Sathyanarayanan R, Sundram Fasteners Associate Professor, Marketing, IFMR GSB has authored another article in ET BrandEquity, from The Economic Times. The article, titled Cannes Lions and Buri Nazar in Advertising, explores how everyday cultural beliefs such as the evil eye, kaala teeka, drishti bommai and nazar battu have found their way into advertising storytelling. Using the recent Cannes Lions context as a starting point, the article reflects on how brands draw from familiar cultural practices to create communication that carries emotions of envy, protection, vulnerability and care. It also shows how cultural cues help advertisers translate deep-rooted social beliefs into memorable and meaningful advertising ideas.
