Reglocalise: Influencing the borderless world

Lodestar UM’s study Wave X Remix Culture analyses the four most influential shifts shaping the modern consumer - Resist, Retrograde, Recreate & Reglocalise

e4m by Shrikant Shenoy
Updated: Jan 23, 2020 9:04 AM
Wave X

This is the fifth in our six-part series on Lodestar UM’s study Wave X Remix Culture that analyses the four most influential shifts shaping the modern consumer - Resist, Retrograde, Recreate and Reglocalise. Wave X explains how these shifts also serve as pillars of a framework that enable marketers to understand cultural trends and identify the territories brands should play in, audiences to target and media platforms they interact with.

Where do influencer strategies come from? Behind the follower count and engagement scores lies a complex web of cultures and subcultures driving consumption preferences. Influencer strategies can be more effective if we can map pathways through this web to isolate specific forces behind passions.

Wave X takes a closer look at the Reglocalise pillar, analysing the fine balance between global reach and local connection. We explore how local culture drives global culture and technology helps facilitate this natural exchange.

Foreign influences abound, but India reigns supreme!

It’s no surprise that when we look across all passion points, people are most influenced by their own country. When it comes to satisfying our thirst for the original, local influence has the edge over global influence due to stronger appeal to our sense of individuality and proximity of space(geography).

Both older and younger Indians are inspired mainly by local influences for defining their personal style and preferences. The USA stands next with strong cultural influences like movies, music and fashion.

Surprisingly, Australia emerges at #3 across ages. Cricket is likely to be a strong influence, with Virat Kohli’s men increasingly playing the aggressive style of cricket that Australia is famous for and even beating the Australians at it. Small wonder that Australian players attracted the highest bids at the IPL 2020 auction. Pat Cummins became the most expensive overseas player ever with Kolkata Knight Riders buying him for a successful bid of Rs 15.5 crore.    

Australian movie stars also have a sizeable Indian following. Director SS Rajamouli of Bahubali fame signed on superstar Ray Stevenson for his forthcoming film RRR. Ray’s earlier film Thor: Ragnarok had broken opening weekend records in India. 

The most influential country worldwide across all interests is the USA, followed by China, Japan, France, Germany and Italy. The US is most influential in the areas of movies, science, technology and music and this influence is global. China’s influence is spread evenly across the different categories but concentrated within China and neighbouring countries. France is most influential in art, fashion, beauty and luxury. Italy’s influence is strongest in cooking, food, fashion and art. Germany is most influential in cars, science, technology and sports.

Social media, led by visual platforms have powered the glocal shift

While most people that we meet face-to-face live in the same country as we do, social media makes it possible to meet more people beyond our borders. People who we are in contact with via social networks are almost twice as likely to live in another country, on average.

The mid-20s is when we make the most of our international outreach. These are times for new experiences – moving out of home for the first time and earning enough money to travel abroad.

Spotify taps into this openness to other cultures – one in four of its users actively listens to artists from a culture or country different from their own.

 Each social platform has its own strengths. Some are recognised as the first place to go to for new news, some are trustworthy, and some others stand out from the rest.

We measured each platform against two specific strengths relevant to culture traveling across space. We asked which platforms “influence world opinion” and which “introduce me to new cultural trends”. For these two values, the platforms that perform the best are those that are visually strongest like YouTube and Pinterest.

 How can brands tap into Reglocalise learnings to sharpen their influencer approach?

Some recommendations based on Wave research –

  1. Tap into mid-tier opportunities

India has a vast local heritage in the health and wellness category. Local marketers like Patanjali and Himalaya have successfully taken the Ayurveda route to success.

Despite the majority preference for local solutions, influence from the USA is not far behind. The US in fact has greater influence in health and wellness in India than in most parts of the globe. This is a potential opportunity that brands in the category can leverage with lower clutter and competition.

 2. Partner with emerging affinities

While Indian music dominates music in India overall, South Korea is becoming increasingly influential among 18-25yr old audiences. K-Pop is a hit globally, being the 5th most streamed music genre for under 25s. Now K-pop is building similar affinity among Indian youth, with the hashtag #IndialovesBTS trending on Twitter.

Football is steadily gaining followers among Indian youth, exposed to quality performances from international leagues like Premier League along with homegrown leagues like ISL. Leading food brand Amul has made association with Premier League a key feature of its plan to engage youth. Besides coming onboard as broadcast associate sponsor, Amul uses big screen activation opportunities like Select FC to build engagement and showcase its product range.

  1. Refine global approach with local learnings

Coca Cola’s Share a Coke campaign took personalisation to a new level. For Australia, packaging that had the Share a Coke logo was followed by one of 150 popular Australian names.

However, it was replicated with a uniquely local twist in India. Research identified relationships as the theme that Coke’s young audience in India most identified with. These relationships were not always linear. For instance, a father was described as ‘My champ, my ATM’. Coke cans and bottles had 20 special relationships printed on them, including Bae, Bro, Dude, BFF, Dad, Mom and Daughter along with cool descriptors like ‘Bro-Troublemaker. Merrymaker’.

Entertainment content for kids is also going local. Hershey’s selected local animation hero Little Singham to advertise its lollipop brand Jolly Rancher in India. Little Singham took the brand’s fun and vibrant personality across television, digital and gaming platforms. ur next article Planning redux: How to Remix your brand will explore the entire Remix Playbook to find solutions for brands, leveraging the four pillars to set future directions.

Our next article Planning redux: How to Remix your brand will explore the entire Remix Playbook to find solutions for brands, leveraging the four pillars to set future directions.

The views expressed here are solely those of the author and do not in any way represent the views of

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