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Suzanne Powers, Global Chief Strategy Officer, McCann Worldgroup
In India there is this thing of National Identity. At the same time there is this ‘Arm Chair Globalist’ which constitutes 67 per cent of the total. Arm chair globalisters are the ones who have not really travelled much but are interested to know what is happening around the world. And when you go back to the trust on the local brands, it is one of the highest. It is almost 75 per cent. Therefore, there is a huge trust on local brands as well. Globally, more than half of the people prefer global brands but in India it is less than half.