Abstract:
The purpose of this paper was to explore television advertisements used by Western-based fast food companies in the India market, and to evaluate the extent to which these advertisements relate to typical Indian culture and cultural values. Current research offered an understanding of culture and cultural values specific to the Indian people. Advertisements from McDonald's, Yum! Brands including KFC and Pizza Hut, and Subway, all fast food companies with operations in India, were gathered and analyzed using a set of evaluative criteria developed to reflect those researched Indian culture and cultural values. The criteria included sub criteria formulated as binary choice questions. Point values were totaled from these sub criteria for an aggregate value for each advertisement. Findings conclude that the companies analyzed are average performers at relating to Indian culture and cultural values. Recomn1endations include increasing appeal to an "Indian identity" to better incorporate the local culture and cultural values into a global identity.
