The biggest brands do not have the largest billboards. What they do have is the biggest presence in their consumers’ lives. They manage to connect with their consumers in a way that is close to sentimental attachment. By virtue of their pursuit of excellence in making available the highest quality of products and services, these brands become an integral part of their consumers’ lives.
ABG has multiple brands which have served this role for me. In fact, there are so many connections that I feel it is almost serendipitous that I should be writing this article.
For many people, brand preferences are passed on to them by their parents. As a sulky kid at a new school, lunch was all I had to look forward to. I can still remember the anticipation of peeling the Freshwrapp off the paranthas that my mother lovingly packed in my tiffin. Tagging along to Pantaloons with my mother for her shopping trips was a frequent in my life, growing up.
The way you dress can immediately change the way you look and feel. As a teenager attending her first MUN conference, I felt anxious and awkward. But putting on an Allen Solly suit made me feel like I was ready and in control. Even now, when I’m a B-School student, this brand is a confidence-boosting staple in my wardrobe, and will probably continue to be one always.
There are many more examples but I’ll keep it short. Knowingly or unknowingly, I’ve had the opportunity to interact with ABG via different brands across various points in my life. These brands have slowly but surely made a
BIG place in my life, and as a consumer it is always exciting to see what they’ll do next.
But knowing that ABG has had a presence in every train that I’ve travelled in (Birla Copper) and probably in most buildings I’ve lived in (UltraTech Cement) give me a newfound appreciation for the conglomerate. A conglomerate that is involved in an infinite number of CSR projects - ranging from midday meals in school and training future women entrepreneurs to national immunisation drives - ABG makes me proud to be its consumer, and inspires me to give back.