The Problem at Hand

A global brand trying to find its footing in India had found it hard to succeed due to multiple fragmented messages and changing market and category dynamics. The brand needed an understanding of changing family dynamics in India, especially with regard to child-rearing practices, influencing power and raising individuality amongst the younger generation. The more critical aspect was to understand these dynamics across North and South India and find synergies across these two Indian subcultures that can form the foundation for the brand’s repositioning in India. More importantly, the insight and strategy had to be in alignment with global brand ethos.

The Strategy Unfolded

Historical and anthropological context of North and South India, conversations with one of the most renowned sociologists, and expert views and inputs from family therapists formed the anchor and underpinned this work with strong scientific enquiry.

Further to this, the winds of change within a family included looking at fundamentals such as hierarchy within the family, change in control, the impact of digitalization on a family’s life, individualism, and its various shades were explored in detail. Looking deep into every family member's changing role, expectations from them, and dynamics of interaction through our classic methodologies including psycho drawings, storytelling, and other projectives left us with a rich and complex appreciation of changing family dynamics in India.

The Impact

The insights were brought alive, debated, and discussed via a workshop including all the stakeholders - brand, communication, product development, and insights team. The final result was arriving at the right platform for the brand in India.