Enhancing Brand EquityRole of language in enhancing brand equity

-an Indian Context

www.profmanishparihar.blogspot.com

the language you speak can change the fortunes of your brand

Hinglish ! Language of ‘Youngistan’

How? Take a look at Bollywood..

• More than 30 films released this year have Hinglish titles.

• ‘Always Kabhi Kabhi’, ‘Bhindi Bazaar Inc’ to ‘Short Term Shaadi’, all are riding on the popularity of Hinglish to make their films sound young, trendy and interesting.

• It’s the title (much like the tag line in advertising) that matters too – not just the stars.

Hinglish Titles:

• Today’s most popular songs – from “Munni darling” to “Pappu can’t dance saala” to “My name is Shiela” and the current craze “...Character dheela hai” – have Hinglish lyrics.

Latest Bollywood Update: Branding RA.One*

SRK’s RA.One inks brand tie-ups

worth Rs. 520 million !

*Source: www.profmanishparihar.blogspot.com

SRK made AKON sing in Hinglish..!

Wanna be my

Chamak Challo..?!!

• Eros International, the integrated film studio, and SRK's company Red Chillies Entertainment, which are jointly co-producing Ra.One, have tied in with brands to the tune of Rs 52 crore, one of the biggest ever marketing blitzkrieg for any Indian film

Revenue Streams

• They embarked on a 360-degree global campaign and a record number of brands, in excess of 25, have associated themselves with the film.

• The brands include Sony PlayStation, YouTube, Nerolac, McDonald's, Western Union Money Transfer, UTV Indiagames, Videocon, Nokia, Coke, ESPN Star Sports and Cinthol amongst others.

• Social Media being used as a prominent marketing channel for RA.One

Extending the PLC

• The product life cycle of RA.One might be extended due to the launch of merchandise, online video games and events.

• The graph on the left is a typically short PLC for a movie launch (1-2 months)

• It could look like a ‘stretched’ figure due to revenue streams of merchandise (say 6-8 months)

First ever Bolly-movie to exploit Social Media Marketing in a big way..

Sharing capabilities on social media….

Badshah of Blogging..!

Exclusive trailers on YouTube

G.One on G+

So whats the verdict?

• We always say lets wait for the verdict, but in Ra.One's case it seems like the verdict is already out.  The producers have made their moolah.

Sources:http://businesstoday.intoday.in/story/ra-one-marketing-promotionhttp://shahrukhkhanz.blogspot.com/http://www.raonemovie.com/www.youtube.com/ra.one

On the other hand….

• Is RA.One headed for success… or is SRK doing all this to cover up his basic production cost…?

(fearing a fate like ‘Mausam’?)

Question:

• Don’t the names RA.One and G.One also carry Hinglish connotations….????

(read- ‘Raavan’ and ‘Jeevan’)

(Although SRK claims RA.One means just Random Access Version One)

So coming back, Hinglish rocks..!

• Hinglish is the language of today. It’s trendy, young and happening and it’s keeping the cash registers ringing for all who use it.

• Marketing also has used this concept in building brand image…

Lets see some corporate examples…

• Pepsi now says “Youngistaan ka wow!”

• Cadbury says it is not just a chocolate but “meetha” to be had after meals (a typical Indian custom).

• Domino’s for years has been asking “Hungry kya.”

• Lehar says “Control nahi hota,”

Question For You• “Kitne aadmi ko text karna hai?”

Guess which company’s tagline this is?

• Not Airtel, Aircell, Vodafone or even Idea.

• It’s the tagline of Rogers, Canada’s leading telecommunications company.

• in America, McDonald’s sent small cards to various Indian households asking them to taste its ice-creams and shakes, with a tagline, “Taste ki baat hai.” And the Indian- American population loved it.

Brands that adjusted, stayed; others vanished.

• Change your language, adapt your products and you will not only survive, but lead!

Source: rajitachaudhuri.blogspot.com