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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
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. $403 Mil.
5 6 7 8 9 10 Banks Banks Tires Automobiles
17
48
BRANDZ INDIA TOP 50 Banks Telecom Providers Banks Banks Paints Automobiles Automobiles Banks Banks Automobiles
18
GROWS IN BRAND VALUE
47
Rate exceeds the growth of the Global Top 100 for every year
since the launch of the Global BrandZ rankings a decade ago.
BRANDZ INDIA TOP 50 PORTFOLIO OUTPERFORMS SENSEX INDIA FINANCIAL SERVICES, HOME AND PERSONAL CARE LEAD BRAND VALUE GROWTH
% Change in Sector Brand Value
Home and Personal Care
33%
BrandZ India Top 50 Portfolio
18.6%
15% of the India Top 50 total value
SENSEX India
20%
Financial
32%
Auto Aftermarket
Services 5% of the India Top 50 total value
19
15%
US$ 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
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
22
financial value, on a scale of 1 to 5, 5 highest.
TOP 10 RISERS
43
23
Home Care Rank 46
42
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
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
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
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,
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
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%
10%
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
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
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,
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.
26 27
Part 1 | Introduction - Key Themes TOP 50 MOST VALUABLE INDIAN BRANDS 2015
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
28 29
Part 1 | Introduction - Key Themes TOP 50 MOST VALUABLE INDIAN BRANDS 2015
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 ,
BRAND VALUE GROWS INNOVATION AND trend toward greater social responsibility,
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,
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.
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
34 35
TOP 50 MOST VALUABLE INDIAN BRANDS 2015
Part 1 | Introduction - Key Themes
e-commerce, mobile
248
175 165 150 143 137 141 142
129
brands may soon Meaningful Different Salient Meaningful Different Salient Meaningful Different Salient
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
36 37
TOP 50 MOST VALUABLE INDIAN BRANDS 2015
Part 1 | Introduction - Key Themes
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 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.
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
Needs of the
ENTREPRENEURSHIP
Consumers hospitable
to new ideas, brands
44 45
Part 1 | Introduction - Take Aways TOP 50 MOST VALUABLE INDIAN BRANDS 2015
Take Aways
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.
46 47
Part 1 | Introduction - Take Aways TOP 50 MOST VALUABLE INDIAN BRANDS 2015
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
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,
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
56 57
Part 2 | Market Intelligence - Background TOP 50 MOST VALUABLE INDIAN BRANDS 2015
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.
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
60 61
Part 2 | Market Intelligence - Background TOP 50 MOST VALUABLE INDIAN BRANDS 2015
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 ,
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
66 67
Part 2 | Market Intelligence - Market Characteristics TOP 50 MOST VALUABLE INDIAN BRANDS 2015
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.
68 69
Part 2 | Market Intelligence - Market Characteristics TOP 50 MOST VALUABLE INDIAN BRANDS 2015
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
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
Xiaomi China
76 77
Part 2 | Market Intelligence - Market Characteristics TOP 50 MOST VALUABLE INDIAN BRANDS 2015
spending pace,
spending on digital more than tripled, while total media spending increased 47 percent.
50,000
Digital +207%
5 year %Change
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
80 81
TOP 50 MOST VALUABLE INDIAN BRANDS 2015
Our Insights
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
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
88 89
Part 3 | The India Top 50 - Thought Leadership TOP 50 MOST VALUABLE INDIAN BRANDS 2015
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
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
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
90 91
Part 3 | The India Top 50 - Thought Leadership TOP 50 MOST VALUABLE INDIAN BRANDS 2015
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,
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
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
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
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Part 3 | The India Top 50 - Thought Leadership TOP 50 MOST VALUABLE INDIAN BRANDS 2015
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.
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
98 99
Part 3 | The India Top 50 - Thought Leadership TOP 50 MOST VALUABLE INDIAN BRANDS 2015
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
100 101
Part 3 | The India Top 50 - Thought Leadership TOP 50 MOST VALUABLE INDIAN BRANDS 2015
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.
102 103
Part 3 | The India Top 50 - Thought Leadership TOP 50 MOST VALUABLE INDIAN BRANDS 2015
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
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
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
5 Paints 3,867 2,812 38% 1 4 30 Food and Dairy 770 1,127 -32% -12 4
13 Banks 1,542 1,059 46% 6 3 38 Food and Dairy 598 450 33% 0 4
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
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
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
*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
112 113
Part 4 | The India Top 50 - BrandZ Analysis TOP 50 MOST VALUABLE INDIAN BRANDS 2015
114 115
Part 4 | The India Top 50 - BrandZ Analysis TOP 50 MOST VALUABLE INDIAN BRANDS 2015
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
strength today,
conglomerate.
Average Premium Top 3 Brands
BRAND POTENTIAL
In Brand Potential, an indicator of
future success, the BrandZ India 111
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 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
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
IMPLICATIONS Source: BrandZ / Millward Brown / Based on the BrandZ India Top 50 and Global Top 50
124 125
Part 4 | The India Top 50 - BrandZ Analysis TOP 50 MOST VALUABLE INDIAN BRANDS 2015
126 127
Part 4 | The India Top 50 - BrandZ Analysis TOP 50 MOST VALUABLE INDIAN BRANDS 2015
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
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.
130 131
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
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
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?
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
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!
Our recent launch of Pulsar RS200 in the Super Sports segment has been a resounding success, gaining
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?
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
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
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
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
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
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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.
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?
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.
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
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TOP 50 MOST VALUABLE INDIAN BRANDS 2015
Our Insights
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.
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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
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.
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
152 153
EXPERIENCED, AFFLUENT CONSUMERS NOW
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
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Part 5 | The India Top 50 - Brand Building Best Practices
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
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
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Part 5 | The India Top 50 - Brand Building Best Practices TOP 50 MOST VALUABLE INDIAN BRANDS 2015
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
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.
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
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
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
164 165
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,
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
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?
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
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
Narayanee Viswanathan
Account Director
Millward Brown
Narayanee.Viswanathan@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.
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PART
Resources
I N DI A NS E M BR ACE T H E I R H E R I TAGE
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
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Part 6 | The India Top 50 - Resources TOP 50 MOST VALUABLE INDIAN BRANDS 2015
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
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
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
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
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
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.
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Part 6 | The India Top 50 - Resources TOP 50 MOST VALUABLE INDIAN BRANDS 2015
Brand Valuation
Contact Details
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