India has become one of the most creative hubs in advertising, one where the industry still has a touch of Hollywood (or Bollywood) glamour to it – and it produces some of the best creative ideas in the world. This brilliant ad from Fevicol is a memorable example, where the product benefit is depicted by a common site across India – people clinging to the roof of a bus. Its inherent “Indianness” in both storytelling and tone is unlike anything elsewhere. And most importantly, the brand certainly gets stuck in your head! Velocity I have no doubt whatsoever that these anecdotal characterizations of China and India do betoken a new shape of the world. But, of course, it’s broader than that. For many years I, like many others, used in presentations, meetings, reviews and plans the concept of BRIC (Brazil, Russia, India, China), but I did so with increasing distaste. This was an acronym useful at a time in history, but also one which reflected the interests of those who coined it – in this case, Goldman Sachs. It was a financial markets’ view of the world. There is nothing at all wrong with that. But it does not reflect the world of marketing and advertising, and of the masses of consumers (and businesses) who fuel it. There is no shortage of demographic predictions about the future of the world, but it seemed to me that none of them really hone in on what makes advertising tick. So I