Storyboard: Consumer in India is engaged at a higher level than before, says IPG's Terry Peigh

The Interpublic Group (IPG) on Saturday said consumer in India is engaged at a higher level than before.

In an interview to Storyboard, Terry Peigh, managing director, said, "The consumer today is potentially more helpful than before. She is more engaged and wants to tell others about the product. She is in a position to inform others and be a marketing arm for us,"

According to him, the very rules of the marketing war have changed.