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Young and rural consumers are India's focus

News, 30 December 2014

As well as an interest in wider global trends, Warc's Indian subscribers were focused on rural and young consumers during 2014, according to an analysis of most-read articles.

Toolkit 2014, produced by Warc in association with Deloitte, was the most-read article by Indian readers during the year. The Toolkit highlighted five key marketing challenges and offers the latest thinking, new research and real-life examples for ways to respond to these challenges.

An article by Abhishek Chaturvedi of Grey Worldwide India was in second spot. Adda's new address: social media and identity among India's youth examined how the 'Adda', a concept that refers to intellectual debate and conversation, has evolved over the years in India and what it means to Indian youth in today's digital age.

The impact of digital also featured in the third most-read article. Four ways the rural Indian consumer is evolving considered how widespread mobile phone use has disrupted the cyclical nature of rural living, empowered rural dwellers and brought their aspirations in line with urban populations.

Indian brands are also keen on celebrity endorsement – Hero Motors recently signed golfer Tiger Woods to help it become a global brand – so it was not a big surprise to see a strategy briefing from Euromonitor in fourth spot. Celebrity power and its influence on global consumer behaviour discussed the influence of celebrities on consumer behaviours, giving a breakdown of different types of celebrities and how their profiles can be used in marketing.

Warc's own Seriously Social - How social strategy can drive business results, was the fifth most-read in India. This analysed case studies that represent the best in social media strategy and drew lessons from them for other brands to follow.

For more details about the most read papers on Warc in 2014 on other topics, visit our Most Read page.

Data sourced from Warc