No no. I m not talking about an IPL owner using team name to promote his brand (Royal Challengers). I have a slightly more fundamental question. Why is it that none of the teams have an Indian sounding name. Leave out Mumbai (Indians), but the other seven? Even in ICL, except Lahore Badshahs, its the same story.
BCCI or IPL team owners’ argument could be – we are trying to appeal to a global audience. But can’t that be done via some Indian names as well. Bangalore Hoysalas? Sher-e-Punjab? Delhi Pandavas or Mugals or Aryans? Leave it, I don’t want to think of all the controversial possibilities here, but why not?
Its not just the cricket team names you know. Think of recently created big brand names around you. Tell me how many of those are ‘local’ words or names. Why is no local airline willing to use local words (pushpak, garuda, pawan, vaayu etc, keep thinking)? Why did UTI bank go Axis? Why is it called a ‘Nano’, and not ‘sawaari‘, or ‘aam‘, or ‘rathh‘ (branding gurus can think better, pardon my weak attempts).
I see three possible reasons. First would be global appeal of English. Second could be that brand gurus think ‘local’ words are not ‘cool’! Last, would be the absence of pan-India words (or language rather) – if you want majority to get it quickly, you may have to pick from or Sanskrit or Hindi names.
To me, the first reason could be stemming from lack of self confidence. I am tempted to call the second one as foolishness, but you have to concede – the ‘environment’ is such that if you are creating a high end brand, words have to be firangi. However, it is us who have collectively brought our ‘perceptions’ to this state. Okay, the third reason – that one has some dum. But then, what would be wrong in using words or slangs from regional languages as well?
Filed under: India