Dheeraj Sinha
Oct 19, 2015

Marketers need to look at India with fresh eyes

Decoding India beyond the hype.

Dheeraj Sinha

Early in this decade, India was one of the two big promises of Asia the other of course being China. Today, both are increasingly giving a lot of heartburn to businesses. When it comes to India, several misconceptions have led to unrealistic expectations and underwhelming performance. Now, marketers need to recalibrate their play in what remains one of the biggest opportunities in Asia.

Upgrade-market thinking

Mass-market thinking has been one of...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
AI cricket commentator wins grand prix for Mindshare Sydney in Warc Media Awards
Premium
10 hours ago

AI cricket commentator wins grand prix for ...

The agency's work for Foxtel takes the top prize in the awards for effective use of technology; PHD Hong Kong, PHD China, Mindshare China and OMD Singapore also earned recognition.

Premium
Airbnb China inverts CNY travel tradition in 'Fu'
Premium
15 hours ago

Airbnb China inverts CNY travel tradition in 'Fu'

The brand's wordless animated tale is sweet and perfect, right down to the tagline at the end.

Premium
AIA shows Malaysia the 'Ong-ly way' to prosper
Premium
15 hours ago

AIA shows Malaysia the 'Ong-ly way' to prosper

CNY film by Reprise Digital goes for laughs as three young people misunderstand their grandfather's admonishments about building and preserving wealth.

Premium
Creator and influencer council launches in Philippines
Premium
16 hours ago

Creator and influencer council launches in Philippines

A code of ethics will be established by members, a step in the right direction for the country’s influencer marketing scene.