Download - Use of hinglish to enhance brand equity
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Enhancing Brand EquityRole of language in enhancing brand equity
-an Indian Context
www.profmanishparihar.blogspot.com
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the language you speak can change the fortunes of your brand
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Hinglish ! Language of ‘Youngistan’
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How? Take a look at Bollywood..
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• More than 30 films released this year have Hinglish titles.
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• ‘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.
• It’s the title (much like the tag line in advertising) that matters too – not just the stars.
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Hinglish Titles:
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• 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.
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Latest Bollywood Update: Branding RA.One*
SRK’s RA.One inks brand tie-ups
worth Rs. 520 million !
*Source: www.profmanishparihar.blogspot.com
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SRK made AKON sing in Hinglish..!
Wanna be my
Chamak Challo..?!!
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• 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
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Revenue Streams
• They embarked on a 360-degree global campaign and a record number of brands, in excess of 25, have associated themselves with the film.
• 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.
• Social Media being used as a prominent marketing channel for RA.One
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Extending the PLC
• The product life cycle of RA.One might be extended due to the launch of merchandise, online video games and events.
• The graph on the left is a typically short PLC for a movie launch (1-2 months)
• It could look like a ‘stretched’ figure due to revenue streams of merchandise (say 6-8 months)
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First ever Bolly-movie to exploit Social Media Marketing in a big way..
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Sharing capabilities on social media….
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Badshah of Blogging..!
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Exclusive trailers on YouTube
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G.One on G+
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So whats the verdict?
• 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.
Sources:http://businesstoday.intoday.in/story/ra-one-marketing-promotionhttp://shahrukhkhanz.blogspot.com/http://www.raonemovie.com/www.youtube.com/ra.one
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On the other hand….
• Is RA.One headed for success… or is SRK doing all this to cover up his basic production cost…?
(fearing a fate like ‘Mausam’?)
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Question:
• Don’t the names RA.One and G.One also carry Hinglish connotations….????
(read- ‘Raavan’ and ‘Jeevan’)
(Although SRK claims RA.One means just Random Access Version One)
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So coming back, Hinglish rocks..!
• 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.
• Marketing also has used this concept in building brand image…
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Lets see some corporate examples…
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• Pepsi now says “Youngistaan ka wow!”
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• Cadbury says it is not just a chocolate but “meetha” to be had after meals (a typical Indian custom).
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• Domino’s for years has been asking “Hungry kya.”
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• Lehar says “Control nahi hota,”
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Question For You• “Kitne aadmi ko text karna hai?”
Guess which company’s tagline this is?
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• Not Airtel, Aircell, Vodafone or even Idea.
• It’s the tagline of Rogers, Canada’s leading telecommunications company.
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• 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.
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Brands that adjusted, stayed; others vanished.
• Change your language, adapt your products and you will not only survive, but lead!
Source: rajitachaudhuri.blogspot.com