A global pharmaceuticals major was developing its innovation strategy across Asian markets, including India. As a first step towards this, it used AI to scrape the internet for future-facing themes in wellness across these markets. Now it wanted to check if these themes actually resonated in real life and to break down their semiotics to create innovation inspiration…

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One of our biggest challenges was that, in India, the past still has a strong hold on shaping new choices and behaviours, especially when it comes to health and wellness. Unlike many other markets that move determinedly forward, India’s movement is more of a tough-to_read dialectic. Much like India’s traffic, we found that the movement of trends in wellness can be to take two steps ahead, four steps back, and then to cut sideways. 🐒