Cannes 2015: 6 consumer trends in India you may not know about

Campaign India's managing editor looks at social media activism, local brands, mobile and more

To commemorate the 2015 Cannes Lions International Festival of Creativity, Campaign’s editors from around the world are sharing their view of the advertising industry from where they sit, including the work from their region most likely to be recognized this year and which consumer trends are shaping their landscape. Campaign U.S. will be sharing these perspectives every day this week.

Real-time and responsibility

Brands are in a hurry and realize that they still need to watch out for gaffes that Indian consumers will not forgive.

Social media activism comes of age

"Net neutrality" is the new national debate. For the first time, campaigns driven by social media are influencing the regulatory authorities’ directives. Consumers are asking: "If it’s not good enough for America, why is it good enough for India?"

Personal "premiumization"

Metropolitan cities are rich with organic-food stores today, while online services deliver organic food straight to the door. When did this start to happen? The health-conscious Indian is willing to spend more and brands are taking note.

Read now: Campaign India's Cannes 2015 predictions

Owned media blooms

Kan Khajura Teshan, a mobile "radio station" that users in hard-to-reach areas can listen to Bollywood songs on, has wowed global juries. And it is still adding audiences while advertising Unilever brands. The age of owned media has arrived.

Rise of the local brand

Coca-Cola’s Maaza has a new competitor in Maa, whose owner, CavinKare, is from the south of India. Elsewhere, the local player Micromax continues to explore new product categories after overtaking Samsung on smartphone sales.

Mobile still a medium of the future`

While Star India’s HotStar app streamed the ICC World Cup and Indian Premier League content for free, there are questions about who will fund the medium. Will it be advertisers? Or can consumer payments sustain it?

Follow all our Cannes coverage via our dedicated blog.

Gokul Krishnamurthy is managing editor of Campaign India.

Cannes Lions 2015 Coverage

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free