Gateway to India- The Big Brand Experience Opportunity

If you are driving growth for a global brand, you’re probably eyeing India as a key growth market. And why not? It’s the fastest-growing major economy with a diverse consumer base and an improving business environment. Global giants like Google, Blackstone, Microsoft, Oracle, and Apple are investing heavily, and many global brands are set to enter the Indian market in 2024 and 2025.

But there’s more to India than just numbers. The country is poised to witness one of the largest growths in its ultra-high-net-worth (UHNW) population over the next five years. Cities like Mumbai are expected to become global hubs for the ultra-wealthy. This growth is fueled by robust economic growth, favorable demographics, and a thriving startup ecosystem.

India offers a unique blend of opportunities for brands looking to create resonating experiences. However, it's simply not just about entering a new market, but about understanding and embracing a culture that’s as diverse as it is vibrant.

Indian consumers are increasingly spending more on experiences, customized products, and time-saving services.

Information-centered shopping is a well-known trend among Indian consumers. They treat information gathering as an integral part of the shopping experience.

The Indian consumer has shown a marked preference for branded products over unbranded and unpackaged commodities, making them an ideal market to inspire and build brand affinity.

As India’s culture is diverse in every sense, brands should aim to appeal to shared values and spend time with them where they spend most of their time- i.e. out of home, commuting, living outside of walled gardens.

We're seeing certain verticals showing promise of a mega growth spurt:

Retail Sector/ QSR: Projected to grow 10-13% in 2024, the Indian retail sector is expected to reach $2 trillion in the next decade. We're seeing brands like Decathlon Sports India , IKEA Toys"R"Us Asia grow roots. Also, McDonald's 's IDL markets run by my favorite CMO Eugene Lee is witnessing a sharp growth trajectory- they recently launched their 400th store at the International Departures of GMR Hyderabad International Airport Ltd and their success is testament to the fact that they are willing to personalize their product offerings to cater to nuanced Indian tastes.

Travel and Tourism Sector: India, with its 1.4 billion population and the world’s fifth-largest economy, is witnessing a faster growth in outbound travel than any other country. Euromonitor International projects 47 million Indian outbound travelers by 2030, more than double the figure from 2019. This growth could make India the sixth-largest outbound source market globally by 2030.

Quoting Bader Ali Habib from Dubai Department of Economy and Tourism - ''I've always believed that Dubai and Mumbai share the same DNA. They are woven from the same cloth.'' and with their fantastic Summer Surprises offer teasing ''Why not Dubai for Summer'', it just shows how committed Dubai is in welcoming Indians.

Imagine taking this one step further and creating a Mini Dubai experience in Mumbai be it with Iconic Burj Khalifa themed digital bus-shelters or having an entire metro station named after it filled with Dubai centric sneak previews.

Singapore Tourism Board also has amplified its quest to attract more Indian tourists to the garden city by adopting multiple strategies be it engaging celebrity influencers, streamlining the tourist visa process for Indian travelers or bolstering connectivity between the two countries by establishing direct flights from 17 Indian cities. Coupled with signing partnership deals with PhonePe & MakeMyTrip to reduce friction and enhance the Indian visitor experience to the island nation.

Another Singaporean brand on a growth trajectory in India is DBS Bank - with 500 branches and counting. As stated by their Group CEO Piyush Gupta, 'their strategy in India remains to grow through a phygital model, offering best-in-class digital capabilities to our customers, supported by a strong physical network to help with last-mile servicing.''

DBS is doing an incredible job by building brand awareness and trust with Indian consumers with their Sports Sponsorships and they can go one step further by creating everyday banking joy by way of superior brand ex.

Canva's recent hyperlocal campaign in India, ‘Dil Se, Design Tak’, is a great example of a brand successfully tapping into the cultural context of Indian ambition and the burgeoning creator economy.

Canva- the visual communication platform, recently launched its inaugural brand marketing campaign and is part of Canva’s effort to reach and educate various segments of Indian users. The campaign highlights the power of using Canva to transform ideas into reality, targeting individuals and enterprises in India.

The campaign features a heartwarming story of an office worker who will soon be bidding goodbye to his co-workers. To celebrate the office worker’s farewell, his co–workers plan a party and design everything, from memes to graphic t-shirts, using Canva. The film encapsulates the emotions and memories experienced by many office workers and it illustrates this blossoming relationship using Canva’s features, ultimately delivering the idea of ‘Dil Se, Design Tak’.

With the launch of this brand marketing campaign, Canva aims to deepen its connection with Indian users, and enhance top-of-mind awareness of its unique offerings. The campaign reminds us of that there’s a designer in each one of us, and our creativity can flourish at work and in everyday life, with Canva.

Brands looking to create a strong resonance with Indian audiences can learn from Canva’s approach. Understanding the cultural context and tapping into the Indian ambition and the creator economy can help brands resonate with their audiences and build their growth mandate in India. Canva, could also take this one step further and use creative canvases like station naming rights and use DOOH screens to run short educational 'How To' demos to engage with consumers and add value to their everyday commute.

Similar examples for brands such as Etsy , Shopify - who target similar millennial creator audiences could also benefit with having a larger-than-life canvas to create memorable brand moments that can inspire them to chase their dreams.

Even for brands like Salesforce who has a more B2B audience and have been actively involved in various CSR activities in India, to connect with the Indian audience on a deeper level could benefit by combining big, impactful OOH to drive their CSR messaging in the subcontinent. Because let's face it, India's hardworking salesforce uses public transport.

In conclusion, the Indian market is not just a growth opportunity, but it is a blank canvas for brands to create memorable experiences. The key lies in understanding and embracing the cultural diversity, and more importantly, being present where the consumers are - out of home, commuting, living outside of walled gardens.

Signpost India , the nation's only listed DOOH enterprise company, is at the forefront of this transformation. With its integrated advertising solutions focusing on urban-infra projects across the subcontinent, Signpost India is not just beautifying the environment but adding value to its citizens’ lives.

For global brands eyeing India, working with a media partner like Signpost India can be a game-changer. It’s not just about advertising, but about creating positive brand experiences that resonate with the Indian audience. Whether it’s station naming rights or bespoke concepts layered with Data, AI/ML, measurement, and brand lift studies, the possibilities are endless.

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