Replica brands

Is nation building the new buzzword for Indian brands

By Arun Fernandes

The current scenario in India is more about building a nation and becoming self-sufficient. In order to connect with consumers, many brands have used “Atmanirbhar Bharat” in their campaigns and advertisements. Advertising that promotes a sense of national pride and emphasizes the use of national materials in the manufacturing process are examples of buzzwords in advertising. Although the corporate objective is still unknown, India has found that using patriotism as a marketing strategy is successful 90% of the time. This bandwagon can prove to be an elixir for businesses looking for a way to attract audiences. Brands effectively market and advertise their products through nation building. However, it has been found that most new brands are taking advantage of it more than ever. Their entire advertising effort is based on the development and self-sufficiency of the country. It seems brands continually force us to think that they are helping to build this nation and make India self-sufficient.

Since gaining independence 75 years ago, our nation has existed as a sovereign state free from exploitation and slavery. And yet, after all these years, independence is no more than a show to satisfy the consumerist demands of an increasingly competitive India. Supporting the military or indigenous products, the most “obvious” manifestations of nationalism, gives consumers a sense of fulfillment. Because consumers believe they are contributing to the good of the country, they can afford to ignore the bad. This fulfillment is as much a fiction as the “felt scarcity” that consumers internalize to respond to it with capitalism. Similar to how brands go all out on this day, they paint themselves saffron, white and green and exude moments like “Make in India.” Many companies have launched advertisements as part of their advertising campaigns in an attempt to capitalize on these movements. In recent years, there has been an increase in the number of companies selling their products and services in the name of nation development. However, their brands and products have little to do with promoting national development or nationalism. These brands only consider using emotional advertising to benefit the consumer.

Many companies actually contribute to the development and independence of our country. This helps them extend the reach of the campaign and ensures consumers engage with the ad (emotionally). These brands help consumers associate their products with all the ideals associated with the country’s past, including freedom, tenacity and innovation. Invoking Indian iconography often conveys a brand’s dignity and integrity while promoting traits customers can be proud to support. This helps to build consumer loyalty to the brand. This gives brands the benefits that come with some sentiments expressed and some unspoken. Moreover, it affects people’s hearts. For example, in order to encourage consumers to associate a product or service with the “national pride” culture of cricket, the music accompanying advertisements would frequently feature a crowd of people celebrating by playing a patriotic song and waving a flag.

Advantages behind Nation Building Advertising:

The public and the unit

This is the basis of the success of the national building buzzword. In this modern age, it embodies unity and connectivity at its best. Anything that has the power to bring people together will activate a form of crowdwork, which increases the rate at which viewers become paying customers. The majority of Indians are patriots, so this type of marketing effort will resonate with them.

an emotional attraction

As social creatures, people want to live in communities because they are safer and more productive there. Being around people all the time stirred emotions. Our hormones dance when we witness something emotionally charged, and we hold on to that memory for a long time. Advertising with an emotional topic has an effect on our brain, causing emotional chemicals to wake up and dance.

Nationalism or nation building may seem like a simple strategy to increase sales on patriotic occasions and holidays, but in reality it is difficult to fake national pride. A product cannot receive the tricolor simply because it is made in India; brands should actively promote a patriotic image to customers. Good advertising relies on attractive design and communication to connect a brand with its customers.

The author is Founder-CEO, Hotstuff Medialabs

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