What is the similarity between McDonald’s, Nike or any other popular brand? Their catchy taglines! The brands have thoughtfully crafted their marketing strategy to connect with their consumers. Their taglines are ingrained in the consumer’s mind and have become synonymous with the brand identity. In the age of globalisation and digital dominance, brands resorted to different mediums and themes for marketing and branding. One of the trending strategies has been the inclusion of Indian art in marketing.
Many companies leveraged social media to narrate their brand story and connect with their audience. Companies, map the popularity of trends and ‘crowd culture’ to craft their marketing strategies. As a Harvard Business Review article mentioned, “Brands succeed when they break through in cultures”, and India’s art culture is a treasure trove of boundless creativity and possibilities. This gave rise to Indian art in the marketing and branding sector.
Indian Art – A Thread of Resonance
Consumers are bombarded with advertisements regularly. On average, 2 out of 10 advertisements on television or social media creatives get the targeted consumer’s attention. In such cases, the brand recall strategy fails to fulfil its intended purpose. What strikes the nail is a thread of resonance. Indian traditional art reflects the culture and community of India’s diverse landscape. A familiar art form from the state or city is more likely to strike a chord with the consumers. Indian art in marketing and branding helps to build a narrative which connects with the consumers.
Like the one used here by a popular soft drink brand, Coca-Cola. They tapped on the diversity of India, its different cultures and religions harmoniously blooming together. Coca-Cola showcased various bottles adorned with traditional attire and Indian art motifs to celebrate the heritage of art and culture of India.
Indian Art – A Unique Identity
We are in a world where substitutes have become a norm. It is essential to have a unique identity or create a branding strategy that sets you apart from the crowded marketplace. At a time when most brands try to achieve chic and minimal taste, some brands have resorted to using Indian art in marketing and branding to bring in vibrancy and pop. Indian art is known for its vibrant colour palette and interesting motifs. The usage of Indian art in marketing or packaging captures the consumer’s attention and leaves a cultural impression.
Indian retail companies like FabIndia, The Bombay Store, Chumbak and many others promote Indian traditional art. Their peculiar designs, colours and motifs on products are highly influenced by Indian art. This creates a unique identity and thus makes it popular amongst domestic and international consumers.
Indian Art – Fostering Sustainability
Indian art practices are known for their sustainable materials. Organic colours and natural ingredients are a trademark of Indian art. Certain brands align with the ethos of Indian art and incorporate the narrative in their branding. Indian art motifs often speak volumes about nature and life. Hence, using Indian art in marketing and branding also helps in promoting the conservation of nature. Moreover, merging Indian art with marketing fosters hope and support for the artisans’ community. More exposure to Indian art through popular brands leads to more relevance in the younger generation. This, in turn, supports the artisans and our art heritage.
A brilliant example of this was the campaign run by an Indian tea company – Tata Tea. To mark 75 years of India’s Independence, Tata Tea collaborated with a start-up company called Rare Planet which advocates and works towards the upliftment of local Indian artisans. They used India’s popular Indian traditional art forms on earthen cups called “kulhads”. This worked amazingly as it touched upon a nostalgic memory of using Kulhads and helped drive attention towards Indian art. The proceeds of the sale were utilised to lend support to the Indian artisans’ community post-pandemic.
Indian Art – A Versatile Medium
Another factor propelling Indian art in marketing is its versatility. Indian art motifs and colours can be integrated seamlessly by a high-end fashion brand or a modern-tech company. Embroidery and digital prints are a few of the mediums through which a brand can cater to diverse audiences while keeping the brand identity intact.
One of India’s largest and most trusted electronic companies integrated Indian traditional art into their new product. The TV Frame allows the consumer to access multiple Indian folk art paintings from the installed library and turn the electronic gadget into a mounted piece of artwork. Their idea behind the design was to promote the Indian art heritage and create a distinctive product for consumers.
Likewise, an Indian designer Monica Shah initiated the Gondwana Art Project to merge her apparel designs against the backdrop of Indian tribal art like Gond and Warli.
In Conclusion
As observed in recent times, Honourable Prime Minister Narendra Modi has been making a conscious effort to promote Indian traditional art during the three-day tour to European countries. This further makes the fact evident that Indian traditional art has the potential to boost economic growth as well as enhance the creative economy through the commercial space.
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By Sayali Parkar
