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By using our site, you agree to our collection of information through the use of cookies. To learn more, view our Privacy Policy. To browse Academia. Globalization helps companies to reach people from every language, religion and nation and market their products. Every culture has its own values. The norms of a country can be perceived the differently in another coun-try. Brands create advertisements that are special to different cultures. Coca-Cola is one of the successful brands in this manner. Coca-Cola earned the sympathy of Kyrgyz people and is the leader in its sector. This study explores the profile of contemporary advertising in India in the wider context of trends in international advertising, the recent changes in Indian economy and society, and issues concerning the cultural impact of foreign advertising in India. Findings are complemented with a case study of outdoor advertising collected in three visits to India in , and In the s India witnessed a massive expansion of advertising, which was stimulated by the opening of the economy and the growth of the media. Though print is still the dominant media, during the s there was a rapid expansion of television accompanied by television advertising. The advertising industry was quickly overtaken by foreign advertisers and agencies that were affiliated with foreign advertising agencies. Advertising for repeat purchase consumables dominated advertising in India but consumer durable advertising expanded at this time as the disposable income levels of the middle classes rose. There was a change in advertising strategies and increased focus on local cultural references. Another recent trend driven by multinational companies has been the intensification of marketing to the rural sector. Foreign companies were slow to appreciate the market potential of India but in recent years there has been a massive expansion of advertising by foreign companies which plays an important cultural and role as the Indian economy increasingly becomes part of the globalized marketplace. The study uses a socio-cultural framework to explore the implications of globalization on cultural change. Advertising is the key focus because it plays a pivotal role at the junction where the economy and culture interact. Advertising plays an important cultural role which is largely ignored by critical social scientists and economists, while those working in the field of advertising are primarily interested in developing new ideas for attention-getting campaigns, and associated research tends to focus on facilitating better advertising and targeting markets more effectively. Gerbner presented the theory of cultivation under the umbrella of his 'cultural indicators' paradigm. Gerbner's theory of Cultivation indicates that viewers who have immense exposure to media, particularly to television, grasp the social truths of the world the way they are broadcast on the screen and this activity influences the audiences' attitudes and manners. Several scholars have exploited the cultivation theory to hypothesize about how media cultivates viewers' perception of health risk, socio-political and cultural values. The bottom-line of cultivation theory is that the higher amount of time people exploit 'living' in the television realm, the greater is the risk of their assuming the scenes being portrayed on the silver screen as truths rather social realities. Coca Cola can be well termed as one such brand that is internationally recognized and runs a worldwide marketing campaign. The proof for its success is that the brand is well known not because of the taste but for its strong advertising as well. This phenomenal brand promotion has inspired the researchers to investigate the factors, policies and strategies behind strong impact of Coke's advertising campaign through the Cultivation Theory. The brand has also made the researchers focus on what content exactly the coke ads contain and how it is presented on screen. For the study, Coke's advertisement in Pakistan was selected. For this mixed method study, a semi structured interview was held with the company manager in order to explore the first objective. The content of the message was analyzed by applying qualitative analysis. The data were analyzed by centering on the first two prongs of cultivation theory. The study revealed that the musical theme underlying the sense of festivity, merriment and celebration that had been promoted to elate the emotions meet the demand of Pakistan's collectivistic culture and hence, has become success factor of coke's consumerism and raised the impact as well. Processo Desconstituinte e Reforma Constitucional, Le infezioni in medicina : rivista periodica di eziologia, epidemiologia, diagnostica, clinica e terapia delle patologie infettive, International Journal of Business and Management, Log in with Facebook Log in with Google. Remember me on this computer. Enter the email address you signed up with and we'll email you a reset link. Need an account? Click here to sign up. Advertising and Globalization in India, Lynne Ciochetto. An Anthropological perspective on how the Coca-Cola Company pursue their aims locally while interacting with the global economy. Mark Newman. In order to proceed with such an enquiry I have considered the challenges that India poses for the marketing of globally produced FMCGs fast moving consumer goods followed by observation of how the marketing of Coca Cola has been tailored for the Indian context and commentary on its relative successes. Alongside the diversity of language are the variety of religious beliefs 6 with over 1 million believers: Hindu, Muslim, Sikh, Buddhist, Jain and Christian and local customs which flourish in its 29 states. After a year absence, neo-liberation policies in India allowed for its return in but to a very different cultural and economic landscape. During their absence local company Parle Brothers had formulated an alternative cola, Thums Up, alongside a number of other beverages like the lemon flavoured soda Limca and mango flavoured Maaza. Coke bought the complete Parle operations in and presumed that they could use their tried and tested method of taking their biggest competitors out of action. Vastrapur, Ahmedabad Although Pepsi, with their 6-year head start had paved the way in renewing demand for global cola, it was not so easy for the returning international soda-superstar. Pepsi embraced youth in its campaigning whereas Coke mistakenly focused on the American way of life. Kaye, It has been argued that such errant focus by global companies had undermined the popular conception of commercial imperialism. By reducing margins but increasing turnover, profit-seeking in India by global players was unleashed. Balakrishna, Coca Cola acknowledging its lack of comprehension of local particularities, launched upon extensive research in India. It realised that it was competing with traditional refreshments such as narial-pani coconut-water , nimbu-pani lemon-water , chai tea , lassi yoghurt drink and fruit juices. Competitive pricing in such a scenario was imperative. Kaye, Additionally one could note that affordability was a driver in the Indian context for desirability so Coke launched a ml returnable glass bottle at a lower prices of Rs. Translation in Regional Campaigns chapter It was also noted that soft drink consumption was somewhat limited to special occasions like outings, parties, festivals and weddings in contrast to more affluent countries where daily consumption occurred. Within consumers Coke located two distinct target markets: urban youth which they called India A and rural Indians which were called India B Balakrishna, In line with decentralising thrust of Coke internationally, local managers and advertising teams were recruited and regional teams were established in a multi-local network system. Such embracing of transnationality has been commended as encouraging local responsiveness. Southern states often require markedly different Coke and food combo with Southern style meal strategies such as alternate celebrity endorsements Tamil vs. Bollywood stars and promotion of Coke accompanying regionally relevant food combos. Further to such localised efforts were the national television commercial and print campaigns which took a turn from earlier American style aspiration value to a much more vernacular style which will be discussed in detail in the following section. Collectively such cultural mediation of marketing, based on greater insights of local specificity, contributed to the doubling of rural penetration from to and the pushing of Coke ahead of former leaders Pepsi and Thums Up in rural markets. In this manner one can see that the Thanda campaign attempts to embed Coca Cola in local tradition rather than inserting a foreign one. Rather than highlighting aspirational distance it focuses on proximity to the familiar with the intention of appealing to rural sensibilities. The ads are shot to look unconstructed in a way that embraces the local and celebrates the common-man. Drinking Coca Cola is not emphasised but cooling connotations are evident in the complete series. Thanda print ad showing a truck driver using a Coke bottle pour water into radiator. The concept of creolisation, which is usually equated with errant decoding of brand value, is here harnessed by the advertisers. Creolisation refers to the mixture of meanings and forms from ambivalent sources in transcultural contexts. In this way the specifically Indian concept of juggard is captured which entails localised ingenious improvisation. Award-winning Thanda press ad Although the campaign was aimed at India B, the way that it seems to intentionally undermine the conventional advertising project itself created an additional appeal with India A. This operates in the same way that ironic campaigns by Benetton and Diesel capture more affluent international audiences that have become jaded by incessant advertising. Bollywood actor Aamir Khan poses as a variety of regionally inspired characters in a highly idiomatic series of ads which additionally largely parody the Bollywood film genre. Once again the campaign represented an attempt to speak to the rural sector with the main screenings being on local television channels but later gained surprising popularity with India A and began to appear on cable and satellite channels as well. Barman gives him a soft drink. He asks again, same problem. Explains that by thanda he means Coca Cola leading into song and product focused shots. They venture into field and ask farmer for a thanda. He proceeds with poetically, rural, flirtatious banter. He draws up a bucket from the well which is full of Coke, leading into the tag-line and a song which parodies a traditional Punjabi folksong. The common-man wows the elite women. He goes on to explain that thanda means Coke which leads into a song. The local and class-based characteristics of paan chewing and tying of the lungi add a vernacular humor. The ad places Coke within reach of the elite woman and the common-man Khan. Husband asks for a thanda and wife gives him Coke. Guide asks for thanda and they give him a boxed juice of inferior quality. He is insulted and starts giving them an obviously misguided tour which they find confusing. Khan then announces that this is all as real as the juice is thanda to which they look embarrassed and hand over a Coke, leading into the tag-line and a comic song. The common-man gets the better of the middle-class couple. The comical characters do not patronise Indians as the ads employ the Bollywood genre feature of selfeffacing male characters. All use regionally specific language though this is able to be decoded by most Indians. All include a song which ties in the Thanda Matlab Coca-Cola tag line — usually related in style, language or manner to the location. Most ads show common-men in a favourable light than more elite characters. The exception being the gangster, but he would also not be considered elite so in this case rebel wisdom is celebrated. Hybridisation is further emphasized by mixture of Anglo and Indo scripts which reflects everyday speaking in which local languages like Hindi are peppered with English. How many rupees for a Coke? Everyone laughs and the women are impressed with their 1 rupee saviour. Kaye, Additionally lahris mobilise supply, as fixed shops are often not apparent in popular locations such as parks, colleges and even slums. Such vehicles are commonly branded by local sign-writers who also produce numerous wall advertisements — another way in which the Coca Cola visual marketing has become localised. Sign-writing of Coke advertising in India tempers the brand standardisation and consistency evident in more affluent countries while firmly anchoring it in an vernacular style of the Indian streetscape. Sign-writers tend to be relatively self-taught or have learnt through apprenticeships, adding to such inconsistency. Although modernisation is evident, hand painted typography is still commonly sighted in the array of competing signs Lovegrove, and Coca Cola is apparent in such displays. Blanketed hand-painted signage. Various delivery vehicles. It uses a local advertising company to devise locally relevant campaigns for the abundant number of festivals in the state. Such ads are not as slick as campaigns for more affluent countries but speak directly to their Gujarati audience and exemplify the multi-local approach of Coca Cola in India. Examples of using Coke to celebrate the local are campaigns for Navratri Gujarati nine night festival of traditional dance which look nothing like campaigns one would encounter for Coca Cola elsewhere in the world. To appeal to the mercantile sensibility of Gujaratis, tie-ups with alternate brands are apparent with Coke being coupled with other items for value added purchase. Rather than aspirational value it would seems that Indians respond more effectively to mediation of tradition by FMCGs. This is seen in the success of the Coke Goes Better with Food strategy which is used nationwide in the form of tie-ups with food outlets who get favourable deals for exclusivity of Coca Cola products. In so doing Coke again partakes in existing traditions rather than forging new ones. Gajendar, In Ahmedabad, as in other locales, table-top advertising is provided that highlights Coke and food combos that are region specific. It differentiates and homogenizes simultaneously. It does not destroy difference but manipulates it. The interplay between the global and the local Others look the other way through the same lens to justify local awareness and adaptation as a successful strategy in international product marketing. In regards to this more central position on glocalisation, I propose use the term to discuss visual branding as a site of negotiation between the duality of foreign company and local consumer. Viewing globalisation as an essentially homoginising force seems non-representative. One could see the Thanda press ads in India mediate such tension. In this way we can see that advertising is a process of transculturation synthesis of hybrid cultural forms and that as much as cultures can be perceived as globalising, introduced products frequently themselves become indigenised. Lull, Furthermore advertising can been seen as a contemporary form of myth-making which bridge contradictions as an anxiety reducing mechanism. Leymore, The Coca Cola Thanda campaign can be seen to attempt resolve Indian ambivalence of class, status and modernity. Hybridising of introduced products seems to come naturally to resilient Indian consumers who have fared a lengthy legacy of foreign influences. In a country where tandoori-chicken pizzas compete with McDonalds it is the ability to absorb and transform that seems to constitute the contemporary Indian Mazzarella, a The insertion of global products into local cultures can paradoxically result in diversity as such products are reconfigured through more localised meanings. Furthermore such an examination of the cultural as well as economic implications of transnational globalisation fuels future dialogue that has been hampered from more marketing-centric vantage points. It is my hope that this study contributes in some small way to the acknowledgement of active cultures over passive consumers as the end point for visual branding. Finally the NID rickshaw-wallahs who would stop at my frantic cries upon spotting Coke signs and patiently wait at countless locations in Ahmedabad while I photographed them. Appadurai, A. Arsel, Z. Balakrishna, P. Banerjee, S. Belk, R. Carnegie Mellon University, Pittsburg. Lie, R. Mattelart, A. Alicia Esther Reyes Montes. Ciro Lomonte. Harry potter 4 la coupe de feu Jawad Katten. Putting neoliberalism in its time and place: a response to the debate Bob Jessop. Jad Abu Saed. A novel pathogenic variant in the carnitine transporter gene, SLC22A5, in association with metabolic carnitine deficiency and cardiomyopathy features sara adimi. Danish K Chishti. Mohamed Helmy. Hapten-specific B cell repertoire probed by hybridoma technology: selection and characterization of representative clonotypes from the antibody-forming cell pool Richard Bankert. Related topics Media Studies Mediation India.