The Hindu Business Line : Brand Mumbai: Grace under fire

It took a look at the Taj Mahal Hotel, the Oberoi Hotel and Mumbai itself against the backdrop of the 26-11 terrorist attack that had Mumbai on its knees, eyes glued to television sets, praying for an end to the macabre terrorist plot that was playing out. It highlighted the coming of age of Mumbai’s youth who took to the streets in anger that was primarily directed against the politicians.

One year after that apparently defining moment, let us look at the subject in the context of what had happened one year since that apparently defining moment.

Actually, I genuinely believed that the history of Mumbai would be divided into two periods, one before, and one after, 26-11. Maybe I was falling into what could be called the Sobo (South “Bombay”) way of thinking. For those not familiar with Mumbai, there exists a breed of citizens who live in South Mumbai, and a breed who live elsewhere. The South Mumbai crowd has been considered, or probably considers itself to be elitist, and it was because of this that several people wondered aloud at the big fuss being made of the 26-11 attacks when several other attacks that occurred in suburban trains and other areas did not receive such attention.

My explanation was that no other attack lasted for three days. And it was this ongoing spectacle that really contributed to the high-voltage focus. And, of course, that it included two more brands, the Taj and the Oberoi.

Well, one year on, the Oberoi is still being repaired and renovated, while it is business as usual at the adjoining Trident. The Taj has entrenched itself in the collective psyche of not just the older audience segment which always related to it, but also with a more contemporary audience. The well-known Harbour Bar and the stratospherically positioned Wasabi restaurant are due to reopen this month and one can well imagine the kind of re-opening ovation they will get from well-heeled Mumbaikars. The rather overwhelming sight of their General Manager Karambir Kang (who lost his wife and children there) attending to his normal duties (even today) is a poignant symbol of courage and dedication. A symbol that adds to the aura surrounding the Taj brand.

Well, what of Brand Mumbai? Well, to me the last one year has been an enigma.

Firstly, there were several defining moments for Brand Mumbai in the year following 26-11-2008. The megapolis got a spanking new sea link bridge between Worli and Bandra that is fast becoming the photographic symbol of modern Mumbai, fast overtaking the old Gateway of India. The brand seemed to be refreshing itself. Its citizens celebrated by clogging the sea link with cars when it was inaugurated. They then seemed to forget their partiality to it, with the toll operator complaining that it was fast becoming an unviable proposition with the prevalent rates and traffic.

Then there was the unedifying spectacle of workers from a young political party beating up North Indian citizens of Mumbai in order to focus attention on their plank of “Mumbai for locals”. Typically, these are very loud signals sent out to the country, and to the world that the brand is in decay. Yet, I marvel at how resilient Brand Mumbai is, because it has repeatedly taken such knocks that would rip the cosmopolitan fabric and perception of any other city to shreds. It has borne the brunt of a government that stood a mute spectator to such bullying behaviour. It has endured the inaction of its authorities after that.

Yet, Mumbai hasn’t been written off as the face of modern India. I believe that the brand architecture of Mumbai is so thoroughly cosmopolitan that it merely shrugs off such vandalism and lack of political will with the contempt it deserves. At its heart the average Mumbaikar knows that the ownership of the brand is with its people. People from all over India who build its skyscrapers, and run its industries. People who work in its financial institutions and keep the wheels of its stock exchange humming smoothly. People who take entrepreneurship to the level of a fine art. People who act and sing and dance their hearts out and make up that unique industry the world calls Bollywood and marvels at. People who come with nothing more than a dream and contribute to making this a city of gold. People who have a remarkable work ethic and think nothing of spending four to five hours commuting to and from work, without a murmur of complaint. That is the stuff that the brand architecture of Mumbai is made of. And that is what makes this city tick. In spite of its government and politicians.

And then came the general elections. And the Mumbaikars did not turn up to vote in the numbers everyone expected them to, post-26-11. A barely 40 per cent turnout made everyone wonder where the fabled youth of Mumbai were. And the run-up to these elections included a concentrated effort from NGOs and every concerned citizen to somehow ensure that people shook off their apathy and came to the polling booths. Those who examine trends were quick to condemn the somnolence of the privileged half of Mumbai who preferred to take off on a holiday over the long weekend rather than queue up to exercise their franchise. The image of Mumbai’s youth in particular took a knock. In advertising terms Tata Tea with its celebrated Jaago Re campaign which sought to enthuse the young electorate to vote, certainly sold a lot of tea, but seemed to cut no ice with the youth when it came to make them exercise adult franchise. The State Assembly elections followed a similar pattern. Does that mean that Mumbai’s youth doesn’t care who rules them? Are they just an exuberant lot who took to the streets after 26-11 to voice their young, pent-up rage, and then crawled back into their comfortable beds to doze off on election day? I am now beginning to feel that advertising campaigns and efforts by NGOs aimed at getting people to vote will fail as long as the youth feel that one political party is as bad as the other. What we need is a fresh crop of candidates who can ignite that all-important feeling of hope in our youth.

In conclusion, what effect has the last year had on the brands we spoke about? Brand Taj has really shone brighter. And when adversity adds a shine to a brand, it bodes very well for it. Brand Oberoi has withstood adversity quietly, and has an opportunity to add a sparkle to it when it opens its renovated areas. And Brand Mumbai has shown it is one of a kind. A “built-to-last” brand. And this is simply because its brand promise is success. And it delivers on this promise day after excruciating day. To the captain of industry looking to conquer the world, and to the migrant worker who just got off the train this morning, looking for his next meal. Brand Mumbai delivers.

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