Global evidence shows almost 75% of top videos on YouTube trend only in the country they're being seen in, worldwide viral hits being exceptionally rare. Top 50 songs on Spotify are sourced from 16 languages that include Spanish, Korean, Portuguese, Turkish, Indonesian and Arabic. The world is moving rapidly from multicultural experiences to monocultural affections, driven by a scalable resurgence of localised content.
India, true to its unique texture, is busy cultivating an omnichannel identity, much to the delight of businesses and creators. An omnichannel identity can be imagined as a thoughtful, yet spontaneous, blend of nationality and locality in culture, community and consumption. It is rooted in generalised Indianness while generating maximum meaning from galloping micro-regionality as collaboration, not conflict. Connecting the dots can lead to opportunities, unified by an inspired union of craft and tech.
