The Karmic Circle: Helping Brick and Mortar Heritage Brands Discover Their Digital Avatars

What do you do if you are a leader who wakes up one day and sees that the world has changed? Brick and mortar brands across developing markets are waking up to this reality.

The Karmic Circle: Helping Brick and Mortar Heritage Brands Discover Their Digital Avatars

Prakash DadlaniGodrej, India

Kalyan Karmakar and Ira JhangianiTNS Global, India

CONTEXT

A brave new world

Godrej is a hundred year old heritage brand in India. It has recently relaunched itself with a more contemporary identity. However, most of its existing brands do not tap the ‘young at heart, uber cool Indian’. Godrej wants to change that. Going digital seemed an obvious answer. It has been observed that a typical heavy internet user in India spends between three to six hours on the web...

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