Warc's users in India continued to show global interest this year with only one specifically Indian research paper among their top five most-read items of the year, according to Warc's annual survey of readership data.

Effective trends in social media, emerging challenges to marketing in 2013 and the role of innovation in communication were the three most important subjects for readers in India, although a cultural exploration of masculinity in the country emerged as the fifth most-viewed Warc paper on the subcontinent.

The paper, Masculinity: A semiotic and cultural exploration in India, focused on the implications of Indian masculinity for businesses and marketers as they develop culturally relevant brand positioning and communication strategies.

As with Warc readers in other regions, Indian users checked the Seriously Social Warc Trends Report more than any other research paper during the year, gaining intelligence on effectiveness trends across approximately 800 recent case studies that contained a social media element.

The Warc Trends Toolkit 2013, which explored the ten biggest challenges facing marketers in 2013, was the second most-read article and covered topics such as how to use social media to drive business results and how brands should respond to multi-screening.

Warc's Innovation Casebook, which included examples of brands that have found innovative solutions to communications that are not tech-based, emerged as the third most-read paper.

And coming in fourth was original research into the role of neuroscience in marketing, which examined various techniques for measuring implicit responses to behavioural tests as well as their effectiveness and cost.

Other Indian papers making the top ten included  marketing luxury cars in India, a Warc Exclusive paper from the Mudra Institute of Communications, in sixth and Youth demographics in India, another Warc Exclusive, which came eighth.

For more details about the most read papers on Warc in 2013 on other topics, visit our Most Read page.

Data sourced from Warc