Glocalization

According to an article in zeenews.com, a new Coke advertisement in India featured the Bollywood star Hrithik Roshan. Coca-Cola advertisements in India are classic examples of the current trend in the Indian branding and advertising industry - "think globally, act locally". People in the industry refer to this as "Glocalization." Global organizations are seeing a lot of success in India by using Indian celebrities and make the advertisement seem more local. The purpose of advertisements like these is to make a global organization seem more local and appeal to the Indian people. Glocalization is a result of globalization and how the local markets respond to it.

"I would say glocalisation really took off over the last five years. Most global brands now have local execution. At the end of the day, the needs and the wants of people are pretty similar. But if we use local idioms for a global brand, it makes sense to the local audience," Nirvik Singh, CEO, Southeast Asia, Grey Worldwide Advertising said. As a result, distinctions between the national, local and international advertising are blurring, especially in developing markets.