Nostalgia For a Past That Never Was: Marketers and the Invention of Tradition

To create a pan-Indian, national marketing campaign is especially difficult because of the huge cultural diversity existing in India. What is Indian tradition when most rituals and symbols are tied to specific communities and geographies in India? Drawing from ethnographic work in the world of Indian advertising, we show that marketers are playing an active role in defining and re-inventing tradition. This paper contributes to scholarship on the globalization of the marketplace and the role of marketing in re-defining national identity.


Julien Cayla (2009) ,"Nostalgia For a Past That Never Was: Marketers and the Invention of Tradition", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 149-151.


Julien Cayla, Australian School of Business, University of New South Wales


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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