Yes, Fair and lovely just launched a Rs 5 sachet. Now, how to communicate that “Rs 5” only to customers? The marketing team comes with and excellent (?) idea about connecting it to five events where it can be used. So, one can use it in 5 functions of an Indian marriage: Mehndi, Sangeet, Fere, Reception and Vidayi.
The problem happens when the people inside the ‘room’ totally disconnect with end consumers. People spent thousand of rupees in India on marriage to look better and stand out in crowd. Now who is her right sense will depend on some Rs 5 sachet to look better in a marriage? That’s where the whole point is not only lost but becomes hilarious as well. That is why it is very important to know what your end consumers think instead of thinking of yourself as highly creative and coming with some breakthrough idea!
The problem happens when the people inside the ‘room’ totally disconnect with end consumers. People spent thousand of rupees in India on marriage to look better and stand out in crowd. Now who is her right sense will depend on some Rs 5 sachet to look better in a marriage? That’s where the whole point is not only lost but becomes hilarious as well. That is why it is very important to know what your end consumers think instead of thinking of yourself as highly creative and coming with some breakthrough idea!