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GLOBAL 2016: Brands increase purpose-led communication

We will see more Indian brands with purpose-led communication. This means that brands will have to stand for more than just a product benefit. Brands will need to establish a higher purpose which will inspire consumers towards brand loyalty and engagement. Today, for example, the brand Mahindra has a campaign called “Rise”, and the purpose of the brand idea is about how Indians should rise and take charge of their lives and livelihoods. It is aimed at catalyzing entrepreneurship in the country for a better and stronger tomorrow in India.
 
Radhika Shapoorjee
President, India & South Asia
Hill+Knowlton Strategies
Radhika.Shapoorjee@hkstrategies.com