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India Insight | Seeking Balance

The sheer number of customs, dialects, foods, beliefs and gods in India are enough to create the most challenging probability problem ever, or as a marketer would call it, the perfect nightmare.

To understand how average Indian consumers process all the cultural and commercial stimulation, it’s necessary to understand the core values through which they filter all these choices.

In India, family takes precedence over everything else. Children grow up and continue living with their families to repay all the years of hard work that their parents put into raising them. For every decision, family comes first before any personal consideration.

But there is another side to India today, a more enterprising side that wants more with every passing moment. In this India, people seek to balance traditional loyalty to family with the pursuit of individual aspirations.

Dilip Garga

Group Head Planning

Ogilvy

dilip.garga@ogilvy.com