South Asian

Share The Light. Happy Diwali.

The Festival of Lights is celebrated with a lot of excitement by many in the South Asian community. The light of prosperity is welcomed by cleaning the home, decorating with rangoli (floor décor), torans (door garlands), khandeels (lanterns), string lights, and most importantly, the diya (earth lamp) which is the central symbol of Diwali. This year the welcoming of [...]

By | November 10th, 2020|Advertising, Diwali, Ethnic Advertising, Multicultural Marketing, SA, South Asian|

Ramadan – Impact of COVID-19 on Canadian Muslim Consumers

During the holy month of Ramadan, Muslims observe fasting during the daylight hours. After sunset, they break the fast together with family and loved ones and enjoy a sumptuous meal. The end of Ramadan is observed as Eid-al-fitr which is a 1 to 3 day celebration completing the month of fasting. This is also a [...]

How Canadian brands can leverage South Asian consumers’ love for all things Bollywood?

Extravagant sets, foot-tapping songs, dance numbers, and melodrama may make Bollywood films a tad formulaic but when it comes to providing value for entertainment, there’s no phenomenon on earth that draws a cult-like following. Unlike the more prominent inter-generational gaps that exist between South Asian millennials versus their traditional boomer parents, cinema continues to serve [...]

Hinglish: The Evolution of Language in South Asian Advertising

Did you know there are more English speakers in India than in Canada, the United States, United Kingdom, Australia and New Zealand combined? The reputation of English as a gateway to improving education prospects, social status and career opportunities is a main reason behind its immense popularity throughout Asia. This is particularly notable in India, [...]

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