Rimpie Panjwani
Rimpie is Mintel's Senior Beauty Analyst based in Mumbai. She specialises in analysing and providing insights on India’s beauty and personal care market and consumer trends.

The 2019 Indian general election has been the talk of the town, particularly as the country decides the fate of the largest democracy in the world. Acknowledging this, brands in India have emerged with creative campaigns around the elections.

Political parties and brands alike are creating campaigns around mobilising Indians and encouraging them to participate in the democratic process. More and more brands are increasingly being held to a higher moral standard and campaigns around important issues are an opportunity for them to create conversation and take a stance.

Mintel Trend ‘Buydeology’ highlights how consumers are affiliating themselves with companies that share their cultural and ideological values.

Fast food giant McDonald’s #MakeYourChoice social initiative, launched in Hyderabad prior to the elections, highlights how, without personal involvement and engagement, one cannot be upset by the government they receive and the direction in which the country takes.

Meanwhile, The Times of India launched its ‘Lost Votes’ campaign which called for voting to be made possible for every Indian irrespective of where they may be temporarily located. This comes on the back of the 2014 general elections which saw 281 million Indians – who were eligible to vote – not voting; this was partially due to the rigidity of the system requiring Indians to vote where they are registered despite the fact that most Indians are on the move even within the country.

Source: adgully.com

Finally, Honda Motorcycle & Scooter India launched its #ActivIndia campaign which carried the stirring ‘Let no seat go vacant’ slogan. The campaign encourages citizens to make a difference to society by not shying away from voting and urges two-wheeler owners to ride to the polling booth with a friend, relative, or neighbour.

What we think

Brands have an opportunity to create a conversation around important issues and are increasingly being expected to take a stand at some level. By creating a forum for a safe, constructive conversation on important topics, brands can facilitate the sharing of opinions without necessarily needing to, for example, say for whom they’d actually vote. Consumers appreciate brands that bring awareness to important social issues and will become more critical of those that do not resonate with their own values.