Socioeconomic groups

How to market to rural consumers in India

Article • Kunal Sinha, WARC Best Practice, September 2017

This article explains key steps marketers need to take to market effectively to rural consumers in India – a population of 840 million that is expected to grow.

India to lead mainstream growth as China transitions into high-income economy: EIU

Article • Low Lai Chow, Event Reports, Retail Asia Conference, May 2019

According to The Economist Intelligence Unit (EIU), retail trends in Asia are set to shift amidst the backdrop of a potential global trade war remains the top concern for the global economy this year.

Lifebuoy: #HelpAChildReach5

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2019

Lifebuoy, a soap brand, launched a handwashing initiative in India, Kenya and Indonesia to help prevent deaths of children aged under five by promoting hygienic handwashing routines.

Punjab National Bank: Back on Track

Case Study • SABRE Awards, South Asia, Financial & Professional Services, 2019

Punjab National Bank (PNB) changed public perception in India to rebuild customers' trust and revive employee pride using PR alone.

Al Tayer Motors: Unseen Potential

Case Study • Tahaab Rais, Mario Morby, WARC Prize for MENA Strategy, Shortlisted, 2019

Car dealership Al Tayer Motors got its staff to create an art project from old car parts to showcase its dedication to service to drive brand preference in the UAE.

Badya: The Creative City

Case Study • Naila Fattouh, WARC Prize for MENA Strategy, Shortlisted, 2019

Real-estate developer Palm Hills Developments (PHD) used a combination of TV, social media and events to attract buyers to its new city of Badya in Egypt.

Dubai Properties: 1/JBR – It’s not for everyone

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2019

Real-estate developer Dubai Properties used a multichannel approach aimed at alienating flashy customers to sell apartments in its new Jumeirah Beach Residences 1/JBR development.

Nescafé Dolce Gusto: Inspiring Coffee Corners

Case Study • Alvaro Bretel, WARC Prize for MENA Strategy, Shortlisted, 2019

Nescafé Dolce Gusto used an inspirational, personalised multi-channel campaign to grow sales, improve penetration and increase its cultural relevance in the Middle East.

The new challenge of China’s emerging affluent class: Juggling it all

Article • Tom Doctoroff, Admap, July 2019

Looks at the evolving motivations of China’s emerging affluent class – primarily in their 30s and 40s – due to rising incomes and expanding lifestyle choices.

The redefinition of affluence in an evolving Middle East

Article • Tahaab Rais, Admap, July 2019

Looks into the subtle cues of affluence emerging in today’s Middle East, where there is a big difference between being rich and being affluent – the latter speaks to something deeper and more meaningful.

Premiumisation: An Asian norm

Article • Dave McCaughan, Admap, July 2019

Looks at how, across Asia, there is a rising, still fast-growing middle, and more importantly upper-middle class who want a slightly better, rarer, more unique experience.

Reaching consumers in India is all about speaking the right language

News • 18 June 2019

“Going local” is now a core strategy for start-ups looking to reach the vast customer base outside major Indian cities – and that means using the right regional language.

Tourism Australia – Dundee: The Son Of A Legend Returns Home

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2019

Government agency Tourism Australia mimicked a Hollywood film campaign to shift perceptions and attract US high-value travellers.

Kingo Energy: Kingo

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Kingo Energy, a solar energy company, created a video for social media that drove brand awareness among investors around the world and potential users in Guatemala.

Scottish Government and NHS: Stop Fannying About And Get Your Smear Test

Case Study • Marketing Society UK, The Brave Awards, Winner, Not for Profit, 2019

The Scottish Government and NHS Health Scotland, government bodies in the UK, convinced 19% of 25 to 34-year-olds to have a smear test in Scotland as a result of its digital campaign.

Barwood Capital Identity

Case Study • Design Business Association, Bronze, 2019

Barwood Capital, a real estate investment firm, attracted new investors in the UK by launching a visual brand identity that reflected how it helps enhance your life through its logo and visual language.

Sensodyne Daily Care Toothbrush

Case Study • Design Business Association, Grand Prix, 2019

Sensodyne, a mouthcare brand, designed a cost-effective toothbrush that used 45% less material than regular toothbrushes to reach rural Indian consumers.

How Mastercard is changing habits in India

News • 05 June 2019

As India’s payments system slowly evolves away from cash towards alternatives like mobile and cards, Mastercard is focusing efforts on changing habits across two diverse consumer segments.

CNBC Catalyst: Incredible India

Case Study • Case Studies on WARC, Winner, Travel & Tourism, 2019

Ministry of Tourism India, a branch of government in India, increased consideration of India as a travel destination by seeking out the interests of its premium APAC and EMEA audience.

Credit Suisse: The Power of Entrepreneurial Thinking

Case Study • Case Studies on WARC, Winner, Brand & Media Owner Partnership, 2019

Credit Suisse, an investment banking company, produced a documentary to help position it as a global leader in the entrepreneurial space.

How Vodafone Idea – India’s biggest telco – is targeting Gen Z

Article • Anil Thakraney, Event Reports, Content Marketing Summit Asia, May 2019

Vodafone Idea, India’s largest telecommunications provider, is engaging Gen Z as the brand’s next growth sector.

Mastercard pushes card payments in small town India

Article • Anil Thakraney, Event Reports, Content Marketing Summit Asia, May 2019

Mastercard, the global payment services company, is betting on India as the next growth frontier.

How Westfield shifted its customer focus

News • 27 May 2019

Renaming its 41 shopping centres across Australia and New Zealand “living centres” is part of a radical rethink by Westfield, which has shifted its customer focus to include shoppers as well as tenants.

INFINITI Middle East: Let the cars speak

Case Study • SABRE Awards, EMEA, Trade Show, Gold, 2019

Infiniti, the luxury division of Japanese carmaker Nissan, created an integrated campaign encompassing PR, social media, creative and digital, for the global launch of its QX80 model in the Middle East.

How mall giant Westfield flipped on customer centricity

Article • Brooke Hemphill, Event Reports, Mumbrella Retail Marketing Summit, March 2019

Previously shopping mall giants Westfield focused only on its retail tenants, but by re-orienting around local communities and shoppers, the company has been able to create better customer experiences.