Indian audiences love background scores. Use popular Bollywood instrumental beats or trending "Punjabi" remixes. Do not use generic corporate stock music.
Gone are the days of "Western clothes for work, Indian for parties." The new normal is the Kurta with denim jeans, or a blazer worn over a silk saree.
Unlike Western individualism, Indian lifestyle is often dictated by the collective. While the traditional joint family (grandparents, parents, uncles, cousins under one roof) is giving way to nuclear setups in urban centers, the emotional joint family persists. WhatsApp groups are the new courtyards.
With one of the world's largest smartphone-user bases, daily life in India—from ordering groceries to finding a life partner—happens on apps.
