Of heads and hearts and cultures apart! How a billion minds consume communication

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...

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