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In India, Tear-Jerker Ads Test Emotion Limits

Advertisers in India go for the heartstrings for things like banking, jewelry, search engines, and cooking oil. Papri Dev, managing director, Zeno Group, India, said, “Brands that have stayed true to the emotion that perfectly fits with their values have reaped dividends." But Indian consumers are more engaged now, more educated, smarter, and tech- and media-savvy. "The age of social has shown us that a brand’s perception and what it stands for rests firmly within the consumer mind and opinions."

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