But is it outdated? Is it still relevant? Just like a 4:3 video format, mini DV tapes, CDs and muscle cars, this formula of thought bucketing is not relevant with millennials and Gen Z. See
The new present of the 4 Ps of marketing
Here are the refreshed Ps – originally suggested Sean Macdonald – Global Chief Digital officer McCann Worldgroup.
These are higher consciousness aspects of your brand and if you want to make a connection with them, you need to reflect and project your brand values. If it resonates with them, they will consider your products endorsed with inner validation.
We all resonated with Sonu Sood helping migrants during the lockdown. If individuals can touch hearts, marketing activities too.
A noteworthy campaign is ‘UnitedByVote’ by United Colors of Benetton. As India kicked off multi-phase National Elections, United Colors of Benetton came up with a strong and massive social media campaign titled #UnitedByVote – an initiative towards celebrating democracy and shows the power that every citizen holds by having voting rights. The campaign brought together big Indian celebrities like Saif Ali Khan, Bhumi Pednakar and many more. LINK
The mindset & thought process of millennials is experience-oriented and what this means is that you need to proclaim and live the culture and provide experiences. Positioning cannot be a hollow proclamation; it has to be visible.
Imagine if the Kala Ghoda festival was an idea curated by a corporate - for example - Indigo Airlines. Or FastTrac had patterns printed by local artists and upcoming illustrators and used their marketing muscle to make it a limited edition.
Over the last few years, Indian fashion brands and magazines are increasingly working with illustrators to create a new design vocabulary.
Adidas Originals’, for instance, launched their Holi
collection in collaboration with Pharrell Williams in 2018. A host of young
Indian independent illustrators were invited to create a set of different
illustrations. Pratap Chalke made a vivid portrait of the American singer with shoelaces emerging from his Adidas
jacket (), Mira Malhotra showed him surrounded by water
guns, and Jasjyot
Singh Hans sketched the hitmaker in his trademark hat.