Cultural nuances play a crucial role in experiential marketing, enabling brands to connect with their customers on a deeper, more personalised level. These subtleties encompass traditions, values, customs, and symbols significant to specific communities. By incorporating cultural nuances into their marketing strategies, brands can offer more relevant and meaningful experiences to a wider audience. This approach not only boosts brand loyalty but also fosters a sense of community and belonging among customers.
Everything Experiential spoke to brand experts who shed light on the role of cultural nuances in experiential marketing, what to focus upon, and instances of how their brand is engaging with their consumers from the cultural perspective.
Role of Cultural Nuances in Experiential Marketing
When brands respect and reflect cultural subtleties in their strategies, they not only resonate more and in an enhanced way with their audience which is diverse and has different preferences, but also demonstrate inclusivity and respect, which can significantly strengthen their overall brand image and customer relationships.
Helios, the premium watch retailer brand under the Titan umbrella, has stores across various cities. Suparna Mitra, CEO, Watches and Wearables Division, Titan Company underscores that there is an element of culture certainly, but their experiential marketing efforts are skewed more towards the contextual element. “In the context of the customer that will come to our Connaught Place store, how we display the products, making the consumer experience the products, the pre-existing knowledge, info and idea about the brands and the products that the consumer possesses etc. – in each market, it would be quite different.”
In India, a country with varied cultures, utilising cultural nuances allows brands such as The Body Shop to engage with local customers in a more meaningful way.
“By incorporating local traditions, art, and legacy into store designs, our brand not only celebrates local culture but also exhibits respect and appreciation for the community it serves. By embracing cultural nuances, The Body Shop not only improves the consumer experience but also links its brand values with the local community, encouraging sustainability and equitable collaboration. This culturally aware approach is crucial in developing a strong, emotionally connected customer base in diverse markets like India,” pointed out Harmeet Singh, Chief Brand Officer, The Body Shop- Asia South.
Where to lay the Emphasis?
Choosing which cultural nuances to highlight in its experiential marketing plans by a brand involves a blend of market research, local insights, and alignment with brand values. This process requires a deep understanding of local cultures, traditions, and consumer preferences to ensure the marketing strategy effectively resonates with the target audience.
Mitra elaborates on Helios’ strategy across various cities in India that they are present in, “As a store, the understanding of the consumer, the kind of training our store staff has, the connect the store staff will make of the consumer with the brand – all these would be fine-tuned. While there is an overall Helios brand philosophy and proposition and universal training of the Helios staff, but contextually some things will vary.”
Singh brought out that The Body Shop decided to focus on specific cultural features in its India store designs stemming from a desire to reflect the country's rich cultural diversity while also creating regionally relevant and engaging shopping experiences. “We conducted thorough research to find significant cultural themes and features that are relevant in each region.”
The unique brand cultural story
A premium brand such as Helios coming from the stable of the legacy brand Titan, has a unique story to tell in its way. Last year, during the festive season, the brand launched its campaign ‘The Goddesses of Today’ which was symbolic of the goddess slaying different demons over those nine auspicious days. It honoured nine women from different walks of life, who are fighting different evils of society, metaphorically fighting the demons of today.
Mitra emphasises that Helios takes up contextual and cultural activities for Women’s Day and other occasions – initiatives and activities that connect with the consumers and make them think. “One would think and ask that what is the connection of all such activities with a premium watch – nothing, really and not directly. But we all know that if people connect to a certain thought (if not even a cause), that this particular brand made me think about this, then a connection gets built. Connecting with people during different festivals and in the language that they speak and understand – also plays a major role in this.”
Singh brings out that across various cities in India, The Body Shop has meticulously crafted store environments that reflect the essence of their surroundings. In New Delhi’s T1D Airport store, the design captures the architectural magnificence of the capital city by showcasing iconic monuments such as the Red Fort, Lotus Temple, India Gate, and Qutub Minar, alongside the scenic beauty of the Yamuna riverbank.
In Ahmedabad, the stores at the Airport and Palladium Mall reflect the city’s vibrant culture, with murals inspired by traditional attire and the charkha, created by renowned local artists. Meanwhile, in Kerala, the Kochi Forum Mall store features a mural depicting an empowered rural woman embracing nature and culture, symbolising The Body Shop’s dedication to natural ingredients and sustainable practices.
Most recently, The Body Shop has opened a new store at the Mall of Asia in Bangalore, where the artist has skilfully incorporated the brand’s ethos of empowerment and sustainability into the store’s design. The artwork focuses on women’s success, featuring doodles that symbolise Bangalore’s dynamic infrastructure and flourishing technology sector. “These designs honour India's cultural heritage while highlighting The Body Shop’s commitment to sustainability and fair trade,” said Singh.
Wrapping up, in an increasingly globalised world, culturally attuned experiential marketing efforts are crucial for sustaining long-term customer relationships and brand success which not only pique the interest of the consumers but also help in building brand connect and brand loyalty for the long run – a tried and tested formula and a sure shot way which is utilised by most brands in a culturally diverse country like India.
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