Return
to
‘Happiness’
Old elixir, New
media… for marketing brands in India
To understand this
phenomenon from a marketing (consumer psychology) perspective, let us first
recap key demographic changes impacting consumer psyche in India.
ü
The poverty line is sinking down the Indian pyramid of
consumers.
ü
The 'have's v/s Have-not's ratio' is balancing more evenly from
it’s polarised past.
ü
The middle class burgeons with new migrant consumers rising from
the bottom of the pyramid.
ü Consumer focus shifts from personal financial
security to social issues.
ü Eroding emotional quotient in daily life creates unspent
emotional energy
The Socio-Economic Factor . . .
Economies are being driven by new consumers with their fundamental
securities in place, delight needs move outside the personal arena, room for selfless
thought, create aspirations of giving and green living changing the priority
tables of consumers.
Happiness through giving, sharing, and eco-conservation are the
new aspirations, after realizing happiness attained by consuming goods
and services is only transient, and that true happiness is in communal living,
thus connecting dots of the like-minded creating a common subliminal ‘delight
need’ in the huge mass of initiated consumers today.
With happiness being the gateway into other deeper elements such
as empathizing, giving and sharing,
happiness is percolating amongst the wider TG (Target Groups)as
the lowest common denominator.
Impact from changing Lifestyles and truncated EQ’s.
. .
Since marketing is the science for consumer psyche, happiness is
becoming the most effective value proposition in India. The erosion of emotions
and happiness from audiences' lives, due to the following factors:
ü Growing indulgence with growing purchase power,
ü Indulgence in technology such as TV, the web & mobiles dominating
waking hours.
ü Marginalised proximity with kith and kin
ü Proliferation of Nano and Nuclear family formats
The factors below
create an emotional void due to unconsumed emotional energy, which then gets
lured by larger causes and peeves of the world outside their own personal
lives.
To conclude. . .
The science of
consumer psychology has always had happiness high in the aspirations mix when
creating messaging and value propositions. The role played by economic
evolution thru the Indian demography has brought 'happiness' to the forefront
in value propositions in brand communication these days, as it has become the
key pulse (Lowest Common Denominator) amongst Indian emotions.
ü Coca-Cola (Open Happiness, A Happier Tomorrow),
ü Dominos (Khushiyon ki Home delivery),
ü BMW - (Joy is Timeless),
ü Cadbury's Chocolates (Pure Happiness, Pure Cadburyness),
ü Moser Baer (Hello Happiness)
ü Expedia.co.in (Happy Hour, Every Hour)
ü Raghu Dixit Project – ‘Harbinger of Happiness’
Parting Thought . . .
Last, but far from the least, Raghu Dixit Project is being seen as
the ‘Harbingers’ of Happiness, as their music is about stopping and enjoying the
happiness you find, instead of only chasing it.
The positive energy Raghu exudes through his music further catalysed but
simple yet deep lyrics, and the amazing accompaniment by their latest find
Parth on the flute, ooze cheer and happiness
all around.
Now, let's hear what you have to say . . .
