GETTING INTIMATE
The culture karma chameleon
Ayobamidele GnadigMamata Kathuria
Harry Key
Abstract
The theme of our paper is inspired by Clotaire Rapaille’s work as described in his book The Culture Code. And by India – an exciting, dynamic place which is just screaming to be decoded by cultural theory as brands and products enter the race to touch the hearts of the Indian consumer.
Our research approach combines anthropology, storytelling, neuro-scientific theory and the Language and Behaviour Profile to explore cultural imprints.
We are going to show how to communicate to a wide audience with profound cultural, linguistic and social differences in a constructive way. This will inform how brands can operate in an incredibly diverse arena, without alienating or oppressing the differences within it.
Ayobamidele Gnadig
Ayobamidele Gnaedig, 36, is managing director at H,T,P, Concept India and has been with the company since 1997. In 2007 she moved from Berlin to Mumbai to set up H,T,P, Concept India. She has a degree in performing arts and as an intercultural communication trainer and coach.
Mamata Kathuria
Mamata Kathuria, 46, is the managing Director of Point of View, India. She has an MBA in Marketing and works as a researcher since over 15 years. Mamata speaks English, French and 7 Indian languages and has a special expertise in region specific sensibilities in India. She relaxes by stitching dresses and by teaching her 2 year old daughter her naughty sense of humour.
Harry Key
Harry Key, 25, is a multimedia consultant at H,T,P, Concept India, he has a theatre media degree from Australia and has been working in as an actor in Bollywood for 2 years.
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