Ipsos Flair : India 2014, From Aspiration to Action

Ipsos Flair is designed to give our customers a full strategic planning tool, as well as a decision support tool they might need, thanks to the experts of Ipsos working in Brazila.

Auteur(s)

  • Yves Bardon Directeur du programme Flair, Ipsos Knowledge Centre
Get in touch
  • What kind of opinion people expresses towards brands, ads, companies and institutions
  • The elements that help to understand messages, the attitudes (favorable/unfavorable, trusting/skeptical, positive/critical….)
  • The consequences that they should learn, in order to define a strategy of influence (marketing, media, ads, etc.).

Because now the world has several centers of gravity: Europe, China, Latin America, India, the USA ... and because these centers are mobile, we must get to the heart of the action. We discover each time, as archaeologists, that we have first to remove many layers of stereotypes before arriving at something more essential.

For example, a famous French writer wrote in the nineteenth century: "If there is one place on earth where all dreams have instead of living from the earliest days when man began the dreams of the existence, it is India".
It would be easy and fun to collect sentences like this when the Westerners have comments about India: "sumptuous country", "vast and unknown", "rich of many facets", "sensual and disturbing", "full of paradoxes". But now Europe discovers with "shocks" new polarities and reversed balances of power between regions with the dual development of India and China.

He was recently seen in France, when the President of Arcelor Mittal decided to close the blast furnaces in Florange, with an immediate consequence in terms of unemployment for 680 employees. A blow to the highest authorities of the state, a new fear for an opinion more and more frustrated about the globalization. After China, India has emerged as a new international actor, far from the image of Bollywood, folk shows, commercials of the travel agencies. In a few minutes, we went from the colonial vision of India (luxury trains, tiger hunt, splendor of the Maharajas, diamonds and Kama Sutra, etc.) to the reality: the specific strategies of a country to develop economy, power and well-being[1], to be the "store of the future and the innovation's laboratory[2]".

The contemporary Indian literature helps to anticipate and expresses a duality that does not preclude power. Arundhati Roy in "The God of Small Things" or Shashi Tharoor ("The Great Indian Novel") show how Mahabharata music coexists with strong calls for development, while Akhil Sharma ("A father obedient") refers to the corruption, promiscuity, the incest, communitarianism.

This first Ipsos Flair for India is designed for this purpose: exploring, with the help of Ipsos India experts, the best ways to offer solutions to our clients to position a brand, to develop a pertinent storytelling, to attract and retain the consumers. We have to identify and to explain where is the cursor of progress between the struggles of the classes and the castes, the controlled growth and the consequences of westernization, the weight of the past and the desire for the future.

How to manage regional disparities and the access to the progress? How to be pertinent in a continent of contrasts? How to be efficient when all is moving?
The peacock is the symbol of this moment of movement, of turning point from inspiration to action. His tail is made of hundreds of different feathers, an image of diversity in unity, a good image of India tomorrow.

Like the proverb go’s – “a drop of water when it comes together makes the ocean”.

[1] India has eradicated polio, after millions of deaths in outbreaks very recently.
[2] Navi Radjou (strategic consultant in Silicon Valley and researcher at the Judge Business School, University of Cambridge).

Auteur(s)

  • Yves Bardon Directeur du programme Flair, Ipsos Knowledge Centre

Société