“Kantar’s analysis shows that Indian audiences respond more positively when people in ads are portrayed as confident, capable, and socially relevant, rather than flawless,” Soumya Mohanty MD & CCO, South Asia, Kantar, told Mint. “For younger audiences especially, this kind of portrayal sends a powerful signal: confidence doesn’t have an expiry date, and relevance isn’t limited to one life stage. That’s a very Indian idea of aspiration,” she adds.
