MUMBAI: The latest report from TRA (Trust Research Advisory) – India’s leading brand insights company – titled India’s Most Attractive Brands 2013 (MAB 2013) was released.
Samsung Mobiles emerged as India’s Most Attractive Brand in 2013. India’s second Most Attractive brand is the consumer durables leader Sony, followed by Nokia as the third most attractive across all categories.
India’s top three Most Attractive brands are very close together with just two per cent separating them. Following at fourth place is LG, the South Korean consumer electronics leader with eight per cent attractiveness score lag from the previous. Placed at India’s fifth Most Attractive brand is India’s home-grown conglomerate – Tata – trailing its predecessor by 11 per cent. The results are based on a primary survey conducted with 2,505 consumer-influencers across 16 cities based on TRA’s proprietary matrix of 36 Brand Attractiveness Traits.
Launching the report, TRA (a Comniscient Group company) CEO N. Chandramouli observed, “The force of attractiveness is a primal force that affects all of us with the same intensity – whether it be attraction with other humans, objects, places or brands. As a brand insights company, TRA spent years understanding the basics of attractiveness by delving into several subjects ranging from philosophy to physiology, religion and communication, and have developed a robust proprietary matrix for deciphering the complex subject of Brand Attractiveness.”
At the All India level, Lux, the bath/beauty brand from the HUL stable is India’s sixth Most Attractive brand nearly 48 per cent behind Tata in Attractiveness Quotient. The next four brands are within single-digit gaps of each other with Maruti Suzuki ranked seventh, Godrej ranked eighth, Bajaj ranked ninth, and Dell the Technology leader, ranked India’s tenth Most Attractive brand. India’s top 10 attractive brands include two mobile phone brands, two consumer electronics brands, and three from the diversified category, one each from FMCG, Automobile and Technology categories.
Elaborating on the usefulness of TRA’s matrix, Chandramouli added, “Brands spend billions in advertisements trying to be attractive to consumers, but at best such approaches range between ad-hoc and haphazard. TRA’s Brand Attractiveness matrix will give brands a scientific tool and methodologies to improve their Attractiveness Quotient with their consumers, helping brands deploy their resources more efficiently and target their messages more accurately.”
In Western India, the Attractiveness Quotients are quite different from national scores with Sony being ranked as West Zone’s Most Attractive brand. This is followed by LG at second place, Tata at third, and Samsung Mobiles as Western India’s fourth Most Attractive brand. Mumbai’s choices for the top three attractive brands were Sony, LG and Tata respectively.
The TV campaign is directed by Arun Gopalan. The creative team comprises Lowe Lintas NCD Amer Jaleel, Shriram Iyer, Uday Shankar Rao, Ankush Pande, Arko Provo Bose, Tridip Nandi, Ajoy Krishna and Shweta Sharma.
The ad film features Bollywood composer Sneha Khanwalker, who has also composed the track of the ad film. Khanwalker, has previously given foot tapping music in movies like ‘Oye Lucky! Lucky Oye!‘, ‘Bheja Fry 2‘, ‘Love Sex Aur Dhoka‘ and the ‘Gangs of Wasseypur‘s series.‘ This budding music composer also came to limelight after her music mini-series on MTV called ‘Sound Trippin‘.
The Maruti Suzuki K10 ad takes inspiration from her music mini-series in which she travels to places like Punjab, Varanasi, Goa, Karanataka and Leh among other places to collect local sounds to create a final piece of music that resonates the feel and sound of that location.
IGT will replace ‘Zindagi Ki Haqiqat se Amna Samna’ which will move to 11 pm slot. It will be up against Dance Ke Superkids and Fear Files (both Zee TV) and C.I.D on Sony Entertainment Television (Set).
Until now the passenger car company worked with different digital agencies for its 13 car brands — a trend poised for change.