Winning with localisation: how brands have done it in South Asia
- Sanjana Sharma
- Mar 24
- 3 min read
Updated: May 31
Cultural integration: a playbook for brand success.
May it be Coca-Cola’s "Share a Coke" campaign in South Asia, which replaced its logo with common local names, lending a personal touch to every bottle or McDonald’s adhering to the dietary preferences of regional customers with its much-beloved McAloo Tikki, localisation has become a necessary tool for effective marketing.
Nike's "Da Da Ding" campaign celebrated female athletes in India, tackling stereotypes and encouraging sports participation. All these brands did one thing which worked in their favour - cultural integration. Each of these campaigns became successful by understanding cultural nuances and embedded themselves within the fabric of everyday life. If you want your brand or business to tap into the consumer’s heart, cultural integration isn’t optional—it’s essential.
Global brands that succeed in South Asia don’t just market; they immerse themselves in local culture. The brands that break through aren’t just seen; they’re felt. They align with the values, rhythms, and energy of the communities they serve, making themselves indispensable.
Culture drives connection
Culture is what brings us together and helps us understand and connect with our surroundings. Cultural integration is more than localising a message—it’s about embedding a brand into the lifestyle and aspirations of its audience.
It means that brands need to understand what we care about and reflect it in ways that feel natural and authentic. When done right, brands don’t just sell products; they create a sense of belonging and community; a feeling that directly speaks to its customers and resonates!
"The Great Indian Dunk" gets it right
When the NBA faced a challenge in making basketball resonate with Indian culture, instead of forcing a foreign sport in local markets, they brilliantly chose to integrate it through their "Great Indian Dunk" campaign with Leo Burnett.
By celebrating the inherent energy and movement already present in Indian life – from bustling markets to dance – they made basketball feel familiar and accessible. This wasn't an imposition, but an ingenious connection, finding the "dunk" within India's existing dynamism. "The Great Indian Dunk" is a powerful example of respecting cultural nuances and building genuine enthusiasm by finding common ground.
The campaign showcased spontaneous, real-life moments—kids diving into ponds and improvising slam dunks off camels. Instead of positioning basketball as something new, they highlighted how it was already woven into the athleticism of everyday life.
Crucially, the campaign acknowledged the challenge of engaging in a country where cricket dominates every aspect of sports culture. By framing basketball as a natural extension of India's existing athleticism rather than a competing force, the campaign found a way to make the sport relatable, rather than foreign.
The campaign won Gold for Photography and Silver for Outdoor Campaign in Industry Craft at the CNNS Awards in 2024, and its success led to a UAE expansion in 2025, engaging the Indian diaspora and sports fans alike.
Mastering cultural relevance
Understand the culture – Deep research into local traditions, habits, and passions ensures messaging resonates.
Tap into emerging voices – Collaborating with regional creatives, influencers, and athletes brings credibility and authenticity.
Tell a real story – Audiences connect with narratives that reflect their daily experiences and emotions.
Adapt visuals and language – Using familiar symbols, aesthetics, and dialects creates a sense of belonging.
Engage the community – Campaigns that invite participation foster loyalty and long-term brand affinity.
The heart of cultural relevance: make your brand part of the story
Cultural integration isn’t a trend—it’s a brand-building necessity. The brands that win don’t just advertise; they embed themselves into the cultural moments that matter to the consumer. By aligning with the emotions and identities of their audience, they turn marketing into a meaningful connection—and that’s what makes a brand unforgettable.