MARKETING
MARAUDER
A NICHE - MARKETING CLUB OF IIMA
NEWSLETTER IN COLLABORATION WITH MARKSOC
BASED IN LSR
BY
NICHE UNMASKING
IIMA WITH THE
MARKSOC MARKSOC POWER OF
IIMA BASED IN LSR
PERCEPTION
REEL LIFE, REAL IMPACT
A guide to how celebrities and product placement shape consumer choices
ANIMESHA GUPTA, MANISHA SINGH
From Britannia Glucose-D biscuits being By 1989, 75% of all sports-related
Gabbar’s “asli pasand” to MS Dhoni products were using athletes for
telling you the secret of his energy, these endorsements, and by the 1990s, sports
are not mere endorsements but carefully endorsements were being announced
orchestrated campaigns designed to with press releases. This led to
subtly influence your decisions and celebrities becoming spokespeople and
“boost” company sales. A Harvard brand ambassadors for companies and a
Business School study found that corresponding increase in the value of
celebrity endorsements can increase a endorsement contracts.
company's sales by an average of 4%.
The world of celebrity branding revolves HOW ACTORS HAVE BEEN USED TO
around usIng a celebrity's fame or social PROMOTE BRANDS
status to promote a product, brand, or
service or to raise awareness about an
issue. Marketers use celebrity endorsers
in hopes that the positive image of the
celebrity endorser will be passed on to
the product's or brand's image.
In 1965, when color television was
introduced, television personalities and
entertainers became sought-after
endorsers. In the 1970s, with the advent
of free agency, the value of celebrity
endorsements escalated, and
correspondingly, the athletes' pay
increased based on their increased
marketability. In the 1980s, companies
started making products around
celebrities, such as Nike, which created
the Air Jordan brand with Michael
Jordan.
By 1989, 75% of all sports-related Chanel chose Timothée Chalamet as the
products were using athletes for face of its men’s fragrance brand Bleu,
endorsements, and by the 1990s, sports to align with the evolving concept of
endorsements were being announced masculinity in the beauty industry.
with press releases.
Chalamet’s embrace of challenging they were selling hope and ambitions.
gender norms in his roles and unique Shahrukh’s presence makes even
red-carpet style resonated with mundane offerings feel magical and
audiences craving a more fluid and elevates its value in the eyes of millions.
inclusive era of style. The partnership Salman Khan, Bollywood’s rugged
tapped into the growing trend of male daredevil, doesn't just sip Thums Up; he
celebrities and influencers embracing makes it a thrilling experience. His
beauty and grooming, with makeup and action-packed commercials show him
gender-neutral brands gaining traction. leaping from buildings and chasing
The appointment of Chalamet may drive adventure, making Thums Up the drink
growth in the competitive men’s for those who live life on the edge. Add
fragrance market, which is expected to to that his philanthropic brand Being
reach $19.6 billion by 2025. Human, and Salman becomes a beacon
Jennifer Lopez has been a Coach brand of strength, compassion, and mass
ambassador for years, making her a no- appeal, connecting with millions of
brainer for its recent Mother’s Day Indians in a way that no other can.
campaign. Lopez’s iconic status as a pop Through his brand endorsements,
superstar, beauty entrepreneur, and Salman effortlessly blends a more
mom resonated perfectly with the human-than-life persona with everyday
campaign’s mission to celebrate a products, making them more accessible
mother’s strength and nurturing that yet aspirational.
helps children thrive.
Deepika Padukone is taking branding to
The campaign’s garden-inspired photo a whole new level with her blend of grace
shoot showcased Lopez’s natural grace and empowerment. Tanishq embodies
and elegance, while her heartfelt insights tradition and modernity, whereas, at
about parenting and passing down L’Oréal Paris, she inspires women to
learned lessons further strengthened the embrace confidence. She does not just
connection with Coach’s audience. endorse products but transforms them
Overall, the partnership beautifully into aspirations for modern women.
captured the essence of motherhood Deepika’s influence extends beyond her
and the bond shared by moms on-screen roles—her real-life story of
everywhere. overcoming challenges resonates with
her audience, reinforcing the
HOW ACTORS CREATE DESIRE FOR authenticity of the products she
PRODUCTS THROUGH THEIR APPEAL endorses.
Bollywood actors are more than just
entertainers—they’re the dream we all
want to live. Their charisma, lifestyle,
and relatability transform everyday
products into symbols of aspiration.
Shahrukh Khan doesn’t just promote Tag
Heuer watches; he promises elegance
wrapped in time-tested charm. When
Byju made him their brand ambassador,
THE POWER OF PRODUCT PLACEMENT Bollywood’s marriage with marketing is
IN MOVIES AND SONGS nothing short of magical. From
Shahrukh’s sophistication to Salman's
When a brand sneaks into your favorite raw energy and Deepika's empowering
movie, it is no accident. It’s a brilliant elegance, the actors bring life to
marketing strategy called product products in ways that no billboard could.
placement, and Bollywood does it best. Add the cleverness of product
In Zindagi Na Milegi Dobara, the iconic placements, and brands become co-
skydiving sequence wasn’t just about stars in stories we love.
friendship and thrill; it was Mountain Ultimately, Bollywood doesn’t sell just
Dew’s time to shine. Since the drink is products; it sells dreams, turning
synonymous with conquering fears and everyday choices into moments of
living life to the fullest, the product was aspiration. With strategic marketing and
seamlessly woven into the narrative, product placements, movies become the
making it feel like an essential part of the ultimate advertising platform where
experience. Chennai Express didn’t just stars don’t just shine on-screen—they
deliver laughs—it gave Nerolac Paints a shine in the marketplace.
starring role in creating vibrant, happy
homes to the film’s lively and colourful Brands get to live within the narrative,
atmosphere. making them more memorable and
deeply ingrained in the audience’s
Even globally, entertainment blurs the subconscious. After all, when stars shine,
lines between storytelling and marketing. they don’t just illuminate the screen—
In popular K-Pop videos, brands like they light up the market.
Gucci and Samsung take center stage,
transforming music videos into luxury
showcases. These placements don’t just
advertise these products. They
seamlessly embed products into our
favourite stories, making them
impossible to forget. Product placement
not only boosts brand visibility but also
enhances consumer recall by associating
products with emotions and memorable
moments.
FOMO AND FRONT ROWS
LIVE EXPERIENCES AND THE CONCERT ECONOMY
GARIMA MEHROTRA, SIDDHI KAUL
“Standing Tickets available”, “Gold Compared to 19,000 live events in 2022,
tickets”, “Silver tickets Best price”- there were 30,687 live events in 2024.
wondering why every part of your life According to BookMyShow, there has
was invaded by concert videos and been a rise of live events in the country
people reminding you they have tickets by over 35% than the previous year.
to the event of the year? What exactly
led to this concert boom? But why are people shelling out
Gone are the days when just a standard outrageous amounts to hear someone
video advertisement of your product perform when they can hear the same
was enough to reach vast audiences. The song in the comfort of their homes? The
rise in need for real-life experiences after answer lies in digital penetration,
staying cooped up in our homes for a exclusivity, social validation, and FOMO -
good part of two years has led to a The “Fear Of Missing Out”. Today, being
significant increase in the popularity of able to post an event on social media is
the experience economy wherein very often the sole motivator to attend
experiences are prioritized over material it. Following in the footsteps of global
possessions. In the music industry, this trends, the “fear of missing out”
has resulted in a huge demand for encourages people to attend
concerts, with India seeing significant experiences to not seem “uncool” to
shows being performed by not only their peers. Other than the psychological
local, but also various international pressures, attending events like concerts
artists. A large part of this is attributed is a way to show your cultural
to the increase in disposable income of engagement and enjoy your favourite
the young population and their artist in an immersive experience,
inclination towards spending it on further making it a popular choice.
unique experiences. The boom in the concert economy has
Today, India’s live events industry is several ripple effects. Ixigo reported a
valued at Rs 88 lakh crore and predicted nearly 350% surge in ticket bookings
to grow at an 18% CAGR through 2026. during the Dil- Luminati and Coldplay
This rate is evidenced by the massive concerts. Accommodation prices too
concerts held in the past one year. Major have skyrocketed, taking advantage of
cities such as Mumbai and New Delhi this frenzy. The market of the live
alongside others hosted mega artists entertainment space is also rapidly
such as Diljit Dosanjh, Karan Aujla, expanding, with BookMyShow currently
Maroon5, Dua Lipa, et cetera, with being a major player, and Paytm Insider
Coldplay performing multiple shows this (now acquired by Zomato) following
month, and Ed Sheeran slated for closely. Swiggy too is poised to launch its
February 2025 to name a few. The hype own app, “Scenes”, to foray into this
is not low in tier-2 cities either, with space.
those seeing a massive 682% growth in
live events.
The introduction of Pre-sale tickets was The effect of this marketing transcends
also an impressive marketing move, with the location of the concert through the
artists partnering with major banks to power of social media, with user
offer subsidized rates and early access generated content (UGC) taking centre
to tickets - almost 56% of Dua Lipa’s stage on LinkedIn, Instagram and Twitter,
concert tickets were purchased with resulting in free and lasting publicity for
HSBC credit cards during the pre-sale. these companies. Simultaneously, it
gives consumers present at the events
This trend is not only increasing tourism, an experience, which appeals to their
and generating demand in hotels, and current preferences. Limited edition
food and beverage industry, et cetera. merchandise has also sold well for
thus stimulating the gig economy, but is sponsors, with audiences looking for
also a wonderful opportunity for keepsakes of these special memories as
companies to market their products. they dance the night away, with the
These companies, ranging from clothing limited stock also creating a sense of
brands and e-commerce platforms to urgency in them.
dating apps and confectioneries, have
taken to offline promotions as well as Live events come with their own set of
posting geographically customized social issues, such as exorbitant
media content to engage the Indian accommodation rates, illegal reselling,
audience. and lack of appropriate infrastructure
Clever posters using song lyrics from that require immediate attention. In
these famous artists such as BlinkIt’s spite of the concerns, it is safe to say
“Mumbai, it’s all yellow!” billboard that the concert economy is adding
advertisement alluding to Coldplay’s another dimension to marketing and
song “Yellow” and their brand’s color advertising by providing companies a
scheme grabs attention, similar to how platform to create quirky campaigns and
Amul has been marketing its butter using experiences for their consumers. With
puns and animations of current affairs numerous shows slated for the year
ranging from sports to politics for years. 2025, it is here to stay with new
Concerts also provide an avenue for innovations and eye-catching campaigns
merchandising, such as Levi’s to keep audiences enthralled. So look
collaboration with Diljit Dosanjh to forward to your feed being invaded
launch limited-edition T-shirts, hoodies, again!
and sweatshirts at his Dil-Luminati Tour.
Cleverly engaging the audience at these
events, Mondelez got a drone to shower
Cadbury Fuse on audiences during AP
Dhillon’s concert and Jeevansathi.com
gave away water bottles to singles
attending the concert with roasts such
as “If you have this bottle, it means
you’ve no one to say ‘Vibe teri meri mildi
aa’”, again a nod to Diljit’s song lyrics.
BEYOND THE BOX OFFICE
How Movies Shape Culture and Commerce
DHIYA SHINE, MAHI
In a world where a single movie scene HARRY POTTER X KINDER JOY
can spark global trends, debates, and
memes, the interplay between cultural The recent collaboration of Kinder Joy
sensations, cinema, and marketing has and the Harry Potter franchise has taken
never been more dynamic. Cultural social media by storm. Kinder Joy is
practices, cinematic representation, and usually looked at as a children’s treat but
advertising strategies are the limited-edition Harry Potter
interconnected phenomena, coexisting collection has led to people treating
in a world where consumption is these toys as collectibles, leading to
inextricably linked to marketing. The several unboxing videos surfacing on the
symbiotic relationship between movies internet, further pushing the campaign.
and marketing has led to a feedback loop The force behind Harry Potter becoming
that not only promotes a film, but rather one of the most successful cinematic
a lifestyle. franchises is not only a good storyline,
but also the strategic vision of Warner
Cinema since its inception has been a Bros. The synergy between Warner Bros.’
dramatic reflection of society, consumer products and Warner Bros.
representing its values, sentiments, Pictures working closely together
hopes and aspirations. Movies become a strengthening one another led to the
part of our conscience, our wider sense audience immersing themselves in the
of self and our everyday vocabulary. magical universe both on and off the
Globalisation of cinema through online screen. The positioning of products and
streaming platforms has broadened repetitive closeups of consumer
viewers’ horizons, exposing them to products during the films such as
different cultures and experiences. Ollivander’s wands, Chocolate Frog
Netflix, Amazon Prime, and other Cards, etc. led to people creating a
platforms play a major role in creating connection between the characters and
and amplifying cultural sensations, as the products. Unlike Twilight, which
regional content increasingly gains relied on character likenesses, or Star
global attention and drives demand for Wars, which appeals to sci-fi enthusiasts,
related products. Movie marketing has Harry Potter’s symbols—like wands and
evolved beyond simple product house crests—translate seamlessly into
placements into comprehensive merchandise. The desire to own a piece
strategies where brands seamlessly of the magic doesn't stop at the end of
integrate into storylines, leaving a lasting the movie. After watching their favorite
impression on audiences. Harry Potter film, fans are eager to
replicate the experience.
This is where Warner Bros. steps in, Every industry was eager to hop on the
offering a seamless transition from the trend with tech giant Microsoft
screen to the real world. They also offer launching the Barbie Xbox while Gap and
immersive experiences at the Universal Hot Topic released exclusive clothing
Studios' Wizarding World of Harry Potter, lines. The market was saturated with co-
a life-size replica of the fantasy world branded products, joint events, and
filled with shops selling themed cross-promotions, reinforcing Barbie's
merchandise, providing an unforgettable presence and embedding the brand
consumer experience. They transformed deeply into consumer consciousness.
the series from mere movies and books Every event, press conference and red
to a cultural phenomenon. This holistic carpet was carefully curated with spot-
approach led to the franchise becoming on branding and content strategies,
a multi-generational favourite, to the incorporating both Barbie’s legacy and
extent that even after a decade, people its present image.
are desperate to get their hands on
limited-edition collectibles in a
chocolate snack.
BARBIE
The Barbie Movie Saga stands out as a
glittering testament to the power of
marketing magic. Barbie rebranded a
childhood favorite plagued with
controversies into a feminist icon. They
used the tried and tested method of The movie-marketing interface has
nostalgia marketing while turned into art, beyond simple
simultaneously sparking conversation promotion. It is a cultural force that can
around gender roles and consumerism. start a conversation, shape identities,
With a total production cost of $151 and build global communities. By
million and a worldwide box office combining storytelling with strategic
revenue of $1.4 billion. This movie branding, marketing transforms films
transformed Barbie from a toy into a into immersive experiences beyond the
cinematic sensation. Companies hopped screen. As films continue to serve as
on the Barbie-way, seeking an lifestyle platforms, the future of cinema
opportunity to leverage the frenzy. From marketing will blur the lines between
Airbnb’s Barbie dreamhouse to Burger storytelling and commerce ,making every
King’s pink meals, Barbie was movie not just a spectacle , but a
everywhere. Marketing targeting movement.
youngsters tapped into the FOMO factor
associated with not being part of the
wider trend. Barbie created a
bandwagon effect, where the experience
of watching Barbie was associated with a
happening social life.
THE SOUND OF STRATEGY
HOW MUSICIANS ARE REDEFINING MARKETING
SIDDHI KAUL, GARIMA MEHROTRA
Remember that neon green and blurry However, the lack of apt branding had
font flooding your feed? 2024 redefined been holding her back from her true
music marketing, showcasing potential. With this campaign, she has
unprecedented creativity. In today’s now created “brat summer”, a global
hypercompetitive world, achieving and trend in the summer of 2024, making her
maintaining fame and success is more the second-most Grammy-nominated
than just talent or hard work. The global artist in 2025, totalling 7 nominations.
music industry is no different.
Another pop star who has seen
Music marketing and creating in effect a mainstream success in the previous year
brand out of a solo or a lead artist is the and has been in the music industry for
way for musicians to stay relevant in over a decade is Sabrina Carpenter.
these times where the public has a fickle Taking a play out of Taylor Swift’s
memory. The easiest way to do this, marketing book, she also advertised her
especially in the past decade, has been then-to-be-released album “Short n
to use social media for promotions. From Sweet” using easter eggs in Instagram
trending pop stars to rap artists, all of posts. From that point right up to her
them use branding and marketing to Espresso martinis and Brown Sugar
connect with their core audience and Shakin’ Espresso collaboration with
keep them engaged in their endeavours. Dunkin’ has been a journey of branding
Take pop star Charli XCX’s “brat” for herself as a feminine, youthful and
instance- the criticism she faced for her humorous person- a persona which has
low-quality album cover is what marked gelled well with her audience. Her colour
the onset of her most successful palette has been one full of pastels to
marketing campaign to date. Her team give the feminine and youthful vibe,
capitalised on the memes generated of along with clever promotion of her side-
her album cover and even created a ventures such as her Sweet Tooth
“brat generator” to make it easier for her fragrance line using lyrics from her iconic
audience to hop in on the trend. This, song Espresso (“soft skin and I perfumed
followed by offline engagement and the it for ya”). Her image is seen as an
clever use of user generated content authentic one, with her making witty
(UGC) (think of the Apple dance trend), relevant jokes even during previous
led to “brat” taking over 34% of the top album promotions such as city-specific
50 songs on the Billboard Hot jokes during her “emails I can’t send”
Dance/Electronic Songs chart its first tour during her song “Nonsense”.
few weeks of release. This, however, was Coupled with UGC on specific lyrics of
not her first rodeo in the music industry. her songs, she has been another artist
She has been performing for years, with who set the vibe of last summer with
songs such as “Boys” and “Boom Clap” “Espresso” being given the title of Song
even being famous. of the Summer globally by Billboard.
Releasing remix versions of this song and Brands are constantly on the lookout for
labelling them “Decaf Version” and what’s the new “cool”, and it didn’t take
“Double Shot Version”, a clever long for them to realise rap music wasn’t
reference to types of espresso, has also a fad, it was here to stay. In a time where
helped solidify her brand image, attention spans are no longer than a few
resulting in her receiving six Grammy seconds, impactful and catchy rap lyrics
nominations this year. are the way to go. Collaborating with
rappers gives brands a complete
Unlike mainstream Pop, Rap Music and package, music, lyrics, a greater
the Hip-Hop industry has been a dark audience and “street credit”. Rap artists
horse in India for decades and is slowly are not just influencers, they have loyal
taking center stage. DHH- or Desi Hip fanbases who respect them for their
Hop is the culture and hip-hop music of outspokenness, lyricism and wit, making
the Indian Subcontinent, essentially the them the perfect ambassadors for
South Asian Diaspora. 2024 has been a brands who want to build an image of
monumental year for DHH, with authenticity.
Hanumankind’s Big Dawgs reaching the
#1 spot on Spotify Global hits, proving Other than ad campaigns, several brands
the genre is not just a niche anymore but have also been supporting underground
a phenomenon (Big Steppers indeed). hip hop movements, to gain loyalty and
Simultaneously, it has led to a major shift build a brand image amongst the core
in marketing strategies followed by large Indian DHH audience. The most
brands. prominent examples of this are
A genre whose songs Gen Z’s and Budweiser and Wildstone. Other than
Millennials' can mouth word to word, their partnership with DIVINE and their
brands knew they had to rope in rap “Be a King” campaign, Budweiser
icons to reach a larger audience. Today, regularly has rap events where they
hearing a rap song in advertising is so collaborate with up and coming as well
common, we barely bat an eye. as established rappers. Wildstone has
Badshah’s Pepsi campaign, Unacademy’s launched an entire movement of their
Let’s Crack it anthem with Naezy, Seedhe own, “Wild hai bro”, with the theme song
Maut’s Knorr K-Pot campaign, the list is by Panther, a popular rapper. They
endless. 2019’s blockbuster, Gully Boy describe it as a “collective community of
also brought rap to the mainstream, raw and bold young individuals not
further giving brands a reason to take afraid to surpass the ordinary”, and
rap seriously. regularly give a platform to budding
But why rap? Brands choose to artists.
collaborate with rappers because of the
unparalleled creativity, authenticity and It’s safe to say that desi hip hop is only
energy that they bring to the table. getting bigger, and brands need to keep
up their “raftaar” to stay cool in the
marketing game.
HOW MARKETING SHAPES
CULTURAL PREJUDICES
A Critical Analysis of the Rise of Korea as a Soft Power
DIKSHA SHARMA, SIMRAN AHUJA
Marketing profoundly influences how xposure via partnerships, and historical
cultures are perceived globally, with the sites like Gyeongbokgung Palace
power to challenge stereotypes and featured prominently in dramas.
foster understanding. South Korea's rise Early portrayals in K-dramas often
as a cultural powerhouse through the reinforced traditional roles , as seen in
Hallyu Wave is a prime example, Boys Over Flowers, Full House, My
leveraging soft power to share its values Lovely Sam Soon, Secret Garden, and
and stories with the world. Through Playful Kiss. Modern narratives like My
platforms like Netflix and YouTube, K- Name, Itaewon Class, Arthdal Chronicles,
dramas like Squid Game, Crash Landing Vagabond, and The Glory have embraced
on You, Kingdom, Extraordinary Attorney diversity and complexity. Similarly, while
Woo, and Vincenzo captivated global early globalization efforts sometimes led
audiences, while K-pop groups like BTS, to cultural insensitivity, campaigns like
BLACKPINK, EXO, TWICE, and BTS and Halsey’s Boy With Luv,
SEVENTEEN expanded their reach via BLACKPINK and Selena Gomez’s Ice
viral music videos and live-streamed Cream, PSY and Snoop Dogg’s Hangover,
concerts. These platforms allowed and collaborations with global fashion
Korean culture to blend authenticity brands showcased mutual respect.
with universal themes . Popular shows South Korea’s ability to balance
like Crash Landing on You depicted tradition with innovation is evident in
traditional markets, Dae Jang Geum BLACKPINK’s hanbok styling, modern
celebrated Korean cuisine, Pachinko hanbok in Hotel Del Luna, fusion styles in
showcased family dynamics, Mr. The King: Eternal Monarch, hanbok-
Sunshine revisited historical events, and inspired Olympic uniforms, and K-pop’s
Start-Up explored modern stage costumes.
entrepreneurship, all while reflecting
Korean values. By showcasing a modern, creative Korea,
K-pop groups like BTS on Weverse, these efforts reshaped perceptions from
BLACKPINK on Instagram, Stray Kids on outdated stereotypes of an isolated,
TikTok, TWICE on Bubble, and IU on war-torn nation to a vibrant hub of
YouTube connected with fans talent and culture. This case
personally, tearing down barriers. demonstrates that marketing, when
Government support has also been rooted in cultural integrity, can bridge
instrumental. Subsidies enabled cultural divides, challenge prejudices, and foster
exports, the Winter Sonata tours a richer appreciation of cultural diversity
boosted tourism, the Pyeongchang worldwide.
Olympics incorporated K-pop
performances, traditional crafts gained
But the influence of marketing does not Additionally, it sometimes fails to
stop at good results and admiration - it acknowledge narratives of inclusivity
often fosters new biases, and such as diverse gender roles or
stereotypes even though they are multiculturalism which are increasingly
significant and often form the basis of critical in today’s interconnected world.
user personas and hence, marketing
communications. Marketing-driven cultural dominance
This is where we come to the negative can also lead to the commodification of
side of the case. The polished and culture(cultural appropriation). The
romanticized portrayal of Korean culture Korean Wave, for all its charm, risks
has created certain stereotypes which being reduced to a series of consumable
now seem to dominate across cultures. trends - merchandise, cosmetics, and fan
One such example is about the culture-stripped of its deeper cultural
unattainable flawless beauty standards - significance. This highlights the thin line
glass like skin, V-shaped face, etc.- that between promoting culture and
K-pop idol culture often glorifies. exploiting it, a tension that many other
Similarly, K-dramas frequently depict an nations have grappled with in their
idealized version of love and pursuit of soft power.
relationships. These portrayals can skew
expectations and foster a superficial
understanding of society. For instance,
the pressures faced by K-pop idols -
rigorous training, strict diets, and the
lack of personal freedom - are often
overlooked in favor of their glamorous
on-stage personas.
Therefore, South Korea’s success in
marketing its entertainment industry
indeed demonstrates the incredible
power of storytelling and marketing to
shape cultural perceptions. It is a
testament to how strategic investment,
combined with a keen understanding of
global tastes, can transform a nation’s
global standing. However, it serves as a
cautionary tale at the same time as
marketing, though being a powerful tool
for cultural exchange, can sometimes
distort and reduce the very cultures it
seeks to promote, to certain signature
objects(like our own favourite Ramen or
Kimchi for example), symbols and
associations. For businesses, it is a
lesson that while culturally relevant ads
increase ad effectiveness by 2.7 times,
(Cultural Insights Impact Measure, 2022)
they need to be more inclusive, and
sensitive and rather work on common
and shared values for diverse
representation in their global campaigns
(just like Unilever has different names for
Surf Excel in different countries).
Only then can the stories we consume
truly bridge divides rather than deepen
them, as modern marketing not only
reflects culture but also shapes it -
holding the power to drive global change
in our digital future.
MARKETING MARAUDERS, ISSUE 2, 2024
CREDITS
Anvi Shandilya
Kriti Bhatia
DESIGNED BY:
Mohammad Shayan Ahmad
Muskan Agrawal
MARKSOC
IIMA BASED IN LSR
