MAM

Amazon, Asian Paints & Tata Tea emerge as ‘Most Purposeful Brands’: Kantar report

The Indian consumer is on par with many of their Asian counterparts in actively engaging with

https://indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2021/11/25/kantar.jpg?itok=fI23cQgJ

Mumbai: Data insights and consulting company Kantar has released the 2021 edition of its annual BrandZ India report that unveils the year’s ‘Most Purposeful Brands’ in India. Amazon, Asian Paints, and Tata Tea emerged as the most purposeful leaders in India across technology, non-FMCG, and FMCG categories respectively, according to the report.

The technology ranking has Amazon followed by Zomato, YouTube, Google, and Swiggy jointly in fourth place, followed by Flipkart. The non-FMCG ranking is dominated by telecom brands, with Samsung and Jio jointly second, followed by MRF, Tata Housing, and Airtel. The FMCG category ranks some of India’s biggest names: Tata Tea followed by Surf Excel, Taj Mahal, Parachute, and Maggi both in fourth position, and Britannia completing the list, as per the report.

According to Kantar BrandZ data, consumers believe that these brands lead with a clear sense of purpose to make their everyday lives better. It also exhibits those that have taken a bolder social stance, as Covid-19 magnified the need for brands to do more than focus on profits alone. The findings tie in with longer-term trends in India and abroad to value brands on ESG criteria (environmental, social and governance) alongside traditional factors, such as valuations and earnings growth.

While the fundamentals of brand-building remain the same as before namely - Meaningfulness, Difference and Salience, what has changed this time is the expectation that the brand will stand for something more. Kantar conducted an analysis of 418 brands across 30 categories from a total of over 12,000 respondents and found that in India especially, perceptions of a brand’s purpose, its ability to ‘make people’s lives better,’ is crucial to establishing a brand’s meaningful quotient and thus, boosting prospects for growth.

The Indian consumer, as per the report, is on par with many of their Asian counterparts in actively engaging with sustainability. 77 per cent are prepared to invest time and money in companies that try to do good, the report stated.

The 2021 Kantar BrandZ data for India, in conjunction with other Kantar consumer sentiment tracking, has also revealed several patterns in what Indian consumers deemed ‘Purposeful’ in 2021.

Some of the key highlights are that it is critical to amplify or communicate the brand purpose, even as tech brands showed how everyday convenience contributes to brand purpose. These brands have been able to scale up and showcase a wide range of products plus enter new categories at a time when consumers were desperate for at-home & delivery solutions.

For FMCG brands, taking a social stance by focusing on reducing their carbon footprint scored high, showing that purpose and profit can go hand-in-hand. The key is to do more than just meet consumers’ immediate needs, like non-FMCG brands that adopt marketing strategies that promote the brand in ways that look beyond the function of product or service.

“Brand Purpose provides an anchor amidst constant uncertainty, both as a North Star for brands, but also as reassurance to consumers. Purpose as a contributor to brand equity is 10 times more important in India, in comparison to globally. This shows that a larger societal purpose is even more critical to success for brands in India,” said Kantar executive managing director for South Asia Insights Division Deepender Rana.

“Of course, vague slogans and one-off ‘corporate charity’ events do not work, and it is not about jumping on the bandwagon of the latest fashionable cause either. Instead, real Purpose flows from and builds on, a brand’s existing core values and DNA. This reinforces the need to understand and measure if a brand’s Purpose is perceived as adding real meaning to consumers' lives,” he added.

Speaking about Kantar BrandZ’s report in India, Kantar managing director- client and quantitative Insights Division Soumya Mohanty stated, “Purpose can work as a strategy for brands, when it’s based on the right consumer insights, and executed effectively. In India, Kantar BrandZ data suggest that a brand’s Purpose ranking has a direct impact on its Meaningfulness score – which in turn is one of the cores, proven building blocks of brand value growth.”

Methodology

The Kantar BrandZ database was analysed from 2020-21 covering 418 brand cases for this project, with brand perception and brand equity metrics for brands across 30 categories from a total of over 12,000 respondents. The database includes 28 consistent attributes. A two-stage analysis process was used to arrive at the decision to centre Purpose in this year’s report.

Latest Reads

https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/27/pinto.jpg?itok=eSFpRvpP
GUEST COLUMN: How video marketing drives maximum conversions

The rapid growth of TikTok globally, as well as Instagram releasing ‘Reels’ over the last couple of years, is a testament to the rise in video consumption, with users preferring to watch short video clips on their mobile devices.

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/27/bnm.jpg?itok=4R5ZqqrN
GUEST COLUMN: Mobile marketing trends that’ll pave way for OTT boom in 2022

The OTT sector in India has emerged just like a Bollywood hero — their entry is always late but highly anticipated, sweeping away everyone’s heart and attention. Similarly, the sector that was once considered stagnant with very low penetration across different regions and markets has today become...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/27/acc.jpg?itok=RwzClcSv
ACC launches 'Leave Behind No Waste' campaign with BCCI for Ind-NZ series

ACC Ltd has partnered with the Board of Control for Cricket in India (BCCI) to take on the onus of collecting and managing waste, during the first India vs New Zealand test series match which was held on 25 November at Kanpur’s Green Park Stadium.

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/27/m.jpg?itok=hbms96pu
McDonald’s India says '25 years of lovin it' on its 25th anniversary

From birthday parties to first salary treats, from getting together with family and friends over meals to all occasions big or small, McDonald’s has been a part of Indian customers’ lives for the last 25 years. To celebrate this important milestone, McDonald’s India - North & East has launched...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/27/mayank_bidawatka-koo.jpg?itok=-I3D92Jb
Koo co-founder Mayank Bidawatka on breaking the language barrier for social media users

Mumbai: Having launched at the outset of the pandemic, home-grown multi-lingual micro-blogging platform, Koo has already garnered over fifteen million users in a short span of twenty months. Pitched as India’s alternative to the US microblogging platform Twitter, the app allows its users to express...

MAM Media and Advertising Ad Campaigns
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/26/watconsult.jpg?itok=L6mCKWuH
53% online shoppers favour social commerce owing to affordability, transparency & convenience: Report

The combination of social media with digital commerce is seeing huge growth in India considering the benefit it brings to customers as well as businesses.

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/26/ranbir.jpg?itok=PZbL-W5h
Flipkart launches ‘India Ka Fashion Capital’ campaign with Ranbir Kapoor & Alia Bhatt

Mumbai: Homegrown e-commerce marketplace Flipkart has launched the ninth edition of its ‘India Ka Fashion Capital’ campaign in a new avatar, featuring Bollywood’s It couple Ranbir Kapoor and Alia Bhatt. Conceptualised in collaboration with McCann World group, the campaign encourages customers to...

MAM Media and Advertising Ad Campaigns
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/25/manan-desai-mybyk.jpg?itok=7HPOFab0
MYBYK launches ‘Let’s Unlock’ campaign with comedian Manan Desai

Homegrown bicycle sharing service brand MYBYK is on a mission to make our cities liveable again by providing equitable and sustainable mobility to the masses.

MAM Media and Advertising People
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/25/tanishq.jpg?itok=eo4h9yhL
This wedding season, Tanishq initiates new conversation with #MarriageConversations

It is that time of the year when the wedding season plays out all over India. And amidst all the celebrations & planning around a ‘big, fat Indian wedding,’ an aspect that often plays second fiddle is the 'marriage' or the issues that truly matter in a marriage. Thus, to try and rescript India’...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required