Glocalisation - a saleable mix of the global and the local, which represents the human capacity to bridge scales from the local to global and vice versa. "Advertising agencies India are increasingly going in for international tie-ups. As a result, foreign brands are suddenly seeking local attention. The art of making an advertisement look local and endearing to Indians is the global spin-off in advertising. The campaign for MacDonald's with Dev Anand, Dilip Kumar and Dharmendra (Old India actors) immediately connects their very own Bollywood in such a way that consumers forget that MacDonald's is an international brand. Glocalisation is a product of globalisation and the local reaction to it, the imperatives of business, transactions and intermingling cultures create a new bandwidth. Glocalisation of the market and the media that is increasingly becoming fragmented to cater to niche audiences in Tier II cities and the semi-urban centres across the country have impacted advertising. Here are few examples: http:// www.youtube.com/watch?v =GaTUVwZ2ALE Mcdonald http://www.youtube.com/watch?v=9L_X-viHNqs&NR=1 Domino http://www.youtube.com/watch?v=7iPjRUvdKJo Hero Honda
BILLBOARDS Hoardings or Billboards are very prominent in India and earlier most of them were hand painted, now they have the printed versions, the electronic and even laser billboards where virtual runners are projected on buildings in cities.
Today in India a fashion designer is celebrated for his or her creativity . Young urban Indians can choose from the best of East and West as Indian fashion designers are inspired by both Indian and western styles . This fusion of fashion can be seen on the streets and ramps of the fashionable cities of India. Fashion in India is also beginning to make its mark on the international scene as accessories such as bindis (red dots worn on the forehead), mehendi (designs made by applying henna to the palms of the hands and other parts of the body) and bangles, have gained international popularity, after being worn by fashion icons like the pop singers Madonna and Gwen Stephani. It has become a growing industry with international events such as the India Fashion Week and annual shows by fashion designers in the major cities of India. The victories of a number of Indian beauty queens in International events such as the Miss World and Miss Universe contests have also made Indian models recognized worldwide. Fashion designers such as Ritu Kumar, Ritu Beri, Rohit Bal, Rina Dhaka, Muzaffar Ali, Satya Paul, Abraham and Thakore, Tarun Tahiliani, JJ Valaya and Manish Malhotra are some of the well known fashion designers in India. INDIAN FASHION DESIGNERS FASHION DESIGNERS
INDIAN FASHION DESIGNERS MANISH MALHOTRA with BOLLYWOOD STARS PREITY ZINTA & KAJOL Manish Arora presented a vibrant autumn-winter 2007 collection with a futuristic vision set out in Technicolor at the first day of London fashion week . The designer depicted an ultra-modern future rife with sharp colours, remote planets ; flora and fauna straight out of the imagination and even the accompanying mannequins had the air of androids. His show was most eagerly awaited on the first day of London fashion week and it did not disappoint, with the audience giving it lengthy applause. The show of designer is the 4th such show in London, and having launched his line of fashion in 1997, he is now set to design a line under the Levi's brand FASHION DESIGNERS
MUSIC Indian are multicultural and so is the music, The music of India is said to be one of the oldest unbroken musical traditions in the world. It is said that the origins of this system go back to the Vedas (ancient scripts of the Hindus). The music of India includes multiple varieties of folk, popular, pop, and classical music. India’s classical music tradition, including Carnatic and Hindustani music, has a history spanning millennia and, developed over several eras, it remains fundamental to the lives of Indians today as sources of religious inspiration, cultural expression and pure entertainment. India is made up of several dozen ethnic groups, speaking their own languages and dialects, having very distinct cultural traditions. Ravi Shankar, along with other well-known musicians like the Sarod maestro Ali Akbar Khan, have influenced the western music too. Bollywood music is very famous and songs from hit movies are too. Indi Pop Music comes from Bollywood music and Indi-Pop singers include Zubeen Garg,Daler Mehndi, Devika Chawla, Bombay Vikings, Asha Bhosle, Sunidhi Chauhan, Bombay Rockers, Anu Malik, Bally Sagoo Punjabi MC, Sonu Nigam. Recently, Indian pop has taken an interesting turn with the "remixing" of songs from past Indian movie songs, new beats being added to them. The famous singers are A.R. Rehman (Slum Dog) and Lata Mangeshkar
I. Classical Carnatic Instrumental, Special, Vocal Hindustani II. Instrumental · Special · Vocal - Jugalbandhi III. Compilations IV. Fusion V. Light Music Devotional Folk Music Ghazals Indi Pop Patriotic Qawwali Remix VI. Regional - Assamese - Bengali - Gujarati - Haryanvi - Hindi - Kannada - Kashmiri - Malayalam - Marathi - Oriya - Punjabi - Rajasthani - Sindhi - Tamil - Telugu V. Western Music : International hits are the same in India too.
Center of Influence and trends <ul><li>Magazines </li></ul><ul><li>TV series and soap opera </li></ul><ul><li>Movies and comics </li></ul><ul><li>Web Community, blogging and social nets </li></ul><ul><li>Ads, fashion designers, music </li></ul><ul><li>Lifestyle (Brands, Malls Culture, Mobile& Food) </li></ul><ul><li>Targets </li></ul>
Consumerism is becoming a way of life in India. Long term plans still remain a priority, but life’s pleasures like travelling abroad and buying expensive cars and luxury products have gained importance over the past decade. Indians desire to set money aside for electronics and durables has grown so dramatically that it has nearly caught up with their desire to save for their children’s education. Entertainment has gained ground too. Also air –travel, eating out and beauty treatments and spas are on the increase. This trend hold good for all ages from 15 to 55 and it is not merely a large-city phenomenon; people in smaller towns espouse these values as well. Another phenomenon is the faith in “Made in India” pride, earlier Indians believed in overwhelming supremacy of foreign things but now they realise that all foreign goods are not suited for their tastes and needs and Indian is paramount too. The changing lifestyle ………..
GLOBAL LOCAL GLOCAL Louis Vuitton, Cartier, Armani, Nina Ricci, Lacoste, Four Seasons International Products available in India and consumers ready to pay global prices, business men, top notch managers, film stars and models Tanishq, Ritu, Berri, Taj, Hidesign, Provogue CLASSIFICATION OF BRANDS High End Indian products, prices slightly lower to Global prices. Managers, Higher and Upper Middle Class MASS Dabur, Park Avenue, Pantaloons, Lakme