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India Insight | Cultural Landscape

In India, notions of power, authority and popularity have always converged on a select few. The cultural landscape also was ruled by a small coterie of mass-market icons. At last count, M. S. Dhoni, the captain of the Indian cricket team, had 20 endorsements. But Indian youth, exposed to more influences and given to manic sharing, are making India far more egalitarian.

A video called Bollywood Aam Aadmi Party, a political satire by The Viral Fever, enjoyed more than 3.5 million views on YouTube. Little known stand-up acts are popular at tony joints in Gurgaon, Mumbai, and Bengaluru. The indie music scene is thriving with talented artists like Sehaj Bakshi and Tajdar Junaid.

So when it comes to choosing a cultural territory or an ambassador, the fate of brands isn’t tied to a select few. Brands can now attach themselves to a cultural force in the beta-phase and be the part of a cultural movement right from scratch.

Sumant Bhattacharya

AVP & Planning Director