How a brand should indulge with culture?

Yupp!! this is the most common but difficult way!!

Brands should communicate with social culture of the local people. Take the case of ICICI Bank in 2002/03. It started its campaign with tag line of "Hum hai na". This had tremendous effect on the customers as they have experienced same kind of service when they reached branches with quick service and longer banking times.

Another example is MTV, it became popular with the "Bakra" program which communicated local culture. People are fond of playing practical jokes on their friends.

The most common thread here is that they have kept the EMOTION QUOTIENT INTACT and have forwarded their communication with a lot of success!! :))

Exactly. I agree with you Kashif. Now if BURGER KING has lost a market in india. Which is ecnomically a huge loss for BURGER KING

Absolutely, Each and Every culture is important. There is Recent Example of the new BURGER KING'S beef burger packaging in Spain. This Packaging had Picture of Indian Goddess over the Beef burger, since Hiduism advocates Vegeteranism, and it strongly opposes killing of any living being for Leisure.

yes according to type of product the offering also differs because we can not treat all product as a same so it all depend on product

Exactly that what I am saying Mr. Makrand. The Brand Communication is same “I am loving it”. But they have changed the product offering as per Indian sentiment. It’s not only McDonald there are other Brand as well for example Pepsico India launched Nimboozs in to The Indian market under 7up, keeping the Indian sentiment in mind of “Nimboo Pani”.  But the brand communication is still same fun and masti drink.

Satish,

You bet!! Its just that McD has not even initiated selling beef in India. That has not in any way hampered the brand across the globe in its offering and its value at all. They have adhered to the culture that is prevalent and have respected the EMOTIONAL VALUES OF MAJORITY OF INDIANS.

McD's mantra of "I'm Loving it.." remains intact throughout!

There are few more brands which are using there Global Promotions, yet they are succesfull.

1) Head & Sholuders

2) L'Oreal

3) Garnier(L'Oreal's Sister Concern)

Hi Shad,

Great example. But I feel that they have kept the sanctity and the emotion of the mother and child relationship completely intact. Thats the larger picture, as the world over the REALTION and the EMOTION that is shared between the mother and the child is unparalled!! hence to showcase the REASON of rthe emotion to be intact is used the world over. And I think that given the product and its application, its amazing and very beautiful!! :))

OK..here comes an exception to the fact we all accepted that brand should adopt the culture of the country to reach into the homes of the households.

Johnson & Johnson...probably all of us, our parent's parents and there parents also must've used Johnson & Johnson baby care products on their next generation!

Till date JJ has hardly used any localisation in their products across the globe except taking a local mother and a kid of that respective country and changing the packaging from time to time.

 The only thing which they do is, probably nlot having full range of products in all countries. Some products may be available in one country and not in another, due to climatic and weather conditions.

Welcome back Sunil, Quite a sabbatical!!

I would agree to it from the view point of products that are for the NICHE market!! E.g The LG Scarlett, that was positioned for people with taste. The ad revolved around the Tango and Salsa beats. The audience was completely targetted!!