The U.S. recently inked a deal that would set aside millions of dollars to encourage an increase of exports and imports to India. To think — with the U.S. economy rebounding, and India steadily growing, the fact that each category represents one percent or less in the relationship is unthinkable. India, with a population of over a billion people, is a ripe market for the U.S. to gain more favor.
We decided, then, that if American businesses are looking into the Indian marketplace, we should look into some of the advertising prevalent in India.
Mind you, there is a huge wealth gap in India, so the majority of ads and agencies we found came from New Delhi.
First, before we look at advertising created right in India, we did want to see how the country was portraying itself. Below is a travel ad for India done by Ogilvy & Mather New Delhi.
It is a proud country and proud of its roots. That's not a bad thing.
Much like Americans worship their sports stars here, India has them too — just in much different sports. In the United States, we place our football, basketball, and baseball stars on a pedestal to be gawked at and worshipped. In India, it's cricket. Below is an ad featuring a Cricket superstar with Pepsi during one of the Cricket World Cup runs.
In the international cities of India, we doubt that there will be much contrast between them and the likes of New York, Chicago, Miami, and LA. Huge international cities will adapt to the culture in power while keeping the same vibe. Though the faces and details may change a little bit, we are reaching a point in branding where no matter the location in the world, certain businesses will be noticed and known within only a few seconds.
Until then, we'll enjoy the thrill of getting into a new market.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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