Adgully Exclusive | We are a challenger's brand and growing at a high pace: Bates 141's Dheeraj Sinha

Consumer behaviour has evolved over the years due to various reasons. The exposure level has increased with better technology and modern equipments, mindsets have changed over time and most of all, today, advertisers are looking at modern, intelligent and focused consumers. Over the last decade, our cultural conditioning and value of brands in our lives have shifted significantly.

Dheeraj Sinha, Regional Planning Director, Bates 141 takes us through the changing India in his recently launched book, "Consumer India - Inside the Indian Mind and Wallet' with analogies from Bollywood.

In an exclusive interview with Adgully, Sinha elaborates more on his experience of writing the book.

Bates 141, being an Asia focused agency, its philosophy is around change. Sinha further adds, "Bates 141 has spent a lot of time understanding how society, culture and people are changing. We are a challenger's brand and growing at a high pace."

The book revolves around how India is changing culturally today. It also explains how consumption and commerce is changing in India. Sinha also adds, "It talks about five key categories in India and three consumer segments in India. It is supposed to be a practitioner's guide to the market."

Having worked with clients of the likes of Tata AIG, Max Bupa and Virgin Mobile and having spent twelve years in advertising, Sinha admits the work experience has been valuable to him in writing the book. One of the key challenges, Sinha confesses was to find the time to write the book from his successful advertising career. "Also in advertising we are trained to write in short and sharp sentences. Therefore it was slightly challenging to write elaborately and ensure the written matter is interesting enough for the readers."

Sinha further explains one of the significant shifts in Indian consumers, "Today India is looking at more of a warrior mindset. Indian consumers are embracing the heroism attitude and want to buy products that look good. Everyone wants to be the envy of their neighbours. Women have come a long way and they are in total control today. Although it is still appearance based advertising, women are now in high position jobs and advertisers take that into account. Another important aspect of the country is the youth and is a segment that needs special attention from marketers."

On plans of writing another book, Sinha commented that the next book could be in the fiction genre, although there are no definite plans as of now.

As parting advice to all young enthusiasts entering the highly competitive world of advertising, Sinha said, "Love your work and to do it passionately." | By Janees Antoo [janees(at)]


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