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 certain events. The Japanese have a word for it, ma, for which there is no such English translation - Zen and the Art of Management

Culture, as we all know (sometimes rather disastrously!), is a powerful mediator across a range of marketing activities. The aim of this paper is to present thoughts on enhancing communication effectiveness for the Indian...

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