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

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...

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