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Key reading

Indian men

Uncommon sense: Inside India's slow and steady plan for growth

This article outlines the impact of India's 2015 budget. It argues that the budget has a focus on long-term rather than short-term growth, meaning its initial impact will be limited, though some key reforms and infrastructure projects should build confidence.

Insights into market entry strategies into India

A Warc Webinar discussing how to overcome the challenges of this growing yet diverse market.

Asia Strategy Report

Trends in Asian marketing strategy, drawn from an analysis of entries to the Warc Prize for Asia Strategy.
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India Ad Forecast 2016/17

Predicted advertising expenditure across major media channels for the next two years.

The Warc Prize for Asian Strategy

Asia's leading competition recognising great strategic thinking in marketing.

Latest case studies

PayPal: The Evolution of PayPal - New Purpose, New Money

This paper describes a global research project for PayPal, the online payment service, which sought to contemporise the brand and align it with people's attitudes to money.

Cornetto: The New Symbol of Love!

This case study describes how Cornetto, an ice cream brand, converted music, movies and festival into media vehicles, growing sales and recruiting new users in the process.

Olper's: Nutrition In Every Sip

This case study describes how premium packaged milk brand Olper's converted loose milk users in Pakistan by building a multichannel educational health movement across the country.

Brooke Bond Red Label: 6 Pack Brand

This case study shows how Brooke Bond Red Label (BBRL) Tea, a tea brand, increased awareness by highlighting the social issue of discrimination against India's transgender community.

Latest articles

Project Pandora: Oral hygiene and toothpaste consumption in emerging markets

This paper sets out a research project for Unilever, the FMCG manufacturer, to deliver an understanding of how toothpaste is consumed amongst lower-income groups in Nigeria, Ethiopia, India and the Philippines.

Point of view: Teaching MNCs a lesson

This article presents the case of Patanjali in India as a study of how the big league of FMCG brands have proved unexpectedly vulnerable to new brands with the right proposition.

Domestic Dudes: The story of a new consuming class

This paper examines a new worldwide consuming male class that has arisen since the turn of the millennium: that of the 'Domestic Dude'.

Lux: Which imagery smells the sweetest?

This paper describes how soap brand Lux relaunched its brand proposition in India.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
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