A recent study in the potato chips category with PepsiCo threw up critical learnings that we leveraged to create a refreshed way of looking at brand purpose, in the form of 'brand citizenship'. We also looked at examples from other studies that we have done as well as desk research, to understand how the concept of 'purpose' itself is changing in meaning across all spheres of life ? not just in the choices of brands, but also political affiliations and life decisions. Our explorations helped construct the brand citizenship framework, which we believe adds a further layer to existing models of brand purpose and, in turn, could result in more effective purpose-driven marketing.
Recognising young researchers under the age of 30 for outstanding, original and creative research addressing today's most challenging global issues.
The interplay of generations cannot be overstated as an area that needs better understanding, especially in the collective societies of India, that allow for inter-generational exchange at multiple levels. Children, parents, grandparents and even great grandparents all have a say in each other's lives, with decisive impact on everything from spending habits to social, political and economic attitudes. India's multi-faceted character makes the challenge of understanding generational interplay as daunting as it is exciting. Understanding deeply held beliefs and attitudes requires more than just compartmentalised enquiries, but rather, guard-railed explorations in a truly multi-faceted environment that reflects the country itself. The key to understanding the impact of different generations on each other, lies in bringing them together in an environment that breaks away from the sanitised, simulated and heavily guided' structures of focus groups and even in-home interviews. Essentially, to have an environment that reflects India - mobile, dynamic, evolving and multi-dimensional. This approach to understanding generational interplay harnesses the power of travel as an ethnographic and qualitative research experience, a socio-cultural, economic and political equalizer as the backdrop, and the innate peculiarities and uncertainties that only travel can afford.