When Indian marketers used desi ways to woo their audience

Hold on a second before you deem this title the marketing equivalent of The Satanic Verses. The authors of this not-so-little blue book have immense respect for the marketing scriptures churned out by the likes of Philip Kotler. But when you are selling to Mera Bharat Mahan, you have to remember this market accounts for the most diverse and complex consumers in the world (and we aren’t counting migratory aliens as yet). They will assimilate Kotler’s Marketing Management or Jerome McCarthy’s 4Ps like an adarsh balak would. But to make a dent in the Indian marketing landscape, especially now when digital changes the plot in real time; you have to bring in a little homegrown swag; a few dollops of street-smart insights.

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