“Content (in India) is already quite fluid and there is a culture of creativity and ideas which might not exist everywhere else. Often, with big countries implementation becomes so important that strategy becomes less important. India and China to a certain extent are exceptions. The other opportunity here is the database, because there is a lot of data and a lot of information and we have been talking about how we can address this as a business,” says Mel Varley, Chief Strategy Officer, Global, Mediaedge:cia. More