Up until the past few decades, India was seen as the cream of the crop essentially for its rich heritage, values, culture and legacy. However, the ambition, aptitude and ability of the human talent that the country has and is spawning, have effortlessly cohered these brilliant brains into the colourful threads of the same cloth. The country has been victorious in taking its human talent to rule the world map and fill the void that subsisted for long.
The history of the business landscape, especially marketing and advertising, is proof that a great vision without great people is irrelevant, confirming that the success story of Indian talent has triggered a paradigm shift in the overall ecosystem. India has emerged as a favoured destination for hiring skilled workers, experiencing an annual growth rate ranging from 15-20 per cent, according to TeamLease Degree Apprenticeship.
The possible reasons for Indian talent being recognised and encouraged by businesses around the world include low labour costs, an English-speaking workforce, strong creative and technological capabilities, a high level of education, etc.
"India is a global talent powerhouse. It has a solid mix of people who come from different backgrounds and bring their cultural perspectives to the table. Global brands are cluing into this and looking to India's deep talent pool to drive their growth and stay ahead of the innovation curve. Plus, the talent here doesn't break the bank for companies," stamps Shubhranshu Singh, Vice President - Marketing - Domestic and IB - CVBU, Tata Motors.
The Big Leap
India has come a long way from sitting in one corner to having a central seat at the table. Indian talent today is not only making a significant impact on global markets but also leveraging its rich cultural connect and diverse pool of storytellers to stand out. With a heritage steeped in storytelling traditions and a vibrant cultural landscape, Indian talent brings a unique perspective and authenticity to the global stage. Their ability to weave compelling narratives that resonate with audiences across borders gives them a distinctive edge in capturing attention and fostering emotional connections.
The past few years have witnessed several Indians sweep the top spots and even mid-level positions, such as in Mondelez, Diageo, Chanel, Starbucks and Procter & Gamble (P&G), demonstrating their innate potential and proficiency. The number of Indian managers being picked for top jobs outside India by multinationals has surged, attest top hiring consultants and corporates. Even according to the National Foundation for American Policy, Indian-Americans make up about 15 per cent of the workforce in Silicon Valley.
Gunjan Khetan, Director Marketing, Perfetti Van Melle India asserts that Indian talent, across the board, is leaving a remarkable imprint on global markets, "With a depth of knowledge and multidimensional skill set, Indian professionals are driving innovation and delivering impactful ideas that resonate worldwide."
Exporting The Expertise
Creative excellence, technological prowess and a knack for data and analytics, especially in marketing and advertising, are pivotal in crafting strategies that captivate audiences and drive market share. India's diverse talent pool, brimming with cultural insights and innovative thinking, has been instrumental in tailoring these strategies for the nation's multifaceted market. With access to vast information and resources, they bring fresh perspectives, injecting creativity and dynamism into every project.
We live in a wonderful time to witness award-winning campaigns by Indian arms of agencies like Ogilvy, McCann, Grey, Leo Burnett, and even the small and mid-scale agencies, that are sweeping the board and garnering global acclaim. Even influential Indian creative directors and technologists are contributing their expertise to global brands like Apple, Google, Nike, etc. "The seamless fusion of Indian cultural nuances with cutting-edge technologies and data-driven insights has enabled Indian talent to offer fresh perspectives and innovative solutions that transcend borders," adds Singh.
Crucially, today's talent understands the nuances of the youth market, a demographic that holds significant influence in shaping trends and preferences. Their insights into the behaviours and aspirations of younger generations are invaluable for brands targeting this demographic.
Upskilling: A Cardinal Practice
While the Indian advertising industry is witnessing a significant surge in capabilities and talent, there is still room for improvement to maintain its competitive edge globally, and adapt to the evolving consumer preferences and rapid technological advancements, feel the experts. This in turn has put greater pressure on companies and even the country to some extent, to encourage continuous professional development, foster a culture of innovation and promote cross-disciplinary collaboration that is crucial to nurturing and retaining top talent.
Most brands, as we see today, are realising and investing in the enormous potential of Indian talent, by actively promoting an environment that encourages skill development and innovation, as well as giving platforms for people to share their unique stories. The rise of online learning platforms like Coursera and edX has democratised access to diverse learning opportunities. Industry-academia partnerships, such as the one between the Advertising Agencies Association of
India (AAAI) and leading universities, are fostering a talent pipeline equipped with the skills required to navigate the dynamic marketing landscape.
"Nurturing curiosity and courage is critical. This involves widening horizons to experiences in global markets, but also embracing our roots and getting closer to our culture. This involves experimenting with newer technologies, but also standing our ground when needed. Brands and organisations that are providing their talent with such opportunities and fostering a culture for innovation are the ones that are poised to succeed," shares Gunjit Jain, Executive Vice President, Marketing, Colgate-Palmolive India.
Along with this, it is also seen that addressing gaps in areas such as digital transformation, data analytics, and emerging technologies like AI, AR/VR and blockchain have emerged as some of the priorities lately. By investing in these areas, the Indian advertising ecosystem is ensuring that its talent remains at the forefront of the industry's evolution and delivers exceptional brand experiences that resonate with audiences worldwide.
At the country level, initiatives such as that by the Indian International Skill Centre (IISC), aim to provide training and certification benchmarked to international standards. IISCs are set up at the international migrating pockets of the country to equip trainees looking for placement in overseas job markets.
All in all, it is safe to conclude that as the global economy swells, the role of Indian talent in driving growth will be significant, eventually shaping its future. It is not about the desi ideas going global but the pride and gratification that envelopes the country. May the people power always shine bright!
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