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What the rupee needs
The Indian rupee symbol seems to have settled down. How do you see it performing?
Mumbai
Jayant, first I cannot imagine that we did not have a symbol for the Indian rupee before we embraced this one so wholeheartedly. Today, this symbol is unique and represents a positive sign in the space of currency branding and currency imagery in the world.
The rupee needed it badly. What we have today is bold, crisp, to the point, and relates very well to who we are. As the rupee establishes itself firmly in the minds of overseas Indians and foreigners alike, the symbol is going to be the potent harbinger of it all. There is just one more step: the full convertibility of the rupee. When I can actually exchange my rupee for the dollar or yen or euro straight out anywhere in the world, I do believe India and its currency and indeed its future, has actually arrived.
A Parliamentary committee wants celebrities to be responsible for the products they endorse. Is this right?
Mumbai
Joseph, I agree with the parliamentary panel recommendation. I do believe celebrities use their charm and appeal to entice consumers. Celebrities use their personal charisma to sell and tout. When they do that, they need to be that much more careful. This is so especially in the category of the foods and beverages that you put into yourself, and the skin care items you use on your skin in particular.
The key stakeholder is the brand owner, and after that, it is the brand endorser. Both are liable. One more than the other, of course.
When you accept money to promote a brand, you must do it for more reasons than the money that is being paid to you. You must believe in the product, you must do a due diligence on it, and only then endorse.
Harish Bijoor is a brand strategy expert and CEO, Harish Bijoor Consults Inc. Mail your queries to cat.a.lyst@thehindu.co.in
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