What goes into the making of sustainable brands?

Four days into the release of Mom, and the case is clear – Few brands are able to make a comeback as full of impact as Brand Sridevi. She is now arguably in the league of the Big B and Sharapova archetypes.

Successful comebacks are very difficult to stage because of the lull during which the brand had been out of circulation due to whatever reason. Public memory is short and there is no dearth of talent in the marketplace. You are only as good as your last success, and that was quite a while ago.

So, what made Sridevi aka Mom click and connect with audiences after so long?

Don’t let your mettle rust – Sustainable brands have what it takes to click. However, even gold needs polishing. Talent tends to get jaded if not constantly put to use. Even while a brand is on a sabbatical, it needs to continuously hone itself through practice.

Be in constant touch with your target groups – Out of sight (market) does not have to mean out of mind (memory). Between English Vinglish and Mom, there is a lull of over 4 years. But Sridevi has maintained high visibility through social and celebrity channels, both online and offline. As a result, she was not a distant memory but very much in vogue when Mom was released.

When the lights finally turn on, give your very best – When it's your time to come back, make it a do-or-die battle, be your stellar self. When Sridevi breaks down upon seeing her daughter in the ICU, it made me cry. There are few parallels in my memory, in terms of complete mashing of the role and the role player.

Be detail-oriented – Both God and devil reside in the detail. If you want to remain relevant to the markets, pay attention to the nuances. Consumers are sharp, perceptive and discerning. They will notice flaws, and equally truly, detailing will not go unnoticed.

Aesthetics – Aha, the packaging! Kudos to the costume designer of Mom. How wonderfully s/he transforms Sridevi from a soft, loving, homely wife and mom into a steely, ruthless woman hell-bent on crime and revenge, on the strength of her costumes! From opulent pastel shaded churidar sets to that long, over-sized black shirt with metal buttons and sleeves rolled up. Battle-ready!

Let your performance speak - Sustainable brands speak the language of superior performance. So what if their Hindi is a bit halting.

Love your consumers - truly and unconditionally. Like your children, never like your step-children. Discrimination will kill brand authenticity.