Brands need to appeal to cultural identity of users

Consumers' fear for the erosion of cultural identity needs a new approach to marketing, says VML Qais' GenAsia 2014

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WPP-owned agency, VML Qais, says in its latest study that 75 per cent of 36-60 year-olds and 70 per cent of 18-35 year-olds in India fear the ongoing erosion of traditional values. GenAsia is a consumer attitudinal study on connected Asians, and spanned 2,000 respondents in Mumbai, Delhi, Hyderabad, Bengaluru and Chandigarh. "Global brands looking to connect with Indian consumers need to think differently...to be able to talk to a generation's cultural identity," explains Tripti Lochan, CEO of VML Qais.