There is a lot of information clutter in the market today. Consumers are exposed to various types of information in abundance, but, there is so much that a human mind can take in a day. So, they filter through the content and consume what is of their interest, taste and liking. This increases competition and makes corporate communication so much harder. You will send out your message but, how do you ensure that it is reaching your target audience? what will be your communication strategy for Indian consumer?
Talking in context of the Indian audience, we have different tastes and preferences which the communication strategy should cater to. Indian audience can be further subdivided into different segments, but, there are some things at the core of it all. This blog is inspired from a Campaign planning workshop in SCoRe with Nitin Mantri, CEO Avian WE.
Sometimes your ideas don’t have to be big, they just need to speak to the people in their own language. By language I don’t necessarily mean the linguistic barrier, it could be ideas for the local audience. A big part of Indian audience resides in small towns and villages. Craft your communication around them and their culture, this could help it stand out from the clutter. Thus you can build a communication Strategy for Indian Consumer
2. Emotional storytelling:
Emotions are the most important element. Any type of content that hits the emotion of the audience is always remembered. It can establishes a connection between you and your target group. Indians are true to their culture and emotions. Craft your story effectively to make it emotionally appealing, this will also increase the engagement from the customers.
3. Use multiple channels:
This is one of the most important aspects of mass communication today. The idea here is to take one communication strategy with a core objective and amplify it using multiple channels at once. This increases the visibility of the brand and caters to different sets of target groups collectively. Many brands now use this strategy to boost their campaigns.
4. Have a purpose:
Purpose-led communication is the key in today’s day and age. Consumers now have become very conscious of what they invest their time in. The content they consume depends on their likes and beliefs. Content without a purpose just adds to the clutter, it does not attract the audiences. Corporates are now using thought leadership and purpose-led communication to make their voice clear and distinct.
Sakshi Jain was a part of the Class of 2020 of PG Programme in PR and Corporate Communications at SCoRe, Mumbai. She holds a BA degree in Mass Communication from Prestige Institute of Management and Research, Indore. She has done a two-month internship with Aim High Consulting, Bengaluru. Her interest in the field of communication and Public Relations comes from her love for reading, writing and meeting new people. She is always keen on learning new things. Apart from that, she is in love with food, dance and cinema. She can be reached @SakshiJain_11 on Twitter and as Sakshi Jain on LinkedIn.