>From TOI business pages for today --- sadly it does say that the market >specific for the pink dollar is still years away in the country :( ================================================
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Gay insight for desi marketers?
Namrata Singh | TNN
Mumbai: Will the recent Delhi high court judgment de-criminalising
homosexuality open up new marketing frontiers?
Three years back when Unilever launched an advertisement that showed three
gay men persuading women to use Sunsilk shampoo—considered one of its biggest
launches globally—it was based on an insight that a woman trusted her ‘best gay
friend’ more than her own kind. Popular American programmes like ‘Will and
Grace’ and ‘Queer Eye for the Straight Guy’ have prompted global consumer
product companies to explore the gay connect in marketing.
Back home, there are varied comments on the issue. Responding to a TOI
query on whether the Delhi HC judgment would throw up marketing opportunities
for companies in India, Sumeet Vohra, director—marketing, P&G India, said: “P&G
touches and improves the lives of a broad and diverse set of consumers. The
choice of these segments is based on many variables that include size of prize
and our right to win. As an in-touch marketing company we will assess the
impact of the Delhi HC judgment on consumer segments and make appropriate
choices.’’
According to Adman Prahlad Kakkar it is too controversial to use the idea
of gay sexuality to promote a product in today’s times. “It will take at least
10-15 years before Indians accept marketing which is targeted at gays,’’ Kakkar
said.
Several years back, P&G had used the gay route to market its fabric care
brand, Downy Wrinkle releaser. After appearing in some Canadian magazines, P&G
pulled the plug on the ad. Though, later in 2001, P&G pumped advertising
dollars into its ‘Proud Head & Shoulders users’ campaign, targeting the gay
community. According to Vatsala Pant, associate director, consumer research,
The Nielsen Co, India: “Understanding gays goes beyond declaring gender on a
piece of paper (M/F/any other) or facile gay humour in advertising. I am not
sure whether at this time there is a clear business case for including gay
communities as a consuming segment.’’
Pant doesn’t think there is evidence that suggests enough gays in India
have sufficient “discretionary’’ income, like in the west. “Corporates will be
interested in this segment only if they start feeling there is a pot of gold
somewhere,’’ said Pant. Two months back, Cincinnati-based P&G had reportedly
amended its anti-discrimination policy that forbids discrimination based on
sexual orientation.
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