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RESEARCH, ANALYSIS & TRENDS

Indians are the ‘most

passionate and grateful’

customers across the globe,

Havas Media Group reveals

The results from Havas Media Group’s 2013 Meaningful Meaningful - today is real business, delivering what
Brands statistically demonstrate that Meaningful Brands matters when, in the truest economic and social sense.
outperform the stock market by 120%. It demonstrates It drives brands to establish relationship connections
in hard financial terms, how the relationship between with their customers directed towards sustained per-
people and brands can benefit from measuring, com- sonal, societal and financial success.”
municating and delivering increased well-being.
India findings
In its sixth year, the 2013 findings show Indians as the
‘most passionate and grateful’ customers across the Consumers in India not only trust brands more but also
globe, believing brands ‘can and should’ contribute posi- expect more.
tively to their overall quality of life. People in India tend
to believe the overall intentions of brands yet are a bit Key figures include:
skeptical of their communication creating huge opportu-
nities for brands to make a real, tangible meaningful
difference. India is increasingly expecting brands to en-  68% of people in India generally trust brands (Asia
hance personal well-being as brands become aspira- 58%, US 36%, Global avg. 45%);
tional symbols of their improved standard of living.  71% believe that brands can play a role in improv-
ing their quality of life and well-being (Asia 65%,
The study measures 13 dimensions: impact of the US 41%, Global avg. 50%);
brand’s ‘Marketplace’ benefits alongside its impact on  82% think companies and brands should play a
12 different areas of ‘Well-being’ (Personal and Collec- role in improving our quality of life and well-being
tive), for a comprehensive view of its effect on quality of (Asia 77%, Global avg. 70%);
life. Unique in scale - 700 brands, over 134,000 con-  79% agree that large companies should be actively
sumers and 23 countries, it measures the benefits involved in solving social and environmental prob-
brands bring to people’s lives. lems (Asia 75%, Global avg. 71%).
What do Indians want? Modern day life and livelihood
The Meaningful Brand Index (MBi) forms the core of the pressures dominate the psyche of Indians:
Meaningful Brands framework allowing a view of brand
results in terms of consumer perception over time.
 3 key issues Indians cannot live without: People
who care, save money & better manage spending,
Speaking on the study Anita Nayyar, CEO, Havas Me- adopt a healthy lifestyle
dia Group, India & South Asia, said, “The India findings  3 key issues Indians want to devote more time to:
highlight deep customer involvement with brands, mak-
ing ‘meaningful’ the sweet spot of brand strategy in In- Learn new skills, adopt a healthy lifestyle, simplify
dia. and organize life to gain more time

16 Asian eMarketing May 2014 - Multichannel Marketing— SoLoMo