Targeting Subcultures - The Indian-American Consumer

Yesterday's class discussion on marketers targeting specific subcultures like homosexuals, senior citizens, women, minorities, etc. prompted me to look for specific marketing initiatives focused on Indian Americans. Indian Americans are usually grouped under the Asian-American subculture, but people from South Asia (India, Pakistan, Nepal and Sri Lanka) are very much different from their Asian brethren, in terms of ethnicity and also in terms of consumer behavior. They are relatively affluent and highly educated

The movie "Slumdog Millionaire", which was very popular in the United States, gave the Indian American audience something to cheer about. Marketers also tried to capitalize on the success of the movie by creating campaigns targeted at Indian Americans. State Farm Insurance Company was one of the first ones to respond, creating its "Bollystar" contest, to select two contestants to sing in an actual Bollywood movie.

 

http://bollystar2009.com/

It makes sense for State Farm to market to the Indian American consumer segment because, they are most likely to own cars, due to their high income and high education levels. Also, there is a large number of temporary workers from India in the United States working in the technology sector at any given point in time (I was part of this temporary segment - from 2004 to 2008). Since these people look to the Indian Americans for advice on what car to buy (used/new), which insurance company is better, etc., State Farm can get a word of mouth promotion due to its targeted campaigns.

Almost everyone from South Asia grows up watching and playing the sport of cricket. They are also highly family-oriented. State Farm makes use of these two issues close to the heart of the Indian American segment by sponsoring cricket tournaments, and highlighting these qualities in their advertisements. The following is an ad from State Farm targeted at the Indian American consumer.

The ad manages its visual imagery very effectively - showing a sister tying the ritual "rakhi" on her brother's wrist, to protect him from evil spirits (State Farm's "protection" is alluded to). The cricketing rivalry between India and Pakistan is portrayed ("everybody wins") and the birthday party with both the grandmother and the grandaughter present is shown, indicating family ties.