Catching Culture

Cultural differences should not be a barrier to good advertising says a top local conglomerate. Cultural differences should not be a barrier to good advertising says a top local conglomerate. “What is acceptable and what is liked has changed completely,” says Debu Bhatnagar, director of local conglomerate Hemas Holdings Ltd, at the third LBR/LBO Adverting & Marketing Forum.

Addressing representatives from the local advertising industry and marketing personnel Bhatnagar said good advertising does not necessarily have to be culturally correct all the time.

Hemas, is one of the largest local companies that markets a diverse range of goods and services in Sri Lanka, from consumer goods to health care, transportation, leisure and power generation.

The listed family company reported a net profit of Rs189 mn during from April to June this year, according to stockbroker Asia Securities.

The company is estimated to spend over five percent of its Rs 797 mn FMCG revenue on promotions and advertising – which is relatively low, but in keeping with Sri Lanka’s country average.

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