When we met sometime back, Nikhil asked whether I’d noticed the smudging of the Coke logo in a scene from Slumdog Millionaire. I hadn’t, and we weren’t sure if there was something to it. A few days back, I saw this article in Campaign India, which spoke about Mercedes and Coke rejecting an association with the movie, and demanding that their ‘association’ with the movie be smudged/deleted – Mercedes, because a gangster is driving it (passenger – Mahesh Manjrekar, during the cricket game-police chase scene) and Coke, because it is offered in the slum (as a ‘carrot’, before they are taken to the beggar camp). The article ends with
While the average brand manager would have been delighted with the seeming ‘free’ publicity, executives at both Benz and Coke took a deep breath to consider the dangers to the brands. There would certainly have been some short-term gain, but was that gain worth it in the context of possible long-term damage?
Possible long term damage?! I wonder if Mercedes-Benz has this set of parameters, which a potential customer has to fit, before he is given the keys. Maybe they do, I haven’t tried buying it, but then what about resale? What about proxy owners? On to Coke, do they restrict their distribution channel to areas which their specific target audience resides in? Does a pet bottle self destruct when it recognises economic/living conditions that it would not fit in? Does Coke actually mean that when i am thirsty, I’d not have a Coke because Jamal, a slumdog, had it in a movie??!! So, what exactly are we trying here? I am going to focus on Coke, because with their price tag, Mercedes-Benz can afford to be elitist, but Coke??!! Besides, at #22 in the Virtue’s most social brands of 2008, this is hardly the kind of mindset I’d expect from Coke.
I understand that a brand has a certain target audience (in terms of demographics-SEC) it keeps in mind while designing communication. Good, it gives focus. But aren’t we going a bit ahead of ourselves when we think that consumers really have the time to check out all possible associations of the brand, especially these one off occurrences? (unlike say, the Indica – taxi phenomenon)
At a time, when people can shoot what they want and load it on YouTube/Flickr and get a few thousand hits before the brand manager can say ‘Cut’, what sense does such policing make? Really, how much can you control where your brand is seen and what is being done with it? (Remember Diet Coke + Mentos)
Almost 20 lakh views. That’s viral. Smudge that!!
IMHO, this is exactly the kind of restrictive thinking that brands cannot afford in such times. Coke could’ve easily converted this into a ‘From Slumdog to Millionaire – Coke (Always/The Coke side of life/Open happiness)’ stance. But what do I know, I’m just a normal consumer 😐
This very interesting adliterate article talks about empathy, and how brands try to understand consumers but never try to see the world through their eyes. By starting out with this perspective,
We would then perhaps have a collection of real and individual stories about people who are from the group we are seeking to influence. These would be real accounts of real people’s lives.And to get those stories we would need a new approach to engaging with people directly and without fear.
Instead, as he correctly states, we try to lump our audience into easily manageable categories, so that communication then becomes automatically an easier job. The old media scenario and the systems of distribution therein, had a way of making this perhaps the only way. But with the proliferation of niche TV channels, the web and social media, brands can now break the big lump into almost individual pieces which gives each potential consumer a unique relationship with the brand.
Based on their context, a single brand means different things to different people, and fit into their lives differently. The sooner brands recognise this, the more meaningful their communication can become, to the consumer.
until next time, open up 🙂
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