The Hindu Business Line : Is India’s brand image in jeopardy?

‘Incredible India’, the current brand building campaign for the country, may well describe the ongoing terrorist attacks in Mumbai. While most ad men believe Brand India will remain unaffected through this crisis, right now there are concerns about safety rather than the country’s image being in jeopardy.

According to Mr Piyush Pandey, Executive Chairman and National Creative Director, O&M, India & South Asia, “The brand image of India is a thing of the future which we can well handle. In fact, at the moment it is the least of my problems and I am not even thinking about it. My concern is more about the people who have lost their lives.”

The ongoing terrorist attacks at the two landmark sites in Mumbai — the Taj and the Trident — have led to skeletal staff attendance in ad agencies around the area, such as Draftfcb + Ulka and Lowe. “I really don’t want to talk about anything right now,” said a visibly distressed Balki, the head honcho of Lowe, which is right next to the Trident at Express Towers in Mumbai.

Agencies such as Draftfcb + Ulka, also situated a few feet away from the Trident, had employees staying over for the night when the terrorists attacked. Mr M.G. Parameswaran, Executive Director, Draftfcb + Ulka, says the credibility of the country is unlikely to be affected as a result of this attack as it could happen in any part of the world. “If the authorities are able to solve this problem with reasonable speed and get to the origin of this attack, India’s credibility will not be affected in the world. Such an incident will evoke sympathy as no one is prepared for a crisis of this kind,” said Mr Parameswaran.

However, the attacks could impact forthcoming events such as the Champions Trophy, with other nations having second thoughts about playing cricket in India. As Mr V. Shantakumar, Chairman, Saatchi & Saatchi, observes, “Some foreign leagues could cancel their tours as a result of this terrorist attack. An attack on Mumbai is like an attack on India and the crisis is not over yet. The ad industry is not exactly concerned about the brand image of India at the moment but more concerned for the people who have lost their lives. It is an organised invasion of the country.”

In fact, such an attack is bound to have an impact on future events and even tourism is likely to be affected in the short term. As Mr Mahesh Chauhan, Group CEO, Rediffusion DY&R, said, “My sense is that some sporting action and international events might get impacted and there is going to be a downturn in tourism. I have doubts whether certain teams will come to play in India. However, this is a short-term scenario and is largely the face of global terrorism rather than local terrorism.”

But the country’s brand image has already been tarnished with the terrorist attacks in the past few months. As Mr Pratap Bose, Chief Operating Officer, Mudra, said, “In the eyes of the world, Brand India has taken a beating with such terrorist attacks. My key concern is that the more often it happens, the greater will be the dent to the image of the country.”

Taj brand could emerge stronger

Mr M. Unni Krishnan, Managing Director, Brand Finance, which had done a comprehensive valuation of the Taj group, putting it at well above Rs 4,000 crore, says that the Taj Mahal hotel in Mumbai was built by the founder of the Tata group out of challenges and in adverse circumstances. “We are seeing another dimension of hatred now and it is putting the Taj to test but I am sure it will emerge in more robust fashion. It is very much part of the genetics of the brand.” Mr Unni Krishnan says in such times of adversity an organisation’s best qualities emerge and could prove an inflexion point to rise to new levels of greatness. He points to the rescued guests who were praise for the discipline and fortitude displayed by the Taj staff in the circumstances. “It’s the finest hour of the Taj,” he adds. (With reports from Vinay Kamath)

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Is India’s brand image in jeopardy?