MullenLowe Lintas Group and Quantum Consumer Solutions collaborate on ‘State of States‘, an initiative to help clients create meaningful brand connections at various cultural levels and succeed in the market.
India’s diversity includes a rich mix of cultures, traditions, and languages, requiring a nuanced understanding to engage effectively with consumers in its dynamic society.
MullenLowe Lintas Group’s ‘State of States‘ study delves deep into India’s 30 cultures to understand their core codes, tensions, and shifts, aiming to shape future brands with impactful storytelling. This cultural roadmap envisions transformative connections, leadership approaches, and global influence.
Commenting on the study, S.Subramanyeswar (Subbu), Group CEO – India & Chief Strategy Officer – APAC of MullenLowe Group said, “There is a rise in ethnic nationalism or localism or even ultra localism in India (and in fact, it’s a global phenomenon too), in which identity is defined by perceived genetic, religious, or linguistic heritage beyond the democratic ideals or principles and our timing of this “State of States” study, a marvel of insight and practicality, couldn’t have been better given the ‘Winning in many Indias’ agenda of many organizations in the country. While politicians use this to whip up fundamentalism outlining their terms of engagement, brands can certainly stoke pride, becoming the firms of endearment.”
Sharing her enthusiasm on the partnership, Anju Joseph, Partner, Quantum Consumer Solutions said, “Quantum is privileged to partner with a premier Advertising Agency like Lowe Lintas on this pioneering journey which dares to go beyond cultural stereotypes and seeks to truly and meaningfully understand what makes a culture tick. The findings have been revelatory and insightful. They provide a verdant landscape for crafting powerful brand strategies and creative expressions that resonate deeply with the audience. In retrospect, it is a wonder that no one has embarked on this audacious journey before this. But as Subbu says, everyone is not Lowe Lintas.”
