Of heads and hearts and cultures apart! How a billion minds consume communication
Sangeeta Gupta and Ranjan Samanta
The Indian consumer market is at once both a tremendous opportunity and a great challenge. This paper draws on academic research and case studies from the beverage and auto market to try and provide a simple framework that provides an insight into the importance of culture and values in achieving engagement.
Of heads and hearts and cultures apart! How a billion minds consume communication
Sangeeta GuptaConsumer Insights, PepsiCo, India
Ranjan SamantaTVS Motor Company, India
INTRODUCTION
Ambiguity may be thought of as an omnipresent shroud of the unknown surrounding...
