Talking to Slumdog Millionaires
Jaydeep ChaudhuriMediaedge:cia, Indonesia
SUMMARY
About 4 billion people live at the bottom of the global economic pyramid today – the definitions or terminologies vary widely but there is broad agreement on the numbers living in “poverty”. That is a staggering 50-60% of the global population! As multi-national and local companies around the world have realized, these economically challenged segments are, in fact, not destitutes in need of charity – but can actually be potent marketing opportunities when tapped with relevant products and services. However marketers and their partners are largely using the same old communication...