Jul 20, 2010
Ogilvy & Mather to help marketers build brands that appeal to Muslim consumers
By: salimmungul
Ameen Ul Haque, vice-president, planning, at O&M, says the Muslim market in India cannot be ignored because of its size and the challenges in India here are different from other places.
“There are unique challenges in India — one of inclusion rather than exclusion,” he says.
The idea is to communicate about brands that are coherent with Islamic values, which will help members of the community to be included in the larger mainstream.
“For instance, being a Muslim does not mean one should get isolated in a beer-drinking crowd as non-alcoholic beer brands too are available,” he says. “Then, there is no need to order a fresh lime soda.”
Brand expert Harish Bijoor says the initiative provides scope for advertising to split into cultures.
Islam is non-profiteering and has specific features such as food habits, he says. This also means breaking the secular framework and transcending from pan-Indian to pan-global cultural niches. “Even if comparisons are made between south India and north India, cultures cannot be ironed out. They can, at best, be creased out,” he says. Full Article
Am I wrong in doubting the expertise of Ogilvy Noor based on the statement above, from the vice-president of planning at O&M, Ameen Ul Haque?
