A wrong association to become 'cool' among youth in India: Hero Moto Corp. collaborates with Sun Burn fest

The world’s largest manufacturer of two wheeler who’s vision is a mobile and an empowered India suddenly wants to become cool by associating itself with a fest which attracts sponsorships from major alco-beverage brands (Absolute, Tuborg etc.) and perceived as a place to drink, dance, be merry with bikini clad girls! Sounds strange? Yes, that’s the story of Hero Moto Corp. The perceived “Desh Ki Dhadkan” (heart beat of India) brand which was primarily targeting the upward mobile middle class segment (check their web page, the man in helmet and white shirt as the icon in the strategy segment denotes an office going man in late 20s, indeed mass India) is now targeting ‘youth’ by stereotyping the definition ‘coolness’.

 Unfortunately, in India, among 'Indians' and 'Bharatiyas' the ‘cool’ doesn’t mean dancing at sunburn but being an entrepreneur, proving one’s worth and earning a ‘lot of money’ at an young age, just like Sachin Tendulkar.

  The brand perception for Hero will always remain ‘user friendly and reliable’ rather than cool.

 Check this advertisement of Hero Moto Corp. in the year 2012:



Here is another latest ad campaign by Hero Moto Corp. with a tagline "hum hae Hero" (We are the heros) that depicts mass Indians as the heros in their life and struggle : http://www.youtube.com/watch?v=Yc0CVEuUvRs

the print ads of hero Moto Corp still insists on its durability and extended warranties :

And, below are the photos of Sunburn (to exhibit AIOs of the participants):

 

 

 

 
 

 

It’s a wrong move to climb over Hero’s emotional root and try to build a newer association. “coolness” can’t be acquired but expressed with right product segment and defining the perception.

A report in Economic Times suggests that ‘Hero MotoCorp, which exited all cricket sponsorships including the Indian Premier League earlier this year, is now betting on music to connect with the youth. The top two-wheeler maker will be presenting sponsor for Sunburn, Asia's biggest music festival, this year. Media buyers say Hero has coughed up Rs 7-10 crore for the seventh season of the music festival promoted by entertainment and talent management firm Percept. This is the highest sponsorship deal for Sunburn so far.” Interestingly, the cricket and sunburn never fits in the same bracket! Sunburn is a fest popular among the In’glo’dians and ‘cricket’ is for ‘Indians’ and ‘Bharatiyas’! In’glo’dians neither watch Cricket (they hates it actually, since it’s too mass) nor the other segment visits Sunburn (Bharatiyas hate it with a perception of ‘low cultural values’, read Adapted differentiation theory to understand it better). With newer brand association, there is a chance that Hero might even loose it’s substantial market share. In India a bike is still purchased by parents and gifted to youth (during pre-university phase, mostly as a ‘gift’ to study well or exhibit parent’s status). A father will never like the association of his son’s bike with alcohol, trance dance and bikini clad girls. Similarly, a young aspiring executive will not take risk of giving impression that he is not ‘serious’ but ‘cool’, at office. In India, the coolness of a bike is still judged by it’s performance, masculinity, speed, accessories and durability. The In’glo’dians will never aspire for Hero but Hurley Davidson, imported bikes or Royal Enfield.

Read more:

http://articles.economictimes.indiatimes.com/2013-08-20/news/41429247_1_hero-motocorp-music-festival-sunburn

http://articles.timesofindia.indiatimes.com/2013-01-01/music-events/36093861_1_sunburn-goa-anil-chawla-dj-shaan/2

http://www.heromotocorp.com/en-in/about-us/about-us.html

Nano's downfall : Tata agrees to what Ingene worte in 2009!

Finally, Ratan Tata states that calling Nano a cheap car was a mistake.

An artile which I have written in 2011 insisted that 'automobile' is not a consumable product yet, in India and the reason of downfall @Tata Nano (the dream car of Tata group, which expected a huge sale in India but failed to match the expectation) was due to the product perception and wrong product positioning.
Here's the article: http://ingene.blogspot.in/2011/03/tata-nano-story-downfall-saga.html

Yesterday Mr. Ratan Tata, the chairman emeritus of the Tata group has said that marketing Nano as the 'cheapest car' was a mistake. "It became termed as a cheapest car by the public and, I am sorry to say, by ourselves, not by me, but the company when it was marketing it. I think that is unfortunate," Mr Tata told a news channel about the group's subsidiary Tata Motors' small car.

The Nano has failed to live up to the expectations after being touted as the cheapest car to hit the roads.Its sales have been dwindling despite the company's attempts to reposition it. In the April-October period, its sales fell 71.7 per cent to 12,322 units from 43,627 units in the year ago period.
Here's the report: http://profit.ndtv.com/news/industries/article-ratan-tata-says-calling-nano-the-cheapest-car-was-a-mistake-373603?ndtv_profit_rhs

Satanism is growing like 'wildfire' among the youth in India

If the reports are to be believed, there is a steady raise of Satanism / Satan worshipping among the youth of India. At certain states, the situations are worst and beyond control. Specially in the states where Christians are in majority (Nagaland, Mizoram, Kerala etc.) the youth are turning towards satanic practices.

Recently the churches were attacked by alleged Satan worshippers in Mijoram and Kerala. Last year, at least three incidents occurred in Mizoram where miscreants draw a star surrounded by a circle - a well-known Satanic symbol - in front of the altar and set Bibles on fire inside it.


In 1^st October 2013 there was an incident of attempted theft at St Antony’s CMI Monastery Church, Aluva, Kerala.  Following reports that Black Mass is gaining momentum in the state, Alappuzha Bishop Stephen Athipozhiyil Cochi had issued a pastoral letter asking laity to be vigilant about the activities of such groups. However, the Aluva police maintain that the incident at St Antony’s Chapel was just another case of attempted theft. “We could not trace any link that leads to Black Mass.” Black Mass is believed to be celebrated during the Witches’ Sabbath and the sacred host is profaned through bizarre sexual rituals.

 In April 16, 2013 The Telegraph newspaper from Kohima, Nagaland wrote “Christian leaders will hold a “transformation crusade” from April 24 to 30 in a bid to stop teenagers and youths from allegedly practising Satan worship. The news paper also added “Church leaders of Nagaland claimed that in Kohima alone, 3,000 people, who are mostly teenagers and youths, have taken up such practices… Rev. Zotuo Kiewhuo, senior pastor of Koinonia Baptist Church said the cult was practiced by youths in schools and colleges and added it has been going on for the past four to five years. The Baptist clergyman said youngsters have imbibed the culture through social networking websites like Facebook and Twitter. “There is an identity crisis among our youths and thus being led to such practices.” Rev. Shan Kikon, senior pastor and founder of Faith Harvest Church, said he was not sure about the number of Satan worshippers here but claimed to have come across such persons recently. Kikon said such practices begin with curiosity and obsession. “I have come across even a Class VI student practicing Satan worship,” Rev. Kiewhuo said. He said teenagers and youths were easily influenced by the alien culture through social websites and friends. He said several parents have come to him to rescue their children from such practices…” 75% of them are girls. The Indian Express, dated October 6^th 2013 reported “In God’s own state the Devil seems to be in demand. The buzz among Catholics who constitute over 20 per cent of the population is that a large number of believers have turned towards Satan and are practicing Black Mass or Satan Worship, according to priests.”

Interestingly, The non Christian dominated cities like Bangalore and Pune are also getting into the grip of satanic practices. In Pondicherry and Goa, Ingene correspondents reported various satanic groups and activities. In Calcutta / Kolkata the existence of an underground Satanism inspired group “Order of 9 Angles” is noted. The individuals mostly refer/ follow satanic churches and satanic bible. The satanic church even has online presence: http://www.churchofsatan.com/ with various discussion forums as this : http://www.satannet.com/forum/ubbthreads.php?ubb=showflat&Number=488124

The satanic church website states that it is “dedicated to the acceptance of Man’s true nature—that of a carnal beast, living in a cosmos that is indifferent to our existence. To us, Satan is the symbol that best suits the nature of we who are carnal by birth—people who feel no battles raging between our thoughts and feelings, we who do not embrace the concept of a soul imprisoned in a body. He represents pride, liberty, and individualism—qualities often defined as Evil by those who worship external deities, who feel there is a war between their minds and emotions.”

2 psychographic key trends observed are: Satanism is ‘cool’ and it’s for them who dares to be ‘intellectuals’ (yet introvert in their social existence). It’s also becoming popular due to the lack of fear on god and easily accessible social media references. The news like this spreads virally among youth: http://screen.yahoo.com/10-terrifying-cases-demonic-possession-163018587.html

The history of black magic in India is evident from time immortal. In Assam, there’s a place called Mayong which was the ‘capital of black magic’ in India during medieval period. Situated at 40 km from Guwahati and once considered the cradle of black magic in the country, Mayong is today a place of tourist attraction because of its history. But, in contemporary India, there was never such a surge of Satanism among the youth, as today.

here's a map of places where Satanism are spreading faster:

The page in Facebook has more than 1000 likes and very active:

 

further reading:

http://newindianexpress.com/cities/kochi/Theft-bid-Role-of-Satan-worshippers-suspected/2013/10/01/article1812248.ece

http://newindianexpress.com/thesundaystandard/Satan-worship-at-Gods-own-country-stirs-up-a-buzz/2013/10/06/article1820773.ece

http://www.ucanindia.in/news/satan-worshippers-attack-churches-in-mizoram/17788/daily

http://www.ucanindia.in/news/satan-worshippers-attack-churches-in-mizoram/17788/daily

http://www.ucanindia.in/news/naga-mothers-asked-to-fight-satan-worship/21314/daily

http://www.telegraphindia.com/1130417/jsp/northeast/story_16791595.jsp#.UofBm526bIU

http://en.wikipedia.org/wiki/Mayong_(Assam)

http://www.churchofsatan.com/

  

education and youth- in India

what youth reads- In India

Why Sprite (a fizzy drink) is thriving in Indian market : an insider's perspective

In India, the non-alcoholic Beverages market is $5 million which might not beat the health drink market ($300 million) but pretty decent to deep in. As revealed in the survey, the beverages consumption is steadily raising.

Recently, was reading an article at Open magazine which claims that the success of Sprite, a non alcoholic fizzy drink (which has beaten home grown Thumbs Up and mega brands like Coke) is due to its ‘cool and straight forward non fizzy advertisements’! the article states “All said, Sprite’s success bears an edge of differentiation that’s reckless no less than competitive”.

Let’s cut the crap! Sprite is selling faster than any other brands due to it’s quality of being a great mixer for Vodka. This alcoholic beverage is growing in India at the rate of 25% every year! Vodka is particularly popular among the youth and ladies as it doesn’t smell (like whisky) or gives a tummy (as Beers do). Also, vodka never gives a kick as any other brown drinks (hence, it’s difficult for the parents to guess what happened in a ‘house party’). DIvansh Burman, a consultant in the Indian retail liqueur industry stated “in my opinion, gender flexibility has a lot to do with this increased consumption. Studies show more women prefer vodka over men and with Indian women getting a voice over booming economy, the raise in vodka sales seems real”.  While interviewing few peer leaders the INgene team found that Vodka mixing itself is a 'cool' way to attract peers. Akash (21) jovially said "oh ya, mix gets me fix!"... later, we found that 'fix' means dates.

The transparent sweet fizzy Sprite is the best companion for transparent Vidka. In every office party, college fest, all girl’s meet, this mix works fabulous. It’s competitor Mountain dew has much less rack presence throughout the country. This mix also allows to experiment with the drink as DIY (Chilli vodka, Lime mix, Mint vodka and so on).

Hence, though the ad/ media agencies are trying hard to prove their worth through advertisement, the reality is the powerful ‘blending capability’ and rack presence of this otherwise non benevolent drink that’s making it fly high in Indian subcontinent.

Rest is bakwas, anyway.