The global pandemic bought about a massive change in the marketing and advertising world. A lot many brands decided to re-evaluate their importance in consumer’s lives and not just look at accumulating profits. In extraordinary times like these, it was important to convey how much they care for their customers and how interested they are in their well-being. Along with the brands, customers too were looking for out for those brands who could re-assure them, play a purposeful role and exhibit trust.
A few brands stood out in these difficult times. They were the ones that could align with what was required out of them in the pandemic era. Thus “Purpose” became the most important vertical to build businesses and brands.
Kantar, analyzed 418 brands from 30 varied categories and came to a conclusion, that in India, the ability to make people’s lives better is pivotal in establishing a brand’s ‘meaningful quotient’ and also boost growth. This year, brands were ranked on the same basis, and the BrandZ Report has focussed on the Most Purposeful Indian Brands across FMCGG, Non-FMCG and Technology segments.
The technology bracket had Amazon at the top, followed by Zomato and Youtube coming second and third respectively. Google and Swiggy jointly clinched the fourth spot followed by Flipkart.
The Non-FMCG category had Asian Paints at the top followed by telecom brands Samsung and Jio jointly coming second, MRF coming third and Tata Housing coming fourth, followed by Airtel.
The FMCG category had Tata Tea coming first, followed by Surf Excel and Taj Mahal coming second and third respectively. Parachute and Maggi came fourth and Britannia came in fifth.
When probed on why did these particular brands do well, Deepender Rana, Executive Managing Director- South Asia, Insights Division, replied, “Most of them live out their purpose in a slightly more holistic manner. So it’s definitely not just taking it as a slogan, but about truly offering products or services that make a consumers’ lives easier. Also, COVID resulted in technology coming to the fore. So we all adopted technology at an accelerated pace. They have been either entertaining us or making our lives easier through convenience and safety, giving us the right information, putting us in touch with our loved ones. So, technology brands have been quite central to living out that purpose.”
