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Asian strategy insights revealed

News, 17 February 2016

MUMBAI: Localised campaigns, a smarter approach to digital investment and the challenging of cultural norms are among the key trends predicted for Asian markets in the coming year according to a new Warc study.

The Asia Strategy 2016 Report, based on analysis of the entries to the Warc Prize for Asian Strategy 2015, highlights developments in the approaches to marketing emerging from the world's fastest growing region.

Thus, campaigns which employed localised brand strategies were found to be more successful and to produce better business results. One in three shortlisted campaigns came from a locally owned, single-market brand. For multinationals, therefore, a challenger brand status versus local players often means they must localise their brand in order to compete.

Brands are also looking to leverage unique cultural insights by creating new areas of conversation – and impressive results - by directly challenging outdated societal norms.


On the subcontinent, for example, Indian women are enjoying increased consumer power. In 2015, six of 21 shortlisted campaigns from India used a theme of women's empowerment, including two winning campaigns which challenged established attitudes around menstruation and a woman's place in the home.

Channel and media investment is also maturing, as social media's meteoric rise in recent years levels off and strategists take a more measured approach. However, use of online video is on the rise, and is now the third most-used channel after television and social media.

The Grand Prix for the 2015 Prize was won by No Ullu Banaoing for Indian telecommunications company IDEA Cellular. The campaign, developed by Mullen Lowe Lintas Group in Mumbai, aimed to increase the number of Indians subscribed to mobile data packages from the company.

Warc subscribers can read the full report, including case studies, insights and data.

A full list of winners and shortlisted case studies is also available on the Prize site.

Data sourced from Warc