Imagining India: Narratives of Class and Caste in Indian Advertising

The narrative of India as the “next power to be” is dominant in the Indian public sphere, in the way consultants and economists talk about the country, and in advertising commercials portraying life in India. Despite the overwhelming media endorsement of this economic process, statistics belie this claim: industrial production has slumped, debt increased and structural aggravations have led to great economic disparities among Indian people. Through an analysis of popular Indian advertising campaigns and marketing discourses, we show how marketers help sell and promote a certain image of India. We then analyze the disjunctures of this image with reality and the potential consequences for consumers.


A.F. Mathew (2009) ,"Imagining India: Narratives of Class and Caste in Indian Advertising", 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: 150-150.


A.F. Mathew, Mudra Institute of Communications


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

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