The Legacy of a Brand Family
My two-and-a-half-year-old grandson, Tanay, sings, hums, and drums to Raj Kapoor’s song “Dum Dum Diga Diga.” He also enjoys Rishi Kapoor’s “Dafliwale, Dafli Baja!” It is amazing how a brand family can inspire generations and leave behind a lasting legacy.
As I pen down this article on the 100th birth anniversary of the great showman Raj Kapoor, there are valuable lessons that brand marketers can learn about building a brand family. Just as Raj Kapoor created a legacy, marketers can build brand families that sustain over time.
The Power of a Brand Family
The recent interaction between Prime Minister Narendra Modi and the Kapoor family was inspiring. He acknowledged Raj Kapoor’s contribution to India’s soft power worldwide and encouraged the family to continue their legacy. Similarly, brands and companies can create strong brand families that enhance their image, revenue, legacy, market share, and bottom line.
With over 42 years of marketing experience, I firmly believe that a well-curated brand family allows companies to connect with consumers across generations.
The Maruti Suzuki Brand Family: A Case Study
One of India’s market leaders in automobiles, Maruti Suzuki, holds nearly 50% market share and has been a leader for decades. Its success lies in its brand family strategy.
When customers visit a Maruti showroom, they do not just ask for a Maruti test drive—they ask for a specific brand family member, such as Alto, Dzire, Swift, Ciaz, Celerio, Ertiga, and many more.
The power of a brand family is evident. Whether it is the Raj Kapoor family or the Maruti Suzuki family, they offer:
- Longevity
- Tradition
- Credibility
- Diverse choices within the same brand ecosystem
Each member of the Kapoor family—Rishi Kapoor, Randhir Kapoor, Neetu Kapoor, Ranbir Kapoor, Kareena Kapoor, and Karishma Kapoor—has a unique positioning, yet they all remain part of the Raj Kapoor brand family.
Key Lessons for Brand Marketers from the Raj Kapoor Family
1. Think Long-Term
Raj Kapoor was not just an entertainer; he had a long-term vision. His brand continues to influence generations, even after his time. Marketers should build brands with a legacy mindset, ensuring they remain relevant across decades.
2. Performance is Key
The Kapoor family became legendary because they performed—on screen and in the hearts of their audiences. Similarly, brands must deliver on promises. Whether it’s a beauty soap, airline, or restaurant, performance determines longevity and trust.
3. Offer Variety
From Aag, Barsaat, Awaara, Shree 420, Jis Desh Mein Ganga Behti Hai, Anari, Sangam, Mera Naam Joker, Satyam Shivam Sundaram, and Bobby, Raj Kapoor showcased astounding variety.
Brand marketers must also ensure that their offerings provide diverse options within the same brand family to keep consumers engaged.
4. Think Global
From India to Russia to the Middle East, Raj Kapoor’s influence is global. Many of us have witnessed taxi drivers and restaurants in foreign countries playing his songs.
Start local but dream global. Prime Minister Modi rightly pointed out that brands can shape India’s soft power worldwide.
5. Maintain Distinct Brand Positioning
Each member of the Kapoor family—Rishi Kapoor, Randhir Kapoor, Kareena Kapoor, Karishma Kapoor, Neetu Kapoor, and Ranbir Kapoor—has individual positioning within the same brand umbrella.
Brands must ensure that each sub-brand or product line has a unique identity while contributing to the larger brand family.
Final Thoughts: A Tribute to Raj Kapoor
On this 100th birth anniversary, we pay tribute to the Raj Kapoor brand family and celebrate the marketing lessons it offers. Building a successful brand family requires:
- Long-term vision
- Consistent performance
- Variety in offerings
- Global aspirations
- Distinct yet unified brand positioning
Three cheers to Raj Kapoor and his brand family! Till we meet again on his 200th birth anniversary—Au Revoir!
This article was first published in Business India magazine in the December 23, 2024 to January 5, 2025 issue.
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About The Author
Jagdeep Kapoor
Founder, Chairman & Director of Samsika® and Samsika® Academy
Visiting Professor of Marketing Management and Brand Management at JBIMS and SP Jain School of Global Management. Author of 14 books and textbooks on the art and science of Marketing Strategy and Brand Management in the Indian context.
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