Three ways for brands to reach Indian Americans in a nuanced, relevant way

Stephen Whiteside

Datawrkz, a digital-media planning and buying shop, has identified several ways that brands can enhance their marketing efforts targeted at Indian Americans.

Marketers interested in reaching Indian Americans must acknowledge the enormous diversity within this audience, instead of relying on one-size-fits all thinking.

“Agencies and brands tend to think of the Asian and Indian space in the US as being monolithic. But the truth is really far from that classification or that categorization,” explained Senthil Govindan, the president of Datawrkz, a digital-media planning and buying shop with offices in Austin, Texas, as well as Bangalore, India, and Singapore.

“And as you approach your planning for next year,” he counseled delegates at the Asian American Advertising Federation’s (3AF) 2020 Asian Marketing Summit, “start...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands