The Advertising Club Madras has opened a new series examining diaspora markets with a wide-ranging session on the Gulf Cooperation Council countries, bringing together more than 300 people from across marketing, media, and strategy. The virtual event, held on 28 November, featured a detailed presentation by Dr Tausif Malik, the Indian American publisher and founder of RiseBack.org, who has built a career studying migrant communities and their influence across regions.
The session began with a welcome from Surej Salim, President of Advertising Club Madras, who spoke about the rising importance of the diaspora for both Indian and global brands. Moderator Kavitha Srinivasan introduced Dr Malik by tracing his work across India, the Middle East, and the United States, setting the tone for a discussion centred on a rapidly expanding global consumer group.
Dr Malik opened with a tribute to the mentors and colleagues who shaped his career, saying, “Advertising is the only creative industry where most legends remain unknown.” He named figures from agencies across India, the Gulf, and the US, reflecting on the people who guided his early work in creative, finance, publishing, and media.
He then shifted to scale, pointing out that while attention often goes to the 40 million Non-Resident Indians worldwide, the broader category of “Global Desis” is closer to 100 million. He described them as a demographic with strong earning power, high levels of tech use, and a deep emotional connection to their countries of origin. This mix, he said, makes them attentive to branding, rooted in nostalgia, and quick to adopt digital trends.
Within this group, he highlighted the Gulf population as a case study, describing them as outward-looking but closely connected to India. According to Dr Malik, their pattern of working in strong-currency economies, saving methodically, and investing with long-term goals creates a consumer base that is particularly attractive to developers, financial institutions, education providers, and lifestyle brands.
His detailed breakdown of Danube Properties in the UAE was presented as an example of how a brand can respond to this audience. Dr Malik pointed to the company’s “1% Plan”, partnerships with Salman Khan and Shah Rukh Khan, the purchase of Filmfare Middle East, and founder Rizwan Sajan’s active public presence. He described this mix as a guide to understanding aspiration, cultural touchpoints, and the role of trust in diaspora marketing.
The session closed with an extended Q&A, where attendees asked about buyer behaviour across the Gulf, the rise of Gen Z NRIs, and media planning for multiple countries. Many participants praised the clarity of the discussion, noting the practical focus on audience behaviour, cultural context, and market structure.
Vice President Umanath V offered the vote of thanks and said the upcoming chapters in the series would continue examining diaspora markets, with North America next in line. He thanked Dr Malik for offering what he described as a thoughtful framework for anyone working with global Indian audiences.
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