Abstract:

Culture, as we all know (sometimes rather disastrously!), is a powerful mediator across a range of marketing activities. The aim of this paper is to present thoughts on enhancing communication effectiveness for the Indian market by sensitivity to key characteristics of the Indian personality, e.g. the tendency towards greater emotional expressiveness and intensity, a higher need for saving face or overcoming shame/shyness; and the relatively higher acceptance of authority.Our premise is very simple: communication can engage the consumer at three basic levels: the head, the heart and the soul/value-system. How can we engage better at these levels to ensure more effective communication for the Indian consumer?