Blog

0-India-opportunities

India’s opportunities

It’s been an eventful 12 months for marketing in India. As Narendra Modi and the BJP swept to power, Indian consumers, looking for an upgraded life, rewarded those who promised to take them to the next level. Those who failed to do so were punished, whether brands or politicians. In...

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1-Chowmein-burger

Is Mass Market A Trap In India?

India is celebrated for its mass market potential - the promise of 300 million middle class consumers. However, after two decades of economic liberalization, the nature of consumer demand seems to be changing. The entry level consumer of two decades ago is now in the upgrade cycle. Their preference for...

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3-Growth-in-India-is-at-its-Fringes

Growth in India is at its Fringes

The India growth story has always been about the big mainstream middle class population. Being able to cost your products for an affordable price, building a wide ranging distribution system and localizing your offer to the local tastes have been the key tenets of success in India during the last...

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4-Luxury

Luxury in India

India is not new to luxury. It has a rich tradition of luxury since the times of maharajas (rulers of the princely states). In fact the royalty and their tales influence many of its cultural ideals of luxury. Even today, the palaces of Rajasthan, now converted to heritage hotels like...

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9-We-need-culture-to-rescue-digital

We Need Culture To Rescue Digital

What we obsess about is a good reflection of what worries us. As an industry therefore, the debates and conversations at the Cannes Lions 2011 are reflective of what’s keeping the marketing and communications community of the world awake at night. And while digital has dominated the debate for a...

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Are Brands Fair-Weather Friends?

That brands have to be a part of people's lives is now an established tenet. But when India was pouring on the roads against corruption, when Egypt was leading a revolution against dictatorship, when the streets of London were burning under riots, marketers were sitting on the sidelines and the...

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