July 11th, 2012
India: food, marketing and children's health
By Oliver Balch
The camera pans in. The grins of smiling school children fill the frame. An enthusiastic teacher, played by a famous Bollywood actress, sits in the centre. The scene is a “remote picturesque setting”. And all are munching happily on Domino’s Pizza.
The advert is typical of the marketing bombardment now filling TV screens and billboards as the world’s big brands fight it out for a slice of India’s growing fast food market.
McDonald’s, Dunkin’ Donuts, Subway, Pizza Hut, KFC, Coca-Cola and PepsiCo are just some of the international food brands now aggressively touting their wares to the Indian public.
The stakes are high. Last month, for instance, Coca-Cola announced plans to invest $5bn over the next eight years to “further capture growth” in India’s ready-to-drink market.