India

Indian marketing, consumers & brands

India


Warc News, 01 April 2015
MUMBAI: Marketing expenditure by India's ecommerce businesses will rise in 2015 as they chase new customers, but some observers consider the industry little over a year away from a major correction. The ecommerce sector was a major contributor to gro.

Warc News, 31 March 2015
NEW DELHI: Overall Indian media consumption rose during 2014, with print reporting the strongest growth in terms of total numbers of users although radio was the fastest growing medium, according to a new study. The data were contained in the latest .

Warc News, 30 March 2015
SINGAPORE/MUMBAI: Indian cricket fans are way out in front of other countries when it comes to mobile search, offering marketers a wealth of real-time opportunities to reach consumers during the course of games. Internet giant Google tracked search t.

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.

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.


Bikram Jit Singh Mann and Supreet Kaur Sahni, International Journal of Market Research, Vol. 57, No. 2, 2015
The study investigates the antecedents of status consumption pertaining to the wedding, which is considered to be one of the most celebrated events in a person’s life. The article explores the interrelationship between the dimensions of lifestyle and brand consciousness, and the constructs related to conspicuous consumption, status consumption and self-expression.

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.

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.

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