Cultural competence is necessary for any marketing strategy to be successful in a country as diverse as India, and that makes it vital for brands to immerse themselves in the country’s beliefs, values, customs and traditions.

Why cultural competence matters

To achieve cross-market relevance, brands must navigate the four pillars of culture and strike the right balance between global and local, while embracing India’s linguistic and cultural diversity through customisation and with authentic narratives.

Takeaways

• Harness glocal media and local placement, master cross-cultural remixing, and leverage the power of provenance and soft power.
• Collaborate with local experts and research the...