Understanding The Asian Genie

A definitive new study by Ogilvy & Mather

shows that the young Asian consumer is subtly different from her western counterpart.

For marketers pinning their hopes on the global hip and the hyped rebel without a cause, here is a warning: she may not exist. Or so a recent research on nine Asian markets, conducted by advertising giant Ogilvy and Mather (O&M) suggests. Coke, MTV and Levis may have transcended geographical and cultural boundaries, but the disillusioned and disenfranchised Generation X remains rooted in the West. Its Asian clone, the "Generasian X", is but a myth, contends the study. The key to understanding the psyche of the young Asian consumer may just lie in Uncorking the Genie which was released in India on June 15.

 

The Genie, an acronym for the "Generation who Independently Engage", is the educated, upwardly mobile and prodigal twenty-something Asian -- in short, a sitting duck for marketers and advertisers. But as Uncorking the Genie finds, the Asian young adult can spring quite a few surprises. Mark Blair, regional planning director, O&M, Asia/Pacific, explains. "The Genie psyche is to engage in society while asserting a degree of independence of thinking. They desire a kind of 'controlled freedom'. They carry forward much of their Asian heritage -- respect for elders and authorities. But they also

differ from their parents by asserting a greater sense of independence in their lifestyle and cosmopolitanism."

It is important, believes O&M, to understand the fragile balance that exists between these two polarisations, and to walk that tightrope with elegance. What makes the M R. Coffee advertisement offensive to someone who applauds the Kamasutra commercial? How do the Pepsi ads manage to strike a chord with young people? How does one explain the universal appeal of the Nike 'Just do it' sign off? The questions are not new, but Uncorking the Genie offers a fresh perspective.

The market research encompasses 66 focus groups and 7,000 interviews conducted across nine Asian markets. It is a continuation of Brand Stewardship, O&M's brand-building technique that attempts to understand the roles fulfilled by the brand in the lives of the consumer. "We researched into the behaviour and attitudes of the people as people, and not consumers. This, is turn, gives different perspectives of their

character as consumers," claims Partha P Sinha, account director, O&M, India.

The Nike campaign, according to the conclusions thrown up by the study, identifies with the Genie's desire for self expression within the limits of social norms. The appeal of the Sampras-Agassi duel lies as much in their 'Just Do It' irreverence as in the fact that the chaos they cause in the New York boulevard is only temporary. As also the physical distance -- Mumbai instead of New York would have been too close for comfort. "The bus that arrives on the scene in the end acts as an allegory for the restoration of social order," says Blair.

The trick clearly lies in questioning conventional wisdom without overtly challenging the system for its own sake. Of course, an advertisement can take the liberty of breaking the rules by invoking the values the Genie secretly buys -- but only if it succeeds in transporting her into the realm of fantasy. "Take the Kamasutra ad. The brand acts as a parable about life in general. That is why it is acceptable to the audience," opines Sinha.

Self expression is just one of the several roles played by the brand in the life of the consumer. Quality, status, reward and enlightenment being the others. Hamara Bajaj, by this argument, satisfies the emotional needs of the consumer and fits in with the reward role of the brand.

Uncorking the Genie has just been unveiled in several Asian markets and is now serving as a blueprint for O&M's creative work in the region. A case in point: the campaign for Guinness beer, released in Singapore this week, which cocks a snook at lager drinkers. The print ads portray the lager guzzler as not just sloppy and flaccid, but with a smaller sperm count! "It is deliberately provoking, yet stays within the boundaries of acceptability," chuckles Blair.

But therein lies the catch. For when have market surveys, number crunching and brainstorming ever succeeded in making definitive statements about rights and wrongs? And though it may be tempting to draw heavily upon the study, one can hardly ignore the regional, cultural and behavioural vicissitudes within the expanse of Asia. The youth in Hong Kong and Singapore emerge more idealistic than counterparts in other countries -- a reflection, perhaps, of the greater affluence of these two countries. The rising number of the educated unemployed in Taiwan makes the Taiwanese Genie more cynical of the education system. And the Chinese seem far more reluctant than any other Asian to question parental authority.

Uncorking the Genie, though, makes an important generalisation about Asians. The I-want-it-now-and-at-any-cost breed is thriving, no doubt. But this is not about material greed or keeping up with the Joneses. The stimulus comes from the fear of missing opportunities. Bill Gates, and not Donald Trump, is everybody's role model. To quote the study: "He is an exemplar in first identifying, then seizing his opportunity. He never challenges the system, but works within it to create a new order."

Marketers hoping to cash in on the genies materialistic aspirations are warned that there is no blind allegiance to traditional status icons such as Rolex or a Mercedes. A geneie would much rather show off her own BMW -- strictly bought with her own hard-earned money -- than drive the Mercedes giftedto her by her father. Theres really not much respect for old money, but a lot of respect for new, excitingly earned money.

The biggest enigma, however, concedes O&M, is the Indian Genie -- she manifests both, her engagement and independence, more strongly that other Asians. If the desire to "stand out from the crowd" is more pronounced among Indians, so is the

tendency to conform to their parents' wishes (see table). Blair infers, "Perhaps because the Indian Genie is difficult to understand, advertisers feel safer to stick to the more conventional slice of life type of advertising. The role of the product is seen as more important than the role of the brand."

Uncorking the Genie is neither a full-blown analysis of the quality of Asian advertisements nor a reactive approach to the past. As Blair concedes, I am not sure to what extent the Genie study will help develop advertising.But we can now ask ourselves the all-important question: Am I getting into an area which will be completely rejected by the Genie? Am I rubbing the Genie the wrong way?

It is obviously premature to assess the likely impact of Uncorking the Genie on the Indian industry. But the big question is: now that the Genie's out of the bottle, what are marketers going to do with her?