"Religion and consumerism co-exist happily": Ambi Parameswaran

Are Muslims more open-minded shoppers? How did Akshaya Trithiya become such a big deal? Why has the bindi disappeared from advertisements?

These are some of the questions printed on the jacket of Ambi Parameswaran's latest book 'For God's Sake'. The author, who works as advisor at Draftfcb Ulka Advertising, has written several books on brand building, consumer behaviour and strategic brand management in the past. But this one, he says, is the lightest of them all. And we're inclined to agree; the language is chatty and the pages are full of anecdotes, real brand stories and examples.

Though Ambi took no more than four months to write this book, it was "in the making" for four years, all through his PhD. He holds a doctorate from Mumbai University on 'Religiosity and Consumer Behaviour'. His thesis is about how religion and religiousness interact with our behaviour as consumers. According to Ambi, 'For God's Sake' is a "diluted version" of his PhD thesis.

We spoke to him about his book, the kind of audience he hopes to find for it and the learning it offers. Edited Excerpts.

Edited Excerpts

This is a book about consumer behaviour, seen through the prism of religion. It is not targeted at any specific group. It is for anyone who is interested in the way religion and consumer behaviour interact in this country. It is aimed at the lay reader, who is, say, 23-24 years old... a BMM graduate perhaps, looking for a career in marketing.

It could be useful for marketers, people who're thinking about how best to connect with consumers. Marketers across areas, like travel services, entertainment channels, retail outlets, maybe someone who manufactures products like clothing, etc.

Indian consumers are quite happy to consume in the name of religion. I may not buy a box of sweets but if it's Christmas, I might. I may not shop for clothes but if I know it is Akshaya Trithiya, I may want to. Religion gives consumers a lot of opportunities to consume in a very legitimate, guilt-free fashion.

So if you're a consumer, the book will help you understand how marketers are using religion to sell to you; maybe you can get a little forewarned. If you're a marketer, it will help you sell to your consumer better. For example, there's a chapter dedicated to Vaastu - builders may find it useful.

The book could also be useful for people in the advertising and media business.

Today, the youth wants to have a religiously rich wedding, with rituals and traditional outfits, etc. They feel religion gives them a way to connect with their own cultural past.

Every product in some form can use religion to connect better with consumers. The ones that come to mind are clothing (weddings are a big opportunity for ethnic clothing brands), entertainment (television programming, music and books), travel and tourism and retail. Consumer durables can use religious festivals as occasions to connect with consumers. Mobile operators have a huge opportunity to leverage religious themes.

Recent examples of brands that have used religion successfully to sell products include Tanishq (second marriage) and Lifebuoy (Gondappa). The ads use religious socio-cultural symbols to drive home an emotional message. That gives the brands a lot of gravitas. As far as the religious typology is part of the narrative of an ad and doesn't thrust religion in viewers' faces, it's fine.

There is a misnomer that religion is all about relinquishing and going away to the hills. But that's not that case at all. In fact Hindus pray to a Goddess of Wealth, Laxmi. Religion and consumerism can co-exist very happily. Religion is not just about abstinence; it is also about celebration. And consumption and celebration go very well together.

Brands cannot perform the role of religion. Brands can tell you when to wash your hands, when to brush your teeth, when to have a bath, but not how to live your life. Global research suggests societal change cannot happen through advertising of brands and products.

Planners have to be culturally sensitive and this includes understanding the role religion plays in the consumer's life. Today, aren't planners worried about how digital has changed their consumers' lives? So why neglect religion? Planners need to dissect their consumers by looking at them through several lenses. Why not look at them through the religious lens too? This will help them connect with their consumers better.