JWT’s AnxietyIndex is designed as a place to discuss how brands and consumers are responding to the global recession. With daily content updates, AnxietyIndex.com includes contributions from around JWT’s network, offering a truly global perspective.
The price of petrol in India has become a much talked-about anxiety among commuters. Only a day after the state assemblies were elected, oil companies asked the central government for permission to raise petrol prices by another 8 percent. In the last nine months, the cost of petrol in Mumbai has increased from Rs.47.93 per liter to Rs.63.37, with nine price hikes in total. The Times of India called the latest increase “a severe blow to owners of private vehicles.”
With many middle- and upper-middle-class commuters now opting to take public transport to work, this TATA Motors advertisement for the Indica eV2 could not have come at a more appropriate time. As you get off a very crowded Mumbai local train, you see oversize posters lining the subway, introducing “India’s most fuel efficient car” with a question that hits home: “Petrol prices making you take the train?”
A majority of middle-class Indians are happiest when they’re safe at home, in a familiar environment and surrounded by people who speak their language. Last year we spotlighted a Dulux Paints ad that tapped into Indians’ travel anxiety by suggesting the brand’s “Colours of the World” range as an alternative to leaving the comfort of home, a safe way to get a taste of exotic locales. Now a commercial from a local bank in Mumbai is encouraging Indians to be less worried about venturing from their beloved home.
A young man walks awkwardly with one hand protecting what’s in his pocket. He bumps into a friend, who asks what’s going on. The man whispers that he’s carrying dollars. “If you’re so anxious here, then what will happen on your holiday?” responds the friend, envisioning the man striking concerned poses in his tourist photos. The friend suggests the Axis Bank Travel Currency Card as the safest way to carry foreign currency.
With foreign travel becoming increasingly common among Indians, whether out of curiosity to see the world or the need to visit a child overseas, the message not to let worry and anxiety stop you from enjoying your trip is one we’re likely to see from more brands.