With Diwali quickly approaching, marketers are turning their attention to the fastest-growing and most affluent Asian subgroup in the US: Asian Indians. As a rapidly growing demographic, Asian Indians wield immense purchasing power and exhibit a strong affinity for brands that align with their cultural values. For sectors such as automotive, healthcare, real estate, luxury jewelry, and other premium categories, this presents a golden opportunity to drive significant ROI.
Let’s dive into how you can connect authentically with Asian Indian consumers this festive season and maximize your Return on Ad Spend (ROAS).
Speak Their Language: The Power of In-Language Ads
Before diving into specific strategies, it’s crucial to understand why in-language advertising is particularly effective for this demographic. With 70% of Asian Indians being foreign-born, their media consumption remains closely tied to their cultural roots. This presents a unique opportunity as Asians, in general, are:
- – 57% more likely to pay attention to ads in in-language media
- – 64% more likely to pay attention to in-language ads
- – 46% more inclined to buy from inclusive brands
Source: Nielsen Reports: Seen, heard, valued – engaging Asian Americans through media & The power of news media: An important platform to reach Asian Americans in an election year
These statistics underscore the importance of culturally relevant placements and creatives in reaching this demographic effectively. Datawrkz’s expertise in this area ensures your message resonates deeply with Asian Indian consumers.
Precision Targeting: Amplify Your Impact with Amazon DSP
Imagine your luxury car ad running alongside blockbuster Bollywood movies or high-end jewelry promotions being featured during episodes of the popular “Indian Matchmaking” series on Amazon Prime.
Amazon DSP integration allows you to:
- Place ads alongside top Bollywood titles and Indian TV shows
- Target users based on their purchasing behavior—think groceries, traditional clothing, and Indian cultural items
- Reach audiences engaged with Indian music, books, and other media on Amazon
These precise, programmatic capabilities ensure your ads appear where your audience is most engaged, maximizing visibility and recall.
With Datawrkz’s Vizibl, a self-serve DSP, you can access Amazon DSP to unlock exclusive, premium placements on Amazon’s owned and operated platforms.
Premium Placements in the Asian Indian Digital Landscape
Want to be front and center in the places that matter most to Asian Indians? Premium ad placements on well-known Indian websites like The Hindustan Times and Sportskeeda, ensures your brand is present in culturally relevant spaces.
Look for publisher networks that provides:
- 1. Premium placements (First Look Inventory & Rich Media Integration) on websites frequented by Asian Indians
- 2. Contextual/In-market targeting for enhanced engagement
- 3. Valuable second-party data for improved targeting
Cross-Platform Strategy: Reach Them Everywhere
Today’s consumers engage with brands across multiple touchpoints, and Asian Indians are no exception. To truly make an impact, your Diwali campaign must span platforms and channels seamlessly that speaks directly to the target audience.
To do this effectively, you need to leverage:
- 1. The most effective keywords for search campaigns targeting this demographic
- 2. Ad placements on social media platforms where Asian Indians engage most
- 3. Programmatic strategies that yield the best results
Data-Driven Expansion: Unlocking the Power of Your Customer Data
Imagine transforming your existing customer base into a roadmap for expansion in the Asian Indian market. Customer Data Platforms (CDPs) makes this possible, allowing you to:
- 1. Create look-alike audiences based on your current CRM data.
- 2. Develop targeted segments for different product lines.
- 3. Implement tailored cross-sell and up-sell strategies
Maximizing Your Return on Ad Spend (ROAS)
By combining our cultural insights with precise targeting, we offer a cost-effective media solution that:
- 1. Reduces ad spend waste on IVT/MFA sites
- 2. Improves engagement rates with culturally resonant placements
- 3. Increases conversion rates by reaching consumers at the right moment and context
As the festival of lights approaches, there’s no better time to spotlight your brand to Asian Indian consumers. Let Datawrkz’s comprehensive suite of media solutions and deep market understanding guide your path to success in this lucrative demographic.
From luxury cars to airlines, our experience spans various high-ticket industries. We know how to connect your brand with Asian Indians at crucial decision-making moments.
Ready to enhance your holiday season strategy? Let’s connect and create a Diwali campaign that will truly resonate.
