Indian consumers have long been fond of giving affectionate nicknames to their favorite brands—be it calling their Hero Honda "Splendor" a "Splendi" or referring to Maggi instant noodles simply as "Maggi." As these playful monikers find their way into digital spaces, it becomes crucial for brands to understand how to engage with these nicknames effectively in the online world.

The Influence of Brand Nicknames on Consumer Engagement

In a recent study, we explored how brand nicknames influence consumer engagement in India. We analyzed thousands of consumer-generated posts referencing popular Indian brands such as Tata, Amul, and Bajaj. Posts using nickname hashtags (e.g., #tata, #amul, #bajaj) saw higher engagement rates compared to posts using the formal brand names. For example, tweets and Instagram posts with nicknames like #splendi (for Hero Splendor) or #amulya (for Amul) were shared more frequently and received more likes than those with the formal brand names.

Navigating Nickname Usage in Brand Communications

However, the dynamic shifts when brands themselves use these nicknames in their official communications. In follow-up studies with Indian consumers, we discovered that while consumer use of brand nicknames fosters trust and authenticity, the same usage by brands can appear insincere or overly promotional.

For instance, when a consumer refers to Titan’s watches as "Titu," it feels personal and authentic. But if Titan itself started using "Titu" in its marketing campaigns, it might come off as trying too hard, reducing the sense of genuine connection.

Best Practices for Indian Marketers

To leverage brand nicknames effectively, Indian marketers should adhere to some essential Dos and Don’ts:

What to Do:

Keep Track of Brand Nicknames in Local Languages

India’s linguistic diversity means that brand nicknames often vary by region and language. For example, Britannia may be lovingly called "Biscuit Wali Company" in some areas. Keeping an ear to the ground for such regional variations can help brands engage better with their audience.

Integrate Nicknames into SEO and Voice Search

With the rise of voice search in India, optimizing for brand nicknames is crucial. Ensure that platforms like Google and voice assistants like Alexa recognize your brand’s nicknames, making it easier for consumers to find you, whether they say "Royal Enfield" or simply "Bullet."

Secure Legal Protections for Nicknames

Given the popularity of brand nicknames, it's wise to legally protect them. For example, if "Bira" is commonly used for Bira 91, securing trademarks and relevant domains can prevent misuse or legal complications down the line.

What Not to Do:

Don’t Discourage Nickname Usage

Brands like Parle-G have thrived on the love for their nicknames like "Chhota Biscuit." Attempts to insist on formal names, as seen with some global brands, can alienate consumers. Instead, embrace the organic use of these affectionate terms.

Avoid Overusing Nicknames in Branding

Nicknames work best when they feel consumer-driven. If Tata Motors starts calling all its cars "Tata," the charm and relatability might diminish. Let the consumers own the nickname, and use it sparingly in marketing.

Don’t Force Nicknames

In India, nicknames often arise from a product’s cultural impact or a playful take on the brand’s name. Trying to impose a nickname, like calling a new brand "IndieCool," might not resonate unless it comes naturally from the audience. Encouraging consumer-driven nicknames, such as through contests or interactive campaigns, can help foster genuine connections.

In India’s digital ecosystem, brand nicknames carry immense potential for fostering loyalty and engagement. By understanding the cultural nuances and consumer-driven nature of these nicknames, brands can strengthen their relationship with consumers while maintaining authenticity. Indian marketers should embrace these informal monikers, protect them legally, and integrate them thoughtfully into their digital strategies to maximize their impact.