Posts Tagged ‘RSS change to trouser’

Advertising Insights by Kirit JAsani

April 11, 2016
KJKJ

Kirit JAsani

If something is easy to reach, we tend to use it frequently. That is true with information also. In past 7 months, I have shared information with you on branding and advertising by writing various topics on my blog. I hope; this information would have been of some help to you. However, it is quite possible, for some reasons you may not get connected to my blog precisely when you want to refer a particular post. So, I have prepared a PDF mini book of past 12 posts. Just download it and keep in your PC or iBooks and refer it as and when required.

CLICK ABOVE IMAGE TO DOWNLOAD PDF

TOTAL VISITS OF THIS PAGE

Following 12 points are covered in this PDF mini book.

  1. How to use customer testimonial in ad?
  2. The power of simple visual
  3. What if your brand name is inspired by a product subcategory?
  4. Demonstrate your key feature visually
  5. Perceived leader is always winner
  6. How long you should continue with same visual?
  7. Should PR precede advertisement?
  8. Is a good brief reason of good work?
  9. It’s Shockvertising!
  10. In Marketing Perception is everything
  11. The critical decision in marketing, line-extension or new brand launch
  12. Marketing lesson in RSS’ move from shorts to trousers

 

Marketing lesson in RSS’ move from shorts to trousers

March 21, 2016
Kirit JAsani

Kirit JAsani

In their three-day annual meeting of Akhil Bharatiya Pratinidhi Sabha, the highest decision-making body of the RSS (The Rashtriya Swayamsevak Sangh), decision is taken to phase out their traditional Khakhi shorts. Now, Swayamsevak will wear wood brown/coffee colour trousers. The core reason presented for this change is to remain in tune with the time and trend. This decision also reflects that RSS is very democratic and accepts changes.

RSSWhatever the reason may be, let’s we focus on the marketing aspect of this development. Take a simplest form of exercise, what comes to your mind when you think of RSS? Khakhi Shorts or popularly known ‘Khakhi Chaddi’ would be the answer from most of the people. Whether anyone agrees or not, but these Khakhi Shorts are inseparable visual of RSS. It has stayed with RSS for last 91 years! Till 1940, the uniform of the RSS was all khakhi, both shirt and shorts. The khakhi shirt was replaced with white shirts and then the leather shoes replaced with long boots in 1973. In 2010, RSS replaced the leather belt with ordinary belt. That means the only unchanged element is ‘Khakhi Chaddi’.

Now try to think about other organizations with Khakhi Shorts. Hardly anybody would be able to recall another organization or institute, right? That means Khakhi Shorts are uniquely identified with RSS. It acts as a visual hammer for RSS. From marketing point of view, if the target audience can identify a brand with a particular visual, that brand would enjoy high mindshare and top of the mind recall. If you see someone dressed in White Shirt and Khakhi Short it may induce you to ask, ‘Hey, are you visiting any RSS Shakha? Likewise, this unique association has worked for millions of people in identifying Swayamsevak of RSS.

Now, imagine a scenario down the line six-month hereafter when around 50,000 villages, towns and cities of India have absorbed this change of Khakhi Shorts. Then, a person is passing by you in white shirt and wood brown/coffee colour trouser. Will he or precisely his uniform, inspire you to think of association with RSS? There is hardly any possibility. Because trousers are common in life, shades of wood brown or coffee are equally common. And normally, we do not notice common things. We are attracted to unique. We tend to remember the different one and Khakhi Shorts are different.

Here is the lesson. If your brand is identified with a unique visual or with a particular colour, think hundred times before changing them. The moment you change such unique visual or colour; brand loses its unique identity as well. This loss affects brand recall and ultimately sells register in a long run. Let’s wait and watch what happens with RSS decision?

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