Aligning Brand Values with National Passions

Authored by Ankit Agrawal, Director MDPH and Zed Black

In a country like India where everything from language, food, preferences etc change every 100 kms, Cricket and Bollywood are the 2 deep rooted and unmatched passions which bring people together. These 2 cultural cornerstones have a special place in the hearts of millions of Indians, inspiring emotions that cut across barriers of region, language, and age. Brands in India are tapping into the immense influence of cricket and Bollywood has on the masses and are weaving the brand’s core values into the essence of these shared national passions, developing authentic and lasting connections with consumers.

Tapping into these national passions allows brands to resonate deeply with their audience. Emotions drive decisions, and by using an approach of blending faith, hope, and culture with cricket and Bollywood serves as a blueprint for brands seeking to connect authentically with their audiences. It’s not just about selling a product; it’s about becoming an integral part of the consumer’s story—and that’s where true brand magic happens. By aligning its brand values with India’s national passions of cricket and Bollywood, a winning formula can be created for success with a strategy which not only enhances brand recall but also builds an emotional resonance that fosters loyalty and trust.

From signing ace cricketers like MS Dhoni as brand ambassador to being connected as a sponsor with a popular IPL team Delhi Capitals which opened up a whole new target audience for the brand to being associated with Bilateral cricket series featuring India to working with Cricket Association to fostering new and upcoming cricketing talent from the state, a brand’s presence goes beyond traditional advertising to get in touch with the fanbase. By sponsoring events, engaging in social media conversations, and creating campaigns that celebrate cricketing moments, the brand becomes an active participant in the national cricketing fervour. These passions represent an unparalleled opportunity to align its values with the emotional core of Indian consumers.

Cricket is a religion and it is the most talked about topic from Kashmir to Kanyakumari. For a brand like Zed Black and MDPH, it resounds with the core values like Integrity, Quality, Customer First, innovation and others. As a brand into agarbatti and dhoop which has a strong connect with cricket as millions of Indians pray daily and for India to win on a cricket field. This is a deeply personal yet universally shared sentiment, reflecting a collective yearning for peace, positivity, and connection with a higher power.

During cricket’s marquee tournaments, brand’s presence goes beyond traditional advertising and by sponsoring major calender events, engaging in social media conversations, and creating campaigns that celebrate cricketing moments, the brand becomes an active participant in the national cricketing fervour. Moreover, these days digital platforms offer a new frontier for engagement. E.g - Short films, interactive campaigns, and influencer collaborations in the realms of cricket and Bollywood can extend the reach to younger, tech-savvy audiences while staying true to its core values.

Bollywood, on the other hand, serves as India’s storytelling powerhouse, weaving tales that mirror the aspirations, challenges, and dreams of its people. It also has the ability to evoke emotions and tell compelling stories that align perfectly with the brand and the company’s mission. Bollywood’s reach and relatability amplify any brands message of togetherness, serenity, and cultural pride. 

From larger-than-life stars like Shah Rukh Khan and Deepika Padukone to timeless classics that resonate across generations, Bollywood is deeply intertwined with the cultural ethos of the nation. By associating itself with cricket and Bollywood, Zed Black has amplified these values, making them more relatable and accessible to its audience. 

By aligning with country’s key passions of cricket and Bollywood, it’s a strategy to foster a sense of belonging and pride among consumers. When a family lights Zed Black agarbattis during a prayer before a cricket match or while watching a Bollywood film, the brand becomes an intrinsic part of their shared experience. The reason campaigns succeed because they don’t just leverage cricket and Bollywood for visibility; they align with the values and emotions these passions evoke.

In conclusion, the brand can explore even deeper integrations with cricket and Bollywood by sponsoring more upcoming grassroots cricket initiatives or collaborating with Bollywood superstars on socially impactful stories can further solidify its position as a brand that truly understands and celebrates the soul of India.

 DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.

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