N. Shatrujeet
Advertising

O&M study uncovers 'cutting-edge' trends brands can tap

The purpose of the study was to identify the cutting-edge lifestyle trends that consumers are subscribing to, and understand the marketing implications of these trends

According to a recent study conducted by O&M India's knowledge management unit, Ogilvy Discovery, seven broad ‘cutting-edge trends' pertaining to fashion and lifestyle are emerging in Indian society. These trends can be itemised as: ‘Customisation/personalisation', ‘Cinema - From Fantasy to Reality to Surrealism', ‘Indie-kitsch/anti-cool', ‘Female Voyeurism', ‘Extreme sports', ‘Goa rave/trance, Asian underground, salsa' and ‘God as Fashion'.

Explaining the rationale behind such a study, Kunal Sinha, vice-president - Discovery, O&M, says that trend spotting is fast becoming a new horizon for growth for marketers. "The study is in anticipation of the fact that brands would need to be seen as cutting-edge, either in terms of riding a trend or leading one," he says. "The purpose of the study was to see what are the different cutting-edge trends that people/consumers are subscribing to, and see what brands can learn from these trends and subsequently adapt to create an edge in the marketplace. The study is essentially an attempt to understand the marketing implications of these trends."

Sinha adds that the methodology that the agency used to identify the cutting-edge trends was unique, "as it involved conversations with a range of trendsetters". These included model-turned-handbag designer Aditi Aggarwal, leading hairstylists Anees and Doris Godambe, fashion designers Vaishali Sawhney and Mona Chatlani, disc jockey Rohan Nunez, salsa enthusiast and proponent Rajesh Punjabi and event stylist Nilakshi Sengupta. ‘We did a media ethnology of niche magazines that the young and the hip were picking styles up from, and we also looked at a spectrum of films to determine emergent themes and styles of filmmaking,' the report explains.

Customisation is one of the powerful mantras these days. Personalised screensavers and ringtones on cell phones. Personalised car designs (courtesy design shops like Dilip Chhabria Designs) for the well heeled. Personalised car stickers and auto decals for the not-so-well-heeled. Personalised leisurewear. Hair colouring. Music downloaded from the Net and remixed. DJ-ing. "Everything is reflective of individualism and personal style, and a moving away from mass-produced stuff, wherever possible," Sinha points out. "There is a clear desire to stand out in a crowd." Explaining how brands could possibly benefit from customisation at source, the report hypothesises, ‘…youngsters are buying label jeans, and then distressing, painting and embroidering them to get a look that is unique… Opportunity for companies like Levi's and Benetton to set up ‘design studios' within their showrooms. Let buyers customise the look of what they buy, and have it delivered instantly. Music companies could set up sound consoles at music stores, where people can create and burn their own copies of music.'

The move from escapist fantasy to reality to surrealism in cinema is another trend the study has plotted. "Once, Indian cinema sold moviegoers pure fantasy which helped them escape the travails of everyday life for three hours," says Sinha. "Then movies like Monsoon Wedding and Bend It Like Beckham came along and focused on reality by putting incidents from real life in front of the camera. Now you have a new breed of filmmakers who have made films bordering on the surreal - people like Rahul Bose (Everybody Says I'm Fine) and Ram Madhvani (Let's Talk). Surrealism is a cutting-edge trend. Not everyone can relate to this, but it has a strong following of its own." Here, the opportunity for brands is in communication. "Brands, especially in categories like alcoholic beverages and automotive, can treat their advertising in a surreal manner. People are becoming more discerning when it comes to consumption of advertising, and surrealism, as a treatment, can work," is Sinha's opinion.

Anti-cool is almost self-explanatory, and also stands for ‘desi-cool'. ‘DIY is emerging as a force that effectively counters cool among Indian youth who can't afford high-street fashion, yet have the need to create their own style,' the report states. Jewellery from terracotta and seashells, flea market purchases and military chic are all classic instances of anti-cool. "There is a strong consumer segment here that can be tapped, but not by using the usual tricks. Brands that come across as anti-cool could benefit handsomely with this segment."

Female Voyeurism. We all know what that means. The report refers to recent movies such as Oops! (which was about male strippers) and smooch fest Khwaish to demonstrate the ‘ogling potential' they showcased for women. The arrival of the metrosexual male (who but David Beckham would be cross-indexed in this context) is also cited as a case in point. ‘This is an untapped area for the advertising industry, possibly burdened with a greater sense of conservatism than the film industry,' the study notes. Sinha, however, admits that this is a little bit of a minefield, considering it doesn't take much to incite the moral police. "Also, this is still a very fringe trend, and even if it is not, not many women will admit to it," he points out.

The slow by steady increase in the appeal of extreme (‘non-traditional' or ‘alternate' is a better word) sports such as rugby and Formula 1 racing is another cutting-edge trend sighted in India. While the former is still pretty much ultra-niche (played by a select few in cities like Mumbai and Kolkata), the latter has become more ‘mass' over the past two years, thanks largely to extensive race-day television coverage in pubs and restaurants. The study notes that the popularity of F1 in India would scale greater heights once Indian drivers start competing in F1 races and India gets its own F1 tracks. "F1 and go-karting provide marketers with great branding opportunities," says Sinha.

The consumption of exclusive music forms such as Goa rave/trance and Asian underground, and the acceptance of dances such as the salsa have also being seen as great marketing/branding opportunities by the study. ‘From ringtones to soundtracks for films, this is music that will sound different and stand out. There are underground events waiting to be sponsored, artists willing to be supported,' the study suggests. ‘God as Fashion' (the use of spiritual iconography in fashion) is the last cutting-edge trend the study identifies. "The idea of God being a ‘friend figure' is gaining," says Sinha. "The relationship with God is no longer seen as a master-slave one. So Indian Gods and Goddesses are being sported as a fashion statement."

Sinha agrees that most of these trends are currently being embraced only in the metros, that too more in the affluent, fashion-conscious southern districts of Mumbai and Delhi. "In a country as large and diverse as India you'll always have gradations," he says. "However, today, thanks to the media explosion, time spans are getting crushed, so trends don't take long catching on." He cites the examples of the ‘bindi styles' worn by Ramola (Kahiin Kissi Roz) and even the Valentine's Day concept to make his point. "What is niche and cutting-edge in Mumbai today could well be cutting-edge in Nagpur tomorrow. Why can't go-karting be popular in Agra or Jhansi? Trends becoming mainstream is happening much faster today, and for marketers, it's a matter of creating and grabbing an opportunity." © 2003 agencyfaqs!

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