Socioeconomic groups

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Ally Financial: Ally Island, the only bank worth visiting in Animal Crossing

Case Study • APG (UK), Entrant, 2021

Ally, a digital bank, launched a campaign in the US and created an experience within the game, Animal Crossing, which is modelled after the real world.

The rural marketing playbook: Data-backed insights from the real world

Article • Ed Pank, Kunal Sinha and Biprorshee Das, WARC Webinars, October 2021

Provides insights exposing the grassroots realities of the rural economy in India and data that identifies growth opportunities.

Why brands need to think local post-pandemic

Article • Brian Carruthers, Event Reports, DMEXCO, September 2021

The isolation and disconnection many people initially felt during pandemic lockdowns is being replaced by a new enthusiasm for their immediate locale.

Milo: Homecourt

Case Study • Cherrie Mae Serranillo, WARC Awards for Asian Strategy, Shortlisted, 2021

When the COVID crisis threatened to cripple the country, chocolate beverage brand MILO Philippines created a purpose-driven campaign that built an entire sports ecosystem in partnership with the local community.

Active Wheel: Careers from home

Case Study • Jay Chiat Awards, Honourable Mention, Product/Service Creation, 2021

Active Wheel, a detergent brand, helped women in India gain the skills needed to support themselves and their families financially.

Lexus: Go all in

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In the US, automotive brand Lexus launched a campaign to promote the new Lexus IS sports sedan.

Scratching beyond the surface: Understanding nuance in China and etching memorable experiences

Article • WARC Exclusive, Spotlight China, December 2020

Publicis Groupe’s Jeanette Phang argues that it’s not data that’s killing great ideas in China but instead an unwillingness to seize the opportunities that nuances revealed in the data, to really connect.

Rural India: Propelling the Indian economy during COVID-19

Article • Neha Chauhan, WARC Exclusive, Spotlight India, August 2021

Arc Worldwide’s Neha Chauhan examines the many ways that rural consumers are driving the Indian economy with their needs and aspirations during the COVID-19 pandemic.

Rural marketing in a post-COVID world: Consumer sentiment data

Article • WARC Exclusive, Spotlight India, August 2021

Analyses data from ongoing surveys of Indian consumers, provided by GWI.

Post-pandemic challenges and opportunities in rural India

Opinion • Biprorshee Das, August 2021

This isn’t the first time Spotlight is focusing on rural India – the last time was in 2019, before anyone had an inkling that things were going to drastically change in just a matter of months. Almost two years later and a pandemic wiser, WARC India Editor Biprorshee Das revisits rural marketing in this India Spotlight series and asks how strategies are changing, and what the new opportunities and challenges are post-COVID.

Future success: Investing in rural India

Article • Mohit Joshi, WARC Exclusive, Spotlight India, August 2021

Havas Media’s Mohit Joshi says the future lies in rural India and marketers should invest in understanding and supporting these markets for ultimate success.

No magic bullet: Rural marketing in a post-COVID world

Article • Anand Murty, WARC Exclusive, Spotlight India, August 2021

With rural India more confident about the future, DDB Mudra’s Anand Murty says rural consumer sentiment is leading the charge post-second wave.

Challenges and opportunities: How brands can succeed in rural India

Article • Amit Bhandare, WARC Exclusive, Spotlight India, August 2021

Amit Bhandare lists the challenges of rural marketing in India and what brands can do to acquire a regional reach and relationship.

The rural ways of buying: An opportunity to reimagine digital

Article • Shraddha Ganesh, WARC Exclusive, Spotlight India, August 2021

India’s rich and distinct cultures lead to diverse behaviours, with each having a direct impact on consumption patterns and Stratedgy’s Shraddha Ganesh asks why there is a homogeneous purchase process for a vastly heterogeneous market, especially with increased access to online avenues to purchase.

Sales, service and social impact: Mitigating COVID’s effect on rural India

Article • Sriharsh Grandhe , WARC Exclusive, Spotlight India, August 2021

LinEngage’s Sriharsh Grandhe looks at the many ways that Indian businesses have been helping rural consumers get through the COVID-19 pandemic.

After COVID: How to realise the potential of rural markets

Article • Sunny Vohra, Aparna Tandon and Pallavi Patil, WARC Exclusive, Spotlight India, August 2021

Anugrah Madison’s Sunny Vohra, Aparna Tandon and Pallavi Patil look at the many opportunities that India’s rural market presents for brands and marketers.

Game changer: Technology and the rural market

Article • Amit Rangra, WARC Exclusive, Spotlight India, August 2021

Wunderman Thompson’s Amit Rangra examines how the pandemic, the agri economy, the FMCG sector and, most importantly, technology, are demonstrating the potential of rural India.

Brand in action: How Parle Agro plans marketing strategy to keep rural India in mind

Opinion • WARC, August 2021

Despite the rural market being extremely difficult to cater to effectively, Nadia Chauhan, joint managing director & CMO of Parle Agro, tells WARC how the beverage company leverages technology and its superior product/price point to give the company an edge.

COVID-19 and rural India: The challenges and opportunities for marketers

Article • Sharad Varshney, WARC Exclusive, Spotlight India, August 2021

Dialogue Factory’s Sharad Varshney looks at how the COVID-19 pandemic has affected rural India and what brands can learn about this huge market.

Stayfree: Project Free Period

Case Study • Cannes Creative Lions, Gold, Creative Strategy Lion, 2021

Stayfree, a menstrual hygiene brand, launched its Project Free Period to give sex workers in India the opportunity to develop other skills.

Moringa EMO: Forbidden Beauty

Case Study • David Yaghoobi, Mir Damoon Mir, WARC Prize for MENA Strategy, Entrant, 2021

Moringa EMO, the health and beauty product, successfully launched its new line into a turbulent local market in Iran.

Networked commerce and the power of India’s kirana

Article • Satish Krishnamurthy and Vishwajit Vyas, WARC Trends, July 2021

TBWA\India’s Satish Krishnamurthy and Vishwajit Vyas say the kirana mom-and-pop shops’ communal commerce during the pandemic shows that networked commerce is the new retail reality in India.

Flex retail: How Australia is turning the page to a new chapter of retail

Article • Renata Yannoulis and Matthew Moran, WARC Trends, July 2021

TBWA\Sydney’s Renata Yannoulis and Matthew Moran examine the future role of brick-and-mortar stores as declining footfall and skyrocketing e-commerce spending introduce a new era of retail.

Sky Arts: Everybody Together

Case Study • SABRE Awards, EMEA, Gold, 2021

Sky Arts, a British television channel, promoted its launch on Freeview by creating mass participation art to show that, despite all challenges, art can thrive in the UK.

Knorr: Rooftop farms

Case Study • Tahaab Rais, Yasmine Shehab, Yosr Khalifa, WARC Prize for MENA Strategy, Gold and Long-Term Strategy Award, 2021

Food brand, Knorr's, Rooftop Farms campaign made a lasting impact on the hunger crisis by empowering those living in poverty in Egyptian cities to grow their own food.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
2020 Asian Strategy Report: Insights from the WARC Prize for Asian Strategy

Article • WARC Exclusive, October 2020

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2020.
The Post Pandemic Consumer

Article • Trajectory, Research on WARC, January, 2021

Trajectory has gathered extensive data on COVID-19's impact on consumer behaviour and psychology.
Post COVID-19: A brand blueprint for the future

Research Paper • Rossana Dell’Isola, Veronica Mayne, ESOMAR, Insights Festival, 2020, pp. 0-0

Beyond Research Italy, joined forces with insight agencies worldwide to develop global guidelines to empower brands in the post-COVID-19 age.
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.
The future of brand experience: Four scenarios to succeed in the “new normal”

Article • Elena Yepes, Juan Isaza and Jorge Becerra, WARC Exclusive, November 2020

Using the Foresight Planning methodology, this paper looks at four scenarios for brands to succeed going forward, based on how consumer behavior has changed for the long term because of the pandemic.