Business Process Outsourcing News and Information

There are tons of print mounds and media time being spent on how outsourcing is taking away jobs from US, but are we aware of the giant Indian market where US brands are having an extraordinary run, most of the time at the costs of domestic brands? Call center agents in India blindly (and loyally) follow American products.

You’ll find everyone is wearing Levi’s or Wrangler in the BPO campuses, so much so that a local company, Arvind Mills, which used to have larger market share in the jean market has recorded a 75% drop in sale this fiscal.

So, may be, the globe is not unsportingly inclined towards India only. In return, its giving back some. A call center may disappear from India to more cheap and efficient country but brands and their journey, once they are established in a market remains forever. Lets discuss, some of the biggest US brands Indian call center agents cant live without 

1. Nike-Call center crowd is simply crazy about this brand. There is a neck to neck fight between Adidas and Nike about who gets the larger mind share. Just like Adidas, Nike ad is also positioned on Cricket. The latest Nike vid (below) just looks like a movie from Mexico, Brazil or Argentina. THought being shot in Mumbai, India. Must say, craziness at its best. The ad features popular Cricket superstars, Shreeshant and Zahir Khan.

2. McDonald: The brand may be about inexpensive quick food in US but in India it is perceived as an up market, close to high-end brand. On weekends you will find call center people thronging in McD outlets. In Gurgaon, Delhi people queue up in line to have a bite of Chicken McGrill. The most in demand are corner seats where guys pompously sit with their girlfriend while having a look at the passersby on the street from the glass wall. McDonald Happy Price Menu ad

3. Coca Cola: Coca-Cola is hip and happening with the call center crowd, a must have beverage on parties, nit or meshed up with rum/vodka/whisky. These days, though, Coca-Cola is a bit down with pesticide controversy. India’s biggest movie stars and cricketers endorse the brand and vouch for its purity. 

4. Pepsi: Pepsi is truly informal and cool in India, after all it is positioned as “nothing official about drink” in country. In call centers, Pepsi and Coca Cola are like substitute to water. During mini breaks and lunch breaks they gulp as much Pepsi and Coke as they can, they store the pet bottles in their cubicle and take sip whenever feel thirsty after nonstop chatting with customers. A nice Pepsi TV commercial, India’s two biggest movie stars are in a mission to impress someone special from the girl’s hostel.

5. Gillette: Smoothly over the last five years Gillette has completely dislodged its competitors from the Indian market. Gillette is a rage amongst educated clean shaved urban youths, call center boys get Gillette as a gift so often. Ogilvy & Mather print ad on Gillette.

6. Ford: More than Indian brands like Maruti, Hyundai and Fords are clear favorite amongst the BPO guys. Ford Fusion has been chosen as the best seller car in its segment last year.

7. Kellogg: Everyone’s favorite for a quick meal. A recent survey has stated that young gun's different shift duty timings have made food items like instant noodles and Kellogg’s corn flex an instant in metors and tier II cities, where most of the call centers situate.

8. KFC: After not a very smooth start half a dozen years ago, mainly due to political reasons, re-launched KFC has bounced back like Phoenix in India. Its  doing so good in the so called young and hip joint that to broaden its appeal it has included vegetarian burger in its menu. Imagine KFC serving veg stuff.

Updated 

It has also started airing TV commercials.

9. Pizza Hut: High voltage TV ad and clever branding and 24*7 accessibility has made it a favorite hang out zone for the call center crowd. You will definitely find one Pizza Hut corner in most of the call center food courts. Chicken Tikka, Tandoori range and Lamb korma are special Indian addition.

Pankaj Batra, Director-Marketing, Indian Subcontinent says, We recognize the young adult (18 – 29 years) as our target customer. As a result our overall strategy is formulated keeping this significant group in mind -- whether it is the launch of innovative new product ranges every couple of months or the frequent introduction of exciting customer initiatives or communication that strikes a chord with this age group.

10. Motorola: One of the biggest mobile phone markets in the world, in India, in all the call centers, everyone you find is having an one. After Nokia, Motorola is the second largest selling mobile phone in the country in that demography.