My last discussion this weekend with Vermajee, my dear friend and Brand and marketing consultant, was about Underworld. The perspective was different and worth sharing. The trigger point was the spate of crime series on OTT Platforms and the number of books on the Mumbai underworld- which have once again made many legendary gangsters a household name. The mafia wars and shootouts have become more recognisable. They are no longer a memory of just the old residents of Mumbai like Vermajee.
I love the discussion. They almost seamlessly need no nudging to align with our passion and subject of interest- brand and marketing. However, seeing crime series as a marketing device and relooking it as a market are two totally different things. The dynamics and viewpoints are skewed with different perspectives- which makes it more interesting.
The underground mafia is truly an unexplored hazy maze of relationships, loyalty, revenge, survival, aspirations and dreams. A marketer can learn a lot from it. A few pegs of absolutely delightful Single Malt Amrut make the discussion more lively and animated.
The underworld is the most demanding market to operate in. Its dynamics, chaos, churn and changing expectations would make any brand manager mad. You don’t know if the product and the consumer will be alive and kicking by the next sunrise.
Cultivating Loyalty and Trust.
The underworld can’t survive without trust and loyalty. Mafia dons and their leadership invest time and energy to cultivate loyalty. Just like it is an essential requirement for building a strong and credible brand and lasting customer relationships. Trust is what maintains a mafia operation, and that can be equated to genuine customer connections. Authenticity and delivering on promises is a critical part of the underground; however, authenticity remains questionable.
Underworld- The Key Is networking.
The underworld mafia is built on interconnected relationships and partnerships with influencers. There is a lot that marketers can learn from these networked partnerships and working with influencers. The idea of connecting and collaborating to grow the reach and influence is no better demonstrated than in the underworld.
Adapting to Change.
There cannot be a market more chaotic and in flux than the underground world, which has to constantly evolve to stay ahead of the law. Similarly, marketers need to adapt or stay ahead of the curve in the market reshaped with changing consumer profile interests and technology. Valuing innovation and being flexible and agile is what gives the brand continued relevance and longevity.
Reputation Management Underworld style.
In the underworld, reputation is something to die for. Mafia bosses need to guard their reputations. Nothing can be allowed to tamper with it. Mind share is very important, and hence repeated purpose-led consistent messaging of loot, murder, robbery, threat and delivering on the promise is essential. Brands must learn that, in the end, in this world of perception adulterated with reality, reputation is what finally matters and counts. Marketers must actively engage with their audience, addressing concerns and maintaining a positive presence to build trust and credibility. Just like an implementor’s mistake affects the boss’s reputation – an error at any stage of consumer experience affects the brand. Hence, the br5and is also responsible for the distribution and after-sales service experience.
Understanding Human Psychology.
Underworld thrives on two fundamental human levers- aspiration and fear. It is where the human, as an animal with territorial instinct, is alive and thriving. They understand the psychology of team members, competition and the legal system. The actions and reactions are mapped to these. Marketers would do great in understanding this deep dive into customer decisions, fears, and desires to build on marketing strategies, enabling businesses to create compelling campaigns that resonate with the audience.
Launching new Names in Underworld.
The mafia underworld is the most brutal place to introduce a new product- a new name- a new Don, or a new officer. It must be announced with fanfare and fireworks with lettering in red. For the new product to survive, it must be provocative and upset some set leaders. The brand managers and advisors in the underworld ( and so should be in business) know exactly what to say when to say it, where to say and how to say it. The SOP has not changed much in the company.
The lack of media other than the mug shot at some police station and word of mouth makes it much easier or tougher to launch into the underworld mafia. There, the brands are made or finished in a shoot-out or live life at the fringe, always under threat. The logic of fear and desire to survive, a penalty of hafta and protection money and the price of life all keep changing and guiding the decibel level a brand could command.
Unfortunately, branding in the underworld mafia is more of a default action than based on attributes, USP, Purpose or service. But these names stick.
Constant Crisis Management in the Underworld.
If the underworld is good at anything after networking, it is crisis management. They are fast to adapt to changing and unpredictable situations. Maybe they think of six impossible things and outcomes daily, knowing that what happens is most unexpected. In this digital era, marketers need precise crisis management plans to respond to negative publicity, events, product recalls, service issues or any emergency to be able to mitigate damage to their reputation l while navigating challenging situations.
Persistence and Resilience.
The underworld mafia’s ability to face adversity is unparalleled. They have legendary patience for the right time and place for actions. They may want it differently, but they know success and failure are cyclic, and they are ever willing to rise like a phoenix and claim their spot. Marketers need to believe in their understanding and strategies and willingness to give the required time for results.
Signals.
The underworld mafia knows best. It is observant to see signals and interpret them before making decisions. Their market and business survive on such readings and interpretations. Marketers must not fail to be observant in reading signals that are omnipresent.
NETNET -Underworld can teach a lot.
While the underworld mafia may not be a referenceable place for ethics and morality in business, they can teach a few lessons to marketers. Cultivating loyalty, building networks, adapting to change, managing reputation, understanding human psychology, mastering crisis management, and embodying resilience- if only this much gets imbibed by the marketers in their business of
Think of a new ‘DON’ introduction into the market like a budding entrepreneur in the cutthroat business world. The new Don encounters hurdles that test their mettle and strategic acumen.
The new Don must understand the market trends and consumer behaviour, grasp the complex dynamics, study rival gangs, understand the political landscape, identify potential allies, find its niche among established players, and be innovative in delivery and promise delivery -otherwise, survival is tough. We must not forget internal rivalry, dreams and aspiration management, as well as internal unity and prioritised internal support is essential before any external act.
Underworld Mafia may be illegal, but it has its own operating system that demands strategic thinking, adaptability, and resilience- and can teach marketers few lessons.
POST SCRIPT.
Watch a few of these series and movies with the team, or make them read and present their understanding in team meetings. You can start with D-Company, Mumbai Meri Jan, Heroines, Dongri to Dubai, Mafia Queen, Satya, GodFather, Shantaram, Vaastav, Scoop, My Name is Adbu Salim, Sacred Games, Gangubai Kathiawadi, Once Upon a Time in Mumbai, Haseena Parkar, Shootout at Lokhandwala, Daday to reflect upon these as market and campaigns.
BLOG/060/2023 To connect, send an email, join on Twitter S_kotnala or subscribe to the weekly update.
