As we approach our 15th year at MultiConnexions, Australia has truly embraced multiculturalism. The Lunar New Year celebrations across Australia are certainly a reflection of this.
What has particularly interested me about this year's Lunar New Year celebrations is the fact that more Australian marketers and companies are recognising the importance and value of connecting with their Asian customers during this period.
Messages go beyond selling products and services and include goodwill messages which touch the soul. These goodwill messages are not just from marketers, but from all sections of society including our political leaders.
Since our last Multi-Buzz, we have indeed several reasons for celebration. Many of our client campaigns were highlighted as best practice by leading marketing and advertising publications, some of them are featured In the News of this edition of Buzz.
My recent trip to India in January was an eye opener as to how global we have become as an economy. My blog Tale of two Countries captures the changes in the Indian population demographics and psychographics. The country is set to tap into innovation and start-up culture, no doubt propelled by an Indian Prime Minister who lives and breathes innovation and digital technology.
Why is this interesting to us? After all, India happens to be the largest source country for migration to Australia, followed by China. I had the opportunity of spending an evening with Australian students who are in India under the New Colombo Plan. It is certainly an excellent Australian initiative to strengthen the bi-lateral ties and build youthful connections.
The recent Lunar New Year insights and festivities have been excellently captured by Kaiyu, Katrina and Costa. Now that the Lunar New Year activities are coming to a close, the South Asians are getting ready to celebrate Holi - the Festival of Colours. Watch out for more updates in our next Buzz edition.
I am also very pleased to share that our story will appear on SBS Small Business Secrets this Sunday 19th February at 5pm. I truly believe that to be successful in doing business with other cultures, we need to understand and respect other cultures. Cross-cultural understanding becomes crucial in doing business in a global economy.
As I drop anchor today, I would like to wish everyone a Happy Lunar New Year of the Rooster.
Sheba Nandkeolyar is passionate about multiculturalism, diaspora marketing and
cross-cultural dynamics of doing business in Asia. She is the Co-founder and CEO of MultiConnexions. She is a board member of the Australia-India Council, National Chair of Australia India Business Council and International Advertising Association, Australia Chapter. Sheba is also a Board Member and Trustee of the 'Follow your Dreams Foundation' which supports disadvantaged women and children in Australia, China and India.
Connect with Sheba