MullenLowe Lintas Group, in partnership with Quantum Solutions, has initiated the 'State of States' study. This research aims to deeply explore and understand the diverse cultural landscapes of India, helping brands connect more meaningfully at local and regional levels.
Research Goals
India is known for its cultural diversity. Recognizing the need to understand these regional differences, the study focuses on deconstructing the cultural elements of 30 Indian states. The insights gained are intended to inform and enhance brand strategies, ensuring they resonate well with various consumer segments across the country.
Progress and Phases
The research has been conducted in four phases over the past year, covering 20 states so far. The final results for all 30 states are expected by the second quarter of 2024.
Impact on Brand Strategy
The findings from the 'State of States' study will enable brands to craft future strategies that are not only innovative but also culturally relevant. By understanding cultural codes, tensions, and shifts, brands can create impactful narratives and connect deeply with consumers.
Comments from Leaders
S. Subramanyeswar, Group CEO of MullenLowe Group India, notes that the study is timely, especially given the rise of local and ethnic identities in India and globally. He highlights that, while politics may drive divisions, brands have the opportunity to foster pride and connection.
Anju Joseph from Quantum Solutions reflects on the partnership's unique approach to transcending cultural stereotypes and achieving a genuine understanding of what influences cultural dynamics. She emphasizes the pioneering nature of this study and its potential to revolutionize brand engagement strategies.
