Abstract:

The theme of our paper is inspired by Clotaire Rapaille's work as described in his book The Culture Code. And by India, an exciting, dynamic place which is just screaming to be decoded by cultural theory as brands and products enter the race to touch the hearts of the Indian consumer. Our research approach combines anthropology, storytelling, neuro-scientific theory and the Language and Behaviour Profile to explore cultural imprints. We are going to show how to communicate to a wide audience with profound cultural, linguistic and social differences in a constructive way. This will inform how brands can operate in an incredibly diverse arena, without alienating or oppressing the differences within it.