The Hindu Business Line : Now the West is won

One all-important point has to be kept in mind. Who is the "we" that I referred to with such authority? It is the generation of this author, the ones preceding it and the one immediately succeeding it. I am happy to report that this age group, which unfortunately is still very vocal, fortunately forms what can be called charitably, a vocal minority. In simple words, they don't matter any more. At least not in the macro-economic sense.

Today's demographics have changed so radically that youth forms the majority of the population, urban and rural. Maybe we are still clinging to the loudspeakers (some would say we are the loudspeakers) but the winners and the losers in the market are no longer decided by us. The younger part of India decides that. And therefore it is very important to decide how they want to be spoken to.

The multinationals were seen as a great big menace a few years ago. We lived a safe cloistered life, surrounded by high security walls built of tariff barriers. We consumed what was available. There were all of two-and-a-half brands in each category and we pondered with great deliberation over which one of these we should seek to purchase. It was an era where the decision to purchase and the payment for that intended purchase could well be followed (as in the case of cars or phone connections) by years of waiting for the delivery of that sub-standard product or service.

The opening up of the markets sent a cold shiver down the weak spines of some of our monopolistic manufacturers. The high-profile entrants like McDonald's were supposed to swamp our poor Udipi restaurants and chaat stalls.

The multinational companies with all their international marketing expertise and global agency tie-ups came in with the most Western of communication approaches. What could work in Illinois could work in India. The fast food industry has shown just how ill informed giant multinational are prone to be, and also highlight the complete subservience that the Indian end of the global agency alliances sometimes show to their Western masters.

Take McDonald's, Pizza Hut and Dominos. All multinationals with a wealth of experience and knowledge. Yet, the Indianisation has been gradual, hesitant and almost reluctant. In the case of McDonald's, the Indianisation of the cuisine started off early. Yet the communication, even till a few months ago attempted the global `I'm lovin' it' signature tune that was created in the West and summarily transplanted here.

The success of the very desi campaign that followed showed that there was a need felt to Indianise this Western drawl. The resultant campaign with the completely desi `I am loving it' was absolutely fantastic. It touched a chord deep down in the target audience who could relate to it all too well. They speak English, yet love the desi nuances that are sensationally highlighted in the hilarious new campaign.

Pizza Hut followed midway by introducing the tandoori toppings and showing the natty young executive rolling up his sleeve, pulling down his tie and wading through the tandoori pizza, and pausing only to ask for "saunff".

Dominos now has Paresh Rawal doing a very desi act hoping that the Domino's 30-minute challenge would be negated by traffic and rain. Very effective indeed.

The point has now been made rather clearly. This is the language (call it what you like) the young Indian wants to be spoken to in. And more important, the Indian creative teams in advertising agencies have the insights and the capacity to create just what the Indian market wants.

We've spoken too long about thinking global and acting local. Now all we need is the global brand and the deep pockets.

We'll think local and act local.

I am loving it.

(The author heads Canco Advertising.)

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