Ever wondered what is the commonalty between the sadhu in the mountains, a cranky wailing toddler, Po in Kung-Fu Panda and you? Very simple vatsa. They are all in the pursuit of that fragile and elusive angel. As Indians we know her as “shanti”, in some places she is known as “sukoon” and in others, serenity. And interestingly, from Gautam Buddha to the Mahatma, from Mother Teresa to Sri Sri Ravi Shankar, the gospel is the same: seek peace within so that you can create it without.
Thus, in the cacophony of music and noise that the marketer creates in the bazaar, there are the Buddhas who work simply on the sound of silence. The tranquillity of these creations soothes and steers the customer in search of the peace-giver brands. And usually what we see are two different approaches.
n Main gaun, tum so jao: The 24X7 pressure cooker that the “kaam ke bojh ka maara” urban Hindustani seems to be bogged down is perfect for the brands that offer peace. Most of the communication offer solutions that are like a lullaby that enfold you into a peaceful slumber. These could be the brands that sympathetically question you: “Didn’t sleep well last night?” as everyone is on a contagious yawning spree. So whether it is the Kurl-on sleeping solution or wake up fresh with Sleepwell, the product benefits justify the delivery of peace. Then there are the balmy guardian angels who work on the irritants so that you get your forty winks. These could be the R.A.W. against the army of Mosquitoes as Goodnight and Odomos and Kachua mosquito coils. Then there are the gentle and soothing “motherly” brands like Vicks vaporub which ensure that the family members — adults and children — breathe free, sleep free. So from diapers to anti-snoring clips, the promise of sleep, and therefore, peace, is natural.
n There is also silence of the brands like Daikin and Hitachi air-conditioners that creates the perfect platform for you to experience peace. Tranquillity and peace are the natural essence of the suburbs of silence — Himachal tourism. And if you want to cut off the pandemonium of a chaotic Delhi traffic jam on a rainy August shower, just lose yourself into the lilting flute composition of Hariprasad Chaurasia with your Bose “quiet comfort” speakers. And if all else fails and you sigh “Sunday kab hai?”, don’t worry, go home to your dearly beloved who puts you at peace as she gives you a caring champi with “Thanda Thanda cool cool” Navratna tel. Aaja pyare paas hamare, kahe ghabraye?
n The other category is of Lovely Singh’s — a la Salman Khan — bodyguards. These are the service brands like ICICI, Life Insurance Corporation of India which pledge eternal peace with “zindagi ke saath bhi, zindagi ke baad bhi”. Hospitals and clinics are again solution-providers and thus their role as the messiahs of hope and peace cannot be challenged and refuted.
n The peaceful and hassle-free travel on the airline that cares — be it Singapore Airlines or British Airways — are your carriers that cradle and comfort you in a journey across the clouds.
n And then there are the hospitality chains which are our very own caring oasis of tranquillity, rejuvenation and comfort — be it the centenarian ITC Group or the Royal Taj chain or the Leela. Here the emphasis is not on any solutions, but on the sanguine experience of a balmy cocoon that cossets you. There are also interesting variations here which are a hybrid between the two — the healing hotels of the world. And one of them is located in the Home of the Gods, Uttaranchal — the spiritual pathway that promises you the place to seek inner peace as you gaze across at the mysterious and magical Ganga. Ananda in the Himalayas is a natural spa and ayurvedic resort that amalgamates healing with luxury to deliver serenity.
And the reason why peaceful communications works is basically due to two reasons. Firstly, because of the element of contrast that ensures that the one that is different stands out. So when there is the colourful extravaganza of celebrations of a Cadbury chocolate, there is the experience of complete peace and calm with Silk and Bourneville.
The second reason is that just like night follows day, societal trends develop and then after passing through a glorious phase of vitality fade away. Likewise, we evolved from frugal simpletons to materialistic consumers and now after the global crisis, we are experiencing disenchantment and what marketers diagnose as brand fatigue. Thus, peaceful seclusion and simplicity in choice is what we seek, and any brand that is austere, yet serene in its persona, is the tranquil shade that the market-weary traveller seeks.
Prof. Neena Sondhi is professor, marketing, International Management Institute, New Delhi