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Divya Khanna shares her experience of working on Liquor Brands in India. She observes that it was very challenging, communicating/ advertising a product when you cannot show it or talk about it. Nor would the liquor brands do any promotions which could seen as an attempt to encourage consumption. For example they would never do any promotions like \u2018buy one and one free\u2019. 

Divya Khanna is a Strategist & Writer.She has 18+ years of experience in brand strategy. Her last full-time job was as a Vice President & Strategic Planning Director, J. Walter Thompson Bangalore. She has experience across a range of FMCG, Fashion & Lifestyle brands at J. Walter Thompson and Lowe Lintas. 

Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20+ years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur. Jasravee is all about the authentic insight, a deeper cultural lens and the creative idea, for building meaningful brands that drive business growth. 

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Since liquor marketing cannot show the product, the marketing focuses on the occasion of consumption. It tries to capture the mood consumers will be in when consuming the product or enables creating the mood in which the consumers will consume the product. Brand Signature is for consumers that value achievement. Its for those on the move. Brand Black Dog on the other hand is for moments of contemplation, for internal introspection. Liquor advertising has been about 'out of home' consumption. All moods showcased in advertising have been about out of home consumption. At home consumption has never been encouraged. So it will be interesting to see how brands are adapting to the changed COVID times when the home has become the destination for all re-creation and entertainment. Divya dwells on the usage of Neuro-marketing. 

When you are selling images and moods and not a tangible product it becomes challenging to use conventional market research.Market Research measures system 1 and system 2 thinking. System 1 is the brain's automatic, intuitive, and unconscious thinking mode. System 1 is more influential and guides our day-to-day decisions. System 1 is very important since it is the unconscious desires we have. You cannot take consumers for what they say. And this where Neuroscience comes to our aid in measuring system 1 processes of the brain. With EEG and eye track you can measure now what could not be tracked and understood earlier. Critical measures like where attention is spiking or faltering can now be very clearly seen. 

Divya then dwells on her long association of working on brand Rin. Rin as a brand is centred on consumers who have ambition. Since consumers were a little poorer Divya assumed that they would be gloomy and negative. But they were very optimistic and aware of opportunities. At that time the talent and reality shows like Indian Idol, Kaun Banega Crorepati were firing the imagination of the lower middle class. They realised their child could have an amazing career in singing, sports. So that is what the mother doing laundry thought and that is what her emotions characterised. 

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Jagged with Jasravee, is an initiative of Master Sun, the Consulting Brand of Adiva Lifestyle Pvt Ltd. Please visit our blog at www.mastersun.in