Pop Culture Themes and Codes that Drive Contemporary Communication in India
CONSUMER RESEARCH
STRATEGIC BRAND PLANNING
COMMUNICATION CODES
The homecare and hygiene brands at Unilever (Vim, Rin, Surf Excel, Domex etc) wanted to seek and unravel nuanced insights, with the ultimate goal of creating advertising that is culturally synced, relevant and unmissable to their target audience. The goal was to analyse the prevalent pop cultural codes that could potentially drive interesting communication for the brands.
Our Approach
The study involved a deep dive into popular culture, analyzing movies, TV shows, and media narratives to uncover key shifts in consumer perceptions of gender roles, family dynamics, and cultural identity.
In-depth interviews were conducted to explore their resonance with these themes. The ethnographic lens enabled us to see beyond our preconceived notions and uncover the authentic experiences of consumers, including biases and stereotypes.
Our team synthesized these insights to bring out the complex relationship between popular culture and brands and offer strategies to leverage these cultural shifts to create effective and actionable brand communication.
The Consumer Insight
The study uncovered the evolving cultural narratives reflected in popular media. These narratives highlight shifts in gender roles, family dynamics, and identity, moving towards more progressive representations. However, these changes coexist with traditional values, leading to a complex mix of aspiration, resistance, and adaptation as consumers navigate the tension between modernity and cultural roots.
The Strategic Solve
The strategy was to leverage these cultural shifts by crafting brand communications that reflect both modern aspirations and deep-rooted traditions. We also brought out the regional nuances by exploring how cultural narratives were perceived differently in HSM versus south markets. This helped us bring out authentic stories that balance progress with cultural heritage, positioning HUL’s homecare brands as both forward-thinking and deeply connected to the values that resonate with diverse consumer segments.
The insights and communication tenets were compiled into a comprehensive guidebook designed to establish long-term guidelines and serve as a reference for the brand teams. This book aims to ensure a strategic framework for future initiatives.