The future of Indian brands lies in storytelling not jingoism

Shormistha Mukherjee

Flying Cursor Interactive’s Shormistha Mukherjee argues that for Indian consumers look up to Indian brands, the answer doesn't lie in patriotism, but in storytelling.

This article is part of a Spotlight series on the opportunities and challenges facing India-born brands. Read more

On 12 May, in a nationwide address to a country that was reeling under the economic impact of a lockdown that kept getting extended, the

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

Learn more Get a demo

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands