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Cracking Tamil Nadu Presentation Quantum Originals Cracking Tamil Nadu Tamil Nadu is a critical and important market for most companies However, it is also the market that is the most mysterious TAMIL Strategies that work in other parts of India often fail in Tamil Nadu NADU as an object of The State requires tailormade solutions for true connect and study? success Many marketers seek to understand the elusive Myth of Tamil Nadu Quantum Originals Cracking Tamil Nadu Have you wondered… Did you know… Quantum Originals Cracking Tamil Nadu M.G.R. was born in Kandy, Ceylon, to Melakkath Gopalan Menon and Maruthur Satyabhama from Palakkad, Tamil Nadu is in the modern-day state largely seen as a of Kerala #1 Protectionist State. Then why are some of the biggest icons of Tamil Nadu not Tamilians? Rajinikanth was born in Karnataka, India. He was the fourth child to his parents Ramabai and Ramoji Rao Gaekwad. His original name was Mahendra Singh Dhoni, Shivaji Rao Gaekwad. also called M.S. Dhoni, was born in Ranchi, Bihar [now Jharkhand] to Paan Singh & Devki Dhoni Quantum Originals Cracking Tamil Nadu #2 Why are leader figures REVERED in Tamil Nadu, a phenomena that is seldom seen in other cultures? Quantum Originals Cracking Tamil Nadu Did you know that the Tamil language is also personified as a #3 God? Why? Quantum Originals Cracking Tamil Nadu Why are Tamil films so #4 popular in Japan? Quantum Originals Cracking Tamil Nadu Why are the Tamilians so particular about the Kolam and what #5 principle does it draw from? Quantum Originals Cracking Tamil Nadu To solve these and many other puzzles that keep Quantum and marketers awake at night, we embarked on a journey to crack Tamil Nadu We bring you the Second Edition of Quantum Originals: Cracking Tamil Nadu Quantum Originals Cracking Tamil Nadu Quantum’s Point of View We believe that at the root of every culture is a cultural DNA (or the Culture Gene as we call it). We have identified these defining codes of Tamil Culture as well as emerging manifestation Quantum Originals Cracking Tamil Nadu The Method of Study 12 QCS used its CULTURE PULSE model to understand Tamil Nadu Culture Pulse is a PROPRIETARY PREDICTIVE MODEL that identifies how the defining Baseline / Foundational Culture Codes of a nation, state and/or category - are changing below the surface of consumer behaviour and perceptions These code changes are created by the code’s interaction with global events, forces and trends Quantum Originals Cracking Tamil Nadu THE MODEL Collision or interaction THEORY: A brief overview of the A Culture Code is a Global and local governing principles of cluster of related human phenomena and macro the model values, repeating forces (that often carry behaviour patterns or their own values and watershed events seen Baseline/Foundational Modern meaning systems) in a culture. Tamil Nadu Culture Stimulus/Macro become the ‘modern These codes come Codes Forces stimulus’ that together to form the continuously collides with fundamental meaning Tamil Nadu’s foundational system of a culture culture codes The Baseline code is forced to shift/evolve as Modern Expressions of a result of the the shifting Culture interaction with the Codes in Tamil Nadu These shifts manifest as We isolate the key new macro forces behaviour, perception, marketing implications mood and appearance emerging from the shifts in trends amongst people the Culture Code for Tamil Nadu Quantum Originals Cracking Tamil Nadu METHODOLOGY: The various information streams analyzed Broadly, the Culture Pulse Model uses the following knowledge & information streams to arrive at code shifts: Modern Socio-Cultural & Cutting edge/Viral digital content Political history – key value that is manifesting as UGC (user system defining events in the generated content) in the culture culture/nation Real time local cultural Popular media patterns and phenomena that occupies mind themes that have shaped the Underlying Contemporary and conversation space across the modern culture/nation Cultural Truth Colliding Nation at present Influences Ancient historical and Big global phenomena that have religious values that dominate permeated present day ideas and in the culture and define its behaviour. E.g.: Uber, Netflix, ISIS, moral behaviour Refugee Crisis, Trump, Climate Change, North Korea, ME TOO etc Behaviour and sentiment Key cultural shifts underway and patterns that seem to recur Cutting edge ideas emerging ideas in this culture over time their TREND manifestations in and innovations (global + local) the given market Quantum Originals Cracking Tamil Nadu Basis this, we arrived at the 7 Culture Super Codes of Tamil Nadu Quantum Originals Cracking Tamil Nadu THE 7 CULTURE SUPER CODES OF TAMIL NADU CODE #1: CODE #2: CODE #3: CODE #4: CODE #5: CODE #6: INSULARITY CUSTODIANSHIP HEROISM CODE #7: UNDERDOGISM RATIONALISM PATRIARCHAL OF TAMIL DEVOTION CONTROL Quantum Originals Cracking Tamil Nadu a Code genesis- why it came to be b Historical manifestations Took each c Macro forces that are influencing this code code and understood it in detail d Modern/ emergent manifestations e Key human and societal tensions Conclusion: Mapping of TN vs other Inspirations and case studies both from TN as cultures on a cultural f well as elsewhere of brands tapping into these codes via advertising and marketing strategies map with a distinct macro direction for tapping into the TN g Brand design principles to leverage this code consumers Quantum Originals Cracking Tamil Nadu DATA SOURCES Interviews with internal Over 12,500 social media social scientists that have posts, images, movies and done intensive work in TN A mining of seminal videos have been and have a cumulative literature on Tamil culture. referenced towards this experience over 200 years analysis. in the discipline Quantum Originals Cracking Tamil Nadu INVESTMENTS The findings are available for purchase in the following formats Cracking Tamil Nadu Cracking Tamil Nadu Cracking Tamil Nadu Cracking Tamil Nadu The Code Book: A The Code Book The Code Book Presentation: presentation deck with a + Voice over + Voice over The Partners at detailed perspective on Quantum are happy to the 7 culture super come to your office and codes and what each + Ta i l o r m a d e + A one day walk your teams means. strategic workshop with your through the findings as + A Voice Over so that recommendations for key stakeholders to craft well you can go through it at your brand/category solutions for your brand your convenience. It is always present as a ready reckoner Rs. 4,50,000 Rs. 7,50,000 Rs. 10,00,000 Rs. 50,000 + taxes + taxes + taxes + taxes Quantum Originals Cracking Tamil Nadu The document will be available on 26th of August 2019 Terms of payment: 100% advance Quantum Originals Cracking Tamil Nadu BIBLIOGRAPHY • https://www.thenewsminute.com/article/mgr-magic-looking-back-how-cinema- • https://tamilculture.com/understanding-seettu-the-tamil-money-club propelled-leader-aiadmk-74881 • https://www.thenewsminute.com/article/where-cinema-celebration-how-tamil- • https://www.livemint.com/Opinion/dzkxlnMuMl5bZ51ImDV7XM/Tamil-Nadu- films-made-malayali-fall-love-tn-81933 politics-MGR-phenomenon-then-and-now.html • https://globindian.wordpress.com/2013/11/14/in-pictures-understanding-tamil- • http://thenewpolis.com/2018/05/25/performative-film-practices-in-tamil-politics- indian-culture/ part-1-giulia-battaglia/ • https://www.news18.com/news/politics/rajinikanth-politics-announcement-tamil- • https://www.livemint.com/Politics/yzxcdoIE2xxsKzpOvqX8ZM/MGR-The- nadu-films-and-politics-1618833.html everlasting-legacy-of-the-lord-of-hearts.html • https://thewire.in/politics/tamil-nadu-politics-cinema • MSS Pandian’s – The Image Trap: MGR and Tamil Nadu. A seminal work on the • https://qz.com/india/852856/southern-secret-why-the-national-anthem-is-rarely- Social Anthropology of Tamil film and politics played-at-public-functions-in-tamil-nadu/ • The Brahmin and the Citizen – Rajan Krishnan and MSS Pandian – An essay on the • https://www.thehindu.com/thread/reflections/tamil-films-are-getting-more-modern- masculinity construct of the Brahmin and the non-Brahmin in Tamil cinema. and-more-misogynistic/article19209779.ece • Anthropologist Anand Pandian’s work on the Anthropology of Tamil Film making • https://economictimes.indiatimes.com/business-of-bollywood/tamil-nadus- featured in the Johns Hopkins magazine fascinating-connection-between-cinema-and-politics/articleshow/3687111.cms • Screen Shifts in recent Tamil cinema: • https://thewire.in/film/kabali-destabilsing-the-established-idioms-of-tamil-cinema https://www.researchgate.net/publication/311426722_SCREEN_SHIFTS_IN_RECE • https://academic.oup.com/ccc/article- NT_TAMIL_CINEMAS_THE_NEW_NEW_WAVE abstract/9/2/231/3979305?redirectedFrom=PDF • Madurai Formula films: Caste and • https://www.noor-publishing.com/catalog/details//store/gb/book/978-3-639-71266- Pride: https://journals.openedition.org/samaj/4359 7/tamil-cinema-:-recurrent-cultural-themes,-impacts-and-futures • http://www.sociology.ed.ac.uk/research/grants_and_projects/current_projects/dalit • https://www.tandfonline.com/doi/abs/10.1080/14746689.2017.1351788 _politics2 • https://www.popmatters.com/185315-the-defiant-new-postmodern-tamil-cinema- • https://hub.jhu.edu/magazine/2013/winter/anand-pandian-anthropology-of-film/ 2495619865.html • https://www.firstpost.com/politics/andhra-and-telengana-a-vast-and-bitter-cultural- • http://www.jardcs.org/abstract.php?archiveid=1470 divide-41427.html • https://quasiphilosopher.wordpress.com/2017/05/02/thinking-about-tamil-cinema-
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