Brand Speak
Punit Kapoor,
AVP & Branch Head, MRM Worldwide India
Lufthansa as a brand has always been perceived to be for the elite class. Is that the positioning that you are trying to achieve for the brand?
I think it is just a perception, which may have been true earlier... not anymore. As a traveller, I will want more options on the net and when I compare prices, I will want the best possible one. Today, our perception is changing – we are localising our campaigns.
Talking about localisation, why haven’t we seen Indians being featured in your campaigns?
That is intentional. Indians are very aspirational; and keeping this in mind visually is very important. Another reason is standardising; you will see the same girl all across the globe so the connection is simple and easy. Localisation is coming because of consumer needs but as far as the brand strategy is concerned, the image has changed. We also have faces looking European/English; but yes, a globalised face.
If radio ads make sense, then why not attempt TV advertising too, as both target the masses?
We were very convinced from the start that we will never use TV for advertising. The radio medium has emerged [faster]. Everyone in our TG is travelling and on-the-move. As they are not in offices, so the medium serves right.
Punit Kapoor,
AVP & Branch Head, MRM Worldwide India
Lufthansa as a brand has always been perceived to be for the elite class. Is that the positioning that you are trying to achieve for the brand?
I think it is just a perception, which may have been true earlier... not anymore. As a traveller, I will want more options on the net and when I compare prices, I will want the best possible one. Today, our perception is changing – we are localising our campaigns.
Talking about localisation, why haven’t we seen Indians being featured in your campaigns?
That is intentional. Indians are very aspirational; and keeping this in mind visually is very important. Another reason is standardising; you will see the same girl all across the globe so the connection is simple and easy. Localisation is coming because of consumer needs but as far as the brand strategy is concerned, the image has changed. We also have faces looking European/English; but yes, a globalised face.
If radio ads make sense, then why not attempt TV advertising too, as both target the masses?
We were very convinced from the start that we will never use TV for advertising. The radio medium has emerged [faster]. Everyone in our TG is travelling and on-the-move. As they are not in offices, so the medium serves right.
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Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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