To woo the 46 lakh Indians living in the US, corporate companies there are now preferring to create separate advertisements. His emphasis is also on incorporating the culture of India and Indian celebrities in the advertisements.
The competition among companies to woo Indians is so high that the Asian American Advertising Federation had to conduct a survey. It asked about the likes and dislikes, habits and things that attract attention of Indians.
Connect with Indian celebrities
The survey revealed that about 45% of Indian diaspora feel connected to advertisements that have an Indian celebrity. 43% of Indian diaspora said that they like advertising related to culture. For this reason companies have started understanding Indian festivals and customs. On festivals like Diwali, Holi, Pongal, Durga Puja, Lohri, they are preparing special advertisements.
Indians have three times more degrees
The executives of the advertising companies told Dainik Bhaskar that they advertise many Hindi channels in the US to reach as many viewers as possible. People of Indian origin are the most educated in America. They have an average of three times as many degrees as American citizens.
Most Educated Indian-Americans Are
In view of this, Trump and Biden had made special advertisements for Indian-American voters in the 2020 presidential election. It was also seen as evidence that the wealthiest and most educated of all diaspora groups in America were Indian-Americans. Karthik Ramakrishnan of the University of California says that Indian-Americans are emerging more as donors, voters and candidates than other immigrant groups.
Senthil Govindan, founder and CEO of digital advertising firm Dataworks, pointed out that Indian-Americans are marching ahead on the economic, social and political fronts. In such a situation, it is natural to make advertisements considering them as the target. The sites where Indians of Indian descent read news related to India, American companies also advertise on them.
Indians have higher average income than other Asians
According to the Pew survey, the median household income of Indian households in the US is Rs 95.02 lakh. This is more than other migrants from Asia. According to The Economist, a person of Indian origin will become the President before a Native American becomes President in America. Indians constitute 1.4% of the total population here. So the possibility of this is strong.
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