Lecturer:

Mrs. Shubhangi Dharma

Indian
Core
Values
Subject:
Consumer Behaviour

What Is
Indian
Culture??

What Is Indian
Culture??
The culture of India is one of the oldest and unique.
The culture of India refers to the religions, beliefs, customs, traditions, languages,
ceremonies, arts, values and the way of life in India and its people.
India's languages, religions, dance, music, architecture, food, and customs differ from
place to place within the country.
India is home to some of the most ancient civilizations, including four major world
religions, Hinduism, Buddhism, Jainism and Sikhism.

Indian culture is best expressed as comprising the following: Humanity, Tolerance,

Unity, Secularism, Joint Family System.

Some of the
Indian Core
Values

Cuisine

Religion & Spirituality

Clothing

Architecture

Music

Indian Culture &

Advertising.

Indian commercials are mostly based on Indian culture, tradition, festivals, and
norms.
Indian culture is followed by every Indian, and mostly Indians get more influenced
when there are ads based on culture, festivals, etc.
Marketers relate their products to Indian culture and get tremendous outcome and
results.
It is the strategy used by the marketers to attract the consumers and hit their mind
when the commercial is broadcasted.

Though some of the Indian values are left behind now, but still there is a lot of
influence of it on peoples mind.
So basically by relating the ads or the products to the Indian culture marketers
succeed in grasping/seeking attention of the consumers.
Ads based on Indian values create impact on every individual irrespective of social
class.

Hamara Bajaj
A Bajaj Family = A Happy Family
With the technology changing everyday with lighting fast speed, life becoming so hectic
and tensed, and the world becoming a 'Global Village', Bajaj ads also changed, but the core
theme of the ad campaign is still the same.
The video shows the traditional values residing in modern, young India. A very emotion
packed video illuminating every Indian's pride and the way they have captured and
represented Indian culture, values and aam aadmi's feelings.

Brooke Bond Taj Mahal

Wah Taj!!!

'Wah Taj' commercial featuring Ustad Zakir Hussain and Aditya kalyanpur. The ad
was shot at the Taj Mahal in Agra in 1990.
In this ad Taj Mahal which is one of the seven wonders of the world has been
referred to the Taj Mahal tea which intensely means that Taj Mahal gives an Indianess
to its taste.

Vivaga Sarees

Vivaga is a brand which manufactures silk sarees and to advertise this brand of Silk
sarees they have the south Indian womens who are fond of silk sarees.
It also resembles our traditional clothing.

Cadbury Celebrations : Kyunki Sirf Shagun Hi Kaafi Nahin

Festivals and occasions are the heart of Indian core values. They play a vital role in
giving the flavor of indianess to the culture. On the festival like Diwali, Raksha
Bandhan it is a norm to offer sweets.
In this ad the innocent relationship of Brother and sister has been showed on the
festival of Raksha Bandhan exchanging Chocolates. Cadbury has come up with an
idea to offer Cadbury Celebration to our near and dear ones instead of sweets.

Parachute Advanced Hair Oil

Parachute Advanced Hair Oil ad has been related with the festival of Holi
wherein the girls are scared of vicious chemical colors which are used while
playing Holi. So the Parachute Advanced Hair Oil helps to maintain the rough and
damaged hair.
Again in this ad the main theme used is the Indian festival to attract the womens
and girls to protect the hair from roughness and damage.

Incredible India- Aamir khan

Aamir Khan is the Spokesperson of Incredible India.

In this ad the foreigners who come to visit India are been harassed and
Vandalized by the few Indian fellowmens where Aamir Khan restrict them from
doing disrespectful behavior.

The ads which are mentioned here are all some where or the other related to the
Indian Core Values.
The advertisers of this products have used the strategy of using the India Core Values
to advertise their product and they are quite successful.
All the brands who have used this strategy are the
brands which are having really good position
in the market.

Thank you!!!
Presented by:- Group Number 6
Ayush Sharma,
Kunal Shah,
Mahavir Jain,
Tarun Menon,
Vijit Dudeja.