Monthly Archives: July 2020

Raksha Bandhan – A celebration of sibling bond

The festival of Raksha Bandhan is celebrated every year in August and is a popular ceremony among South Asian Hindus. During Raksha Bandhan, a sister ties a thread bracelet, known as Rakhi, on her brother’s wrist. This tying of the thread signifies a brother’s promise to always protect his sister. Although in a literal sense, [...]

By | July 31st, 2020|Ethnic Advertising, Multicultural Marketing, South Asian|

Impact of COVID-19 on Multicultural Consumers in Canada

Canada’s multicultural landscape is vibrant and expanding. Two striking ethnicities by population size form a major part of this landscape - South Asians account for 2.6 million, and Chinese are 1.8 million of the total Canadian population. According to Environics Analytics, the immigrant population is projected to increase by 27% in the next 10 years. [...]

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