MAM
Loyalty marketing growing in India
MUMBAI: India‘s continued economic growth has fueled an emerging opportunity for brands and retailers to engage consumers, according to the new 2011 Colloquy Cross-Cultural Loyalty Study.
This research was carried out in collaboration with multichannel marketing services firm Epsilon International and LoyaltyOne, a provider of loyalty marketing services that recently entered the Indian consumer market.
Among the key findings for India is the importance of word-of-mouth (WoM) as compared to other countries surveyed. WOM conversations are rated at 7-8 on a 10 point scale, where 10 signifies that WOM conversations are “extremely important”, approximately, 15 – 25 per cent higher than developed countries. This is of great significance for brands looking to create early adopters and loyal ambassadors.
India also offers a significant socially accessible and connected consumer audience with a hundred million internet users more than half of whom (55 per cent) read product reviews online and only make a purchase based on the feedback, according to the Asian Digital Marketing Association (ADMA) report 2011.
LoyaltyOne India CMO Rathin Lahiri said, “The results of the study validate that there‘s never been a better time for brands in India to engage in meaningful relationships with their customers. First generation loyalty programs create a means to get to know customers better. With that knowledge brands can successfully adapt and build the type of lasting relationships that drive sustained growth.”
Other study highlights:
- Consumers in India have an engaged, energised, and enthusiastic attitude about their economic prospects, consumerism, brands and companies, and loyalty rewards programs. Over one-third (34 per cent) of Indians feel strongly that their economic prospects will improve over the next decade.
- While a sizeable 42 per cent of Indians belong to at least one reward programme, it is significantly lower than their American counterparts, 74 per cent of whom are enrolled in such programs.
- 20 to 33 per cent of Indian consumers are “extremely loyal” to their favorite brands across six major categories — clothing retailers, grocery retailers, financial services providers, dining, auto fuel and travel providers
- 56 per cent of Indians believe that most businesses can be trusted. This is significantly higher than all other countries surveyed.
- A high number of Indians (56 per cent) also seem to have inherent trust towards international brands over domestic brands.
- Email and text messages rank number one and two respectively as the preferred means of receiving marketing messages among India‘s middle class consumers, beating television and print advertising.
Epsilon VP sales, Asia Pacific Adrian Hoon said, “The opportunity for marketers in India is clear. The challenge, however, is to convert the Indian consumer‘s growing love affair for the brand into a longer term, sustainable and profitable relationship. As the role of word of mouth grows in an increasingly social environment, the gap between satisfaction and dissatisfaction has never been more pronounced. Brands that invest in understanding customers‘ engagement dynamics and engaging their hearts and minds will win big, in terms of perceived service and loyalty.”
LoyaltyOne president Bryan Pearson will provide additional research-based insights into the best ways for marketers to communicate with increasingly sophisticated Indian consumers when he serves as a featured presenter at the World Brand Congress in Mumbai on 25 November. Pearson‘s presentation is titled, ‘From the Mouth of India‘s Consumers: New Research into Attitudes about Loyalty‘.
MAM
Ganesh Chana Sattu ropes in Ravindra Jadeja for new campaign
Cricketing all-rounder fronts ‘unnatural energy’ push for high-protein roasted gram flour drink.
MUMBAI: Ganesh Chana Sattu has just bowled a natural Yorker that feels positively superhuman and Ravindra Jadeja is the man delivering it. The nutrient-rich, high-protein roasted gram flour brand has launched a fresh campaign featuring the Indian cricketing legend. Conceptualised by TBWA\ Lintas, the campaign playfully explores how something truly natural can unlock extraordinary energy, using extreme visual exaggeration and Jadeja’s larger-than-life athleticism to show the power of sattu in action.
Rather than relying on dramatic storytelling, the film celebrates sattu as an age-old, completely natural ingredient that delivers performance so effective it borders on the unbelievable. It positions the drink as a refreshing, cool fuel for the body perfect for a generation seeking honest, high-protein nutrition without the hype.
Ganesh Consumer Products Limited director Devansh Mimani said, “Sattu has always been valued for its nutritional goodness. With this campaign, we wanted to showcase that energy in an engaging way. Ravindra Jadeja’s personality and athleticism helped us bring alive the idea that a natural drink can power seemingly unbelievable energy.”
TBWA\ Lintas unit creative director Tritirtha Chatterjee added, “The thought was to position Ganesh Sattu as a refreshing, cool drink that naturally powers the body. Ravindra Jadeja was the perfect fit to bring this idea alive. As an all-rounder, his game demands constant energy across batting, bowling and fielding.”
The campaign is now live across TV, digital platforms and social media channels, aiming to boost both brand awareness and product consideration among consumers looking for natural, high-protein alternatives.
In a category full of flashy promises, Ganesh Chana Sattu is quietly reminding everyone that sometimes the most powerful fuel comes from the simplest, most honest ingredients. With Jadeja on board, the brand has found the perfect all-rounder to prove that real energy doesn’t need artificial boosts, it just needs the right sattu.
