ere's something we don't see agencies with an international tag doing everyday. In a departure from agencies which launch brand tools, they claim are used at their international branches, JWT has presented a proprietary Indian tool called Brand Chakras. The tool has been put to use for a study of the global Indian, and makes use of the ancient Chakra theory by Patanjali, compiler of the Yoga Sutra. Chakras are believed to be energy currents in the human body and were identified through the study and practice of Yoga.

The "insight mining exercise" was carried out among people between the age group of 25 and 45 years, across Mumbai, Delhi, Chennai, Bangalore and Hyderabad. Interestingly, some in the sample were Indians who've returned to India as well as Indians currently living abroad. The report, which borrows its name from a Graham Greene novel by the same name, is titled The Power and the Glory. The agency has also identified what it calls "16 hot payoffs" from a total of about 60 fundamental payoffs that marketers can use to address the new Indian. ... more