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A strategic provocation by wolfzhowl strategic behaviour & brand consultancy on the need for regional-connect in advertising in a country like India.
Ho a simple word like glamorous can lead to so much of mis-interpretation and why there is a need for more strategic efforts in understanding the local consumer context especially in the area of marketing communication.
Brands & brand custodians need to look a lot more closely at regional-connect & context.
It was not like yesteryears where only the metro/tier-1 cities of India were primary consumers. There is fortune at the bottom of the pyramid and there is the mass market which is the reality.
But even more so, for similar category of consumers - the socio-cultural context is so different, that if you take your consumer for granted your marketing communication efforts will be rendered impotent!