There is so much of marketing communication from the Election Commission. But why should I vote?

Bangalore

Rohini, a very basic but very important question, for sure. Very topical as well, with the Lok Sabha elections just under way. Why vote? Very simply, because each one of us belongs. And the word ‘belong’ brings with it the responsibility of being an active participant and not a passive one in the governance structure all of us come under.

Vote to be a part of the system. Vote to be a part of the solution and not the problem at large. Vote to be an active “insider” rather than a passive “outsider.” Vote to be heard. Simply vote. The common accusation against ‘youngistan’ in general is that the young only talk. They do more talking and less walking the talk. This apathy needs to be shaken.

Every single senior member of the family must make it a point to evangelise the spirit of voting within the household. Let it bequite like a Diwali or a Christmas or an Id where the entire family gets together and does things together. Voting day is really a festival of democracy.

Let’s vote first thing in the morning and swell the queues at the polling booth. And after that, let’s celebrate. Eat up our biriyanis, bisebele baths, jilebis and all.

Both Coke and Pepsi are investing big in India. The idea seems to be to build consumption hubs here. What do you see to be their biggest challenge?

New Delhi

Cariappa, Coke and Pepsi are surely betting big on India. Investments are deep and spread over the next five years with focused intent.

I do believe the biggest challenge for both these companies will be the consumer. The biggest issue is social ostracism of the category at large. A time will soon come when bottled, coloured, sugared and carbonated drinks will attract flak.

The primary angle to look at is the health angle. Sugary drinks are a problem in the future. The brand needs to re-invent. Not only on the portfolio front but in every way. Bottled drinks that pack in the sugar, fruit juices that don’t really pack enough fruit pulp in them, oils that are processed with chemicals, snacks that are fried with such oils, and brands that dominate in these spaces will be questioned by society quick and fast.

Both Coke and Pepsi need to keep their responses ready. These responses cannot be mere words, though. They need to be substitute products — products that I call panacea products. Investment in these panacea categories needs to be deep as well.

I run a small brand of lip-care products, which includes lipstick. I fight the big brands. Any ‘gyan’ on the category?

New Delhi

Ravi, we have studied this category to death in the past. A very interesting category, as a whole.

Lipstick is essentially used (largely by women, as of today, but don’t expect it to be that way forever!) as a flaunt value item that enhances attention and beauty. Lipstick is really an 80:20 item; 80 per cent for everyone else who happens to glance at a set of lips and admires them surreptitiously and 20 per cent for the self, when one is applying it and glancing at it in a mirror possibly. Lipstick adds to the shoulder pads, the high stilettos and everything else that forms part of the power-dressing repertoire. It adds to the confidence index of a woman. Fortunately, it is a relatively low-priced item. You can buy one in India for as low as ₹ 8 (Raja Laali) or for as much as ₹960 (for higher-end brands).

For both categories, the lipstick forms a fraction of the cost of their power-dressing repertoire. To that extent, it is a low purse-pinch item relatively.

If you have a brand that fits the different needs of different economic segments, you can make it happen.

In terms of buying power, the lipstick allows the woman to buy as many as she wants, despite downturns and upturns. And she buys lots of them, as every one of them is a variant and an option. Every shade is an option. At a deeper level, the lipstick is possibly one item she can be promiscuous about, without guilt.

Harish Bijoor is a brand strategy expert & CEO, Harish Bijoor Consults Inc. Send your questions to cat.a.lyst@thehindu.co.in

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