The past decade has redefined India in more ways than one. Today, India is a brand in itself endorsed by several nations across the world. Prime Minister Narendra Modi has played a huge role in setting new goals for the nation and redefining what India stands for.
A country that was once perceived as ‘a poor nation’ of snake-charmers and elephants, where travellers go to ‘find themselves’ and where the billion-plus population was considered a burden is now a country where the billion-odd people are a formidable workforce leading India to economic growth and form a huge market potential. Nationalism is the new brand and industries, businesses, companies even small enterprises are riding the patriotic wave.
India goes ‘Vocal for Local’
It was on 15 August 2020 when Prime Minister Narendra Modi gave the nation the ‘Vocal For Local’ slogan to achieve the goal of Aatmanirbhar Bharat i.e., self-reliant India. He said during his speech at the Red Fort, “The mindset of free India should be ‘vocal for local’. We should appreciate our local products, if we don’t do this then our products will not get the opportunity to do better and will not get encouraged.”
After that, on several occasions such as Diwali, New Year and during Mann Ki Baat, PM Modi appealed to the nation to use ‘domestically made products’ and replace foreign ones so India can become ‘self-reliant’ in manufacturing.
In June 2021, while interacting with the participants of Toycathon-2021 via video conferencing, Prime Minister Modi again calling on Indians to be “vocal for local toys.” He said ‘India has been importing about 80 per cent of the toys’ and ‘crores of rupees are going abroad’ which has to change. Prime Minister Modi has been instrumental in pushing the spirit of self-reliance in India that in turn has stirred up the nationalism fervour among countrymen and brands are making the most of it too.
Popular groups pitch nationalism
Some of the most popular products in India have, on multiple occasions, used ‘nationalism’ to appeal to Indians and promote their products. Amul, for example, has had a consistent brand strategy that has made it extremely popular among the middle-class Indians. Tagline ‘The Taste of India’ itself speaks volumes of how Amul has used nationalism as its brand strategy.
Through the years, Amul has created advertisements that are simplistic in content and lead to mass appeal. They have always created their advertisements around ‘national’events and achievements. It has always shown affinity to the old school, nationalistic brand strategy and has been ranked No. 1 Indian brand by Campaign magazine in its list of Top 1000 Brands of Asia for three consecutive years in 2017.
Amul, the home-grown milk cooperative has given many ‘foreign’ dairy product companies a run for their money. Amul had put out a topical ad last year where the Amul Moppet was seen saying ‘Local bhi, global bhi.’ MD of Gujarat Co-operative Milk Marketing Federation (GCMMF) and Amul India Dr R S Sodhi says, “Our products are second to none.” He further added, “No consumer will buy a brand just because it’s local. It has to achieve excellence in terms of quality, affordability and use of technology.”
Mahindra Group that established in 1945 with the steel business and over time expanded into 22 key industries has regularly released advertisements that showcase the Indianness of the company and its products. Among the latest, in October 2020, Mahindra Group marked its 75th anniversary by celebrating and igniting the challenger spirit of every Indian to ‘Rise’ and emerge victorious in these difficult times, through its latest social media campaign – Mahindra #RiseUp Challenge.
After the September 2016 cross-border surgical strike carried out by India to neutralise the launch pads for terrorists located in Pakistan-occupied Kashmir, there was a new-found surge of nationalism in the country that was visible in the advertisements too. For example, the Hero MotoCorp Ltd. ad saluting the soldiers stirred public sentiment in a big way.
The nationalism vs jingoism debate
Even as most brands ride the nationalism band wagon to appeal to the masses and popularise their products, some have managed to land in controversy too.
In 2016, Patanjali was pulled up by the Advertising Standards Council of India (ASCI). The company products’ print advertisements would read in the end with a ‘humble request’ that read – Give prominence to Patanjali products in your shops as well as in your heart. Together we can turn the Swadeshi dream of Mahatma Gandhi, Bhagat Singh and Ram Prasad Bismil into a reality.
Managing Director Acharya Balakrishna had remarked, “We are not part of ASCI and so I don’t fall under their purview. ASCI is run by MNCs…All these years, they destroyed our culture through different types of advertisements. They are the complainants and also the judge.” MD and CEO of Future BrandsSantosh Desai said, “You may see nationalism seep into tonality but a lot of what brands do is posturing: both on the liberal and the nationalistic side.”
Patriotism always a favourite
The feeling of national pride has been used by brand managers and PR professionals for decades. Some advertisements have even managed to stay alive in people’s memories even decades after being telecasted. Several brands have based their promotion and communication on the feeling of national pride.
The extremely popular 1989 Hamara Bajaj advertisement of Bajaj Auto’s scooter Chetak is a masterpiece. Despite being decades old, it continues to inspire millions of Indians and symbolises the once modest ‘average Indian family.’ The ad beautifully captures the dreams and aspirations of a young India. The jingle, even today, triggers nostalgia and a feeling of national pride – Buland Bharat ki buland tasveer…Hamara Bajaj…Hamara Bajaj!
The Desh Ka Namak ad featuring Tata Salt called out to the citizens to perform their duty as responsible and vigilant citizens. Hero Honda’s Dhak Dhak ad that initiated the company’s Desh ki Dhadkan posturing featured people from all walks of life – all unified through experiences of owning a Hero Honda motorcycle.
Idea Cellular ad featuring Abhishek Bachchan played on India’s Unity in Diversity aspect. Language barrier was the theme of the ad that narrated the story of four friends relocating to cities where their native language is not spoken and how they help each other over phone calls. ‘What an Idea, Sirjee’ ad attempted to bridge the language barrier in India and was a huge hit.
Nationalism for one and all
The emerging India has lured not just large corporate groups and businesses but smaller enterprises too to use the nationalism fervour to promote their products. Major national and political events are used as the premise for ads showcasing the spirit of free India and nationalism.
From ads saluting India’s soldiers to calls to shun Chinese products such as firecrackers after the India-China border skirmishes, national pride and unity are always a hit as they lead to mass appeal. The concept has also been used extensively in cricket advertisements where advertisers use T-shirt colours to symbolise the opposite team such as Pakistan, Australia, etc. Nationalism as a brand is sweeping India and is here to stay.