Happy Holi everyone!
With an estimated 440 million Indian millennials in India, a staggering 468,800 born in India residing in Australia (and many, many more by ancestry!) and more than 150 million Indians logged into Facebook at least once a month, the Indian diaspora is certainly a highly attractive target market.
Lunar New Year – it’s the most special time of year for the estimated 1.5 billion people that celebrate it. And this year, marketers worldwide have rolled out some top-notch marketing initiatives to tap into the increased spending, goodwill and opportunities during this time.
By V Romeschchandra, Asian Conversations
No longer mere low-cost production centres, China and India are leading the Asian buying spree. Say hello to a new giant, the Asian consumer.
The growing march of the Asian consumer – led by behemoths China and India – is going to change the global balance of power and corporate interactions.
There is a new megatrend in the global economy. It is the rise of the Asian consumer, particularly in China and India, but also elsewhere in the region. It is a story that could play out over at least half a century and promises to have as dramatic an impact on the world as the rise of the American consumer in the post-war era of the 1950s. It will have huge implications – for companies (both within Asia as well as foreign multinationals), for investors and for governments, not to mention the consumers themselves.
From Sydney to San Francisco, Singapore to Saigon; all around the world you will find blossoming cities and suburbs influenced by Chinese culture.
What once was simply an orchestral piece inspired by the unique and often subtle notes of the Chinese people, is fast becoming a concerto, composed specifically for this solo instrument.
Monday 23 January sees the beginning of the Chinese New Year festivities, opening what is destined to be a lucky year according to the Chinese zodiac. In Chinese mythology, the Jade Emperor called a race across a fast-moving river. The first twelve animals who reached the other side would feature in the zodiac which the Emperor wanted to create to measure the passing of time. Some animals employed sneaky ploys against their competitors (Rat, Snake), others worked together (Monkey, Rooster, Sheep), and some needed to stop for a snack half-way across (Pig).
“Kung Hei Fat Choi!”
These were the first words the Multicall team greeted each other with when we returned to work in January 2011. Just when all the Festive Season celebrations seemed to have died down, Chinese New Year was upon us and we couldn’t think of a better way to start the working year! Many Multicall clients and partners participated in the nationwide CNY festivities, building crucial relationships with this rapidly growing audience.
It’s 11:30 am. You are walking past Sydney’s iconic Darling Harbour as your Ipod croons M.J’s ‘Black or white’. You suddenly see a whole lot of people coated in colour from head to toe playfully spurting water on each other. As you revel in this moment of contradiction, you realise the synchronicity of Australia and India during the month of March.
On one side there is a vivid and beautiful autumn bloom of Orange — the Color City of Australia. On the other side in India, it is the spring time festival of colours — Holi.
Holi celebrations include lighting of bon fires to signify the death of the demon and throwing colours at each other in a playful spirit. In countries like South Africa, Trinidad, United Kingdom, United States, Mauritius, and Fiji. March is also the time for advertisers and marketers to put their thinking caps on to maximise on the buying power of their large Indian diaspora. The Citibank NRI ad last year targeted the Indian audience in America with the line ‘Holi to Halloween and Lassi to Latte’.
Metlife, a leading global insurance provider also punched in some colour with a campaign featuring six T.V commercials showing profound cultural occasions in a South-Asian American’s life.
The angle was quite simple, it is important to pass on cultural values and traditions to future generations, as it is important to pass on a secure financial future to your next generation. Metlife realised this in their marketing messages “With you in your life”.
When it comes to reaching the multicultural audiences, culturally relevant ads are an excellent avenue, however experiential marketing and community event sponsorships are other forms of direct marketing reaching the audience, when they are most receptive to such messages.
By Priya Rao