Every time the ‘MP ajab hai’ ad beams on the telly, we pause whatever else we are doing and watch. The ad with its shadow play captures the Indian feel beautifully. The rustic track is so refreshingly different from the techno-beats and smooth lines usually forced on your ears. Which makes us think, now is a great time to be ‘Indian’ in your communication.
You can sound impressive, cut through the clutter, and give your brand the distinct feel you’ve always wanted to. Here are a few things you can try.
- Colour ‘em bright. Bold mustards and greens. Vibrant purples and pinks. Remember all the vivid colours in those postcard images of India? Use them to spice up your communication instead of sticking to the usual corporate blues and reds.
- Tell tales. Panchatantra, Ramayana, Mahabharata, Hitopadesha… our creative writers of long ago have created some splendidly popular characters in our folk tales and myths. Get inspired by them to add some zing to your brand talk. We recently heard that a brand was using tales of the legendary Akbar and Birbal to drive home its marketing messages!
- Sort out the symbol. Give the ‘mango’ and ‘swastik’ a miss. There’s so much more to our pantheon of symbols than just these. Pick out the ones that suit your style and convey the meaning you want to. From rangoli patterns to carvings on temple walls, find the symbols that work for you in everyday Indian contexts. Re-create them with the modern twist and watch the logos, packaging, and display areas come alive.
- Word it right. With more than 29 languages and dialects to choose from, getting a distinct ‘Indian’ word to perk up your taglines and marketing communication should be easy. You can even peep into what the ancient classical language, Sanskrit, has in its vocabulary. Of course, avoid the ‘namaste’ unless you are talking to a strictly ‘foren’ audience.
- Ask questions. Dig up groovy facts about Indian games, art, music, food, history, even Bollywood, and spice up your messages with ‘did-you-knows’ based on them.
With so many cues to learn from and so many avenues to explore, giving your brand an Indian identity can become a fun exercise. Start now; take the desi route to communication.
