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East India (Bengali: purbo bharot) is a region of India consisting of the states of West Bengal, Bihar,[2][3] Jharkhand, and

nd Orissa. The states of Orissa and West Bengalshare some cultural and linguistic characteristics with Bangladesh and with the state of Assam. Together with Bangladesh, West Bengal formed the ethno-linguistic region of Bengal beforepartition in 1947. The historic region of Bengal which was ruled by Nawabs of Bengal comprises where the present Bihar, their Jharkhand, West conquest of Bengal and Bangladesh from the British started

India. Bengali language is the most spoken language in this region. Analysis of Advertisements Professor Ramesh Kumar uses the concept of a ritual setting - which is the context portrayed by a brand's communication with the intent of creating a specific perception in the mind of the consumer. He illustrates this with the example of brands such as Titan or Cadbury's positioning themselves as an appropriate gift across a variety of circumstances. Such a gift-giving ritual setting in his words creates a gifting-brand association. The ritual setting can also highlight or differentiate the cultural values being portrayed in a particular advertisement. Fair & Lovely In the case of the bleaching cream Fair & Lovely, a middle-class girl's aspiration for a hither-to male dominated cricket commentator's role is used as the central thesis. The use of the cream is portrayed as increasing the girl's self confidence, leading to her ultimate success, making her family proud and even recognition by a cricket celebrity. By weaving middle-class aspirations with the cultural ideal of family's happiness within the ritual setting of cricket, the advertisement balances competing values even while avoiding the minefield of racial or cultural stereotyping that skin lightening could imply. Sunrise In an example of a more detailed and culturally-specific story-telling, the coffee advertisement depicts an urban couple, shopping in a modern supermarket, when they hear from elderly (and traditional) relatives who plan to visit them. The husband receives the couple, while the wife quickly doffs her western attire and appears in a traditional ethnic dress and make up. She then serves them coffee which is much

appreciated. By weaving traditional elements such as the seeking of elders' blessings as well as the ritual of coffee preparation with the reality of India's urban nuclear families that have both spouses working, the advertisement seeks to strike a delicate balance. that the communication campaign for a specific brand should be in line with the personality values associated with the target group of consumers for that brand. This approach can also be used to differentiate target segments in terms of both demographics and psychographics. India's growing consumer marketplace presents a great opportunity for both domestic and multinational businesses. Furthermore the advent of social media and the mobile internet are changing how consumers are informed and make their buying decisions. This requires a well planned integrated marketing communications strategy. Using personality value analysis and linking them to specific brands, taking into consideration the target segment is likely to add value to integrated marketing communications campaigns planned by companies for India. This is a useful perspective in particular to multinational brands that need to adapt to the Indian context. Connecting with the consumers values is more likely to create a strong bond between the consumer and the brand.

Role of Culture in Advertising with Respect to Contemporary Appeals being Practiced by Various Leading Brands in India

Introduction Mankind has evolved from nomad inventing wheels in the early days of civilization to a sophisticated businessman. In the modern world as the evolution gradually happened; it kept forming a lifestyle/culture. If we try to define what culture is, it can be called a way of life of a group of people, based on the cumulative deposit of knowledge, experience, beliefs, attitudes, hierarchies, religion, notions of time, spatial relations and material objects. People acquire and accept it and pass it from one generation to another via communication. As humanity kept evolving, so did the means of communication. Today, if we look around, everything can be read as a cultural text - friends, society, television, advertising, books, photos etc. Therefore, one can also consider different forms Indian of communication Culture as And a culture script. Advertising

Post 1991 liberalization, India became a buyer's market. Being a country of varied traditions and cultures, it became imperative for players create a brand recall and image amongst the clutter of products and media channels by reaching out to the cultural emotions of their consumer.

Multinational brands like Cadbury realized the cultural importance of sweets in India and brought out Dairy Milk with the Kuch Meetha Ho Jaye campaign which clicked with its Indian Audience. Over the last seven to eight years, Cadbury has emerged as a good gift proposition for occasions and enabled people to come closer because of such positioning.

Any drink that is cool to consume especially in summers had been referred to as Thanda in India. Even when guests come home, they are asked whether they would prefer something Thanda. This is where Coke picked its point of success by connecting with this culture of Thanda with the campaign Thanda Matlab Coca Cola. Actor Aamir Khan, who endorsed the brand took new roles every time depicting different cultures, from a Punjabi farmer saying 'Yaara Da Tashan' or the long haired Bengali Babu or even the Nepali guide. TV ads like 'Nakka Mukka' by Times Of India to create its brand identity along with a strong in Chennai won lots of accolades. The fact that the people of Chennai are considered to be strongly attached to their city culture and native lifestyle is what TOI managed to grasp and convey through the same. Similar successful campaigning of products, especially through print or electronic media, lately has proved that communicating is just not about providing information, but also about the style that connects with the target audience.

Although gender role portrayals in advertising have been extensively studied in Western and other Asian countries, very few such analyses have been done in India. The study does a systematic analysis of the role portrayal of men and women in Indian television advertising. 128 male role portrayals and 196 female role portrayals are content analyzed for the years 1996, 1999 and 2002. Results show that Indian advertising depicts men and women in traditionally assigned roles of the culture. In several respects, role portrayals in Indian advertising are different from the West but similar Role to Portrayals of other Men and Asian Women in countries. Indian

Television

Advertising

The advertising industry in India is estimated to be Rs 11,000 crore (Advertising: Back in Business Businessworld, August 23, 2004) and growing at a robust pace every year. The expenditure in advertising is used to promote a wide range of products ranging from automobiles to washing machines to personal care products. Although the primary function of advertising is to inform consumers about product attributes and benefits, advertising also functions as a vehicle of socio-cultural communication (Courtney and Whipple 1983). Advertisements link the functional benefits of a product to emotional and social benefits thus creating cultural meaning in the course of communication (Aaker, Batra and Myers 1992).

Influence of Indian Culture on Blackberry Advertising During the last decade, cell phone has diffused rapidly through Indian society. While this cell phone boom has provided ample opportunities for the Indian businessmen to propagate development communication messages, there has also been some concern regarding the impact of cell phone, especially blackberry advertising, on traditional cultural. The purpose of the present paper is to examine Indian cell phone advertising, focusing on the influence of cultural on cell phone advertising. A brief prescription on Indian culture is provided. Then apply differences culture on details. Results of the study indicate that several aspects of Culture may have impact on the Cell phone Advertising and make the decisions of the customers behavior.

The

culture

Environment

in

India

With nearly 1 billion citizens, India is the second most populous nation in the world. It is impossible to speak of any one Indian culture, although there are deep cultural continuities that tie its people together. Indian culture is rich and diverse and as a result unique in its very own way. Their manners, way of communicating with one another, etc are one of the important components of their culture. Even though they have accepted modern means of living, improved their lifestyle, their values and beliefs still remain unchanged. A person can change his way of clothing, way of eating and living but the rich values in a person always remains unchanged because they are deeply rooted within their hearts, mind, body and Language Language engage can cause someone communication who problems especially in it the verbal well. communication when operate an advertising. It is best to learn the language or understands India is the home of many languages. India is a vast country with lot of cultural and geographical diversities. There are a number of languages spoken in India. Some of these languages are accepted nationally while others are accepted as dialects... soul which they receive from their culture.

Advertising and the desi family

The ideal family in the Indian context is the archetypal family depicted in the advertising of the day. Lets remember, advertising is part of culture. Part of popular culture that tells us what society is all about. Look at a nations advertising and you know what the people are all about.

Lets look at the Indian family then, the way we see it in the advertising culture that we traverse through. The ideal Indian family from the days of early advertising in the seventies, ever since the advent of television advertising, has been all about this one man, one wife and two kidsHum do, hamare do! The ideal family in advertising lore for the last four decades is also a simple one. One husband. One wife. Two kids. The first kid is a boy. The second one is a girl. The ideal age gap: three years. Want to show an even better-adjusted family? Brand executives have the answer here. Show this ideal family of four with a senior citizen as well...swinging happily on a jhoola! This is a senior citizen-friendly family. A family that in true tradition of Indian culture and living respects the elderly in the house and makes their life comfortable in the evening of their lives. How unlike what we see in the US! Want to show an even more well-adjusted family? Show a cat on the couch, or, better still, a little Pomeranian prancing around in the background. This is a pet-friendly family. Must be a good family. How long does this visual definition of the family hold in a culture on the morph? Ten years? More? One is not too sure, but be prepared to make the first few changes on this formula of family that brand executives take for granted. Look around at society and paint the trends of what you see around in your advertising as well. The family is getting smaller and smaller. The husband-wife and one kid scenario is well nigh a reality. Bring in this aspirational set for sure. And how about that one kid that is a girl child? And what about the ideal family itself? Why not a family with two girl children? And why not one with two little boys? As families get smaller, there is certainly the

double-income- no-kids (DINKS) couple around as well. DINKS will, therefore, form part of society for sure. And why the mangalsutra and sindoor every time? What about the couple that is just living together? Not necessarily single, but with adopted kids who live together as one big gay and happy family? Do cultural cues in advertising influence product choice?

A study on branding by Briley and Aaker revealed that culture has significant impact on consumers' decision-making process. Many multinational brands that enter the Indian market re-use brand communication that has worked in other markets. Indian companies too, have been guilty of operating on 'supposed' values of the Indian consumer based on myths and hypotheses rather than research driven insights. These companies would benefit immensely if they focus on comprehending the cultural values of Indian consumers and applying them in their brand communication. Research on branding indicates that successful branding initiatives are able to transform cultural identity into brand identity and usage. The study was based on responses from 384 consumers belonging to 2 distinct urban-upper and urban-middle consumer segments . Members of the urban-upper segment own large properties and belong to exclusive clubs. They are willing to try out new things and are most likely to adopt new product categories and variants. Members of the urban-middle group, on the other hand, are largely professionals and white-collar workers. They are extremely value conscious in their purchase decisions. The study found significant overlap between the two segments in terms of dominant values.

Class Urban-upper

Dominant value 1 Dominant value 2 Dominant value 3 Gifting trends Cooperation Individualism Respect for work Respect for work

Urban-middle Cooperation

An analysis of the use of cultural cues in advertising for upper and middle brands in tea, hair oil and facial cream product categories revealed significant mismatch between findings of the study and brand communication. Product category communication theFunctional benefits take a thebackseat compared to identifiable cultural cues.

TEA Urban Upper Brand

Brand Brand communication Green Label Green Label appeals to sensory pleasures of connoisseur.

Taj

Taj Mahal to innovativeness of upper class consumers, asking them to experiment with varieties of tea. Taaza attempts to appeal to theFunctional benefits are self esteem and individualism ofshown strongly compared the consumer. to cultural values.

Urban Middle Brand

Taaza

Gemini uses traditional colours Gemini and symbols and show strong family orientation.

HAIR OIL Urban Upper Brand

Brand Vatika Parachute Advanced, Keo Karpin Dabur

Brand communication

Product category communication

Uncertainty avoidance isThis segment uses both the clear tone in Vatika functional and cultural cues extensively. Personal grooming concepts combined with family bonding values Although Dabur usesFunctional benefits are celebrities, this orientationshown strongly compared is not emphasised. to cultural values.

Urban Middle Brand

Clinic Plus

Importance attributed to peer group by younger generation.

FACIAL Brand CREAM Urban Upper Brand Urban Middle Brand Lakme, Garnier

Brand communication

Product category communication are

Individualism and uncertainty avoidance in personalFunctional benefits grooming are emphasisedstrongly highlighted. upon, by both brands.

Cultural cues are used to Fairever, Both brands appeal to the attract the consumers while Fair &thriftiness of the middle class functional benefits are used Lovely segment. to retain.

Recommendations Tea : This category should use emphasise the group and portray tea consumption in a collective setting. Communicators should focus on hospitality as a means of creating self-esteem for the host. Innovativeness can be encouraged by offering new tea variants such as green tea, fruit tea and herbal tea. Hair oil : Consumers in this category have shown utilitarianism and conservatism as the dominant values. They may not want fragrance and low viscosity oil. They most likely prefer a no-frills product that keeps hair healthy. A natural or herbal platform that offers healthy hair and value for money is recommended for this product category. Fairness creams : Innovativeness has emerged as a principal value for the category. Upper brands could pitch the technology improvements in the product. The brand could also be positioned to reinforce the uniqueness of the user's personality. Cultural knowledge and preferences come to the fore when a consumer makes product choices. Many companies, instead of comprehending the cultural context, end up taking short cuts. They reuse existing communication that may be inappropriate for the local market or design communication that is based on a poor understanding of the cultural values of the target market. By comprehending the

cultural context and tightly positioning their product offerings to different cultural cues that resonate with their target sub-segments, they are likely to be more successful.

This is a Camlin marker ad:

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