Cultural barriers are buried, glocal’s the new buzzword


avanti-new‘Local home-grown brands are going global and global brands are going local in India; this trend is only going to grow’

one-suchAdvertising these days has been immensely influenced by different cultures. There is a massive cross-cultural influence the advertising world is experiencing today. In earlier days, this was not a very popular phenomenon.
The viewers had a very limited worldview and had limited sources to gather information. However, now the world has opened up to the people and people have started travelling, not just across their respective countries but beyond. This has helped the advertising world in Asia to further open up and experiment with different ideas and techniques followed in other parts of the world.
Local home-grown brands are going global and global brands are going local in India.  The ‘global’ culture features in aggressive campaigning by 32-bmany brands in India. This has a strategic perspective. The point is to tap the growing market of India. Everything is allowed as long as the right eyeballs are grabbed.
Above the message, the advertising world has always treated reach as a key target in any campaign. Clearly social media has played a very important role in this outreach effort and the World Wide Web, in general, has contributed to greater cross-cultural integration.
This leads to further sharing of ideas, views and information, making the world a much smaller platform for people to interact and learn. There has been a sizeable increase in the entry of European companies and their innovative campaigns in India.
One such campaign which Volkswagen came up with was a print ad innovation using the different dialects prevalent in the country to spell out the word Volkswagen. This campaign helped the brand to seamlessly break into the super-competitive automobile market and placed it in the same category as big players like Maruti.32-a
Alongside, there has also been a massive growth of home-grown brands in India whose increasing focus is on global outreach through communication and advertisement campaigns. One such campaign was initiated by Micromax, an Indian mobile phone brand, which got Hugh Jackman on board as its brand multi-nationalambassador. This was a huge departure from the usual norm of having Bollywood personalities as brand ambassadors of these products. This approach greatly helped reshape the image of the brand giving it a classy and enticing appeal.
The go-to Internet search engine Google is a brand that is almost synonymous with the cyberspace itself. But recently it launched a very emotional and culturally charged Youtube campaign where a girl helps unite two old friends who had been separated during the partition of India and were living on either side of the border.
The video went viral; the concept connected across different age groups, socio-economic standards and religions divides. It portrayed Google as a brand that was above these limiting factors.
Multi-national companies looking to enter the Indian market pay great heed to the socio-economic and cultural sensibilities of the market and then shape their campaigns to appeal to those senses. Similarly, the Indian consumer is greatly influenced by the diverse advertising concepts used internationally and this urges Indian brands to seek a more global approach. In the current market there is a constant influx of thoughts and ideas and technology which are ever-evolving.
The one Indian advertisement campaign that uses the best of production technologies and has been shot with a cross-cultural crew has got to be the ‘Zoozoo’ campaign by Vodafone. A concept that consisted of a truly international team, the Zoozoo was conceptualised in India and executed abroad. It was a perfect blend of Indian emotions and western production technology.
Cross-cultural influences on advertising are not just here to stay, they are going to grow by leaps and bounds. Glocal is the new buzzword.

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