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Indian brands are back in business. The Kantar BrandZ report that lists India’s top 75 most valuable brands says the country’s strongest brands have bounced back from the pandemic to increase their brand value by 35 percent CAGR since 2020.

Tata Consultancy Services is the most valuable Indian brand, according to the report. The spot was previously held by HDFC Bank for the past eight years. As per Kantar BrandZ analysis TCS’s brand value has been accelerated by global demand for automation and digital transformation following the pandemic.

India’s top 75 brands are now worth a combined USD 393 billion. According to the report, the top 10 most valuable Indian brands together contribute just over half of the ranking’s total value.

There are brands from 23 different categories in the 2022 Indian Top 75 list, out of which 14 are newcomers. Key newcomers to the ranking include Vi at number 15, Byju’s at number 19 and Adani Gas at number 21.

Coming back to the list, the top ten spots were taken by Tata Consultancy Services, HDFC Bank, Infosys, Airtel, Asian Paints, State Bank of India, LIC, Kotak Mahindra Bank, ICICI Bank and Jio.

There has been significant movement at the top, in addition to the two most valuable brands switching positions. There are two new entrants – Infosys which has moved up to number three from twelfth position, and ICICI Bank which has climbed two places to number nine. State Bank of India has also risen four places to number six.

[caption id="attachment_2040" align="alignnone" width="605"]<img src="https://images.storyboard18.com/storyboard18/most-valued-brands.jpg" alt="Most Valued Brands" width="605" height="237" class="size-full wp-image-2040" />  Most Valued Brands[/caption]

According to findings of the report, technology and banking brands account for over half of the total value of all the 75 brands. Six B2B tech brands and 11 Consumer tech brands contribute 35 percent to the total value of the ranking, reflecting the rise of tech in India.

The report states that, overall, B2B brands (tech, payments) are on average almost three times as valuable as B2C brands, reflecting the fact that many of the B2B brands play on the global stage while B2C are more focused on the domestic market.

'Six banking brands deliver 19 percent of the total value. Also notable for their performance are Insurance brands, which have performed well as the pandemic increased consumers’ focus on protection of life and health and Telecom Providers, led by Airtel and Jio which took full advantage of growth opportunities as everything moved online, from education to work to parties,’ the report says.

“India’s leading brands have grown at an exceptional rate, despite global economic headwinds, putting the disruption from COVID-19 behind them. Indeed, they have both driven and benefited from the transformation in consumer and business behaviour as a result of COVID-19, especially where it relates to the use of technology," said Deepender Rana, Executive Managing Director- South Asia, Insights Division, Kantar. 

He added, "The challenge now is to sustain momentum as inflation bites worldwide and consumers and businesses adjust to the new normal. Brand owners will need to work harder to identify and build on what makes worth paying for and ensure ROI on their marketing expenditure to avoid a margin squeeze.” 

TCS is India's most valuable brand: Kantar BrandZ report

“In 1982, when colour television came to India, and the proliferation of television happened, that is when it presented a big challenge for marketers and for advertising agencies,” says Piyush Pandey, chairman - global creative and executive chairman - India, Ogilvy, in a recent interview with CNBC-TV-18. 

Pandey and Bharat Puri, managing director of Pidilite Industries Limited, spoke about the making of the iconic Asian Paints’ campaign, how India’s voice on a global stage began to resonate, the playbook for success for companies in India and Bharat, and the importance for a marketer to localise strategies and really know and understand their audiences.

Catch the best moments and anecdotes from the conversation here. 

<strong>How advertising embraced localisation</strong>

Speaking of his early days at Asian Paints, Puri, who was a young marketing professional then, recalled how the multinational paint company used to advertise in English only. It was around then that colour television entered India and changed how brands communicate with their audiences.

“A lot of what was advertised in English, it would get translated or transliterated. I said, “Listen! The country’s mass speaks so many wonderful languages, why are we advertising in English?" There was this wonderful campaign which was, ‘Celebrate with Asian Paints’, which was translated as, ‘Asian Paints ke saath Jashn manao.’ 

I said, “Guys, I want somebody who has grown up speaking Hindi at home.”

Puri recalled how they were pointed to a writer called Piyush Pandey. He went to recount the day he was briefed, before Pandey got home he came up with the line, “Har khushi mein rang laye.”

As the marketers went to work closely together on festive campaigns to highlight the occasion of Onam, Pongal, Durga Puja and Diwali, Puri mentioned that, for the campaign around Pongal, they were sure they wanted to shoot it in Chennai and wanted to authentically capture the festive celebration as it was done at home. The campaign was shot by cinematographer Rajiv Menon and an upcoming music director named Dileep Kumar worked on the campaign. Kumar went on to become the award-winning, globally renowned composer AR Rahman. 

<strong>How India stood tall on a global stage</strong>

Puri recollected an experience during his days at Cadbury, where he led the brand and company to greater heights. 

“As India began to open up, people began seeing what was originating out of India. Slowly and steadily, India’s voice, first on a multinational stage and then on the world stage began to resonate. Cadbury finally had 100 managers outside India handling global positions, because they groomed themselves within India. And, there were many people asking for them.”

Pandey said when Ogilvy had pitched for Mondelez at an international level, an Indian was asked to come and lead the meeting which was held in Chicago. Pandey said that person was “Yours truly.”

<iframe width="560" height="315" src="https://www.youtube.com/embed/_u-LSqGsn7I" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>


<strong>Playbook for success for other companies and the marketer’s cardinal principle - "Know your audience" </strong>

“As far as the India playbook is concerned, people who thought global and acted local, are the people, who over a period of time understood India," said Puri.  

He added, "Those who thought 'I will think global and I will approve what is happening in India in Singapore or London or the US, over time have struggled, and have started all over again. This is because they have not understood that India is a market that has the size and complexity of a large market but has the revenues, at least in the initial years, of a small market.”

Unilever’s ‘Winning in many Indias’ strategy highlighted why and how companies must localise their strategies. Here, Pandey stressed that the basic principle for any marketer and an advertiser is to know their audience.

Agreeing with Pandey, Puri stressed upon how nothing beats the power of insight, observation and understanding of what worked in the country. Citing the example of Pidilite, he spoke of how they were sure that they wanted to be a part of the emerging markets on a multinational level. 

He said, “70% of the growth of the world is going to come out of emerging markets. Different states of India are like different emerging countries of the rest of the world. We perfect our model in India, we learn in India, we make mistakes but get it right, and then we go and still understand locally.”

Pidilite entered Bangladesh much later than its competitors. But within a decade Pidilite became the market leader. Puri spotlights the power of the brand with an anecdote: “When I was visiting Bangladesh, the immigration person asked me, “Sir, what brought you here?” And I said, “I work for Fevicol.”  He then plays me a Fevicol ad. And that is the power of knowing that you are doing it right.”

<strong> What has changed over the years?</strong>

There are three basic changes Puri spoke about and they are Choice, Access and Prosperity. 

“When Piyush and I were younger marketers, there was a middle India, and there was an aspirant India. Now, there is a premium rich India, there is a middle India, and an aspirant India. Every marketer needs to have a strategy for all three,” he added.

Pandey said, “Every new technology is an enabler for you to take your idea to your audience. Never be scared of technology, and never forget that you need an idea, and technology cannot save you.”

<strong>Then vs Now: How risky is it to convey a message?</strong>

“People criticised you earlier also. They will do now also. There is no politician in the world who got 100 percent of the vote,” said Pandey. Here, Puri said that as a marketer, the belief is to first do the right thing and “we are not here to make a comment on religion, politics and so on, we are here to tell stories about our brands.” 

He said, “Anybody who has a voice today, it could be disproportionately loud at times. We are here to tell stories about our brands in a certain context… If we get it wrong, we will be the first to acknowledge it.” 

Pandey is clear that if something is going to spark a problem in society, they stay away from it. But if the majority or most people understand the sentiment of what a brand is conveying, that’s enough validation for Pandey. 

On his vision and hope for India, Pandey spoke about the importance of integration and inclusivity. “Keep this country intact, you better be a Fevicol,” the veteran adman concluded. 

Never forget that you need an idea and technology cannot save you: Piyush Pandey

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<strong>MAST </strong>

McDonald’s - Meals Make Families, Dadaji's Special Message

Agency - DDB Mudra 

<iframe width="853" height="480" src="https://www.youtube.com/embed/JH3S38PAZQU" title="Meals Make Families | McDonald's India | Dadaji's Special Message" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Brands typically shy away from any reference to death in advertising (unless it's for insurance or road safety.) It’s even more rare to see a family brand like McDonald’s make a reference to death in one of its commercials. But that’s exactly what this film does in a beautiful, whimsical and touching way. The focal point is a conversation between a grandmother and her grandson who wonders whether dadaji can get burgers in heaven. This spot is all things warm and wholesome. A classic ad that doesn’t lose sight of the brand and what it means to people, using simple but evocative storytelling to drive home the message - Meals make families. It is bound to put a smile on your face and burger in your hands.  

<strong>MEH</strong>

Sleepyhead - Fabulous Living

Agency: Leo Burnett

<iframe width="853" height="480" src="https://www.youtube.com/embed/gKtu_fLwC-s" title="Fabulous Living with Sleepyhead BodyIQ Tech Mattress | Ranveer Singh" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

We’re not sure what actor Ranveer Singh adds to this ad apart from his celebrity quotient. Instead of dialing up the iconic Bollywood star’s quirky and OTT character, this spot dials it down in every aspect except his attire. Sporting a bright yellow jacket and big diamond studs in his ears, Singh lulls the couple in the ad, and viewers watching it, into deep sleep as he rattles off the product’s features in a whisper. They were onto something here and we can’t help but wonder what held the creative back. 

<strong>MAST</strong> 

Man Matters - Keshastra 

Agency - Spring Marketing Capital

<iframe width="853" height="480" src="https://www.youtube.com/embed/tMMaMxk5Rv8" title="LEAKED! Watch Keshastra Spoof Trailer NOW" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Everyone loves a good spoof. They’re fun, entertaining, comical and bizarre all at the same time. Recently, Man Matters had the audacity to create a spoof on what is the most popular movie trailer in India today, Brahmastra. In Man Matters’ spoof trailer titled ‘Keshastra’, we see the lead ‘Keshav’ whose ancestry involves a long list of bald men, struggling to maintain a head full of hair. He decides to take it upon himself to prevent the evil forces of ‘stress’, ‘poor diet’ and ‘dandruff’ from taking over the world and causing all men to go bald. In his quest, he comes across a wise man who bestows upon him the ultimate weapon required to win this battle, The ‘Keshastra.’  We see the triumph of good over evil as Keshav defeats the evil forces in an all out smackdown. Man Matters very cleverly incorporated that they provide products catered to the needs of each individual consumer after doing a thorough case study. The spoof managed to tick all the right boxes. It was entertaining, catchy, hilarious and overly exaggerated. All in all, a cool and contextual way of marketing their services. 

<strong>MAST</strong>

Cadbury Bournvita - The Boy Who Failed

Agency: Ogilvy 

<iframe width="853" height="480" src="https://www.youtube.com/embed/oyZSWnZXENs" title="THE BOY WHO FAILED - a short film by Bournvita" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

It’s easy to forget one is watching a brand film when the words and the images consume your thoughts. The only time you realise the video is essentially an almost 4-minute long ad is when we see the ‘boy who failed’ sipping hot chocolate milk from a cup that says Bournvita. There’s no preaching or moral lesson about failure and learning shoved down the viewer’s throat. Just evocative writing and storytelling. Watch and listen to the words as a mother teaches her children a life lesson. This is a masterclass in long-form advertising.  

<strong>MEH </strong>

CountryDelight - Milk mein Chemical Locha is a No-No

<iframe width="853" height="480" src="https://www.youtube.com/embed/WLfr0yhsDqc" title="Doodh mein Chemical Locha?!" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

This ad by CountryDelight highlights an important issue. It is very possible that the milk we consume in our homes could be adulterated and can contain chemicals. Country Delight ensures its customers that the milk they deliver to homes comes directly from farms after completing more than 26 purity tests. 

In the ad we see multiple day-to-day scenarios where the milk contains chemicals. However, the ad itself is very basic and the background score was very irritating to hear. Moreover, it felt very open ended, lacking closure. On the plus side, it does manage to garner attention towards the brand and in turn consider it as a visible option for bringing fresh milk to our homes. 

<strong>MAST</strong>

Work: Chess Olympiad 2022 - ‘Chaturangam: A dance depiction’ by Pudukkottai district administration

<iframe width="853" height="480" src="https://www.youtube.com/embed/QJXTzQPEoKE" title="CHATURANGAM -A DANCE DEPICTION" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

While it doesn't strictly qualify as an ad, we can’t help but make a special mention. ‘Chaturangam: A dance depiction’ is an mesmerizing almost 4-minute long video released by the Pudukkottai district administration to promote Chess Olympiad 2022. It is a crossover between the game of chess and Tamil Nadu’s classical folk and martial art forms. Conceptualised and choreographed by Pudukkottai collector Kavitha Ramu, it is a stunning example of celebrating India’s deep and rich cultural heritage in a contemporary context. 

<strong>MEH</strong>

Asian Paints - Waterproofing Ka Champion

Agency: Ogilvy

<iframe width="853" height="480" src="https://www.youtube.com/embed/N-CkQrEPO2g" title="Asian Paints SmartCare Hydroloc | Waterproofing Ka Champion" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>

Asian Paints managed an excellent pairing when it got PV Sindhu and Ranbir Kapoor together, sharing screen space for a campaign that promotes a new waterproofing paint product. Alas, it fell a bit flat in our view. With two champions of their respective fields in one frame, the possibilities seemed endless. Instead what we got was a tepid attempt at humour and a strained connection with the word champion. This one’s a hit and miss. 

<strong>Watched a Mast or Meh ad recently? Tell us about it. 
Share your picks and reviews with us at <a href="mailto:Storyboard18@nw18.com">Storyboard18@nw18.com</a><span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start">﻿</span> and, if we think your review is Mast, we'll publish it.</strong>

Mast & Meh: Bournvita, McDonald’s, Asian Paints, Sleepyhead, Man Matters, Chess & Country Delight

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