At Media Spikes: Need Indian advertising be understood globally?

It’s ironic that at an Asia Pacific forum, when Indian ads are being screened, one gets the notion that even at the regional level, no one really gets the Indian point of view. You would expect that Asia in spite of its cultural diversity, would have some commonality in thought or consumer insights that would crack the code. Instead, what one sees are largely blank faces. With some exceptions, of course. As Santosh Desai, MD and CEO, Future Brands, pointed out, perhaps that’s not such a bad thing.