India

Indian marketing, consumers & brands

India


Raji Bonala and Satya Bonala, Market Research Society, Annual Conference, 2015

This paper applied the old Indian concept of Jugaad - doing more with less - to market research to reduce costs and time taken to reach conclusions.


Warc News, 27 March 2015
MUMBAI: 2014 was a good year for TV advertising in India and its continued growth will see it overtake print in the next four years according to a new report. The Indian Media and Entertainment Industry Report 2015, produced by consulting firm KPMG i.

Warc News, 20 March 2015
MUMBAI: Advertisers in India should expect "a substantial hike" in their ad rates as the national cricket team progresses through to the semi-finals of the ICC Cricket World Cup, industry insiders have revealed. The six-week tournament, jointly hoste.

Warc News, 19 March 2015
NEW DELHI: Indian marketers are guilty of making erroneous assumptions about consumers in rural markets, from regarding them as a homogenous group to underestimating their spending potential.. "Many marketers and most advertising agencies are still c.

Warc News, 18 March 2015
NEW DELHI: Internet penetration in India may be on the verge of another leap forward with the launch of a cheap smartphone that also comes packaged with one year's free internet access. "The big issue with internet has been that the cost barrier has .

Warc News, 13 March 2015
NEW DELHI: The final of the ICC Cricket World Cup isn't for another two weeks but broadcasters and brands are already gearing up for the start of the India Premier League, with sponsor Pepsi inviting consumers to create their own ads to be shown duri.

Marcia Roosevelt, Admap, February 2015

This article urges a rethink of luxury marketing, as western societies change and make mass-marketing less relevant, while other countries have different approaches to hierarchy.


Aarti Bharadwaj and Sweta Agrawal, Admap, February 2015

This article explains how Axis Bank, an Indian retail bank, proved the impact of advertising on its business by using structural equation modelling.


Myles Ritson, Market Leader, Quarter 1, 2015

Ths article explains how an Indian principle used to overcome scarcity of resources has problem-solving power that is relevant to organisations worldwide.

WARC RECOMMENDS


FOCUS

Marketing to Indian youth

New perspectives on young people in India


TRENDS

Generation 'I'

Three trends among Indian youth


CASE STUDY

Getting India to love chocolate

Cadbury Dairy Milk's Indian growth story


ARTICLE FOCUS

Celebrity endorsement in India

How India views celebrities – and how brands use them