As urban India continues to transform at a rapid pace, brands across categories seek to build relevance by positioning themselves on platforms linked to the new meanings and ways of being in a fast-changing society. A semiotic analysis of the multiple and evolving discourses that surround the urban Indian consumer - in conjunction with an understanding of the underlying cultural DNA that subconsciously shapes how we interpret the world - helps decode the new and emerging templates that are shaping consumer attitudes, aspirations and motivations. By mapping and interpreting change across a variety of discourses that define today's India, this paper illustrates the rich potential of semiotics to offer brands resonant platforms for positioning and creative development.
As urban India continues to transform at a rapid pace, brands across categories seek to build relevance by positioning themselves on platforms linked to the new meanings and ways of being in a fast-changing society. A semiotic analysis of the multiple and evolving discourses that surround the urban Indian consumer - in conjunction with an understanding of the underlying cultural DNA that subconsciously shapes how we interpret the world - helps decode the new and emerging templates that are shaping consumer attitudes, aspirations and motivations. By mapping and interpreting change across a variety of discourses that define today's India, this paper illustrates the rich potential of semiotics to offer brands resonant platforms for positioning and creative development.
A semiotic analysis and cultural exploration of masculinity in India. This presentation provides a comprehensive examination of the codes that have defined Indian masculinity over the ages - from antiquity to the present day. An exploration across disciplines -including but not limited to history, popular culture, sociology (impact of the caste system), religion, and emergent Indian feminism. In addition, there will be a sharp focus on the implications of today's conflicted Indian masculinity for businesses and marketers, as they develop culturally relevant brand positioning and communication strategies to target the large and rapidly growing male grooming market in India today.