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.
Case Study
•
Lavanya MN, Shaziya Khan, Saumya Tyagi, Ankit Singh, WARC Prize for Asian Strategy, Shortlisted, 2020
Fortis, the chain of hospitals, launched the first ever organ donor symbol to tackle the cultural taboo against organ donation in India.
Case Study
•
Kunal Ghosh, Sourav Ray, WARC Prize for Asian Strategy, Shortlisted, 2020
Electronics giant Samsung created an app to enable two-way communication between the deafblind and their caregivers and launched it in India using a digital campaign supported by cause advocates.
Case Study
•
Harshvardhan Sahni, WARC Prize for Asian Strategy, Shortlisted, 2020
Soft drink giant Coca-Cola used a home delivery service in a behaviour-changing sponsorship campaign for the ICC World Cup in India.
Case Study
•
Tushar Handa, WARC Prize for Asian Strategy, Shortlisted, 2020
Food delivery app Zomato ran a gamified, multi-channel campaign targeting young male cricket fans in India to drive sales, user acquisition, engagement and regional penetration.
Case Study
•
Saad Khan, Trinolda Colaco, Jason Samuel, WARC Prize for Asian Strategy, Shortlisted, 2020
The Times of India newspaper sparked a nationwide movement to normalise LGBTQ rights with a special Out and Proud classifieds section in India.
Case Study
•
Divya Agarwal, WARC Prize for Asian Strategy, Shortlisted, 2020
Adhesive brand Fevikwik used TV, digital and social media to drive behaviour change and increase brand scores on salience, likeability, and brand appeal in India.
Case Study
•
Dheeraj Sinha, Shibani Mitra, Devika Joshi, WARC Prize for Asian Strategy, Shortlisted, 2020
Matchmaking website Shaadi.com created an online wedding portal to attract earned media and build brand buzz and engagement during India's COVID-19 lockdown.
Case Study
•
Jitender Dabas, Kush Anand, WARC Prize for Asian Strategy, Shortlisted, 2020
Toilet-cleaner brand Harpic used a multi-channel campaign to encourage behaviour change and unlock demand for the brand in rural India.
News
•
14/09/2020
Over the top (OTT) platforms are reigning supreme with urban India’s millennials and Gen Z audiences, according to a report by The Data Sciences Division of Dentsu Aegis Network (DAN) India.
Article
•
Research on WARC, September 2020
At present, India is at the start of the digital audio and programmatic advertising journey, but significant education is still needed about the value of incorporating digital audio into media planning budgets.
News
•
10/09/2020
India’s fast-growing gaming and esports market – and the associated marketing opportunity – has been thrown into turmoil by the government’s ban on a number of Chinese apps, a decision which caught the popular mobile game PlayerUnknown’s ...
News
•
09/09/2020
Consumers in India spend an average of 19.1 hours per week to listening to music, more than 7% higher than the global average but advertisers are still hesitant about allocating budget towards programmatic audio, according to a new report from ...
News
•
07/09/2020
Comparative advertisements which are not factual and are inaccurate with claims that can’t be substantiated by the company would be treated as misleading advertisements according to soon-to-be-released guidelines by the India government.
Article
•
Nishant Patel, WARC Exclusive, September 2020
Outlines the opportunities for brands when using esports as a marketing channel in India.
News
•
21/08/2020
TikTok finds itself at the mercy of escalating trade wars involving the US, India and China, but marketers can apply learnings from successful brand activations on the platform, such as one in India for RB brand Dettol, to the copycat apps that are ...
Opinion
•
Neeta Dsouza, August 2020
The gender divide story in India is not new but Neeta Dsouza argues that there’s room for brands, especially brands in India, to do more to elevate women and support gender equality.
News
•
20/08/2020
The COVID-19 lockdown has spurred many Indians to rethink their current lifestyles and needs, with many now observant of their consumer behaviour and specifically their spending habits.
Article
•
Alex Brownsell, WARC Exclusive, August 2020
RB brand Dettol achieved virality on TikTok with a public hygiene campaign.
News
•
14/08/2020
Among the marketing initiatives that accompany every Independence Day in India, Xiaomi’s tie up with non-profit Teach for India could be one of the smartest.
Article
•
Gabey Goh, WARC Exclusive, August 2020
MART dissects the impact of COVID-19 and reverse migration on rural demand.
News
•
13/08/2020
Consumers in India are now focused on their most basic needs while cutting back on nonessentials, according to a new report from Accenture.
News
•
11/08/2020
While most Indian consumers don’t expect household spending to return to normal until the middle of next year, many have expressed a ‘positive buying sentiment’ for this year’s Diwali.
News
•
04/08/2020
The India Premier League (IPL) is heading overseas for a third time, leaving behind some disgruntled fans thanks to a decision to stick with its current sponsors.
Opinion
•
Aprajita Kalyani and Saachi Asthana, August 2020
The Dragonfly Market Research agency in India offers some guidance for how brands can lift the curse of “sameness” that has befallen brand communications since the start of the COVID-19 outbreak.
