Partha Sinha
Oct 26, 2017

India’s third wave is here. Will marketers catch it?

Digitisation is making small-town and small-income India emerge as an accessible consumer force, which calls for a massive shift in marketing mindset, says McCann India’s vice chairman and managing director.

Partha Sinha

Change is very difficult to describe when you are a part of it. Thus goes the cliché. But not in India today. Catch hold of an average Indian on the street and one thing will get a resounding agreement Things are changing. There could be debates if the change is for the better or for the worse. But the change itself is undeniable.

After independence in 1947, the most significant thing that happened to the...

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