Use of hinglish to enhance brand equity


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Increasing Brand Equity through the use of popular language..

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Use of hinglish to enhance brand equity

  1. 1. Enhancing Brand Equity Role of language in enhancing brand equity -an Indian Context
  2. 2. the language you speak can change the fortunes of your brand
  3. 3. Hinglish ! Language of ‘Youngistan’
  4. 5. How? Take a look at Bollywood..
  5. 6. <ul><li>More than 30 films released this year have Hinglish titles. </li></ul>
  6. 7. <ul><li>‘ Always Kabhi Kabhi ’, ‘ Bhindi Bazaar Inc ’ to ‘ Short Term Shaadi ’, all are riding on the popularity of Hinglish to make their films sound young, trendy and interesting. </li></ul><ul><li>It’s the title ( much like the tag line in advertising ) that matters too – not just the stars. </li></ul>
  7. 8. Hinglish Titles:
  8. 9. <ul><li>Today’s most popular songs – from “ Munni darling ” to “ Pappu can’t dance saala ” to “ My name is Shiela ” and the current craze “ ...Character dheela hai ” – have Hinglish lyrics. </li></ul>
  9. 10. Latest Bollywood Update: Branding RA.One* SRK’s RA.One inks brand tie-ups worth Rs. 520 million ! *Source:
  10. 11. SRK made AKON sing in Hinglish..! Wanna be my Chamak Challo..?!!
  11. 12. <ul><li>Eros International, the integrated film studio, and SRK's company Red Chillies Entertainment, which are jointly co-producing Ra.One , have tied in with brands to the tune of Rs 52 crore, one of the biggest ever marketing blitzkrieg for any Indian film </li></ul>
  12. 13. Revenue Streams <ul><li>They embarked on a 360-degree global campaign and a record number of brands, in excess of 25, have associated themselves with the film. </li></ul><ul><li>The brands include Sony PlayStation, YouTube, Nerolac, McDonald's, Western Union Money Transfer, UTV Indiagames, Videocon, Nokia, Coke, ESPN Star Sports and Cinthol amongst others. </li></ul><ul><li>Social Media being used as a prominent marketing channel for RA.One </li></ul>
  13. 14. Extending the PLC <ul><li>The product life cycle of RA.One might be extended due to the launch of merchandise, online video games and events. </li></ul><ul><li>The graph on the left is a typically short PLC for a movie launch (1-2 months) </li></ul><ul><li>It could look like a ‘stretched’ figure due to revenue streams of merchandise (say 6-8 months) </li></ul>
  14. 15. First ever Bolly-movie to exploit Social Media Marketing in a big way..
  15. 17. Sharing capabilities on social media….
  16. 18. Badshah of Blogging..!
  17. 19. Exclusive trailers on YouTube
  18. 20. G.One on G+
  19. 22. So whats the verdict? <ul><li>We always say lets wait for the verdict, but in Ra.One' s case it seems like the verdict is already out.  The producers have made their moolah. </li></ul>Sources:
  20. 23. On the other hand…. <ul><li>Is RA.One headed for success… or is SRK doing all this to cover up his basic production cost…? </li></ul><ul><li>(fearing a fate like ‘Mausam’?) </li></ul>
  21. 24. Question: <ul><li>Don’t the names RA.One and G.One also carry Hinglish connotations….???? </li></ul><ul><li>(read- ‘Raavan’ and ‘Jeevan’) </li></ul><ul><li>(Although SRK claims RA.One means just Random Access Version One) </li></ul>
  22. 25. So coming back , Hinglish rocks..! <ul><li>Hinglish is the language of today. It’s trendy, young and happening and it’s keeping the cash registers ringing for all who use it. </li></ul><ul><li>Marketing also has used this concept in building brand image… </li></ul>
  23. 26. Lets see some corporate examples…
  24. 27. <ul><li>Pepsi now says “ Youngistaan ka wow! ” </li></ul>
  25. 28. <ul><li>Cadbury says it is not just a chocolate but “ meetha ” to be had after meals (a typical Indian custom). </li></ul>
  26. 29. <ul><li>Domino’s for years has been asking “ Hungry kya. ” </li></ul>
  27. 30. <ul><li>Lehar says “ Control nahi hota, ” </li></ul>
  28. 31. Question For You <ul><li>“ Kitne aadmi ko text karna hai? ” </li></ul><ul><li>Guess which company’s tagline this is? </li></ul>
  29. 32. <ul><li>Not Airtel, Aircell, Vodafone or even Idea. </li></ul><ul><li>It’s the tagline of Rogers, Canada’s leading telecommunications company. </li></ul>
  30. 33. <ul><li>in America, McDonald’s sent small cards to various Indian households asking them to taste its ice-creams and shakes, with a tagline, “ Taste ki baat hai. ” And the Indian- American population loved it. </li></ul>
  31. 34. Brands that adjusted, stayed; others vanished. <ul><li>Change your language, adapt your products and you will not only survive, but lead! </li></ul><ul><li>Source: </li></ul>