Sometimes it’s not the direct things that wins people over. It can be the BBC. OLr Bollywood. As a talented comms officer from Tunisia who worked for the UK Foreign and Commonwealth Office reveals.
by Kacem Jlidi
Picture this: a 16 year old boy from Morocco going to the hairdresser to get a ‘David Beckham’ haircut or doodling all sorts of tattoo shapes on his textbook while in class.
Imagine this South African 48 year old lady spending her evenings binge-watching Bollywood movies and gasping at the sight of her favourite Indian actor’s dancing.
Wouldn’t you agree that those are basic examples of successful brand engagement – ones that went beyond geographical limits?
Now, thinking about those two people, wouldn’t you also agree that they are favourably disposed to Britain and India respectively and they are likely to choose to consume news, services and products from those countries rather than ‘rival’ ones? Sure they would.