A leading Bombay advertising agency justifies as traditionally Indian the highly eroticized images it produces to promote the KamaSutra condom brand. Another agency struggles to reconcile the global ambitions of a cellular-phone service provider with the ambivalently local connotations of the client s corporate brand. When the dream of the 250 million-strong Indian middle class goes sour, Indian advertising and marketing professionals search for new ways to market the Indian.
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