Indians dominated Maldives’ tourist arrival figures in 2023, data from the country’s tourism ministry shows. According to the Maldives tourism ministry, over 2.09 lakh Indians travelled to the island nation last year. But a recent diplomatic row between the two countries saw such momentum on social media that a host of celebrities, influencers and travel brands found it opportune to join the conversation and show off their nationalistic credentials.
While EaseMyTrip cofounder and CEO Nishant Pitti shared that the travel aggreggator had suspended all Maldives flight bookings, MakeMyTrip launched a ‘Beaches of India’ campaign on the platform with offers and discounts to encourage Indian travellers to explore Indian beaches. Nikhil Kamath, co-founder of Zerodha, shared a glimpse of an unexplored beach gem near his hometown of Udupi, Karnataka, on social media, bringing attention to the beautiful but often overlooked beaches of India.
While no one would fault brands for wearing their nationalism on their sleeves, experts remind that there’s a fine line between opportunism and espousing a “real” cause.
Ambika Sharma, founder and MD, Pulp Strategy, notes that if being nationalistic is part of a brand’s ethos, it should be carefully cultivated to reflect in all its messaging — beyond a topical campaign or a particular occasion. “If your messaging is consistent, then it will not be perceived as being anything but patriotic and will not come across as fake. Being true to the consumer as well as the brand is what will lead to consistency,” she adds.
While patriotic branding can help brands claim a higher moral ground, if overdone, it can appear as a desperate bid by a brand to stay in the reckoning, say experts. While businesses like Amul and Bajaj have invoked patriotic sentiments though their advertising over the decades, Micromax’s campaign against ‘angrezipanti’ and Patanjali’s sporadic attempts to rekindle the spirit of ‘swadeshi’ were perceived by many as instances of “playing the nationalism card” for short-term gains. Another example is that of McDonald’s trying to please both Palestine and Israel’s supporters in different geographies, which eventually fuelled public criticism. “Brands and campaigns are known to be for commercial benefit; piggybacking on issues that have nothing to do with a brand is bound to boomerang,” says Rutu Mody-Kamdar, founder, Jigsaw Brand Consultants.
On the other hand, take Tata Tea’s “Jaago Re” campaign, which is a case study on blending patriotism with social awareness. This campaign resonates with the target audience, encouraging them to be active participants in the societal and political change. “Brands must place consumers at the centre to remain relevant and not sound opportunistic,” says Sahil Chopra, founder & CEO, iCubesWire.
Net net, knowing your customer and what she wants and weaving that into your communication is smart strategy; forcefitting elements like “nationalism” can, at best, be tactical.