JWT India connects the power of yoga to brands

By , agencyfaqs!, Mumbai | In Advertising | June 27, 2007
JWT has rolled out a proprietary strategic planning tool, Brand Chakras, which takes the age-old Chakra system from the Upanishads to decode consumer segments and applies the findings to brand building

JWT India & #BANNER1 & # has unleashed a proprietary strategic planning tool for brand development, called Brand Chakras. The inspiration for inventing this tool comes from the Chakra system from the Upanishads as laid out in Patanjali's Yoga Sutras. Mythili Chandrasekar, senior vice-president, corporate initiatives, JWT, has devised this tool.

According to JWT executives, this is the first system of understanding human behaviour based on the seven major nerve/energy centres in the human body, which has, so far, never been applied to brands.

This tool can be applied to psychographic segmentation, insight mining, brand propositions, brand personality, need states, archetypes and even trend spotting. The seven chakras include Sahasara, Ajana, Vishuddha, Anahata, Manipura, Swaddhsithana and Muladhara. By analysing these chakras and what they mean to a target consumer's lifestyle, relevant creative ideas can be arrived at. While the chakras form the framework, the tool identifies 60 'payoffs' or point of views on the target segment, a combination of which can be used to achieve the advertising objective.

For starters, JWT India has applied the Brand Chakras tool to a study on the global Indian, called 'The Power and the Glory'. Of course, this tool can be used for different target groups as well.

Mythili Chandrasekar
The global Indian study was done using qualitative and quantitative methods, and the insight mining exercise was done among men and women between 25 and 45 years of age in Mumbai, Delhi, Chennai, Bangalore and Hyderabad. They included people who have returned to India after stints abroad, as well as Indians currently living abroad. The study also draws from media monitoring and blogging.

The study, on applying Brand Chakras, reveals that the global Indian today is largely driven by Manipura - the drive for power (solar plexus); Vishuddha - the voice of creative expression or in search of truth and higher creativity (throat); and Ajana - desire for transcendence/active intelligence (third eye). Further, 16 'payoffs' were identified for this global Indian segment, out of a total of 60.

According to Colvyn Harris, CEO, JWT India, "The global Indian symbolises and drives Indian optimism today and hence, this requires a study of this leading edge target group. The findings are applicable for brands across categories and have a basket of insights for creative teams to dip into."

The Global Indian study came up with some interesting findings. Work is worship for this segment, an avenue for creativity, independence, and a means to achieve power. Further, this segment feels the need to outdo superiors and also, not allow their companies to hog the credit for work done by them.

Next, the study identifies 'global-ness' as a need within this segment. As per this, the global Indian gives importance to working for an international company, as ambitions must go beyond India. At the same time, he has a thirst for playing a role in the global impact India is going to have, by creating jobs, wealth and technology opportunities.

As far as relationships go, the global Indian feels that all other areas of life stem from success at work and so family respect depends on career success. Further, the wife must actively help and support the search for glory, as she is 'second to career'. Friends and networks are important because 'they come in handy'.

Further, these people feel the need to do social work simply for the feeling of 'playing God'. Money is of importance to this segment. Above all, the global Indian spirit is in fact driving the Indian male's rediscovery of his masculinity, which was somewhat under question in the light of growing woman power, growing child power, and too much media talk on the feminine side of him.

So, for brands targeting this segment, the implications are many. Marketers ought to compliment, partner and further the newfound rediscovery of a high level of self worth. Secondly, the global Indian should be given a role to play in shaping the brand's success rather than be passive receivers of brand messages (co-custodian rather than consumer).

Next, brands should stand for more elevated, inspiring, larger life purposes - brands that aim to transform economies, societies, and the way individual lives are lived, will find greater relevance than brands that offer transient payoffs, or operate in the area of just reflecting his personality, attracting female attention or being a statement of style and achievement.

Therefore, brands can draw from the 16 Chakra Payoffs that most resonate with this leading edge target group, and create conversations with consumers, spanning key areas such as work, money, relationships, lifestyle, technology and media.

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