Rajkot: An audio conversion recorded over two phone calls from Saurashtra region has gone viral across Gujarat. The audio is viral because it exhibits the peril of brand positioning and its importance. One of the reason Nano failed was positioning… As the cheapest car… The value perception is so important in India. The audio is also viral because it displays consumerism prevailing.

In simple words in first portion of the clip a mother speaks to her daughter Heena’s would be father-in-law and tells him that daughter Heena has been gifted MI phone by her fiance Dhruval which is considered a cheap brand. She says her daughter should have Apple phone. She says her daughter is ‘shaukeen’ and that was conveyed in advance …. MI phone even if costlier than Apple, looks downmarket. She says however costly is MI phone, it looks cheaper than any model of Apple i-phone. In the second portion of the clip, Heena’s would be mother-in-law (Dhruval’s mother) conveys Heena’s mother her decision to break-up from relation over this topic. Heena’s mother also seems ready to accept this decision. She once again raises the issue of need to have iPhone for her daughter rather than any model of MI phone which she considers downmarket.

DeshGujarat