No.

Marketing strategy is simple follow where your consumers are

However, tactically you may need to do things differently

India is a complex market

80% of outbound travel accounted for by Mumbai and Delhi

So are the sales of luxury brands

Peel the onion, you will get the reason add the Punjab and the Gujarat in the equation

India is driven by tier II and III as much as by the metros

MHI defines purchases of luxury better, SEC defines lifestyle

Meet the diamond trader from Surat and the farmer from Ludhiana

So who is he?

Multiplied his wealth many times over, wants to reach the sky, mostly educated in mother tongue, supremely confident

How do you talk to him?

Medium of trust, ease of Communication, tons of aspiration

Many examples lets talk about one, Chitralekha

62 yrs of continuous leadership

80:20 formula of tradition and change

Serialised novels since 1950, TMKOC since the early 80s still going strong

Autocar, Travel, Priyadarshini, Digital and Social Media, Events add to the change

Chitralekha Facebook an immensely successful social media strategy with 165,000 fans and 20,000 engaged

Never disregard a problem, embrace it with a solution

BTW a unique experiment of an English lifestyle addon magazine with Chitralekha Gujarati

Offer customised solutions

Jewels of India a monthly case study on success stories of Entrepreneurship supported by FT Foundation

Rado Women Achievers a feature on successful women who embody the qualities of beauty elegance, endurance

Most importantly, language is just a means of communication

Like you have good films or bad films, you have good or bad media products

A final checklist for clients to choose media for regional markets

Does it offer you your consumers? Does it have an emotional connect? Does it have the right environment for your brand imagery? Do the production values adhere to your brands needs?