupta@millwardbrown.com
Alisha.Attarwala@ogilvy.com
fashion blogs, and beauty apps. means to empower themselves. the Akshaya Patra Foundation, enhances the brand image but
which provides school lunches. also extends awareness for
The video asks people to the cause beyond the target
donate a small amount that audience.
will feed a child for an entire

172 173
PART

Resources
I N DI A NS E M BR ACE T H E I R H E R I TAGE

WITH PRIDE AND CONFIDENCE.


Part 6 | The India Top 50 - Resources TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Resources: BrandZ Brand Valuation Methodology

Introduction The Valuation Process

The brands that appear in this report Before reviewing the details of this DIFFERENT STEP 1: CALCULATING calculation used by financial analysts (coming to mind quickly and easily as
are the most valuable in India. They methodology, consider these three FINANCIAL VALUE to determine the market value of the answer when people are making
were selected for inclusion in the fundamental questions: why is brand These brands are unique in a positive stocks (Example: 6X earnings or 12X category purchases).
BrandZ Top 50 Most Valuable Indian important; why is brand valuation way and set the trends, staying PART A earnings). Information supplied by
ahead of the curve for the benefit of We identify the purchase volume and
Brands 2015 based on the unique and important; and what makes BrandZ Bloomberg data helps us calculate a
the consumer. We start with the corporation. In some any extra price premium delivered by
objective BrandZ brand valuation the definitive brand valuation tool? Brand Multiple. We take the Branded
cases, a corporation owns only one these brand associations. We call this
methodology that combines extensive SALIENT Earnings and multiply that number by
and on-going consumer research with IMPORTANCE OF BRAND brand. All Corporate Earnings come
the Brand Multiple to arrive at what we
unique role played by brand, Brand
They come spontaneously to mind from that brand. In other cases, a Contribution.
rigorous financial analysis. Brands embody a core promise of call Financial Value.
as the brand of choice for key needs. corporation owns many brands. And
values and benefits consistently Heres what makes BrandZ so unique
The BrandZ valuation methodology we need to apportion the earnings of
delivered. Brands provide clarity and important. BrandZ is the only
can be uniquely distinguished from the corporation across a portfolio
its competitors by the way we obtain and guidance for choices made by of brands. STEP 2: CALCULATING brand valuation methodology that
consumer viewpoints. We conduct companies, consumers, investors and IMPORTANCE OF BRAND BRAND CONTRIBUTION obtains this customer viewpoint by
other stakeholders. Brands provide VALUATION To make sure we attribute the correct conducting worldwide on-going, in-
worldwide, on-going, in-depth So now we have got from the total
the signposts we need to navigate the portion of Corporate Earnings to each depth quantitative consumer research,
quantitative consumer research, and Brand valuation is a metric that value of the corporation to the part
consumer and B2B landscapes. brand, we analyze financial information online and face-to-face, building up a
build up a global picture of brands on a quantifies the worth of these powerful that is the branded value of the
from annual reports and other sources, global picture of brands on a category-
category-by-category and market-by- At the heart of a brands value is its but intangible corporate assets. It business. But this branded business
such as Kantar Retail. This analysis by-category and market-by-market
market basis. ability to appeal to relevant customers enables brand owners, the investment value is still not quite the core that we
yields a metric we call the Attribution basis. Globally, our research now
Globally, our research covers three and potential customers. BrandZ community and others to evaluate and Rate. are after. To arrive at Brand Value, we covers over three million consumers
million consumers and more than uniquely measures this appeal compare brands and make faster and need to peel away a few more layers, and more than 100,000 different
and validates it against actual sales better-informed decisions. We multiply Corporate Earnings by the such as the in-market and logistical
100,000 different brands in over 50 brands in over 50 markets. In India,
performance. Brands that succeed in Attribution Rate to arrive at Branded factors that influence the value of the
markets. This intensive, in-market our research includes over 100,000
creating the greatest attraction power DISTINCTION OF BRANDZ Earnings, the amount of Corporate branded business, for example: price,
consumer research differentiates consumers and more than 1,000
are those that are: Earnings attributed to a particular availability and distribution.
the BrandZ methodology from BrandZ is the only brand valuation different brands.
brand. If the Attribution Rate of a brand
competitors that rely only on a panel tool that peels away all of the financial
MEANINGFUL is 50 percent, for example, then half What we are after is the value of the
of experts, or purely on financial and and other components of brand value
the Corporate Earnings are identified intangible asset of the brand itself that
market desktop research. In any category, these brands and gets to the core how much STEP 3: CALCULATING
as coming from that brand. exists in the minds of consumers.
appeal more, generate brand alone contributes to corporate
That means we have to assess BRAND VALUE
greater love and meet the value. This core, what we call Brand PART B the ability of brand associations in
individuals expectations Contribution, differentiates BrandZ. Now we take the Financial Value and
What happened in the past or even consumers minds to deliver sales by
and needs. multiply it by Brand Contribution,
whats happening today is less predisposing consumers to choose the
which is expressed as a percentage
important than prospects for future brand or pay more for it.
of Financial Value. The result is Brand
earnings. Predicting future earnings We focus on the three aspects of Value. Brand Value is the dollar amount
requires adding another component brands that we know make people a brand contributes to the overall
to our BrandZ formula. This buy more and pay more for brands: value of a corporation. Isolating and
component assesses future earnings being Meaningful (a combination of measuring this intangible asset reveals
prospects as a multiple of current emotional and rational affinity), being an additional source of shareholder
earnings. We call this component Different (or at least feeling that way value that otherwise would not exist.
the Brand Multiple. Its similar to the to consumers), and being Salient

178 179
Part 6 | The India Top 50 - Resources TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Resources: BrandZ Brand Valuation Methodology

Why BrandZ is the definitive Eligibility criteria


Brand valuation methodology and definitions

All brand valuation methodologies HOW DOES THE over 50 markets worldwide. In India, ELIGIBILITY DEFINITIONS MEANINGFUL,
are similar up to a point. COMPETITION DETERMINE our research covers over 100,000 DIFFERENT, SALIENT
consumers and more than 1,000 The brands included in the BrandZ BRAND CONTRIBUTION
All methodologies use financial THE CONSUMER VIEW? different brands. Top 50 Most Valuable Indian Brands These are the three BrandZ
research and sophisticated 2015 report meet two eligibility criteria: Brand Contribution is a BrandZ
Interbrand derives the consumer point components of brand equity:
mathematical formulas to calculate measurement of a brands uniqueness
of view from panels of experts who Brands are owned by an enterprise Meaningful, Different and Salient.
current and future earnings that in the mind of the consumer and the
contribute their opinions. The Brand WHATS THE BENEFIT listed on a stock exchange in India. Success on these components
can be attributed directly to a brand impact of brand alone, without any
Finance methodology employees predisposes consumers to choose a
rather than to the corporation. This OF BRANDZ? Bank brands derived at least other factors, on future earnings.
brand and pay a premium for it.
a complicated accounting method Brand Contribution is expressed on a
exercise produces an important but The BrandZ methodology produces 25 percent of earnings from
called Royalty Relief Valuation.
incomplete picture. important benefits for two broad retail business. scale of one to five, with five being Meaningful
the highest.
Whats missing? The picture audiences. Consumers feel an affinity for the
of the brand at this point lacks WHY IS THE BRANDZ Members of the financial BRAND POWER brand or think it meets their needs.
input from the people whose METHODOLOGY SUPERIOR? community, including analysts,
opinions are most important
Brand Power is a BrandZ Different
shareholders, investors and measurement of a brands competitive
the consumer. This is where the BrandZ goes much further and is The brand feels different to other
C-suite, depend on BrandZ for the position in its category. It roughly
BrandZ methodology and the more relevant. Once we have the brands in the category, or sets trends
most reliable and accurate brand correlates with volume share. Brand
methodologies of our competitors important, but incomplete, financial for the category.
value information available. Power is a BrandZ component of
part company. picture of the brand, we communicate
with consumers, people who are Brand owners turn to BrandZ to brand equity, which is the consumer Salient
actually paying for brands every more deeply understand the causal predisposition to choose one brand
over another. The brand comes to mind quickly and
day, constantly. Globally, our on- links between brand strength, sales
readily when activated by ideas related
going, in-depth quantitative research and profits, and to translate
to category purchase.
includes three million consumers those insights into strategies for
and more than 100,000 brands in building brand equity.

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Part 6 | The India Top 50 - Resources TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Resources: BrandZ Reports, Apps and iPad Magazines

BrandZ: The ultimate resource


for brand knowledge and insight BRANDZ
ON THE MOVE

Get the BrandZ Top 100 Most


Valuable Global Brands, Chinese
Top 100, Latin American Top 50,
The Chinese New Year in TrustR Indonesian Top 50 and many
Next Growth Cities more insightful reports on your
Engaging Consumers in
The report explores how Chinese smartphone or tablet.
the Post-Recession World
families celebrate this ancient festival
Trust is no longer enough. Strong To download the apps for the BrandZ
and describes how the holiday
brands inspire both Trust (belief in rankings go to www.BrandZ.com/mobile
unlocks year-round opportunities
the brands promise developed over (for iPhone and Android). BrandZ is the
for brands and retailers, especially in
BrandZ Top 100 Most BrandZ Top 100 Most BrandZ Top 50 Most Valuable time) and Recommendation (current worlds largest and most reliable customer-
Chinas lower tier cities.
confirmation of that promise). focused source of brand equity knowledge
Valuable Global Brands 2015 Valuable Chinese Brands 2015 Indonesian Brands 2015 For the iPad magazine search for and insight.
This combination of Trust plus
This is the definitive global brand The report profiles Chinese brands, This new study analyses the success Chinese New Year on iTunes Recommendation results in a new To learn more about BrandZ data or
valuation study, analysing key trends outlines major trends driving brand of Indonesian brands, examining the metric called TrustR. studies, or view one of our industry insight
driving the worlds largest brands, growth and includes commentary on the dynamics shaping this fast-emerging
videos, please visit www.BrandZ.com, or
exclusive industry insights, thought growing influence of Chinese brands at market and offering insights for building
contact any WPP company.
leadership and a retrospective look at home and abroad. valuable brands.
10 years of BrandZ.

BrandZ Top 50 Most Valuable The Chinese Golden Weeks The Power and Potential of the ValueD RepZ CharacterZ
Latin American Brands 2014 in Fast Growth Cities Chinese Dream Balancing Desire and Maximising Brand and Brand personality analysis deepens
The report profiles the most valuable Using research and case studies, the The Power and Potential of the Chinese Price for Brand Success Corporate Integrity brand understanding
brands of Argentina, Brazil, Chile, report examines the shopping attitudes Dream is rich with knowledge and insight,
Colombia, Mexico and Peru and explores Desire is primary. High Desire Major brands are especially Brand personality analysis deepens brand
and habits of Chinas rising middle and forms part of a growing library of
the socioeconomic context for brand enables Price flexibility. A new vulnerable to unforeseen events understanding
class and explores opportunities for WPP reports about China. It explores the
growth in the region. metric, Value-D, measures the that can quickly threaten the equity
brands in many categories. meaning and significance of the Chinese Need an interesting and stimulating way to
gap between the consumers cultivated over a long period of
Dream for Chinese consumers as well as engage with your clients? Want to impress them
For the iPad magazine, search For the iPad magazine, search Golden Desire for a brand and the time. But those brands with a better
its potential impact on brands. with your understanding of their brand? A new and
BrandZ Latin America on iTunes. Weeks on iTunes consumers perception of the reputation are much more resilient.
improved CharacterZ can help! It is a fun visual
brands Price. By quantifying Four key factors drive Reputation:
analysis, underpinned by the power of BrandZ,
this gap, Value-D helps brands Success, Fairness, Responsibility and
which allows detailed understanding of your
optimize their profit and, Trust. Find out how your
brands personality.
market-positioning potential. brand performs.

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H O W FA R YO U T R AV E L I N L I F E I S N O L O N G E R C O M P L E T E LY

D E T E R M I N E D B Y W H E R E Y O U B E G I N T H E J O U R N E Y.
Part 6 | The India Top 50 - Resources TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Resources: WPP Company Contributors

These companies contributed knowledge,


expertise and perspective to the report

BRAND UNION FIREFLY MILLWARD BROWN GREY HILL+KNOWLTON STRATEGIES


We are a global brand agency with deep expertise in brand strategy, Firefly Millward Brown is one of the largest global qualitative research GREY group ranks among the largest global communications Hill+Knowlton Strategies, Inc. is a leading international
design, brand management and employee engagement. A network of practices. We use our in-depth understanding of marketing and companies. Its parent company is WPP (NASDAQ:WPPGY). Under the communications consultancy, providing services to local,
500 people in 25 locations around the world, serving every market. consumer behavior to identify true brand opportunities that inspire banner of GREY Famously Effective Since 1917, the agency serves a multinational and global clients. The firm is headquartered in
Founded in 1986, we are part of the WPP Group. We believe that strategic recommendations to drive brand success. Brands benefit blue-chip client roster of many of the worlds best known companies: New York, with 87 offices in 51 countries as well as an extensive
experiences form the basis of all kinds of human relationships and from Fireflys cultural understanding of the 40 local markets we serve Procter & Gamble, GlaxoSmithKline, Volvo, Britannia, ITC, Ferrero, associate network. The agency is part of WPP, the world leader in
that the strongest bonds form over time as a result of multiple positive and the regional and global context we provide. Saint Gobain, Quikr, Cadbury, Wipro, BIG, Dell, Adobe, Mondelez, to communications services. For more information please visit www.
encounters. Using our proprietary experience framework, we create name a few. GREY was named ADWEEKs Global Agency of the Year hkstrategies.com
We are passionate about people and how they interface with brands.
brand imprints to help us understand how consumers view and and AD AGEs Agency of the Year in 2014. In Asia, Grey Group covers
It is the pursuit of this interaction that allows us to deliver illuminating In India, Hill+Knowlton Strategies has more than 130 consultants
experience brands and how we can help enhance every moment 28 cities in 16 countries, which includes Bengaluru, Gurgaon and
insights for our clients businesses. and operations in Delhi, Mumbai, Chennai, Bengaluru and Kolkata,
of interaction. Mumbai in India.
plus local affiliations that reach more than 100 cities nationwide.
www.fireflymb.com
www.brandunion.com www.grey.com/india The agency specializes in corporate communications, public affairs,
Vartika Hali marketing communications, crisis, finance, technology, media &
Lucy Unger Sunil Lulla
Head Firefly Millward Brown, South Asia entertainment, and digital communications.
Managing Director Chairman & Managing Director
Vartika.Hali@fireflymb.com
Lucy.Unger@brandunion.com Sunil.Lulla@grey.com www.hkstrategies.in
Radhika Shapoorjee
President
Radhika.Shapoorjee@hkstrategies.com

CONTRACT
Contract, a member of the J. Walter Thompson/WPP GroupM
network (NASDAQ:WPPGY) is an integrated and independent GENESIS BURSON-MARSTELLER
GroupM, part of WPP, is the leading global media investment
communications company that specializes in four practices viz. Genesis Burson-Marsteller is a leading public relations and public management operation serving as the parent company to WPP
Advertising, Consulting, Design and Digital. The latter are driven affairs consultancy that delivers integrated communication services media agencies including Mindshare, MEC, MediaCom, Maxus and
through the three specialist verticals Core Consulting, Design Sutra to some of the best global and Indian companies. Our focus is on Motivator in India, each global operations in their own right with
J. WALTER THOMPSON
& iContract. It operates through three offices in Mumbai, Delhi and creating real measurable impact on our clients business through leading market positions. GroupMs primary purpose is to maximize J. Walter Thompson is South Asias leading and most admired
Bangalore with 225 people. evidence based, ideas driven and result oriented campaigns. We performance of WPPs media agencies by operating as leader and marketing communications agency that offers a truly integrated
Contract creates brand conversations for some of Indias most have created a network across South Asia which includes wholly collaborator in trading, content creation, sports, digital, finance, network across India, Sri Lanka and Nepal.
admired and iconic brands such as Asian Paints, Acer, Amira Pure owned offices in seven of Indias key metros and a strong affiliate proprietary tool development and other business-critical capabilities.
footprint in over 200 cities across India and in neighbouring J. Walter Thompson India provides powerful 360 degrees total
Foods, Amarprakash Developers, Assetz Property, Air Pegasus, GroupMs focus is to deliver unrivaled marketplace advantage to its
countries like Bangladesh, Bhutan, Nepal, Pakistan and Sri Lanka. communication solutions to its clients from across its six offices in the
Dabur, Dominos Pizza, Edelweiss, Godrej, GPI, HSBC, Hotstar, ITC, clients, stakeholders and people.
country, through Mainstream advertising; Hungama Digital Services
Jaypee Associates, JK Tyre, Kraft-Cadbury(Mondelez), Kelvinator, Committed to Being More, we are one seamless team that has a www.groupm.com and Social Wavelength for Digital and Social Media Marketing;
Kenstar, KOEL- Gensets , LINE, Life OK, Mantri Developers, NIIT, common purpose and attitude: integrated across four practices Encompass for experiential marketing; Thompson Social for Social
Portea Medical, Revlon, Sansui, STAR Plus, Star Gold, Starsports. (namely, Brand and Consumer, Corporate and Financial, Telecom CVL Srinivas
Development Sector Communications and J. Walter Thompson Rural
com, Shoppers Stop , Shell , Sugar Free, Ten Sports, Tata Motors and Technology as well as Health and Wellness), Centres of Expertise CEO GroupM South Asia
for Rural Communications.
(International Market), Tata Tele Services, Tata Docomo, Truly Madly, (Corporate Responsibility, GBM Digital Studio, GBM Client Studio, Cvl.Srinivas@groupm.com
USL, UTI Mutual Fund, VIP and Wills lifestyle amongst others. GBM Content & Design Bureau, GBM Crisis & Issues Group, GBM Contract Advertising, a member of the J. Walter Thompson / WPP
Live! Newsroom) and Business Divisions (Step Up, The Outstanding network is an integrated and independent communications company
www.contractindia.co.in
Speakers Bureau) to assist clients achieve their business objectives. that specializes in four practices viz. Advertising, Consulting, Design
Rana Barua and Digital.
COO www.genesisbm.in
www.jwt.com/india
Rana.Barua@contractindia.co.in Prema Sagar
Principal & Founder Tarun Rai
Prema.Sagar@bm.com CEO South Asia
Tarun.Rai@jwt.com

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Part 6 | The India Top 50 - Resources TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Resources: WPP Company Contributors

These companies contributed knowledge,


expertise and perspective to the report

A W P P C O M PA N Y

LANDOR MILLWARD BROWN OGILVY & MATHER OGILVYONE WORLDWIDE SMOLLAN SOCIAL WAVELENGTH
As a global leader in brand consulting and Millward Brown is a leading global Ogilvy & Mather is one of the largest OgilvyOne Worldwide is the worlds leading Smollan is an international retail solutions Social Wavelength is Indias leading Social-
design, Landor helps clients create agile research agency specializing in advertising marketing communications companies in Customer Engagement Agency, as ranked by company. Focused on perfecting retail First Digital Agency. Social Wavelength
brands that thrive in todays dynamic, effectiveness, strategic communication, the world. It was named the Cannes Lions Forrester Research, Inc. Our core promise to and shopper experiences, we are the pivot partners with clients to build Social and
disruptive marketplace. Our work enables media and brand equity research. Millward Network of the Year for four consecutive clients is to help them unlock the full value point where the retailer, brand owner and Digital solutions which help them achieve
top brandsfrom Barclays to BMW and Tide Brown helps clients grow great brands years, 2012, 2013, 2014 and 2015; and of customers. We do this by turning big ideas shopper intercept. We deliver growth for their business goals. Their offerings range
to Tajto stand for something while never through comprehensive research-based the EFFIEs Worlds Most Effective Agency and data into personal experiences to help our retailers and brand owners across five from Social Media Communications,
standing still. qualitative and quantitative solutions. Network for two consecutive years 2012 and clients win more customers and make them continents through leading solutions in field Social Listening, Digital Media planning and
Specialist global practices include Millward 2013. Ogilvy Mumbai, the flagship office of more valuable. With over 100 offices in more sales and retail execution, activation, and buying, and Digital content and technology
Landors branding services include strategy
Brown Digital (a leader in digital effectiveness Ogilvy & Mather India, continues to be the than 50 countries, we are one of the industrys information and technology. production.
and positioning, identity and design, brand
and intelligence), Firefly Millward Brown (our most awarded agency office in India, has most highly awarded agencies. The roster of
architecture, prototyping, innovation, naming With extensive industry experience, We also run the regions largest Social Media
global qualitative network), a Neuroscience been named Most Effective Agency of the clients is equally balanced between global
and verbal identity, research and analytics, an exceptional human platform and Command Center - a 24x7 Social Listening
Practice (using neuroscience to optimize Year in Asia Pacific 2014. clients including American Express, BlackRock,
environments and experiences, engagement sophisticated systems, Smollan has operation, dedicated to listening to Social
the value of traditional research techniques), British Airways, DuPont, IBM, Intercontinental
and activation, and interactive and media In India, Ogilvy & Mather is comprised of provided consistent excellence in Conversations for our clients, and taking
and Millward Brown Vermeer (a strategy Hotel Group, IKEA, Kimberly-Clark, Nestl,
design. industry leading units in advertising, digital operational execution for three generations. action and deriving intelligence from the
consultancy helping companies maximize Unilever and UPS and leading clients in our
marketing, shopper and retail marketing, same.
Founded by Walter Landor in 1941, Landor financial returns on brand and marketing local markets. OgilvyOne Worldwide is a www.smollan.co.in
healthcare and public relations. Global
pioneered many of the research, design, and investments). Millward Brown operates in unit of Ogilvy & Mather, a WPP company www.socialwavelength.com
Effie Index ranked O&M Mumbai 3rd and Rajan Zachariah
consulting methods that are now standard in more than 55 countries and is part of Kantar, (NASDAQ: WPPGY), one of the worlds
4th Most Effective Agency in 2014 and 2015 CFO, CEO - HFS Unilever Sanjay Mehta & Hareesh Tibrewala
the branding industry. Today, Landor has 27 WPPs data investment management division. largest communications services groups.
respectively; again named Most Effective Rajan.Zachariah@smollan.co.in CEOs
offices in 21 countries, working with a broad OgilvyOne India has been named No.1 Digital
www.millwardbrown.com Agency of the Year 2014 in EFFIES India 2014. Sanjay.Mehta@socialwavelength.com
spectrum of world-famous brands. Clients Agency in India; it has also earned the title of
Neo@Ogilvy India has won Best Mobile Hareesh@socialwavelength.com
include Anita Dongre, Caf Coffee Day, ICICI Prasun Basu 5th Smartest Digital Agency Worldwide by
Agency in India 2015 by IDMA. Ogilvy India
Bank, Jet Airways, Lavasa, Mahindra, The Managing Director WARC100.
has been ranked Indias No.1 Agency for
Park Hotels, Reliance ADAG, Taj Group, Tata Prasun.Basu@millwardbrown.com
10 consecutive years by The Brand Equity www.ogilvyone.com
Global Beverages, and World Gold Council.
Agency Reckoner. O&M services Fortune
Vikram Menon
Landor is a member of the Young & Rubicam Global 500 companies as well as local
President
Group within WPP, the worlds largest businesses through its network of more than
Vikram.Menon@ogilvy.com
marketing and communications firm. For 500 offices in 126 countries.
more information, please visit the website
www.ogilvy.com
and follow Landor on Facebook andTwitter.
Piyush Pandey
www.landor.com
Executive Chairman & National Creative
Lulu Raghavan Director
Managing Director Piyush.Pandey@ogilvy.com
WPP is the worlds largest communications services group with billings in 2013 of $72.3 For further information about
Lulu.Raghavan@landor.com
billion and revenues of $17.3 billion. Through its operating companies, the Group provides a BrandZ contact any WPP Group
comprehensive range of advertising and marketing services including advertising and media company or visit:
investment management; data investment management; public relations and public affairs;
www.brandz.com
branding and identity; healthcare communications; direct, digital, promotion and relationship
marketing and specialist communications. The company employs over 179,000 people
(including associates) in over 3,000 offices across 112 countries. For more information, visit
www.wpp.com. WPP was named Holding Company of the Year at the 2014 Cannes Lions
International Festival of Creativity for the fourth year running. WPP was also named, for the
third consecutive year, the Worlds Most Effective Holding Company in the 2014
Effie Effectiveness Index, which recognizes the effectiveness of marketing communications.
www.wpp.com
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Part 6 | The India Top 50 - Resources TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Resources: WPP Company Brand Building Experts

These individuals from WPP companies


provided additional thought leadership,
research, analysis and insight to the report

Jasmeeta Agarwal Almas Ahmed Alisha Attarwala Carolina Bajaj Saumya Baijal Shaveta Bhardwaj Kaveri Kshirsagar Krishnakoli Sengupta Kumar Siddhant Lahiri Gaurav Mehta Parnika Mehta Veruschka Menon
Ogilvy & Mather Contract Ogilvy & Mather Hill & Knowlton Strategies Ogilvy & Mather Millward Brown Millward Brown Smollan J. Walter Thompson Millward Brown Millward Brown Ogilvy & Mather

Vipasha Bhuptani Ambrish Chaudhry Arnab Chaudhuri Anchit Chauhan Carl Daji Ashwath Ganesan Pragya Patra Sakina Pittalwala Mausami Prasad Chandana Raizada Sandeep Ranade Sheryl Roche
Ogilvy & Mather Brand Union J. Walter Thompson J. Walter Thompson Contract OgilvyOne Worldwide Ogilvy & Mather Firefly Millward Brown Millward Brown J. Walter Thompson Millward Brown Ogilvy & Mather

Nisha Ganneri Aakriti Goel Marisha Gupta Sujit Gupta Vartika Hali Abhishek Hariharan Saloni Sabnis Urmi Saha Shriya Sengupta Mehul Shah Atul Sharma Pawan Singh
Ogilvy & Mather GREY Group Millward Brown Millward Brown Firefly Millward Brown Ogilvy & Mather Millward Brown Millward Brown Ogilvy & Mather Contract Genesis Burson-Marsteller Millward Brown

Siddhanth Hoskote Raman Iyer Shradha Jadhav Aditi Jain Aparna Jain Warish Jain Nishith Srivastava Ajay Tawde Gazala Vahanvati Krishna Vilasini Narayanee Viswanathan
Millward Brown Contract Millward Brown J. Walter Thompson Ogilvy & Mather Millward Brown J. Walter Thompson OgilvyOne Worldwide Landor Genesis Burson-Marsteller Millward Brown

Thanks also to India country manager Ranjan Kapur and to these WPP companies and individuals:
Genesis Burson-Marsteller: Deepshikha Dharmaraj, Vaijayanthi Kari, Natasha Kini, Radhika Mehta and Prema Sagar
GroupM: Jai Lala and CVL Srinivas
Ogilvy & Mather: Pooja Motwani, B. Ramanathan, and Madukar Sabnavis.
Dinesh Kapoor Ashish Karnad Saurabh Karve Mihir Karkare Shaziya Khan Divya Khanna
Appreciation also to Impact Research & Measurement.
Millward Brown Millward Brown Millward Brown Social Wave Length J. Walter Thompson J. Walter Thompson

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Part 6 | The India Top 50 - Resources TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Resources: The BrandZ India Top 50 Team

These individuals created the report, providing


research, valuations, analysis and insight,
editorial, photography, production, marketing
and communications

Mayank Agarwal Aman Aggarwal Binata Banerjee Cecilie stergren David Roth Ken Schept
Mayank Agarwal is the Marketing Aman Aggarwal is Research Analyst for Binata is Account Manager, Millward Cecilie stergren is a professional photographer David Roth is the CEO of the Store WPP for Ken Schept is a professional writer
& Business Development Director, BrandZ valuation at Millward Brown. Brown India. She is involved in based in Denmark, she has worked closely with Europe, the Middle East, Africa and Asia, specializing in articles and reports about
Millward Brown South Asia. He heads He is responsible for financial analysis, conceptualizing the insights & key WPP agencies since 2009. Cecilie specializes in and leads the BrandZ worldwide project. brands, marketing and retailing. For the
the BrandZ India project. performing valuations, brand profiles takeaways for BrandZ India. documentary, consumer insight and portraits. Prior to joining WPP David was main Board past several years hes helped develop the
research and commercial validation for She has travelled extensively in China, Brazil and Director of the international retailer, B&Q. BrandZ library of reports. He spent much
the BrandZ rankings. other locations to photograph images for the of his career as an editor with a leading US
BrandZ reports. business-to-business publisher.

Prasun Basu Amandine Bavent Elspeth Cheung Amit Singh Raam Tarat Peter Walshe
Prasun Basu is the Managing Director- Amandine Bavent is a BrandZ Valuation Elspeth Cheung is the Global BrandZ Amit Singh is a Senior Analyst for BrandZ Raam Tarat is Global Communications and Peter Walshe, Global Strategy Director of
Millward Brown, South Asia Region. He Manager for Millward Brown. She Valuation Director for Millward Brown. at Millward Brown. He is responsible for Marketing Manager at Millward Brown. He BrandZ, was involved in the creation of
is closely involved with the launch of manages the brand valuation projects for She is responsible for valuation, analysis, performing valuations, financial analysis project manages production of the BrandZ this brand equity and insight tool 17 years
BrandZ India. BrandZ. Her role involves conducting client management and external and brand profiles research for the Global Top 100 report and select country ago, and has contributed to all the valuation
financial analysis, researching brands and communication for the BrandZ rankings BrandZ rankings and other ad hoc brand reports, as well as marketing, communications studies and developed BrandZ metrics,
performing valuations. and other ad hoc brand valuation projects. valuation projects. and social media for BrandZ projects. including CharacterZ, TrustR, and RepZ.

Miquet Humphryes Ben Marshall Gaurav Mittal Doreen Wang Margarita Ylla With thanks and appreciation to:
Richard Ballard, Tuhin Dasgupta, Chintan
Miquet Humphryes is Director of Global Ben Marshall is Global Communications Gaurav Mittal is a Research Analyst of Doreen Wang is the Global Head of Margarita Ylla serves as project manager Desai, Natasha Isaac, Anthony Marris,
Corporate Marketing at Millward Brown. She and Marketing Assistant at Millward BrandZ valuation at Millward Brown. He BrandZ, and a seasoned executive for The Store WPP and for the BrandZ Madhavan Nair, Boni Sones, and Lynne Oxley.
is responsible for overseeing the marketing Brown and assists with the marketing and is responsible for financial analysis, brand with 15 years experience in providing Top 50 Most Valuable Indian Brands. She
and communications for the Top 100 ranking. communications of the BrandZ projects. profiles research and commercial validation outstanding market research and strategic has also collaborated on other BrandZ
for the BrandZ rankings. consulting for senior executives in Fortune country reports.
500 companies in both the US and China.
194 195
Part 6 | The India Top 50 - Resources TOP 50 MOST VALUABLE INDIAN BRANDS 2015

Resources: BrandZ Brand Valuation Contact Details / WPP in India

Brand Valuation
Contact Details

The brand valuations in the BrandZ Top 50 Most Valuable


Indian Brands 2015 are produced by Millward Brown using
market data from Bloomberg.

The consumer viewpoint is derived from the BrandZ


database. Established in 1998 and constantly updated, this
database of brand analytics and equity is the worlds largest,
containing over three million consumer interviews about
more than 100,000 different brands in over 50 markets.

For further information about BrandZ


contact any WPP Group company or:
in India
Doreen Wang We help build valuable brands
Global Head of BrandZ
Millward Brown Our WPP companies have been engaged Ranjan Kapur
+1 212 548 7231 in India for more than 85 years. Today,
Doreen.Wang@millwardbrown.com WPP Country Manager, India
14,000 people including associates
Ranjan.Kapur@wpp.com
work in 64 companies and 266 offices
Martin Guerrieria across India, in Mumbai, Delhi, Bangalore,
Belinda Rabano
Global BrandZ Research Director Chennai, Kolkata, Hyderabad and many
Millward Brown other cities. Head of Corporate Communications,
+44 (0) 207 126 5073 WPP Asia Pacific
Martin.Guerrieria@millwardbrown.com They provide the advertising, marketing, Belinda.Rabano@wpp.com
insight, media, digital, retail, shopper
Elspeth Cheung marketing, PR, knowledge, insight, and For further information about WPP
implementation necessary to understand companies worldwide, please visit:
Global BrandZ Valuation Director Indonesia and build and sustain brand www.wpp.com/wpp/companies
Millward Brown value. To learn more about how to apply
+44 (0) 207 126 5174 this expertise to benefit your brand, please or contact:
Elspeth.Cheung@millwardbrown.com contact any of the WPP companies that
contributed to this report or contact: David Roth
www.brandz.com
CEO The Store, WPP EMEA and Asia
David.Roth@wpp.com
Bloomberg

The Bloomberg Professional service is the


source of real-time and historical financial news
and information for central banks, investment
institutions, commercial banks, government offices
and agencies, law firms, corporations and news
organizations in over 150 countries. (For more
information, please visit www.bloomberg.com)

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Writing Ken Schept


Photography Cecilie stergren
Design Kay Blewett

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