In the competitive landscape of advertising and branding, the ability to resonate with audiences while staying true to a brand’s identity is a delicate art. Recent campaigns from automotive giants Volvo and Jaguar highlight the stark difference between success and misstep in this endeavor. While Volvo’s pro-family advertisement has garnered widespread praise, Jaguar’s rebranding efforts have sparked significant backlash, underscoring the importance of understanding audience sentiment and delivering authentic messaging.

Volvo’s Pro-Family Ad Strikes a Chord

Volvo, synonymous with safety, reliability, and family-friendly vehicles, reinforced its core values with a heartfelt campaign centered on family and togetherness. The ad showcased diverse families navigating everyday moments, emphasizing not only road safety but also the importance of nurturing relationships.

Emotional Resonance

This narrative of connection and stability resonated strongly with viewers, especially in a time when many long for a return to traditional values amidst a rapidly changing world. Social media was abuzz with praise for the campaign’s wholesome content and its ability to avoid divisive messaging.

• One Twitter user wrote, “Volvo reminds us why we trust them—safety, family, and authenticity.”
• Another commented, “This ad is a testament to how staying true to your values wins hearts.”

The campaign’s simplicity and relatability helped Volvo strengthen its bond with existing customers while attracting new admirers, showcasing that authenticity and emotional storytelling can have a profound impact.

Jaguar’s Rebranding Misfire

In stark contrast, Jaguar’s recent rebranding attempt to position itself as a modern, edgy luxury brand has drawn significant criticism. The company unveiled a new logo and marketing strategy aimed at appealing to younger, trend-conscious consumers. However, this shift was seen by many as a departure from the brand’s legacy of sophistication and timeless elegance.

Criticism of New Direction

Jaguar’s promotional content leaned heavily on projecting a trendy image but was met with disappointment. Critics felt the new approach alienated Jaguar’s loyal customer base.

• One viral social media post captured the sentiment: “Jaguar used to symbolize class and refinement. Now it feels like they’re chasing trends at the expense of their identity.”
• The new logo was another point of contention, with many calling it generic and uninspired—a sharp departure from the brand’s iconic designs.

Beyond aesthetics, the backlash also reflected deeper frustrations. Critics argued that Jaguar’s strategy was emblematic of a broader issue in luxury branding—abandoning legacy values to chase fleeting relevance, ultimately risking the dilution of what makes these brands unique.

Why Volvo Triumphed and Jaguar Faltered

The contrasting reactions to these campaigns offer valuable insights into branding and marketing strategies:

• Staying True to Brand Identity:
  Volvo’s campaign succeeded because it embraced the brand’s established image of safety and family-oriented values. Rather than attempting a reinvention, the ad reinforced what customers already love. Jaguar, in contrast, seemed to pivot away from its core identity, alienating long-time supporters in the process.

• Understanding Audience Needs:
  Volvo tapped into universal desires for connection and stability—values that resonate across generations. Jaguar’s strategy to target younger, trend-driven audiences overlooked the fact that these consumers may not be its primary luxury car buyers, misjudging the brand’s core audience.

• Authenticity is Key:
  Audiences value genuine messaging. Volvo’s campaign felt natural and aligned with its legacy, while Jaguar’s rebranding came across as forced and inauthentic, leading to accusations of pandering.

• The Impact of Storytelling:
  Volvo’s ad excelled in storytelling, creating an emotional connection by depicting relatable family moments. Jaguar’s campaign lacked the same narrative depth, relying instead on aesthetics that failed to resonate.

Conclusion

The divergent outcomes of Volvo’s and Jaguar’s campaigns serve as a reminder that successful branding hinges on authenticity, audience understanding, and staying true to a brand’s essence. Volvo’s pro-family narrative reinforced its legacy while connecting emotionally with its audience, earning widespread acclaim. Conversely, Jaguar’s attempt at modernization led to backlash that underscores the risks of losing sight of what makes a brand special.

For brands navigating today’s complex consumer landscape, Volvo’s approach offers a compelling blueprint: resonate with values, tell genuine stories, and remain true to your core identity. As companies continue to adapt in an ever-evolving market, these principles will be crucial for fostering lasting connections with consumers.

Sachin Bansal’s fintech platform Navi has emerged as the fourth largest UPI app in India, overtaking Kunal Shah-led Cred. According to data from the National Payments Corporation of India (NPCI), Navi witnessed a significant 31% month-on-month growth in October, registering 158 million transactions compared to 120 million in September.

Market Dynamics

Despite Navi’s impressive growth, Cred also saw an increase in transactions, growing from 140 million in September to 152 million in October. However, Navi’s expansion came even as it scaled back its cashback and incentive programs, demonstrating its ability to attract users through its core offerings.

UPI Market Leaders

The UPI market continues to be dominated by:

• PhonePe: 48% market share
• Google Pay: 37% market share
• Paytm: 7% market share

Both Navi and Cred now account for approximately 1% of the UPI market each. Additionally, Flipkart Group’s super.money app has shown rapid growth, doubling its transaction count to 50 million in October and achieving a 0.3% market share.

Impact of Festive Sales

The festive season contributed to an overall 11% increase in UPI transaction volumes and a 14% rise in transaction value during October. This surge highlights the seasonal boost that often accompanies major shopping events in India.

Navi’s Unique Offerings

Unlike many UPI and fintech apps, Navi operates as a manufacturer of financial products. It offers a range of services including:

• Personal loans
• Home loans
• Mutual funds
• Insurance
• Digital gold

This approach distinguishes Navi from competitors who typically act as third-party distributors of financial products.

Resilience Amid Regulatory Challenges

In October, the Reserve Bank of India (RBI) directed Navi Finserv and three other non-banking financial companies (NBFCs) to halt lending practices due to concerns over high interest rates and hidden charges. Notably, this directive did not impact Navi’s UPI operations, allowing it to continue expanding its user base.

Challenges in Market Regulation

The NPCI has faced challenges in implementing a proposed 30% market share cap for UPI apps, aimed at preventing concentration risk within the ecosystem. Currently, PhonePe and Google Pay collectively account for about 85% of UPI transactions, highlighting the dominance of these two players.

NPCI’s Strategic Moves

To foster competition, NPCI has spun off its BHIM app into a separate entity and appointed veteran banker Lalitha Nataraj as its CEO. However, despite these efforts, BHIM has not seen significant growth in transaction volumes this financial year.

Future Prospects

As tier-two UPI apps like Navi and super.money gain traction, competition in India’s UPI ecosystem is intensifying. With plans to introduce innovative credit products—such as RuPay credit cards on UPI—emerging players are poised to disrupt the market further. Meanwhile, the dominance of leading apps remains a challenge for regulators aiming to promote a more balanced ecosystem.

Conclusion

Navi’s rise to become the fourth-largest UPI app marks a significant milestone in India’s digital payment landscape. By leveraging its unique business model and navigating regulatory challenges effectively, Navi is positioned for continued growth. As competition heats up among fintech players, the evolution of the UPI ecosystem will be crucial for enhancing financial inclusion across India.

Deepinder Goyal, the CEO of Zomato, has stirred a heated debate online with his unconventional job posting for the role of Chief of Staff. In a bold move, Goyal announced that the selected candidate would not receive a salary for the first year. Instead, they would need to pay ₹20 lakh for the opportunity, a sum that would be donated entirely to Zomato’s non-profit arm, Feeding India.

The Job Posting

Sharing the details on his X (formerly Twitter) account, Goyal outlined the qualities he seeks in the candidate:

• Hunger for success
• Common sense and empathy
• A lack of prior conditioning or baggage
• Groundedness and a zero-entitlement mindset
• Excellent communication skills
• A learning-oriented approach

The post emphasized that the role requires someone willing to “do the right thing, even at the cost of displeasing others.”

Compensation Structure

For the second year, the company promises a competitive salary exceeding ₹50 lakh, but this will only be offered after the completion of the unpaid first year. This structure is designed to attract candidates who are genuinely committed to personal and professional growth rather than those motivated solely by financial incentives.

Divided Reactions Online

The unconventional terms have sparked a mixed reaction online. While some have criticized the move for its apparent exclusivity, others have praised Goyal’s approach to identifying truly dedicated talent.

Criticism

Several users slammed the job posting for its apparent elitism, arguing that the ₹20 lakh fee would restrict the opportunity to wealthier candidates. Comments included:

• “As if exploiting gig workers wasn’t enough, now they target the middle class. This is ridiculous.”
• “This creates an artificial barrier, limiting the role to rich candidates with privilege.”
• “Hire me as your PR manager; I’d save you from such tweets,” joked one user.

Critics argue that such a financial requirement alienates talented individuals who may not have the means to afford this upfront cost, thereby narrowing the pool of potential applicants.

Praise

Conversely, some viewed the posting as a strategic move to find highly motivated and financially independent individuals. Supportive comments included:

• “This is a masterstroke to filter talent. It’s not just about the money but about finding someone who understands risk and has skin in the game.”
• “By linking the fee to charity, it adds a touch of purpose and filters for those who align with Zomato’s values.”

Proponents argue that this unique approach could attract candidates who are genuinely passionate about making an impact and are willing to invest in their future.

The Vision Behind the Role

Goyal defended his decision by explaining that the ₹20 lakh contribution would directly support Feeding India, aligning with Zomato’s mission to give back to society. The role is intended for someone passionate about learning and willing to invest in both their professional development and social causes.

“We believe that people who apply for this role should do it for the learning opportunity it presents, rather than for a fancy well-paying job,” Goyal stated.

A New Hiring Trend or Misstep?

The announcement has undoubtedly sparked conversation about innovative hiring practices and their potential pitfalls. Whether this approach becomes a precedent in corporate hiring or fades as a one-off remains to be seen.

Implications for Future Hiring Practices

This job offer raises important questions about accessibility in high-level positions within companies. As organizations look for unique ways to attract talent, they must balance innovative approaches with inclusivity to ensure they do not inadvertently exclude capable candidates from diverse backgrounds.

Conclusion

For now, the spotlight is firmly on Zomato—and on the candidate who accepts this bold challenge. As discussions continue around Goyal’s unconventional job offer, it remains to be seen how this will impact Zomato’s hiring practices and whether other companies will follow suit with similar approaches. The outcome may redefine how organizations perceive talent acquisition in an increasingly competitive landscape.