Article
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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.
Article
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J. Walker Smith, WARC Exclusive, May 2020
Explains that the idea that all consumers trade down during recessions is overly simplistic.
News
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08 May 2020
The number of internet users in rural areas of India has surpassed those living in metropolitan cities for the first time, according to a new report that also found women partly responsible for driving the trend along with better connectivity and ...
News
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07 May 2020
Smaller, local brands are often outperforming big market leaders in lockdown India, as consumers go for what is available rather than confining themselves to brands they know and trust. Retailers say smaller brands have outpaced sales of ...
Opinion
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Gabey Goh, April 2020
What will it take to win over the young Indonesian consumer and find success in the third largest youth market in the world? WARC's Asia Editor, Gabey Goh, introduces a deep-dive into the insights you need to know.
Article
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Voon Tai, WARC Exclusive, April 2020
Geometry Global’s Voon Tai dives into the distinct sub-groups that make up Indonesia’s youth population and argues for a nuanced and hyper-local approach for genuine consumer connections.
Case Study
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Emilie Uzan, Alice Pike, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020
Barclays Private Bank devised a philanthropic campaign to help increase donations from high net worth individuals to the charity sector in the UK and Europe.
Case Study
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Paloma Ho, WARC Awards, Entrant, Effective Innovation, 2020
Car maker Audi took a chance on augmented reality to increase its popularity and build awareness of its first purely electric car in Taiwan.
Case Study
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Tahaab Rais, Tala Arakji, WARC Awards, Shortlisted, Effective Content Strategy, 2020
Private bank Emirates NBD grew brand favourability and sales with an awareness campaign in the United Arab Emirates.
Case Study
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Tahaab Rais, Mario Morby, WARC Awards, Shortlisted, Effective Content Strategy, 2020
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.
Case Study
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Ayida M. Sulfa, Bernadette Adinadia, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020
Beauty brand Fair & Lovely used TV, mobile and radio to raise awareness of its brand commitment to female education and drive sales in Indonesia.
Case Study
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Melek Ourir, WARC Awards, Gold, Effective Use of Brand Purpose, 2020
Telco provider Tunisie Telecom harnessed the power of mobile to help bring about social change in Tunisia.
News
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10 April 2020
China’s luxury sector has been especially savaged by the fallout from the COVID-19 crisis, and one customer may be hardest to win back, the most desirable of all, the High Net Worth Individual (HNWI).
Case Study
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Vibha Gupta, Jitender Dabas, WARC Awards, Bronze, Effective Innovation, 2020
Food conglomerate Nestlé created a Google Voice-powered knowledge service platform to position itself as a nutritional expert and build brand trust among millennial mothers in India.
Case Study
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Maan Bernardino–Dominguez, WARC Awards, Shortlisted, Effective Innovation, 2020
Unilever launched its Comfort laundry detergent brand in the Philippines as a challenger in the premium category by identifying the changes in fashion and leveraging these through social media.
Case Study
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Matthew Simms, WARC Awards, Grand Prix, Effective Innovation, 2020
Car manufacturer Volvo created a Living Seawall to reinvent its image and attract luxury car buyers in Australia.
News
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07 January 2020
Rural India remains largely a cash economy but that will change in the future and finance brands have to be alert to where they can intervene digitally, according to the managing director of Mahindra Finance.
News
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20 December 2019
Many of the conventions of rural marketing in India are well past their expiry date, according to two agency strategy executives, who argue that that it’s time to retire these and connect more richly with the emerging rural Indian consumer.
News
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19 December 2019
A strategic, sustained and inclusive approach is required to convert rural consumers into brand fans – return on investment cannot be an immediate direct result of an initiative, according to an industry veteran.
News
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18 December 2019
India faces complex agricultural issues which the government is attempting to address, but brands can also play a role by tapping into the mobile and app-based “agritech” revolution that is helping transform each stage of the agriculture value ...
News
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17 December 2019
The ‘Bharat’ part of India, which is home to 80% of the population, is fast catching up not only with urban India but also the rest of the world, according to a recent ethnographic study.
Article
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Anil Thakraney, Event Reports, Chief Digital Officers' Summit, November 2019
Ramesh Iyer, vice chairman and managing director, Mahindra Finance outlines the challenges of serving rural consumers in India and how digital could be the key to unlocking potential.
Article
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Sandip Bansal, WARC Exclusive, December 2019
Looks at how marketers need to take a more strategic, sustained and an inclusive approach to convert rural consumers to brand fans in India.
Article
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Amit Tiwari, WARC Exclusive, December 2019
This ethnographic study on rural India was based on qualitative research – structured interactions with 130 customers, retailers and influencers – across 32 towns in 16 states, covering all 4 regions (North, East, West, South) in India.
Opinion
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Gabey Goh, December 2019
To talk about India without mention of the country’s rural communities would be folly for any brand seeking main market dominance or appeal.
