The culture karma chameleon: Attempting to crack some of the “cultural code” in India

Harry Key, Ayobamidele Gnadig and Mamata Kathuria

Describes a qualitative research project to understand aspects of Indian culture which are relevant to brand marketing.

The culture karma chameleon: Attempting to crack some of the 'cultural code' in India

Harry Key and Ayobamidele GnadigH,T,P, Concept India, India

Mamata KathuriaPoint of View, India

“To access the meaning of an imprint within a particular culture, you must learn the code for that imprint.” Clotaire Rapaille

“Any truism about India can be immediately contradicted by another truism about India.” Shashi Taroor

PREFACE

The theme of our paper is inspired by Clotaire Rapaille's work as described in his book The Culture Code,and by India – an exciting, dynamic place...

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