Sometimes it's not the direct things that wins people over. It can be the BBC. Or Bollywood. As a talented comms officer from Tunisia who worked for the UK Foreign and Commonwealth Office reveals.

by Kacem Jlidi

Picture this: a 16 year old boy from Morocco going to the hairdresser to get a 'David Beckham' haircut or doodling all sorts of tattoo shapes on his textbook while in class.

Imagine this South African 48 year old lady spending her evenings binge-watching Bollywood movies and gasping at the sight of her favourite Indian actor’s dancing.     

Wouldn’t you agree that those are basic examples of successful brand engagement – ones that went beyond geographical limits?