An article of mine that appeared in The Hindu Business Line on this topic.
Here are some excerpts:
While there are several concepts and research streams which may be evolving in marketing literature, technology and increasing customer information available with marketers makes it important for them to understand the power of contextual creativity.
The Indian context, with its unique circumstances and environment, offers tremendous scope for such creativity. The vast population at the bottom of the pyramid, changing lifestyles, cultural moorings and the fragmented economic spectrum offer a backdrop where contextual creativity is almost a prerequisite.
Read more