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Ganpati Darshan
App ‘livestreams’ temple ceremony
Launched in India, Ganpati Darshan is an online portal enabling devotees
to virtually attend temple ceremonies. During the ten day festival in
September 2013 dedicated to the Indian elephant deity Ganesh, the site
live-streamed daily rituals from participating temples, allowing followers
who were unable to make the arduous journey to the temple ceremony,
including the elderly or disabled, to nevertheless digitally receive temple
blessings. Users could also share personal images of their celebrations
via the in-app feature, ‘Ganestragram’.
Subway India
Sandwich chain creates offerings for Jain customers
In March 2013, Subway India opened its first dedicated, Jain-friendly
counter. Available in a vegetarian-only outlet in Ahmedabad, the counter
offers sandwiches that strictly adhere to Jain dietary requirements, for
instance refraining from ingredients or condiments that contain root
vegetables such as onions or garlics. There are over 4 million Jain
practitioners in India.
4. CROWDCRACKED
How civic-consumers are tackling Asian metropolises.
In 2014, emboldened by the change they can individually
effect, younger generations of Asian ‘civic-consumers’* will
no longer blithely accept the status quo – they’ll instead turn
to CROWDCRACKED solutions.
As with so many trends, CROWDCRACKED is the result of
new, tech-fueled consumer expectations converging with
long-established cultural mores.
First, witness the wave of increasingly ‘e-mpowered’ netizens
as more Asian consumers, from the bottom to middle of
the pyramid, gain access to proliferating digital devices
and platforms – and the vast knowledge banks, real-time
collaboration and wide reach they offer. Next, look to deeprooted, prevailing ‘Asian values’. Whether in Kuala Lumpur
or Kolkata, many young consumers feel a traditional sense
of civic duty to family and community.
Mix these with pressing urban issues like fraying infrastructure
and/or rising corruption, and stir. The result? In 2014, Asia’s
civic-consumers will look for ways to participate like never
before:
“Between 2010 and 2012, China’s citizens exposed 156
corruption cases via new media (Weibo, net forums), twice
that of traditional media reporting.”
(Chinese Academy of Social Sciences, June 2013)
73% of Indian Millennials and 83% of Chinese Millennials
feel that they and their peers are prioritizing “we” over
“me”; as to how collective action can solve social issues.
(JWT, September 2013)
Looking to get started with CROWDCRACKED? Forwardthinking socially-minded entrepreneurs will already be
working with communities to deliver crowd-powered solutions.
Brands too should consider how to foster, support, incubate,
include, and, yes, lead enthusiastic Asian consumers.
Also, be mindful of the wider implications around the
CROWDCRACKED trend. As you head into 2014, think about
how to behave and respond in a world where consumers
have very different (read: higher) expectations around brand
– and indeed consumer – participation and contribution.
* Of course, this trend isn’t just confined to Asia. Across the globe, consumers’
expectations continue to rise, as does their desire (and ability) to contribute to their
communities. Check out the CIVICSUMERS trend in our South & Central America
Trend Bulletin to learn how this trend is playing out in another region.
72% of Thai respondents believe that ordinary people
can contribute to the fight against corruption.
(Transparency International, July 2013)