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Publicis Groupe-owned Leo Burnett has launched LB Regional, an exclusive new service for the Indian market. The new division will offer three key services – research-driven strategy planning, creative solutions and film production – focused on serving clients' needs for regional markets.

Sachin Kamble, national creative director, Leo Burnett, will lead LB Regional and the agency is roping in creatives and writers who are experts in Tamil, Telugu, Malayalam, Punjabi, and Bengali. These are the first five languages that LB Regional has identified as focus areas.

The LB Regional team will collaborate with the agency’s national talent and a panel of local directors to make ad films that resonate with these language markets. LB Regional will also work with Prodigious, Publicis’ in-house production company. For strategy and planning on projects, the new division will tap into Leo Burnett’s talent pool.

In an exclusive conversation with Storyboard18, Dheeraj Sinha, CEO and chief strategy officer, South Asia at Leo Burnett and chairman, BBH India, says, for many years, marketers have been saying that “there are many Indias in one India”. He explains that Leo Burnett wants to guide its clients to go beyond the obvious observations and insights to create strategies that better serve regional markets, instead of imposing national campaigns in these diverse markets.

Sinha says, “Typically, brands think of national strategies first and then implement it locally. National copies and scripts are dubbed to go regional. That’s how marketing has classically evolved in India. There is no wherewithal to think of opportunities region up.”

Marketers want to go "micro" but they haven’t been getting enough inputs from their agency partners, he adds. LB Regional’s model is to design strategies and solutions that are informed by the nuances of local markets and what truly differentiates them. The launch of the new division comes on the back of several conversations with clients like P&amp;G India, PhonePe and Spotify India, among others, says Sinha. The agency worked with music streaming platform Spotify India for its multilingual 15 film IPL campaign this season.

<strong>What else?</strong>

LB Regional is also set to release a quantitative consumer survey in collaboration with YouGov across 10 states - Maharashtra, Tamil Nadu, Andhra Pradesh, Telangana, West Bengal, Karnataka, Rajasthan, Uttar Pradesh, Punjab, Chandigarh, Kerala and Delhi. The report indicates the opportunities that business leaders have by going deeper into the pockets of India and shares actionable insights, with focus on six key categories of businesses – food, fashion, health, money, mobility and relationships. It is meant to present a multi-dimensional perspective of India for brands that are looking to grow their business and/or make an impact within states.

Marketers building pan-Indian brands can no longer use a blueprint of a changing image of India that revolves solely around what is happening at a national level. LB Regional is Leo Burnett's attempt to provide a more defined and nuanced service within the network and help rewire how brands approach the other Indias. And also, perhaps, rewire how the agency crafts advertising and communication strategies for these large markets.

Leo Burnett India launches languages-focused practice LB Regional

“Give them quality. That is the best kind of advertising.” Those words by late American businessman Milton Hershey are particularly relevant today for India’s airline brands. But the carriers seem to be paying little heed, judging by the negative attention they have been drawing of late.

Last month, actor Pooja Hegde took to Twitter to slam the inhospitable behaviour of an IndiGo crew member. As she spoke of his threatening language for “no particular” reason, the June 10 incident once again put India’s largest airline under the spotlight for its “poor” hospitality and customer service.

On May 28, less than two weeks earlier, the airline had been slapped with a fine of Rs 5 lakh by air travel regulator Directorate General of Civil Aviation (DGCA) for denying boarding to a disabled child at the Ranchi airport.

Indeed, the month of May saw many airlines fly into turbulence. Tata Group-owned Air India was slammed on social media by a user for denying boarding to his diabetic aunt, who consequently suffered a panic attack at Delhi’s Indira Gandhi International Airport. In another incident, “unserviceable seats” also put the spotlight on Air India.

Another carrier, SpiceJet, also made headlines after its systems were hacked in a ransomware attack that led to delays and passengers being stranded for hours at airports. There was also the matter of SpiceJet flights taking off late due to its delayed payments to the Airports Authority of India (AAI).

Social media is full of users complaining about services or products from brands across sectors. A cursory glance will reveal that a fair number of these are against airline brands.

Per the India Airline Passenger Sentiment Survey – 2022, conducted by LocalCircles, 25 percent of 11,415 people surveyed expressed dissatisfaction with SpiceJet, while 28 percent were dissatisfied with IndiGo, and 14 percent with Air India. In addition, 41 percent and 37 percent, respectively, complained about flight delays, and poor in-flight services, including meals and entertainment.

Storyboard18 reached out to IndiGo, SpiceJet, and Air India with questions. We are yet to hear from them.

As things stand, all of these issues point to one shortcoming: inconsistent customer service.

<strong>Poor customer service: Challenges and fixes</strong>

On IndiGo’s hospitality issues, digital media agency Mirum India’s joint chief executive Sanjay Mehta hints at customer dissatisfaction stemming from the possibility of the airline being understaffed. Mehta says that a lot of airline and hospitality businesses scaled down staff numbers during Covid-19, and now ‘revenge travel’ is stretching their human resources. And that may be leading to stress, he says. “Customer requests flowing in might be higher than the current airline staff members can cope with. This might be putting pressure on and causing stress to the staff.”

However, Rahul Deans, former head, marketing, revenue and network ]planning at Go Airlines, believes that passengers have unrealistic expectations of service.

He mentions the lack of understanding by the public and the media about how an airline functions. Deans compares a low-cost airline with a second-class AC train.

“Do we have front-page news if a train is delayed and passengers do not get a complimentary meal?”

However, an aviation expert, who wished to remain anonymous, told Storyboard18 that “from the perspective of a passenger, the DGCA has regulations in place to offer snacks or meals for delayed flights.”

Solomon Wheeler, Vistara’s former vice-president, head of marketing, e-commerce and loyalty, emphasises that some of the things that happen at airports are not in the control of the airlines, for they are a part of an ecosystem. That ecosystem includes airports, security, online travel agencies and external parties such as travel agents. “For everything, an airline cannot be blamed,” says Wheeler.

Still, airline brands’ handling of crisis situations throws up a lot of questions.

When SpiceJet’s system became the target of a ransomware attack, the airline did not divulge details on the real issue, which caused delays in flight departures, leaving disgruntled passengers with little or no explanation. The lack of clarity and transparency only increased passenger frustration and disappointment.

On this point, Mehta and Deans are in agreement. Both state that a certain level of transparency, honesty and contrition at the right time was expected from the brand. That’s Communication 101 if a brand wants to retain customers when things go south.

Wheeler also believes SpiceJet lost the plot because it hasn’t invested in the product, people or services for a very long time. Consequently, citing reviews that highlight photos of seat belts falling apart and untidy cabins, Wheeler says SpiceJet has been unable to look into brand building or provide quality customer service.

Mehta agrees, “If at the core, there is a challenge of resources because of which there is a problem, the priority is to fix that. While a brand can engage in any sort of marketing communication, if providing good customer service is a challenge that remains unaddressed, whatever the brand says will not be of any help.”

Wheeler recalls a time when branding and marketing was all about the brand telling people what it was all about. “Today, customers define who the brand is, or what they are as a brand, or the values that they stand for,” he states.

<strong>Tech, PR fixes</strong>

Airlines also need to make automated customer response systems such as chatbots, apps or websites more responsive and efficient. For instance, when there are flight delays, if brands are able to update that information on the website or on apps proactively, customers would be able to find their answers there.

While some airline brands provide this information to some extent, they need to make it more efficient in terms of coping with requests if they are not staffed adequately. If the issue is around an actual product or service, then marketing communications and good PR is not the only answer.

Still, it’s critical for brands to also make their public relations strategies more transparent, authentic and robust.

Wheeler is quick to point at examples of airlines in the West. United Airlines and Delta Air Lines came up with policies to ease refunds, cancellation or rescheduling of flights to ensure that customers were not inconvenienced during Covid-19. This resulted in the brands winning the customer’s confidence. As a result, the airlines extended their policies.

“If airlines in India convert their lip service into actionable service, a big shift would be seen,” says Wheeler.

[caption id="attachment_1264" align="alignnone" width="750"]<img src="https://images.storyboard18.com/storyboard18/miguel-angel-sanz-ir-CGDHcCXw-unsplash-scaled-1-1024x768.webp" alt="Delta Air Lines came up with policies to ease refunds during Covid-19. (Image source: Unsplash)" width="750" height="563" class="size-large wp-image-1264" /> Delta Air Lines came up with policies to ease refunds during Covid-19. (Image source: Unsplash)[/caption]

<strong>PR mechanisms in a brand crisis</strong>

A solid social media strategy, an influencer marketing programme, and the support of some loyal customers in the form of testimonials could be helpful as a public relations crisis mechanism. “You should always have a ready set of influencers and not wait for a crisis to tap into the influencer network,” says Mehta.

Despite the controversies, airline brands should consciously engage in positive feedback and think of incentivising passengers for sharing positive experiences with their brand on digital media, Mehta insists.

What is necessary is an internal cell where a specific person in each department, right from the crew and baggage handlers to people handling bookings and reservations, could easily sort out issues bothering passengers on a day-to-day basis.

<strong>Feeling good? </strong>

Interestingly, a few days after IndiGo made headlines for not allowing a disabled passenger to board a flight, a feel-good video on Mother's Day appeared. In the video we saw IndiGo pilot Aman Thakur expressing his gratitude to his mother, who was also a pilot with the airline.

On May 26, IndiGo captain Alneez Virani made a special announcement expressing his privilege of flying his wife, Zahra Kabani, a pediatric speech and language pathologist, to Mumbai. This video, too, went viral. There was also a video of an IndiGo flight attendant Surabhi Nair's emotional farewell speech that went viral in April.
Wheeler thinks the ‘feel good’ posts IndiGo came up with were appropriate, with the caveat that such messaging is fine only so long as passenger safety is not jeopardised. Airlines like Southwest have had musical announcements and have had crew members sing on board. Further, they even get pilots to do stand-up comedy.

“There is no harm in creating positive stories. But, if an airline brand only comes up with positive stories and does not lend an ear to what customers are trying to say, or does not make changes in its processes, then that brand is only busy marketing itself,” says Mehta.

At a time when the aviation sector is set for a churn, airlines will need to buckle up to maintain or improve their positions. If customer dissatisfaction continues to pile up, it could lead to heavy turbulence and loss of market share for their brands.

Why are airline brands facing so much PR turbulence

<strong>MAST
</strong>

Happilo - Aaj Society Main kya ho raha hai? Don't Do Nothing with Happilo

Agency: Sideways

<strong>Bears gone wild</strong>

Sometimes it’s great to be not good. Like in this absolutely over-the-top spot showing a Rambo-esque bear with a nerf-gun like contraption that fires dried fruit at lethargic people bored out of their minds. The folks subjecting themselves to a housing society meeting suddenly go wild for nuts and volunteer for the most arduous tasks. This ad is so wacky, it makes you smile. Nuts, anyone?

<iframe title="Aaj Society Main kya ho raha hai ? ?| Don't Do Nothing with Happilo" src="https://www.youtube.com/embed/_0ZMgQOOe74" width="853" height="480" frameborder="0" allowfullscreen="allowfullscreen"></iframe>
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MAST
</strong>

Apple - Privacy on iPhone | Data Auction

Agency: TBWA\Chiat\Day Media Arts Lab

<strong>Apple of everyone's eye
</strong>

Apple has an advertising filter that always works - well-written scripts, picture-perfect shots (probably shot on an iPhone), and of course a sharp brief. In its latest spot, Apple uses the power of exaggeration to not exaggerate the issue of privacy. It creates a weirdly whimsical film that shows us how unsuspecting user Ellie's personal data is auctioned away to the highest bidder. Ellie is puzzled and shocked to see everything from her drugstore purchases, location data, contacts, and browsing history under the hammer of an auctioneer. (Who doesn’t love a good metaphor?) Finally, Ellie decides to take matters into her own hands and shut down the sale using an iPhone, what else.

<iframe title="Privacy on iPhone | Data Auction | Apple" src="https://www.youtube.com/embed/NOXK4EVFmJY" width="853" height="480" frameborder="0" allowfullscreen="allowfullscreen"></iframe>
<strong>
MEH
</strong>

Vicco Turmeric Wash - #WashKaroSquashKaro

Agency: Yellow Windows Communications

<strong>#BasKaro
</strong>

An iconic advertising ear-worm, 80s and even 90s kids still remember the Vicco jingle - Vicco Turmeric, nahi cosmetic… We doubt kids today will ever hum to this humdrum tune, now or when they turn into fully grown adults. A shame really, given Vicco’s ad heritage. Perhaps the folks at CRED should take it up, if they are still in stage Nostalgia. Watch this high school (or is it college?) musical that will not leave you footloose and singing its tune. A wash out, this one

<iframe title="Try the Vicco Turmeric Wash #WashKaroSquashKaro (Hindi 30 sec)" src="https://www.youtube.com/embed/80pFYBzpijE" width="853" height="480" frameborder="0" allowfullscreen="allowfullscreen"></iframe>
<strong>
MAST
</strong>

Titan Raga - #BoldlyBeautiful

Agency: Ogilvy India

<strong>Get with the program
</strong>

It’s 2022! Clothes on honeymoon are strictly optional. We love the cheeky kicker that comes at the end of this film full of close-ups of the brand’s collection of watches paired with clothes. Actor Alia Bhatt who plays a bride to be pairs up the shiny ticking objects with shinier dresses and sarees, for different occasions. And when asked by an aunt (Sheeba Chaddha) what she plans to wear on her honeymoon, pat comes the reply, “Maasi! Honeymoon pe kapde kaun pehenta hai?” So, does that mean the watch stays on?

—

<strong>MEH
</strong>

Sirona Hygiene - Let’s Stop The Period Shame

Agency: In house

<strong>No hiding
</strong>

Sanitary napkins are not contraband. Women don’t bleed blue. And no it’s not all as fresh as the daisies and pastels on the packaging of tampons and pads. Any ad that deviates from these ad tropes of the past, gets a big thumbs up from us. But landing that message in creative and real ways is hard.

This film features two sisters Saniya and Soniya. The latter brown-paper wraps everyday things around the house like taps, medicine, water bottles, etc, to make a point. She asks her sister, why hide sanitary napkins when you don’t hide any of the other things?

Now, the big question: Will she flaunt her flow next time? We doubt it.

<iframe title="Let's Stop The Period Shame | Menstrual Hygiene Day | Sirona Hygiene" src="https://www.youtube.com/embed/19nhHoJzBf4" width="853" height="480" frameborder="0" allowfullscreen="allowfullscreen"></iframe>
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MAST
</strong>

Tanishq - Celebrating Real brides

Agency: Cactus Production

<strong>Big, fat, regional Indian wedding
</strong>

Localisation is the hot new trend in advertising, with brands luring customers in their own language and regional nuances. This new campaign for the wedding range, state-specific collection features real brides from different states adorned in their traditional wedding ornaments. Nothing connects better than seeing real people in ads that seem more relatable and closer to one’s home. Keeping it real and regional. Smart move by the brand. Keep all brides happy and away from the social media outrage engine.

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<strong>MEH
</strong>

Cipla Health - Maxirich Gold: Max Energy aur Max Immunity ka daily dose

Agency: Taproot Dentsu

<strong>Not so golden
</strong>

Think of a health supplement ad and images of visibly ill people transforming into energiser bunnies pop in one’s head. We have all seen those ads promising agility, stamina and, buzzword of the current times, immunity. This new campaign has all these elements and ends up leaving the viewer confused. It features actor Ayushmann Khurrana who is seen running around and saving an outdoor wedding venue from a sudden downpour. At this point it could very well be an ad for a real estate material manufacturer. It is later revealed that Khurrana is capable of such stamina and energy owing to supplement brand Maxirich Gold. The ad - not gold.

<iframe title="Maxirich Gold: Max Energy aur Max Immunity ka daily dose TVC 30 sec | Hindi | Cipla Health" src="https://www.youtube.com/embed/Jh5SVwH_gvg" width="853" height="480" frameborder="0" allowfullscreen="allowfullscreen"></iframe>
<strong>
MAST
</strong>

CRED - Play it different ft. Ravi Shastri

Agency - CRED &amp; Tanmay Bhat, Puneet Chadha, Vishal Dayama and Deep Joshi

<strong>Play it again, Ravi
</strong>

Ravi Shastri is the latest in a long line of celebrities to let the brand turn them into material for comedy, using the most interesting or controversial aspects of their personalities to make a 60-second long joke. The cricket commentator, captain and coach unleashes his party style and lines like “I used to be a batsman but for you I can be a keeper” on a woman at the bar and unsuspecting viewers. While the pick-up line is great for reel, let’s not test it on the real pitch. Entertaining work from the brand yet again. They certainly play it differently.

<iframe title="Play it different | ft. Ravi Shastri | CRED" src="https://www.youtube.com/embed/vLHpfulLcUE" width="853" height="480" frameborder="0" allowfullscreen="allowfullscreen"></iframe>

PG INDIA