Curated and written by Amit Bapna, Advisor (Content and Industry Engagement) for the Consumer Culture Lab. In the first of this series, the Consumer Culture Lab deep dives into the phenomenon called Brand Gandhi and unravels the layers of the DNA of this formidable and unusual Indian brand. We will be looking at many more … Read more
With the increasing penetration of internet and smartphones in rural India the last few years, we notice a substantial increase in people’s engagement with them. As the internet makes inroads into the previously untouched parts of the country, we also witness a surge not only in consumption, but also in content creation. A consequence of … Read more
With the onset of Covid-19 a few months back, the world around us changed in ways we had never imagined. In one way or another, people witnessed almost every aspect of their life undergoing a transformation. Like many other countries, India too began to observe a lockdown from mid-march. However, India’s lockdown was much more … Read more
With the onset of the Covid-19 pandemic, people’s lives across the globe turned upside down. Many professions and industries found themselves unprepared to adapt to this new lifestyle and struggled to find their place in this new way of being. Even for the qualitative researchers, there was an immediate pressure to adapt to this new … Read more
Visuals by Srinidhi Chandrashekar, with inputs from Rupali Kapoor and Tanvi Gupta. About the author Srinidhi Chandrashekar is an intern at the Consumer Culture Lab. She is currently pursuing her master’s in design at NID, Gandhinagar. From advertising to design, she believes that her work has journeyed from communicating to users to understanding users, and … Read more
During an Instagram Live session, popular Punjabi and Bollywood singer, actor Diljit Dosanjh had an interesting ‘clash’ with Amazon’s virtual assistant Alexa. The video showed the hilarious exchange that followed between the two as Diljit repeatedly kept asking Alexa to play his latest track. It immediately became viral and has received over 2.5 million views. … Read more
Recently, Instagram launched its own short video feature called Reels in India. It lets users create videos on the app, add creative filters, music. Reels can be shared with friends or anyone on Instagram. India is the fourth country where this new Instagram video format is being tested. The views in this article are of the … Read more
Why is Thick Data Important for Consumer Research in India? Consumption is a part of life and thus cannot be explored in a detached and isolated manner. People are living slices of their lives while interacting with products offered to them by marketers. As consumer researchers, we need to understand how products can be meaningfully … Read more
Axone Axone is a film that was released on 12th June, 2020. The film depicts the events of a single day in the lives of a few northeastern people living in Delhi. The views in this article are of the author(s), and do not necessarily reflect the views of the institute.