Great brands read the market dynamics constantly and change themselves to adapt to the new realities. Understanding their customers and their lifestyles very well sets them apart from their competitors.
India’s largest kitchen appliances brand Prestige had a long lasting tagline “Jo Biwi se kare pyaar woh Prestige se kaise kare inkaar.”
Recently, the communication has changed to “Jo apno se kare pyaar woh Prestige se kaise kare inkaar.”
The shift is an example of the efforts of the brand to reposition itself and stay relevant in today’s times.
The earlier message was underlining male domination, assuming that cooking and kitchen was a woman’s responsibility and also whatever a woman buys for her kitchen or for herself needs to have an approval from the man of the house. It was positioned to target the housewife who is dependent on her husband to buy anything.
The new message removed Biwi from the message, making it gender free, more in line with today’s sensitivities and changing social norms. Cooking today is no longer considered as only a wife’s responsibility. It can be the responsibility of either of the two in a couple. Also, today’s woman of new generation is not dependent on her husband and his approval for buying small products like kitchen appliances.
The choice of previous brand ambassadors, Aishwarya and Abhishek was another mistake which the brand had made which they rightly corrected by bringing Vidya Balan in.
Imagining Aishwarya using a pressure cooker and needing an approval from Abhishek – these both messages were just not convincing. Vidya is much more authentic in her image in this product category.
Prestige has reflected the real life sensitivities of the current times to stay relevant. It has demonstrated its ability to understand its own target audience so well and rightly moved on to reposition itself. Such actions are what make great brands formidable.