Intercultural Communication Studies XVI: 1 2007 Kumar Role of Marketing Communication in Enhancement of

Increased globalization has led to drastic growth in consumerism worldwide. India is no exception. Almost all global brands are present practically all over the country. The recent phenomenon that has caught the attention of advertisers and marketers is the spurt in consumerism in the economically weaker areas. Several studies have shown that these markets are raring to go (Business World, 2004). The quality of life indicators suggest that there is adequate scope for socio economic improvement, too. This paper attempts to assess the role of global and national advertisers in local development by analyzing brand communication and the impact of penetration of mobility products (two wheelers and cell phone service providers) and one personal care product (toothpaste). The effect of brand communication has been inferred by comparing survey findings with secondary data like Development Reports and Market Planners Guides. The role of mass as well as local media and the potential of the emerging market have also been examined. India is experiencing a cultural transformation at the grassroots level. This ha