Marriage can be a great source of anxiety for young Indians, whose marital fate is often out of their own hands, arranged through the parents’ network, a priest or ads in local newspapers. The anxiety is that much more intense for educated, independent-minded women who don’t want to compromise on their beliefs and lifestyle but may be rushed to commit to someone they hardly know. (Our sister site has written about one Indian brand’s response to the modern woman’s wariness of arranged marriage.)
Earlier this year Times of India, a leading national daily, introduced the Times Equality Matrimonials to its Sunday supplement of matrimonial classifieds. “This space rejects the conventional thinking of a woman playing second fiddle to her husband and regards marriage as a true partnership placing both people are on an equal footing,” The Times declares. It even ran an Equality Marriage Manifesto. Separate ads target women (“Does hello to marriage mean goodbye to life as you know it?”) and men (“Do you want someone you can dictate to, or someone you can ask for advice?”).
The Times approach is likely to generate goodwill among its target consumer whether or not they place an ad (indeed, even if they’re already married). This is a great example of how a very old product or service can tap into current truths or anxieties to come across as very contemporary and strengthen bonds with younger generations.
been phenomenal for marketers across almost every category, from retail and durables to automobiles, apparel, furniture and liquor. Car sales rose 21 percent in September. Future Group, India’s biggest retailer, clocked more than $107 million in 10 days, while Samsung and LG saw revenues grow nearly 40 percent during the festival period. 
People around the world are living under the daily threat of losing their jobs, but the scenario is quite different in urban India. Some Indians have been smiling on their way home, excited to break the news of a salary hike. With the exception of companies in some sectors, such as tourism, IT, exports and financial services, many businesses have doled out raises this year. According to a July survey on 
According to JWT’s recent AnxietyIndex study in India, an overwhelming 89 percent of respondents said they have become more concerned about societal issues that may not impact them directly. There seems to be a growing realization that ignoring social issues—such as poverty, the environment and illiteracy—will not help.
It’s amazing how India’s two biggest cities are reacting so differently to the world around them. The people of Delhi are twice as anxious as those in Mumbai, according to JWT’s recent AnxietyIndex research. 
