Marketing Global and Multinational 5 Research Paper

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In the region of India there are two colors in particular that should be avoided in international product packaging. These are orange and black. In this country orange represents death and rebellion, while black represents laziness, anger and intolerance (De Bortoli & Maroto, 2001).

Another area in which companies must be cautious in India in making sure that product packaging is not offensive to generally accepted standards of public decency (Advertising Standards Council of India and the Code for Self-Regulation of Advertising in India, 2012). Developing & conservative countries like India are still in a dilemma as to what would constitute over exposure of sexuality and thus would violate the moral norms of the society and be regarded as obscene. Sometimes manufacturers try to showcase their products in an innovative way which many sections of the audience might just accept it. Some sections of the viewers are creative and might accept with open arms the innovative approach in portraying a product.

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But this is always not true. As developing countries like India has a large section of the society as well which is illiterate and underprivileged which might not be able to accept the creative and innovative portrayal of some products which may seem as obscene and indecent to this section of the society. Thus it is very important for companies to make sure that they confirm to the standard laid down by ASCI so that they are not embarrassed in the end or even worse have to pull the packaging on their product all together (Mullick, 2011)......

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