How 10 Indian Businesses Successfully Revamped Their Brands for the New Normal

Indian Businesses' Innovative Brand Revamps for the New Normal

As the world acclimates to the new normal, businesses across India have taken bold steps to revamp their brand identities, consumer interactions, and marketing strategies. In the wake of the global pandemic and shifting consumer behaviors, adapting to and embracing change has become a defining characteristic of successful Indian businesses.

Cultural Relevance and Flexible Consumer Preferences Shape Indian Brand Revamps

The Indian market has functioned as a fascinating case study for how businesses can thrive despite facing unprecedented challenges. The imperative for businesses to adapt in real-time and align their brand strategies based on evolving consumer tendencies and preferences has become more pressing than ever.

The Resilience of Indian Businesses During the Pandemic

India's robust startup ecosystem and the adaptability of its businesses enabled entrepreneurs to hit the ground running while navigating the impact of the pandemic. With creative transitions and an empathetic approach towards their customers, several Indian businesses not only managed to weather the uncertainty but also elevate their brand presence.

Examples of Indian Businesses Successfully Revamping Their Brands

1. Titan: Fostering Empathy and Digital Engagement

Titan, a renowned jewelry and watch manufacturer in India, prioritized empathy as a core brand value. The company introduced a thought-provoking campaign called #TiSE (Titan Empathyzes Society's Evolution), focusing on the resilience of India's people during these trying times. Titan utilised social media platforms and digital channels to connect with its audience, promoting a theme of unity and positivity.

2. Slice: Leveraging Technology for Seamless Customer Experience

Slice, an innovative mobile-first neobank, positioned itself as a catalyst for improving financial services and interaction. Since it operates solely through digital channels (mobile-only bank), developing a customer-centric platform became a pronounced area of focus. Slice is staying on the cutting edge by continually enhancing its mobile application, ensuring users enjoy a hassle-free experience.

3. Zomato and Swiggy: Reinforcing Food Delivery-Friendly Services

In response to the pandemic, Swiggy and Zomato significantly enhanced their food delivery services, putting customer safety on the top of their considerations list. Swiggy introduced Chat Support and Quick Pay features for faster assistance, smoother checkouts, and enhanced customer satisfaction. Zomato tried to drive contextual marketing, where the emphasis was on using location-based promotions and caters to changing consumer behavior. Such strategic adaptations led to both companies solidifying their presence in the food delivery space.

4. Benetton: Amplifying Sustainability and Positive Advocacy

Benetton India adopted a new campaign 'United Colours of India…The Beginning of Our New Story.' This movement aimed at promoting positivity, unity, and hope among the Indian population. Benetton integrated this campaign through newsprint, outdoor hoardings, and social media. Instead of resorting to product-centric marketing, the brand conjoined its forward-thinking perspective with another critical global issue – climate change, creating awareness about eco-friendly practices and sustainable functionality.

5. Nykaa: Highlighting Personal Wellness and Self-Care

Nykaa, one of India's top e-travel shopping platforms, fast transitioned from a store-focused multibrand journey to an online entity. Nykaa took advantage of the situation to launch an internal content creation body called Nykaa Creator Network. This move allowed them to create popular beauty and wellness content with the help of influential figures, better essences personal connect and empathy with their audience and catered their needs during the pandemic.

6. Jockey: Enhancing Comfort and Wearability in Activewear

Jockey, a global leader in the premium intimate apparel industry, introduced a thoughtful campaign. The campaign #InThisTogether-by Jockey included branded efforts like creative merchandise with sanitation-necessitated hygiene care to heartwarming emotive testimonial-based ads, connecting people through touch. This movement amplified Jockey's focus on enhancing comfort, wearability, and reliability, challenging the status quo in the men's activewear market.

7. Marico: Building Emotional Connections through Brand Value Cohesion

I turn to Marico, a leading Indian FMCD (fast-moving consumer goods and dermatcare product) company, for inspiration. They brought attention to the everyday essential products and the people who manufacture and market it. This campaign was called #EveryHeroHasABackstory. In this campaign, different products of Marico symbolized different personalities, highlighting the human element that goes behind creating the perfect product.

8. OkCredit: Navigating the World of Loans and Finances Easily

OkCredit, an innovative startup focusing on digital credit-reporting solutions for small merchants and businesses. OkCredit believes every small business matter. As the pandemic caused widespread economic disruption, this startup took advantage of its mobile-oriented reporting system to aid small merchants fighting for survival. By providing easy access to micro-credit and granting credit scores directly, OkCredit showed empathy towards India's small business owners.

9. The Mobile Premier League (MPL): Offering Joy Amidst Adversity

Mobile Premier League (MPL) did not let the pandemic dampen it's spirits while continuously growing through the downturn. While different games platforms were competing against each other, MPL emphasized its safe and secure environment with a "Play, Earn, Grow" approach. By conveniently offering seamless scheduling, fair play, and wider prize splits, MPL ensured its customers enjoy an active life free of pandemic induced blues.

10. Truecaller: Seeking Trust and Aiding Communication

Truecaller, the world leader in real-time spam & scam classification, took an innovative approach to inform Indians about the growing menace of scams during the new normal. They launched three Covid-safety ad campaigns highlighting how users can safeguard themselves while being safe online. Truecaller was keen to maximizing community standards awareness, secure calling practices while increasing the comfort of telecom interactions among Indians and emphasizing staying responsible in communication activities.

Revamping for the New Normal: A New Standard for Indian Businesses

As businesses across India brace for the post-pandemic future, they're better positioned than ever to effectuate striking brand identity transformations by reconnecting with consumers through originality and adaptability. Cpluz is committed to helping businesses achieve this goal effectively through our state-of-the-art branding strategies and digital solutions.

Contact Cpluz at info@cpluz.com or visit cpluz.com to learn more about effective brand transformations and market revamps for your business.