'Nayi Soch': How brands are cashing on it

After Star Plus' mega splash of 'Nayi Soch', a spate of brands like Federal Bank, Eicher Trucks & Buses, Wai Wai are trying to leverage it in their advertising

e4m by exchange4media Staff
Updated: Aug 27, 2018 8:58 AM

Amidst the rash of empowering messages being sent across by brands, what has managed to grab attention is that more and more brands are leveraging the 'Nayi Soch' proposition. Initially started by Star Plus, a campaign was launched with the Indian cricket team wearing their mothers’ names on their jerseys, challenging the stereotype that identity is derived only for one's fathers’ name.

Tracing the trend

Taking it further from the campaign with cricketers, Star Plus also created a campaign for Women's Day where Bollywood actor Aamir Khan essayed the role of a progressive father and challenges the stereotype that daughters are not as capable as sons.

The brand film showcased Khan as a small-town, middle-class but new-age father who is progressive and confident that his daughters will take ahead the legacy of his business. The symbolic act of naming the store ‘And Daughters’ established a positive role model while the campaign put a spotlight on one of the nation’s biggest issues that of gender inequality and takes it head on.

Sound strategy or bandwagon hopping?

A spate of brands seems to be leveraging this proposition. Brand Wai Wai opted to go with it and has integrated it in their recent Rakshabandhan campaign too. "Can only a brother protect? Break the stereotype” advocates the brand with the use of #NayiSochNayaSwad linking change in taste of noodles to the theme of video.

Federal Bank too in one of their ads has incorporated this and declares that "Nayi Soch" is the new mantra of the brand and how at every level, Team Federal is imbibing and internalising this zest for new thinking. It states that if you are endowed with a penchant for innovation, you too can be a part of Team Federal.

Eicher Trucks & Buses also recently launched a new campaign #EicherNayiSoch which is aimed at building a strong emotional connect and strengthen Eicher’s image as a premium and modern brand in the commercial vehicle industry. The brand states to have developed its entire range of next-gen Pro Series of Heavy Duty trucks and innovative support solutions to complement and enhance ‘Nayi Soch’ in the industry.

While several brands are embracing the purpose-driven plank, it's natural to wonder whether this a sound strategy of sorts. Or should we call it bandwagon hopping? While the intent of backing this seems to be good, is 'Nayi Soch' becoming 'Purani Soch?' Turns out what originally started as breaking the clutter, is becoming clutter of a different kind.

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