Multicultural marketing: Taking niche brands mainstream

Janet Hull

Observing the enormous vitality of sections of the ethnic business community, Janet Hull argues that there is exciting growth potential for ethnic brand owners working with marketing and advertising agencies. The challenge is to take traditional ethnic minority brands marketed in these communities and develop a mainstream presence.

I was privileged to be invited last year to join a table hosted by one of our IPA member agencies, Di5 Global, at the World Food Awards at London's Lancaster Hotel.

It turned out that founder and CEO Bala Iyer, for whom I play the role of IPA buddy, was part of the organising committee and managed the event communications and sponsorship. Over 500 people were present, more than 80% of them Asian. Fortunately, this meant that we were treated to the most exceptional curry dinner and Bollywood-style entertainment.