How to Modernize Indian Branding & Boldly Lead Change

Introduction

Let’s be honest: Indian branding can feel like a time capsule stuck in the early 2010s. Think of glitter overlays, jingles for a wide audience, and generic taglines that don’t say anything. But it’s 2025, and we have swipes, feeds, AI whispers, and global audiences. Still, many Indian brands seem to be stuck on “re-run.” There is a difference between Indian and International branding that goes beyond looks. The good news is that this delay is a chance. The world is moving towards hyper-personalized, centered around purpose-oriented storytelling, and Indian brands are in a great position to move forward because of their rich culture and tech-savvy young people. Are you ready to jump in?

Fabindia’s branding success shows how a legacy brand can stay culturally rooted while still modernizing.

Why Indian Branding Lags

Indian branding’s stasis isn’t accidental—it’s rooted in some understandable but limiting habits. Three key reasons are mentioned below:

1. Reliance on Traditional Media & Mass Appeal

Big TV spots during cricket or festivals still dominate. Think about loud jingles, celebrity-heavy ads and sweeping family scenes. Look at many FMCG campaigns that aim broadly, not precisely. It’s safe, but often bland—missing niche, digital-first engagement is crucial in 2025.

2. Lack of Digital-First and Data-Driven Strategies

Many brands still launch websites or social accounts as afterthoughts rather than a strategy. Compare that to Netflix’s India push using granular analytics to curate on-home feed trailers, regional nuances, and even meme-ified subtitles in droves on Instagram reels.

3. Cultural Conservatism Over Bold, Relatable Storytelling

India’s diversity is enormous, but few brands tap into the quirky or regional nuances freshly. Instead of playful Chennai-town subtitles or playful Punjabi phrases, there’s often one-size-fits-all Hindi-English crossover. A missed chance to resonate deeply with modern Gen Z.

Real-world example:
Take long-standing brand Amul. Its mascot is iconic, yes—but its campaigns are mostly reactive topical headlines rather than immersive brand storytelling or highly localized nudges that would engage audiences with more than a chuckle or a scroll past.

Global Branding Trends India Can Learn From

Outlined are ten actionable strategies, each based on a global champion, compared to current Indian norms, and made for India’s lively market.

1. Storytelling that is bold and has a purpose

What: Brands that put a cause first, like Nike’s “Dream Crazy,” which tells a strong story and doesn’t just sell shoes.
Contrast: Indian sportswear ads often show stars posing in stadiums, but they don’t often tell stories that tap into people’s emotions.
Adaptation in India: Think of a campaign that focuses on Indian women athletes from small towns, putting grit over glamour.
Challenge: Finding a way to say what you want to say without upsetting family values or being afraid of controversy.

The boAt marketing strategy is a great case of youth-focused branding that challenges global players.

2. Personalization of content with AI

What: Spotify Wrapped or Netflix’s “For You” strategies, which are very personal and based on data.
Contrast: Indian e-commerce ads still send out “Diwali sale” emails to everyone, which is different.
Adaptation: Companies like Nykaa or Digit use your browsing history, location, and preferences to send you personalized bundles or tips.
Challenge: Smaller brands have limited data infrastructure and worry about data privacy.

3. Minimalist and localized design for visuals

What: Apple’s layouts with clean, sparse images and typography that focus on the product.
Contrast: Many Indian ads or packages are messy, with bits of text, glitter, photos, and 3D effects all fighting for attention.
Adaptation: A skincare startup that uses simple icons with regional motif accents (like Warli-style outlines) to subtly honor its heritage.
Challenge: Getting stakeholders to believe that less can actually sell more.

4. Short-form video for narrative micro-moments

What: Quick, funny stories like those on TikTok (even brands like Burger King use short jokes).
Contrast: Indian brand reels in static format can last more than 60 seconds, which makes people lose interest.
Adaptation: Short, funny videos, like a chaai brand showing grandma’s secret recipe animation in 15 seconds with Hinglish subtitles.
Challenge: Agencies need to get better at scrolling quickly, and clients need to learn to be brief.

5. Content made by users and co-creation

What: Glossier created its brand by showing genuine customers, not models.
Contrast: Indian companies tend to use celebrities or well-planned shots instead of fan-made content.
Adaptation: Hair care firms ask clients to publish “my every-morning hairstyle” with a brand hashtag and then share it again and give them a prize.
Challenge: Making sure quality control and filtering content are in place.

6. Branding and Representation That Includes Everyone

What: Dove’s actual Beauty advertisements (and more) put actual bodies and stories front and center.
Contrast: Indian commercials still generally highlight fair, thin, idealized beauty criteria.
Adaptation: A beauty or health brand that shows all the many skin tones, body types, and ages of Indians.
Challenge: Not every market is ready yet, so clients can push back.

7. Interactive Digital Experiences (AR, Filters)

What: IKEA puts furniture via AR; Gucci debuted virtual try-ons.
Contrast: Few Indian merchants utilize AR filters or 3D previews.
Adaptation: A saree company lets buyers “try” draperies via phone filter before purchase.
Challenge: Technical investment; wisest for mid-to-large businesses initially.

Similarly, Noise’s business model shows how homegrown brands can go digital-first from day one.

8. Sustainability & Ethical Storytelling

What: Patagonia, Everlane, brands sporting extreme transparency.
Contrast: Most Indian firms dabble in—“eco-friendly” line, maybe a recyclable pack, but stories aren’t linked throughout branding.
Adaptation: Handloom or organic textile businesses tell farmer stories, water-saving procedures across packaging and digital content.
Challenge: Real reporting, avoiding greenwash; supply-chain openness is difficult in India.

9. Localized Global Collaborations

What: Adidas x Beyoncé—global trend meets local music.
Contrast: Indian firms still do “Bollywood celeb endorsements,” but seldom worldwide co-branding.
Adaptation: A streetwear company joins with an international illustrator to co-create regional-inspired designs—sell worldwide, anchored locally.
Challenge: Connecting cross-border licensing and design sensibilities.

10. Community-First, Not Just Customer-First

What: Harley-Davidson doesn’t sell bikes—they sell rider tribe.
Contrast: Indian companies emphasize things, not communities.
Adaptation: A café chain invites book-lovers to local chapters, while a fitness software establishes regional “running squads.”
Challenge: Sustaining meaningful engagement requires continual human contact, not bots.

Case Studies

Amul (Traditional)

What they do well: Instant topical humor via its mascot; beloved and widely recognized.
Where it feels “behind”: Limited digital personalization or storytelling—most content is reactive, not strategic.
Outcome: Great recall, but limited deeper engagement beyond a nostalgic giggle.

Zomato (Modern Indian)

What they do well: Witty app notifications, localized voice, even bold OOH campaigns (e.g., toilet-on-a-bike to highlight hygiene).
What could improve: More layered storytelling or data-personalization—order suggestions remain generic.
Outcome: High brand recall, good cultural resonance, but still largely entertainment-first, not story-first.

Glossier (Global Benchmark)

Strength: Community-built; user-voice center-stage; minimal design; inclusive ethos.
Contrast: The focus is immersive: users feel co-creators, not targets.
Potential for India: Imagine a Glossier-style beauty brand built around “everyday Indian skin,” with real stories, user curation, and a pared-back, elegant identity.

Blinkit’s quick commerce journey is another example of adapting brand voice to fast-changing consumer habits.

A Roadmap for Indian Brands in 2025

Invest in Digital Storytelling Frameworks
- Map digital journey; craft brand stories for each touchpoint—from app notifications to Instagram reels.
- Train creative teams on short-form, regional storytelling.
Leverage Data & Personalization at Scale
- Start small: segment customers by region, preference, behavior; tailor emails or UX.
- Use tools like WhatsApp Business API for personalized chat nudges.
Bake Purpose into Brand DNA
- Choose a meaningful direction—women empowerment, sustainability, rural talent—and communicate with consistent campaigns, packaging and community outreach.
Build Micro-Communities & Co-Create Content
- Launch initiatives like “My Local Recipe with [Your Brand]” where customers share stories and earn features.
- Encourage user input to fuel both product and narrative evolution.

Each step aligns with India’s vibrant digital infrastructure, youthful consumer base, and cultural kaleidoscope, making branding feel fresh, relatable, and future-ready.

Check our insights on FMCG vs D2C competition in India for practical branding takeaways.

Conclusion

Indian branding doesn’t have to be trapped in “2015 mode.” By adopting purpose-driven storytelling, AI personalization, minimalist design, and community-first initiatives, Indian businesses may jump ahead swiftly, feeling more global, but anchored. The tools are at hand; the talent is aching to try. So marketing students, young professionals, and business-curious minds: go investigate, demolish, and recreate. Start with one bold campaign, one honest story—and watch Indian branding catch up, surpass expectations, and lead rather than follow.

Check out this quick video from Business Standard on what it really takes for Indian brands to play at the global level

In your view, what’s the most impactful step Indian brands can take today to connect with modern audiences while staying true to their roots? Let me know in the comments!