The key for strategists seeking to reach the new Indian consumer will be, as Al Ries stated, to remember that "ideas are put into the mind by PR".

This appears particularly so in India because the big bang advertising approach, as demonstrated by the Internet bubble market of the late 90's, doesn't build the credibility behind a brand like PR does. Due to its previous low consumer income levels, the Indian market is somewhat virgin to global brands. Taking that into consideration, there can be no doubt that in terms of branding to "get something from nothing" there is no substitute than the credibility of media coverage and its third-party endorsement to raise credible brand mindshare.

For more - Reaching the next billion customers, by Robb Hecht, Published in India's ICFAI University Press, Trends in Online Advertising