In today's transient world, brands have the potential to create more than just customers; they can foster fanatic fandom and cultivate dedicated communities. This article explores the intriguing phenomenon of brands that have transcended their commercial value to become cultural icons.
The glitz, the glam, the really Good
Twinkling fairy lights adorn almost every house on the street. The smell of Diwali has combined forces with the 100 dimly lit jasmine candles of the host's home - it’s an effervescence unique to the festive season in the capital. I walk in with a beautifully wrapped present, the girl shrieks even before I have handed it over to her and says “OMG I love Good Earth!” As I walk into her beautiful drawing room, I realise that my gift will be a good fit. Familiar pieces take shelter in her little corners, pieces from Good Earth I have in my own home. I silently wonder if she already has the lantern I have bought for her, but take solace in the fact that there is no such thing as too much of a good thing.
I remember Good Earth as the stunning store my mother would always drag me to whenever we visited Khan Market. We almost never left empty-handed, she’d make sure to buy something obscure for the home, or for someone else’s. The pioneers of the commercialisation of upscale aesthetic Indian artefacts have carved a distinctive niche, just one glimpse is enough to distinguish a Good Earth piece from any other.
The Khan Market store paints the outside a different colour every few months, their windows have fresh mogras draping down exquisite candle stands, you walk in and hear faint lullabies stirring memories of the past. Good Earth's sense of superlative design and brilliant branding led to years of patronage from Delhi’s elite, and they slowly became synonymous with a sense of exclusivity and prestige. It was not only about increasing the aesthetic appeal of one's homes, but was also associated with having discerning taste.
Now Good Earth is global, my cousin in Los Angeles has several pieces from the brand. She says they remind her of home; they’ve managed to craft a space for innately Indian patterns that are the perfect amalgamation of traditional and modern. The vibrant colours, palm trees on the china, embellished cushion covers have undeniably had a lasting impact. When I think of high-quality beautiful home decor products, I think of Good Earth.
Nostalgia is a Sunday Sundae
Indians have a very interesting relationship with food. It is a part of a larger cultural connotation, the idea of eating with loved ones is deeply rooted in our very being. My mother says that in their times, Nirula’s was what she would call a “hip” place to go to with friends on a weekend. I read an article that said that the founder used to bring back posters from the US, and would try to get his interior designers to replicate the cafe-style vibe. The passion project of this man has transcended time; my father would sit on their bar stools in Chanakyapuri and eat Hot-Choc Fudge, I order it to my home while I’m watching F.R.I.E.N.D.S on Netflix, and I think my future children will also be force-fed several bites.
The driving force behind Nirula’s survival for all these decades is simple: nostalgia. The evocative allure of bygone eras can transport us to a place of comfort and familiarity, igniting a sense of longing and sentimentality. By cleverly tapping into nostalgia, brands strike a chord with their target audience, triggering a rush of positive emotions associated with the past.
Nostalgia acts as a gateway to nostalgia-driven purchasing decisions, where consumers seek solace, familiarity, and a connection to their personal histories. Our parents are transported to allies in Connaught Place where they wandered in in their youth, I am transported back to Modern School ‘staybacks’ where we would order them in dozens, my nani is taken back to a time when she could cook lavish meals (which were to be accompanied by Nirula’s for dessert) for her grandchildren.
In Dil Dhadakne Do an overindulgent mother tries to pacify her bratty mamma’s boy by offering to order HCF for him. We realise by references in pop-culture and the personal anecdotes of people that Nirula’s has managed to envelop itself in the fabric of what it is to be a dilliwaala, and I’m not sure I can think of too many other brands that have done this so well. The sense of familiarity and comfort is one that cannot be easily replicated. My boyfriend makes sure to have some every time he visits home, “how many HCF’s are acceptable in a single trip?”
King Khan and his dedicated subjects
On to the next brand that has cultivated a mass fan following. Can Shah Rukh Khan be considered a brand? Is his magnanimity a marketing gimmick? Brand SRK’s glamorous larger-than-life movies are what we often cite as the reason that we believe in a big, Bollywood, all-consuming idea of infinite love. The only brand that can stop serving for a period of four years, and still take the screens by storm.
Pathaan was by no means the definition of what a fabulous movie should be. Its resounding success can only be credited to the largest cheerleading society in the world. Pathaan was an above average iteration of Dhoom 2 x Don, but the experience of watching it in the hall was indescribable. The audience hooted and cheered in every pivotal SRK scene, the strength of the storyline was of no consequence. The experience of this collective viewing was far more exciting than the movie, it was almost as if the entire hall was there on an unspoken mission.
What can we really attribute as a reason for brand SRK’s success? We have better actors, better lookers, and better dancers. Yet we don’t have a single celebrity that can make us feel any better. I think brand SRK’s brilliance lies in its evocative nature, people buy more than just a ticket - they buy into the larger narrative of how he makes them feel.
SRK’s ability to connect with his audience on an emotional level has cultivated an unmatched level of devotion among his followers. The community's obsession with him goes beyond mere fandom; it is a deep-rooted admiration for a multifaceted personality who has become an icon, touching their lives in profound and meaningful ways.
What can we learn about community building and loyalty from all these examples? Are good products enough to cultivate a fan following? I think it goes beyond just the commodity at hand. In a world brimming with choices, consumers are drawn to products that evoke specific emotions. They seek a connection, a resonance that goes beyond mere functionality. When a product evokes positive emotions, it becomes associated with those feelings, making it more likely to be chosen over alternatives.
As a society, we yearn to feel understood, validated and appreciated. Therefore, effective marketing strategies go beyond showcasing product features and instead focus on crafting narratives that tap into these underlying desires. The goal is to create an emotional bond that makes individuals feel a certain way, be it confident, nostalgic, or inspired.
If we were to go back to my examples, I think there is something distinctive that’s brilliantly done by each of the cult-cultivators.
Good Earth's success stems from a combination of superior design sensibilities, the cultivation of a sense of exclusivity, and the importance of being considered a trustworthy industry leader. We can learn about the power of crafting experiences that resonate with the target audience. There is an aura of luxe, bragging rights accompany the aspirational value attached to the brand. Good Earth's accidental word-of-mouth marketing is also a window into the importance of brand advocacy and the potential for customers to become enthusiastic ambassadors.
Nirula's popularity today primarily lies in leveraging the power of nostalgia. Marketers can learn from the adulation associated with the brand's single iconic product, and the emotional connection it evokes in customers. Creating a sense of nostalgia and tapping into cherished memories can be a potent way to build a loyal community. The HCF acts as a gateway to the purchase of other products, leading to an almost snowball effect.
Brand SRK's fame is rooted in fostering a sense of belonging. The Bollywood superstar has the ability to connect with his fans on a personal level, which makes him seem relatable and genuine. Evocative marketing has the remarkable ability to drive a narrative larger than just the commodity at hand; it finds a way to resonate with what makes a human tick.
What we can learn from this is that behind every purchase decision, there are real people seeking not just things, but also experiences that touch them in a meaningful way. People buy into stories, not products.
Building a loyal community transcends traditional marketing tactics and delves into the realm of human connection and bonding. These brands have people in the form of fans that help them do their job, which would not happen if the value attached was only transactional. The brands get a battalion of workers doing various jobs like PR, marketing, and even driving sales for them! By recognising and nurturing this emotional bond, marketers have the opportunity to create thriving communities that not only attract individuals, but also foster lifelong advocates.
This writer found a way to talk about her favourite actor in a work assignment. We think that is the definition of being successfully cultivated into a cult.